Setting Up a Google Analytics Account and Connecting Data to Tableau

If you are looking to gain insights from your website visitors, you must consider setting up a Google Analytics account that will help you capture important data about your consumer behavior. Once collecting information about your users through Google platform, Tableau can allow you to track and link essential data about your customers to reach conclusions about your business. Indeed, Tableau can help you identify and understand data that you may not have been able to extract with other tools. Those pieces of data you will discover from the state-of-the-art data analytics software Tableau can allow you to step ahead from your main competitors.

What is Google Analytics?

Google Analytics is free platform to Google Users providing you with important insights about your website visitors and their behaviors while they are browsing your site through statistical data. Those analytical information can help you identify marketing trends and opportunities to improve the performance of your organization.

What is Tableau?

Tableau is a popular Business Intelligence Tool that companies use to convert raw data into visuals making it easier to understand the meaning of the business information you input in your file. This software can allow you to perform powerful analysis of the state of your Business.

How to Create a Google Analytics account?

In order to set up an account, you can access the Google Analytics website and login to your Google account. As soon you login, the Google Analytics home page will appear in your screen. Once you reached this page, you will have to click on the Admin button located at the top left corner. The screen will show you the three main sections for creating the account which are account, property and view.

Picture taken from: https://www.netplanter.com/set-google-analytics-account-property-view/

You will first have to click on account in which you will have to choose an account name and create a link with your organization. The next step would be to go to the property set up in which you will enter your website name, URL, industry category and time zone and click on create.

Picture taken from: https://www.datadrivenu.com/google-analytics-account-setup-guide/

How to Transfer your Data from Google Analytics to Tableau?

In order to connect your Google Analytics data to Tableau, you first need to make sure to download the software from the organization’s website, Tableau.com.  (Links to an external site.)Once you login, the home page will appear in which you will find in the Connect column the option to connect to a server. In the section, “connect to a server”, you will find “Google Analytics” as shown in the image below.

Picture taken from: https://www.theinformationlab.co.uk/2020/10/30/connecting-google-analytics-to-tableau-desktop/ (Links to an external site.)

After you select Google Analytics, you will enter your Google credentials in the dialogue box or select your desired Google account already saved.

Picture taken from: https://www.tableau.com/learn/tutorials/on-demand/connecting-google-analytics

Once entering your login information, make sure you are signed in in Google Analytics. Then the below screen will appear in which Tableau will request access to your data from Google Analytics and which you have to click on “accept”.

Picture taken from: https://hevodata.com/learn/connect-google-analytics-to-tableau/

Following this, a page showing the configuration settings will show in which you will be able to see your account, property and view set ups. You will have the option to select the date range you would like to pull your data in. You also have the option of filtering your users in the segment dropdown. Then, Google Analytics allow you to select the dimensions and measures of your choice or select a predefined set. According to the organization Hevo specialized in data analysis (Links to an external site.), Google Analytics gives you the possibility to select no more than 7 dimensions and 10 measures to be displayed.

Picture taken from: https://hevodata.com/learn/connect-google-analytics-to-tableau/

Now that you learned about the steps to connect Google Analytics to Tableau, you will be able to start visualizing and analyzing your data in the different sheet tabs in Tableau. You will see how life-changing it will be for you as a Marketing professional willing to identify areas of improvement in your business and reach greater business performance.

A Complete Guide to Google Analytics for Beginners

Are you a marketing professional currently managing a website and willing to increase your customer’s engagement? Then, it is a necessity to have a Google Analytics account in order to get important insights from this platform regarding your site’s performance. Indeed, Google Analytics will offer you the possibility to have a better idea about who are your visitors. Through the analysis of your user’s experience, you will be able to identify strategies to make your website more successful. From acquisition to conversion, you will be able to better understand your customer’s journeys when visiting your site.

What is Google Analytics?

According to the Marketing organization Semrush (Links to an external site.), Google Analytics is a platform in which you can register for free created by the company Google allowing you to track your website’s traffic. This tool gives you access to data allowing you to have a better understanding of the behavior of your website’s visitor. Through the different metrics analyzed by Google Analytics, you are able to assess your website’s performance and identify areas of improvement. It can also help you better describe your target audience while determining the success of your marketing campaigns.

4 Sections to Explore in your Google Analytics Dashboard

There are four main sections you will have access to in your Google Analytics dashboard according to the organization specialized in SEO strategies, AIOSEO, (Links to an external site.) which are the following:

Audience: This field helps you identify who are your customers. Here, you can find location and demographics information about your audience as well as the devices technology used when they accessed your site. This will allow you understand better your target market in addition to rethink about various marketing efforts for different user segments.

Acquisition: This section would show you how your users were directed to your website. Through this field, you will see which channels generated the most traffic (email, social media, organic search, paid search, etc). You are also able to make comparisons between consumers coming from different social media channels and assess your SEO initiatives efficacy.

Behavior: Here, you have the ability to see how your customers behave when they are visiting your website. For instance, you can determine which are the most visited pages and the time spent browsing your site. This can help you make conclusions about your customer’s experience and engagement with your brand.

Conversions: This field allows to determine the effectiveness of your marketing campaigns as it will show you whether people took the desired action when visiting your website. You can track your conversion goal whether it is a form submission, content shares or a purchase. You will be able to check how well your website encouraged people to take actions.

Metrics you Must Know when Using Google Analytics

There are several metrics under each sections described above that you must understand as a marketing analyst which can be found in the Google Analytics platform (Links to an external site.): 

  • Audience metrics:

Number of users: This is the number of visitors who accessed your website over a specific period of time.

Sessions: This shows you how many times your users visited your website.

