Getting Your Data Into Shape
Out of the box, Google Analytics will require some modifications in order for you to get what you need.
There are no shortages of really cool things you can do with Google Analytics but the trick to maximizing effectiveness is to approach each new layer of activity, especially those that require an investment of time and money, with clearly defined needs and goals. Here are some of the most important settings and configurations you’ll need in order to maximize efficiency. Each of these links point to articles written especially for arts managers that include step-by-step instructions.
GA Skills Everyone Should Develop:
Transforming Your Data Into What You Need
There Are Two Types Of Data
Your Three Primary Report Dashboards
1) AUDIENCE REPORTS
- Characteristic data such as user location and devices they use.
- How often and how much time between visits.
- Visitor demographics and interests.
2) ACQUISITION REPORTS
- How users find your website.
- By default, GA tracks organic, direct, social, referral, and email traffic sources.
- Helps analyze marketing campaign ROI.
3) BEHAVIOR REPORTS
- How users interact with your website.
- Reports on which content users view and how they move from page to page.
- Includes Site Search and Speed metrics.
Serve Up Useful Experiences
Metrics Driven Pro Tips:
Organize the content on each page of your website with the end user in mind.
Can We Talk? There’s something you need to know about your homepage slider…
Let’s Talk About Navigation
The serial position effect is the tendency of a person to recall the first and last items in a series best. When applied to a horizontal menu navigation, it is a straightforward item inside GA to track and confirm.
Inside responsive design, a horizontal navigation will stack vertically. You’ll want to confirm the high value left items appear at the top of the vertical stack.