How to use Google Analytics to make marketing dashboards

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How to use Google Analytics to make marketing dashboards

Surely you are already using Google Analytics to keep track of the results of your online actions, and it is one of the most widely used web analytics tools worldwide. Such is its importance, that in the blog we have already spoken several times about it and some of its functionalities, such as alerts , filters or tests .In previous posts I have explained how to make dashboards using tools like Google Forms and Google Spreadsheets, but this time I want to explain how to use Google Analytics to configure your dashboard . Prepared? Go for it!how to make dashboards in google analyticsHow to use Google Analytics to make mexico mobile number sample dashboards
How to use Google Analytics to make marketing dashboards
So that you can better follow the process to follow, I am going to list and explain all the actions that you have to carry out in order to configure your dashboard.The first step is to access this functionality . To do this, you will have to open Google Analytics, go to the “Personalization” section and there access “Panels”.
Once you are in this section you have two options: either start a panel from scratch or, on the contrary, use a predefined one that adapts to what you need. At this point my advice is that you review the saved panels, since it is possible that some of them adapt to what you are looking for and you can save yourself some time that you can invest in analyzing the data.If you are going to start working with a new one and choose the “Initial Panel” option, a canvas is configured which, by default, will contain the following graphics:
New users : users who access your website for the first time.
Users : the total number of people who have visited your website.
Sessions : the number of visits your website has obtained.
Sessions by browser : see from which browser all your visits have been received.Average duration of the session and page / session : these two variables show the time that a user spends browsing the web and, the second, how many pages within your website an average user visits for each session.Bounce rate : this variable refers to whether the user has clicked beyond the page through which they entered the web and, thus, has navigated more through it. At this point it must be taken into account that if the user enters a web page and leaves, their bounce rate will be 100%.Objectives met . See how many objectives you have configured have been met: completing forms, phone calls, sales …With these graphs you will have at your disposal a predefined panel with some metrics that can be useful for an inbound marketing project but, if what you really want is to analyze the performance of your strategy from Google Analytics, the ideal is to create an ad hoc panel .

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Do you want to know what indicators you should include in order to better monitor the assets of your inbound marketing strategy?When creating a blank canvas, you have the possibility to choose which widgets it will contain. You can choose from the following types of display:visualization-widgets-analytics.pngMetric : module that shows the exact figure of an indicator.Chronology : module that shows the evolution over time of a metric.Geomap : module that contextualizes the results based on thegeographical location of the users.Table : module that breaks down the metrics by rows and columns. Useful to detail the results of pages on your site or traffic channels, for Mexico Phone Number List .Circular : module that shows the distribution of the results of a metric in question.Bars : module that allows you to view data sequentially.Data visualization: graphics to take into account for asset controlTo keep a correct control of your inbound marketing assets, I usually use a series of graphs that I will show you below and that may be useful to you.Active: traffic / organic trafficWithin this asset there are three points that I like to analyze:Evolution of total traffic . This graph is of the “Chronology” type and, in it, the metric that is shown is that of sessions. The objective of studying this graph is to evaluate if the inbound marketing campaign that is being carried out improves the exposure of the brand and gets more traffic to the traffic evolutionTraffic distribution. In this case, the graph is “Pie” and shows the “sessions” metric grouped by the “Default Channel Grouping”. The importance of this graph lies in determining which channels are the ones that configure the project’s traffic.traffic distributionEvolution of organic traffic. Finally, in this asset, we have a “chronology” widget that shows the “Sessions” metric filtered based on the “Source / Medium” dimension to display only the one marked as “organic”. With this graph we aim to evaluate if the efforts in content marketing and SEO are allowing the company to gain visibility in search traffic evolutionActive: database (conversions)Most of the inbound marketing strategies have as main objective to grow the database of a company. That is why it is important to keep track of whether the actions that are being carried out in this direction are working. I propose the following graphics:Total conversions : it is a “Bars” type widget that shows the “Achieved goals” metric grouped by time (you can choose by day, week or month of the year). The objective of this graph is to show the objectives achieved over time, but it is important that you bear in mind that you will only be able to view all this information if you have objectives configured in the view in which you are creating the conversionsTOFU conversions by traffic source: it is a widget of the “Table” type with the dimension “Source / Medium” as the first column and with the metrics “Objective TOFU (Achievements of the TOFU objective)” and “Objective TOFU (percentage of conversions of the TOFU objective)” as the second and third columns respectively. The objective of this graph is to show the capacity of each channel to generate records for the inbound marketing project and, therefore, to grow the company’s database. As in the previous case, it is important to take care of the detail if you want to visualize it correctly: you must have the objectives classified by TOFU-MOFU-BOFU category to be able to assess which channels allow the generation of a database and greater brand exposure and also be able, thus, to analyze the different moments of the funnel independently.
tofu conversions

