Google_Analytics_Body.jpgby Jennifer Shaheen.

When was the last time you looked at your dashboard and reports for Google Analytics? If it’s been a while, you may be in for a bit of a shock. In October, Google made significant changes to the reports available through Google Analytics. The navigation you may have been familiar with has changed, but the new format offers a greater level of detail that small business owners can use to market themselves more effectively.

“One major change to the user interface that has a big impact on small business owners is a reframing of the standard reports into Acquisition, Behavior, and Conversions,” says Yehoshua Coren, founder and principal of Analytics Ninja LLC, a Google analytics consulting firm. “These three areas are core for any business to measure their success.”

“The Google Analytics team has simplified what is sometimes an overwhelming amount of data,” Coren explains. “This helps small businesses with fewer resources for analytics to more effectively use the tool.”

Acquisition: Formerly titled “traffic sources”, the acquisition section details where the visitors to your website are coming from. The reports here include: overview, channels, all traffic, all referrals, campaigns, keywords, cost analysis, AdWords, social and search engine Optimization.

“The channel grouping is more than a cosmetic change,” Coren says. “It creates a number of standard ‘buckets’ for user traffic sources by default. These groupings fairly accurately describe the way that most users arrive at a website; such as organic search, social, paid search, email.” Channel groupings are customizable. This is important, he points out, because if a business sells products via comparison shopping engines (like Shopzilla, or NexTag), they can add shopping engines to their channel groupings.

Google_Analytics_PQ.jpgKnowing which one of many routes a visitor has taken to find your website has always been of tremendous marketing value. That’s what makes the new multi-channel funnel report so critical to small business owners. Coren explains, “A user may click on a link that was shared in their Facebook feed and visit a site, and then return to the site a few days later after doing a search for the company by name on Google. With the previous set of standard reports, the website owner would only know that Google was the source of their conversion. With multi-channel funnels, they can see that their social media efforts are paying off.”

Behavior: In the behavior section, you’ll find information about how your website visitors act while they’re on your website. The reports here are: overview, behavior flow, site content, site speed, site search, events, AdSense, experiment and in-page analytics. Examining this data will reveal how visitors move around your website, where they spend the most time, and what type of information is most relevant to them. Additionally, you’ll see how long visitors stay on any one page of your website.

“We’ll see people who stay on a page for less than 10 seconds. That tells me they weren’t interested in that particular item,” says George Anderson, a broker at Greasy Machines, an international dealer of manufacturing equipment. “That’s where things get interesting. If they go to another type of machine, and continue researching, we’re getting a better understanding of how our customers think, and how they’re moving through the sales process. But if they leave the site entirely after that initial 10-second visit, they may not be the customer for what we’re selling.”

This information is important because it reveals how effective you’ve been at presenting content that’s relevant and compelling to your audience. Online activity is a direct parallel to brick-and-mortar purchasing behavior: just as retailers have a better chance of making a sale the longer a customer spends inside their stores, the more time a user spends on your site the more likely they are to buy.

The site search report can help you pinpoint areas of great interest to your customers—and may cause you to rethink your web design to make the most popular products or services easier to find. Remember, for every customer that’s willing to search, there’s at least one who will abandon your sales channel when they can’t easily find what they’re looking for without searching.

You can also compare the acquisitions overview report side-by-side with the behavior overview report. This gives you a succinct view of where visitors come from and what they’re doing on your site. Couple this information from the data from another new report—the demographics section, available in the audience tab—and you’ve got a powerful customer profile you can use to guide your marketing decisions. Be ready to work with your webmaster on this one, as getting comprehensive demographic data requires some minor changes to the Google Analytics code, which is typically not a do-it-yourself task.

Conversion: In the conversion section, Google measures any action that your customer takes that involves going beyond passive engagement. Examples include filling out a contact form, placing an order, or watching a video. Google Analytics allows website owners to determine what type of actions they want to keep an eye on.

“We chose to track two types of conversions,” said Ken Scarbrough of Ultimate Dive Travel. “We tracked both requests for further information about a dive destination, and then reservations actually placed.” Tracking multiple streams of conversion data can provide some surprises: the dive destinations that created the most requests for information were not necessarily the destinations that divers were committing to visit. “Delving into why there was this disconnect allowed us to adjust our messaging and special offers, which helped us sell more trips to those destinations.”

SBC newsletter logo.gifGoogle Analytics: What to expect going forward

“The acquisition, behavior, and conversion framework provides small business owners with an accessible way to think about their customers’ online journey,” Coren says. “It is an improved way of expressing what has made up the core of web analytics since its emergence.

“It’s a major shift in how Google enables data collection,” agrees Adam Ware of SwellPath, a digital marketing agency that helps companies decipher their data to enable business decision making. He foresees a future where Google Analytics’ reach and relevance will extend even further than it currently does. "You'll see small businesses bringing in point-of-sale and other offline data. It'll become more of a collection point for all types of customer interaction—not just website activity."

This makes it clear that the time for small business owners to begin familiarizing themselves with the new Google Analytics reports is now.