Google Analytics Custom Reports

By Scott Anderson Miller

Building custom reports in Google Analytics measure more accurately the key performance indicators (KPIs) you set forth in your inbound marketing plan. When building these reports it’s best to start where this book started by asking, “Why do you have a website?”

Using that basic question along with several other marketing and business questions guides you in building meaningful reports specific to your business and its goals and objective instead of compiling brontobytes of nonactionable data.

Google Conversion Funnel

It’s possible to match up your customer purchase path along the Lifestyle Loop with Google Analytics. Building a custom Conversion Funnel report in GA that matches your key conversion KPIs enables a visual data report.

Google Analytics Conversion Funnel.

Google Analytics Conversion Funnel.

In an attempt to isolate individuals, your custom conversion funnel report treats multiple page views as one unique view, so your conversion numbers are not skewed.

Multiple page views treated as one unique view.

Multiple page views treated as one unique view.

Reporting your conversion funnel in GA is limited to onsite activity. So, if you’re e-commerce, you can easily tag, track, and monitor your ROI and track the customer conversion path to purchase. By examining your ensuing reports, you may discover insights to facilitate a more frictionless purchase process. Of course, most businesses’ ultimate action conversion occurs offsite, which means the GA Conversion Funnel is valuable but limited when analyzing the entire inbound process.

Marketing Automation Software Reports

Using integrated marketing automation software (MAS) for analyzing your customer journey makes your life as an inbound marketing professional much easier. The more points of conversion KPIs the software measures, the better. Many MAS platforms connect ROI numbers by connecting with custom relationship software like Salesforce.com.

Integrating marketing automation software into your analytics reporting does not replace Google Analytics; it enhances it. Using additional measurement systems closes the loop from initial attraction through engagement, conversion, reattraction, and reconversion. Focusing on only measuring KPIs significant to your success, automating the reporting process, and using your findings to make data-driven decisions all contribute to making more time for ideation, testing, and content creation.

Try different marketing automation software platforms, regardless of size. Not doing so causes marketing inefficiencies and is sometimes even irresponsible. It’s kind of like a pilot flying during a thunderstorm in the dark with no instruments.