Google Analytics Reporting vs. Analysis: Insights From 4 Reports
Andy Crestodina
Co-Founder and CMO at Orbit Media | SEO, Analytics, AI, Content Strategy and Website Optimization
If you’ve got Analytics, you’ve got insights waiting to be discovered. But are you finding these insights? Are you getting the most from your Analytics?
Are you using Google Analytics for real analysis? Or just reporting?
Most people use Analytics the wrong way. But this post will show you four ways to get real insights from your Analytics.
Most People Are Using Analytics Wrong
This is the wrong way to use Analytics:
- Look at your favorite report, see if the line is going up or down
- Smile or frown
- Close Analytics and go back to your day
The problem with this approach is that it has no effect on your marketing. Nothing changes.
Now here is the right way to use Analytics:
- Get a marketing idea
- Ask a question that supports the idea
- Find the report that provides the answer
- Proceed with the idea (or reject it) based on the answer
- Measure the impact
See the difference? Website Analytics is a decision support tool, not just a reporting tool. Ask questions and find answers. Form a hypothesis, test it and analyze the data.
Analytics is meant for analysis, not just reporting.
So let’s use Analytics to ask questions and find answers. Let’s form a hypothesis, challenge it with data, then make better decisions and do better marketing.
Ready? Let’s jump in!
SEO Analyst | Google Analytics, Digital Marketing
5 年Andy Crestodina?Hi Andy, Is there any way to get the slides from your Advanced Analytics workshop?https://youtu.be/pBfCFBAw4Fg ? I follow you and listen to you every day. My favorite video from you is from 2016; it's my favorite because you make me laugh so many times and I think it's called 5 things to fix in your funnel from like 2016.? I'm pretty much a groupie because I have learned that I can trust you as a go-to resource. I'm a 1% creator and SEO always working to improve. I plan to use your slides (if you allow me to) as a reference for myself. If I ever take a quote from you and create a meme (which I have), I always credit and tag (where possible) you in the content and description.? If you'd ever like to collaborate on something, don't hesitate to reach out! Thanks either way! - Lauren
Growth & Project Manager - Hovingh& Partners - - Scale-Up consultant
5 年I confess I had to laugh at the first Analytics approach. A very good reminder to all of us. I am going to share it, I am sure a lot of people is going to find it very valuable.