Advanced Google Analytics Features You Should Be Using

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Reaching a larger customer base and increasing revenue is the primary goal of any company website, online store, or online presence you create. Every website or online store needs to have a way for customers to learn about the goods and services that your company provides. All of this is made possible by the different platforms that let users run marketing campaigns on their websites. Ads Analytics tools are necessary for a marketing campaign to be successful. One web analytics tool that can assist you in tracking your marketing campaigns across multiple platforms is Google Analytics.

A profitable business requires careful consideration of all the factors, including revenue and expenses. To assess a marketing campaign’s effectiveness, one must frequently monitor it as it operates across multiple platforms. You can invest your money in ads more wisely by using the features of Google Analytics and other advertising tools. You can get up-to-date progress reports on your ongoing marketing campaigns from Google Analytics. 

This blog will teach you about marketing campaigns, Google Analytics, and how to use it to enhance the functionality of your website. Additionally, you will learn about Google Analytics’ primary features and advantages.

Introduction to Google Analytics

A web analytics service called Google Analytics offers a variety of tools to maximize business marketing. It improves ROI (Return on Investment) and helps you understand your customers. Google Analytics provides real-time statistical analytics reports on how users are interacting with your app or website. You have control over your marketing data thanks to a number of Google Analytics features. It lessens labor and provides signals to enhance the functionality of the website. 

Increasing your company’s returns is Google Analytics’ primary objective. Many run marketing campaigns on the basis of conjecture and waste large sums of money in vain. Google Analytics uses machine learning models and data to provide a data-driven solution to this issue. 

It makes gathering data from multiple Ads sources easier and facilitates central data visualization. It runs on Javascript code that is embedded into the code of your website and sends you all of the customer activity data while also giving you insightful and useful information.

Key Features of Google Analytics

You can maximize your marketing campaigns in every way with the aid of Google Analytics. Higher ROAS (Return on Ad Spend) can be attained with the aid of various Google Analytics features. You will discover the essential Google Analytics features in this section, which are necessary to maximize website performance. Below are a few of Google Analytics’ most important features:

  • Reporting and Visualisation
  • Funnel Analysis
  • Tag Management
  • Smart Goals
  • Data Activation
  • Integrations

 Reporting and Visualisation

The ability to receive automatically generated reports for each of your marketing campaigns is one of Google Analytics’ main features. Google Analytics’ reporting features let you learn more about marketing data. With just one click, you can easily generate various report types and distribute them throughout your organization. The following is a list of the different report types that Google Analytics can produce: 

  • Reports on Advertising: These reports show a user’s performance after clicking on your website or app. It enables you to see trends among users who visit your website after clicking on advertisements. It displays the user acquisition process for your ads, user behavior on your websites or applications, and conversion trends among users.
  • Audience reports: They give you information about user characteristics based on a range of metrics. Audience reports are essentially compilations of data obtained from all platforms that describe how your marketing campaigns interact with consumers. Numerous metrics, including Active Users, Lifetime Value, Cohort Analysis, Demographics, etc., can be assessed by these reports.
  • Behavior Reports: With the help of these Google Analytics features, you can see how visitors engage with your website. What pages do they prefer, how long do they stay on your website, what kind of optimizations are necessary, etc. These reports display the routes taken by users as well as the user who searched on the website.
  • Real-Time Reports: With the help of these reports, you can keep an eye on all the real-time data related to the activities taking place on your website or app. All of the audience and behavior reports, among others, are available for real-time updates. Additionally, you can mix and match different Google Analytics features to receive real-time reports for those metrics. 
  • Conversion Reports: You can examine the effectiveness of advertisements, recommendations, and additional traffic sources with these reports. You can keep an eye on the average order value, the conversion rate, and the quantity of users who finish their purchases. 
  • Google Analytics’ visualization features let you view all of the reports and different metrics as charts. You can share your progress with other members and analyze the data more quickly with the aid of visualization. It gives you a structure for quickly combining and correlating two or more metrics into a single dashboard. As a sub-feature, customizable dashboards can be found in a number of Google Analytics features.

Funnel Analysis

Funnel analysis is one of the most crucial tools for finding out more about the performance of your marketing campaigns. Everything from clicking an advertisement to completing a purchase is visible to you. These features of Google Analytics help you allocate your funds wisely during the crucial phases of the conversion cycle. Different types of funnel analysis are given below:

  • Multi-Channel Funnels: This analysis lets you see how a user arrived at your website from various sources of traffic, whether or not they made a purchase. It gives you data on how long customers spend looking for a product and converting.
  • Shopping and Checkout Funnels: These assist you in identifying the point at which a customer leaves your site without converting. By doing this, you can specifically address the website’s or the strategy’s common shortcomings. You can get information about conversion rate, transactions, and ad impressions from Shopping Funnels. To obtain more in-depth information on shopping funnels, you can add additional Google Analytics features like reporting and predictive analytics.