Average session duration: This is the time your users spend visiting your website in one session.

Average pages per session: This is defined as the number of pages that your users visited in each session.

New/ Vs Returning Users: This gives you a ratio showing you the distribution of the new visitors accessing your website for the first time versus the returning visitors coming back to your site.

 Bounce rate: This is explained by the percentage of visitors who leave your site after visiting one page instead of continuing browsing other pages.

  • Acquisition metrics:

Channels: Here you will be able to identify which channels drove traffic to your site. For instance, you can see the number of visitors coming from organic search versus paid search.

Google Ads: Once you link your Google Ads account to Google Analytics, you are able to check the activity of your customers after they were exposed to an ad and clicked on it.

Search Queries: This provides information about the top queries in the search engines to find your website as well the landing pages recording the most traffic and high click-through rates.

  • Behavior metrics:

 Average time on page: Here, you can determine your user experience and engagement in your website as it shows the time spent on each page.

Site Search Queries: This can allow you to identify what are your customers looking for according to what they are typing in your search bar. 

  • Conversion metrics:

Goal conversion rate: As you set up your Google Analytics account, you also select a conversion goal for your website. Here, you are able to track your conversion that could for instance be a user visiting a specific number of pages, completing a registration, downloading a content or processing a purchase.

Once you understand the main sections and metrics of Google Analytics, you will have a better idea of how well your website is performing in the eyes of your visitors. Through the analysis of data offered by this platform, you will likely be able to create more attractive content leading to higher engagement and conversions.  Indeed, having a better idea of what your customers expect from you site will allow you to increase your reach as well as your customer lifetime value. Assessing the effectiveness of your SEO efforts and ad campaigns in Google Analytics will allow you to determine how successful are your current marketing initiatives. In sum, the data available in this platform will certainly allow you to rethink the best marketing strategies that should be implemented to drive more revenues coming from your company’s website.

 

Make your Marketing Fun with Google Analytics

Have you ever wondered who visit your website and which content attract people the most? Are you looking to better understand your target audience and trying to attract more customers? Are you a marketing professional willing to improve your company’s marketing strategies? Then, consider becoming familiar with Google Analytics as it can provide you with rich resources useful to make your organization more successful. If used appropriately, Google Analytics will provide you very valuable insights that will help you have more efficient marketing strategies.

What is Google Analytics?

Google Analytics is a powerful platform offered by Google that you can use to monitor your website traffic. Indeed Google Analytics is a free web tools that can help you determine your target market as it tracks who is visiting your website. It can allow you to understand better people’s attitude towards your website as this analytics service show you the contents catching people’s attention. Thanks to these data, you are able to improve the experience of your customers who will likely build more interest for your brand and convert.

Important Sections to Master for Marketers

It is important to understand the different sections of Google Analytics that offer you access to a wide range of data. In this way, you will be able to interpret and analyze your website traffic and the effectiveness of your website platform.

As you can see in the infographic below, there are three reports that you need to put a special focus on as it can provide you valuable insights to review your marketing strategies. The sections that really matter for marketers are: Audience, Behavior and Acquisition.

Audience section: In this section, you can find information about the location, age, gender of people visiting your website. You will also be able to identify their interests and see what devices and browsers your visitors used to access your website.

Behavior section: Here, you can check the way people are interacting towards your website content. You will be able to see which pages were the most interesting to your customers and what really caught their attention in your site.

Acquisition section: This section will allow you to determine how people ended up visiting your website. Here, you will be able to see what channels led people to visit your site. Indeed, people can visit your website in these different ways: Direct, Organic Search, Paid Search, Referral, Social, and Email. You will find more information about these different channels below in the article.

In the acquisition section, you can see which channels led your visitors to enter your website.

Followed are the different channels defined and listed by Google Analytics in the Acquisition section according to the digital marketing organization Neil Patel.

  • Direct: Those are the visitors who directly arrived in your website mainly by entering your URL or typing your website name directly in their browsers. If your brand has a high direct traffic, it indicates that you have a powerful branding.
  • Organic Search: These are the visitors who clicked on a link in a result page to access your website. Achieving a high organic search traffic means that your content is attractive at first sight and that you have an efficient search engine optimization or SEO process.
  • Paid Search: If you have a high paid search, that means that your Google Ad campaigns are working well in generating traffic to your site.
  • Referral: Referral means that people are accessing your website by clicking on a link present in another website. It could be interesting to you as you will see which websites are mentioning your brand and driving traffic to your site. A high referral means that several websites are referring your site in their pages which can indicate your level of popularity.
  • Social: As social media are very powerful tools nowadays for marketing, this section can particularly catch marketer’s attention. Indeed, it allows you to see which social media channels drive the most traffic to your site. Thanks to these data, you will be able to improve your social media strategies.
  • Email: If your company does significant email marketing efforts, you will be able to determine the effectiveness of your email campaigns. Indeed, this section allows you to see the number of people who visited your website through an email campaign.

Understanding the data in these sections in Google Analytics will help you make smart marketing decisions especially as far as concern the placement, tone and type of content in your website. Indeed, taking a deep look at these data mentioned above will allow you to create better contents geared towards your audience. In this way, you will be able to attract more customers and achieve a higher conversion rate. Analyzing people’s behavior when visiting your website can be very helpful to enhance your strategy, so if you have not registered your website in Google Analytics, do so now! You will be so captivated by the variety of data that the platform will share about your audience at the point that you might become addicted to it. Marketing will become fun as you will be so curious to enter the platform all the time to check your audience and their attitude towards your website. You will be so surprised how Google Analytics will boost your creativity and help you develop better marketing strategies that will help you generate business for your company.