Driving Improvements with Google Analytics Data

Improving Revenue and Profit with Google Analytics

Optimizing Overall Revenue with Google Analytics

To learn how to optimize your overall revenue with Google Analytics, you'll need to be able to define common advertising goals and methods for evaluating and improving overall revenue. Below is a list of potential goals that you may want to reach.
Potential goals:

• Traffic: Analyze types of traffic sources
  Use the Traffic Sources report to examine the quality of your traffic. The report can show you if your traffic was driven directly to your site (direct), through an organic search result (organic), a CPC campaign (CPC), or by a link from another site such as a blog (referral). The Goals or the Ecommerce tab from within your reports will help you determine which source drove both a high amount of revenue and a high per visit value
• Sales/Conversions: Analyze top-selling products along with your goal conversions
  Use the e-commerce reports to look at your product performance. Then, examine the data from within the Goals tab to learn what your goal conversion rate is.
• ROI: Analyze the areas where you should be spending in order to get a higher ROI
  Look at your paid keywords from within Keywords report in the Traffic Sources section. By looking at the success metrics for each keyword, you can add or delete them or adjust the bids and budget for existing keywords. You can also look at the unpaid keywords list to see if your spend in SEM has been paying off for those keywords.
  If you have set up Google Analytics to track your email campaigns, another report in the Traffic Sources section, the Campaigns report, can help you measure your success in this effort. Select a campaign from the list found in the table, then click the Goals or Ecommerce tab to determine which source drove a high amount of revenue and a high per visit value.

Optimizing Revenue-driving Keywords with Google Analytics

One of the best reports to analyze your keyword performance with is the Keyword report, found in the Traffic Sources section. Upon looking at the paid keywords in this report, they would ideally have high visits, a low bounce rate, and a high conversion rate and revenue.

For high performing keywords with great ROI, consider raising the bids and budgets for them. You can then stop or decrease the spend on low performing keywords. An alternative way to deal with low performing keywords is to optimize the landing pages for these keywords; oftentimes users don't convert well with certain keywords because the landing page doesn't match what they were looking for.

If you'd like to add more keywords, try looking at your unpaid keywords from the same report. Analytics provides statistics for organic search performance, so you should be able to spot the good keywords from organic search results that are driving visits to your site. Since you aren't targeting these keywords, consider adding them to your AdWords campaigns. A quick and easy way to determine whether or not you should purchase these winning keywords is to look and see if they have low bounce rate, and a high conversion rate and revenue.

Optimizing the Performance of Specific Products with Google Analytics

Google Analytics can help business owners determine which products are performing well and spot their best sellers. Once these are identified, advertisers should have campaigns dedicated to popular products in their store and use high selling product names and keywords.

The relevant reports to identify these products are the Product Overview or Categories reports from within your e-commerce section.