Tag Management

A tag management system called Google Tag Manager makes it simple to include tracking code on your website or mobile application. One must specify the kind of data they want and submit it to Google Analytics in order to retrieve data from your websites or advertising campaigns. The tracking code was coded by users to send data to third-party tools prior to the release of Google Tag Manager. Anytime a change is required, editing the website’s code is a laborious process. It is simpler to add code snippets to your website with Google Tag Management. 

A brief code segment is deployed on a website or app by Google Tag Manager. Using a web-based user interface, you can manage configurations for the kinds of data you wish to send to Google Analytics. The website can interact with Tag Manager servers to transfer user data from a website to Google Analytics once the Tag Management code has been added. Additionally, it automates tag configuration and gives you the flexibility to add or remove website tracking code features.

Smart Goals

Setting and achieving goals is the key to operating a profitable digital business. You invest time and money in marketing campaigns and analyze them, but you’re not sure if they’re having a good or bad effect on your company. Google Analytics features called “Smart Goals” allow you to create lists of specific goals and track your progress toward them. 

Reaching a new sales milestone, adding a new email list subscriber, or making purchases on the website are some examples of the objectives. It assists you in keeping track of the marketing campaigns’ advancement. However, one must strategically define their goals. Adding arbitrary goals can hurt a company because they will not provide an accurate analysis of the data, lowering the standard of analysis

You must set appropriate goals for your website in order for Google Analytics’ various features to deliver the necessary data and assist you in determining the outcomes. Only then can you assess the success of your online business and marketing campaigns. Furthermore, smart goals have the ability to automatically assess the state of your website or application and modify your goals if you are unable to decide what objectives to add. 

Data Activation

Data activation is one of Google Analytics’ more sophisticated features. Your marketing data is subjected to Deep Analytics using a variety of Machine Learning algorithms. This feature assists you in using input data streams to inform more intelligent marketing decisions. It analyzes your data in the background to provide automated insights. The following is a list of some of the main features of Google Analytics for Data Activation:

  • Intelligent Anomaly Detection: This function takes in data and looks for trends within it. Any anomaly in the data, such as an abrupt drop in traffic or a 2% increase in the average order purchase, can be detected by it. Push notifications are used to notify the user when an anomaly is found. 
  • Predictive analysis: It analyzes your marketing data and makes predictions about what might happen by using a variety of machine learning models. These Google Analytics features assist you in appropriately preparing for favorable or unfavorable effects. It gives you information about the users most likely to convert within a given time frame.
  • Audience Demographics: With the help of this feature, you can examine users’ demographics. Using criteria like interests, gender, age, and geolocation, this feature can group users on various profiles. It aids in your comprehension of audience types and helps you concentrate on those that are best for your company.


To manage all marketing analytics, ROI (return on investment), ROAS (return on ads spend), and other metrics in one location, Google Analytics provides strong integration options. Google Analytics can be easily integrated with other Google products and partnered products. Google Analytics’ various integration features help to increase productivity and save time. To get the best out of Google Analytics, there are a few helpful integrations that must be used, including Google Ads, Survey 360, Google AdSense, Search Ads, Data Studio, and Google Search Console.

Benefits of Using Google Analytics

Although there are numerous Web analytics tools on the market, Google Analytics is the most recommended option due to its dependability and ease of use. Below is a list of a few additional advantages of Google Analytics.

  • It assists you in making more informed marketing decisions by using machine learning and statistical models as opposed to conjecture.
  • Analytical intelligence and predictive analysis can lighten your workload so you can concentrate more on expanding your company. 
  • Because of its ideal machine learning models that can be tailored to the needs of any business, Google Analytics is able to offer more comprehensive insights and customizable reports than other tools on the market.
  • Google Analytics helps you connect with the ideal customer base for your company.
  • Google Analytics’ reporting and visualization features make it simple to compile an overview of the work and distribute it throughout the company.
  • It assists you in improving the functionality of your website and alerts you to potential problems with your marketing plan.
  • It lets you examine which traffic sources are producing quality results and which aren’t. You can now invest more in profitable traffic sources as a result.


You gained knowledge about Google Analytics and its significance for enhancing website performance from this article. Additionally, you read about the numerous features of Google Analytics and how they can help you save time and money. Although Google Analytics is simpler to use, learning how to use its few sophisticated features still requires work. It is the most suggested tool for expanding companies. You can optimize your website and get multiple returns by utilizing the different features offered by Google Analytics. To effectively manage the business cycle in a highly competitive business environment, one should invest in quality marketing tools.

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