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Active: lead nurturing (BOFU conversions)
Once you have a growing database for your company, it is time to launch what is known as lead nurturing . This process consists of sending chain emails to make a user advance through the purchase decision phase and, in the end, end up taking the step of becoming a customer.To know the results of this technique, I recommend that you activate the following two graphs because they allow you to determine which channels are the ones that generate the highest quality leads, since they respond to lead nurturing interactions and perform conversions in the lower part of the funnel.MOFU conversions by traffic source : it is a “Table” type widget with the dimension “Source / Medium” as the first column and with the metrics “MOFU target (achievements of the MOFU target)” and “MOFU target (percentage of conversions of the target MOFU) ”as the second and third columns respectively.BOFU conversions by traffic source: it is a “Table” type widget with the dimension “Source / Medium” as the first column and with the metrics “BOFU Goal (achievements of the BOFU goal)” and “BOFU Goal (percentage of conversions of the goal BOFU) ”as the second and third columns respectively.Active: brandingInvesting in branding allows companies to position themselves in the minds of users as experts in a sector. For this, there are many actions to be taken, but perhaps the one most related to everything we are dealing with is the creation of our own content, from posts to infographics or corporate videos.At this point, and to see what the memory of your brand’ame is, you can analyze several graphs:Direct sessions : it is a “Chronology” type widget in which the “Sessions” metric is shown filtered based on the “Source / Medium” dimension to display only the one marked as “direct”. The objective of this graph is to show the growth in the traffic that enters directly on the page.
direct sessionsIn case you have configured the link with Google Search Console, you can also see the impressions and clicks that have been generated by each keyword, so you can also monitor the growth in the use of your brand name. Although this information is very interesting, it is not possible to use these indicators in the dashboards, so you will have to consult this information manually.With these charts you can review the evolution of your strategy. Keep in mind that the results shown in the graphs take the time period that you indicate in the Google Analytics view, so you also have the option to compare periods and thus have context to make your analysis more exhaustive and be able to draw better conclusions .

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Other useful visualizations to consider
Surely you are clear by now that, within an inbound marketing strategy, the blog is the center of traffic attraction as well as user loyalty. That is why I propose two more graphs so that you can make your dashboard even more complete and monitor everything that happens on the blog.Blog: new users vs recurring users: it is a “Circular” type widget in which the “Users” metric is displayed, grouped based on the “User type” dimension. In this case, I add a filter so that only those who have visited blog pages are taken into account. The objective of this graph is to show in a comparative way if the blog allows to generate more new users or to retain them. That is, if the blog is allowing you to open a new market or if it is more useful to keep visitors who already know you interested.
blog: new vs returning usersBlog:% bounce vs session duration : it is a “Timeline” widget that shows the “Bounce percentage” metric in comparison with the “Average session duration” metric filtered based on the dimension ” Page ”to display only the sessions that have visited the blog. In this case, the goal is to show significant changes in two relevant metrics about user behavior on the page.
blog: bounce vs duration


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