“99.9996253% of Web Analytics reports produced are utterly useless,” Avinash Kaushik writes on his blog Occam’s Razor. One of the reasons for such a bold statement is that out of the box standard reports present data in the aggregate. Without segmentation our analysis is focused on unrecognisable blobs of traffic.
If you share tons of content with your visitors, you will probably want to know which content, subjects or authors are most engaging, what type (article, video, etc.) visitors value more, and ultimately which content delivers business value.
Given that one of the key ways in which we get relevant traffic to our websites is via search engines, you might also want to know how your website is performing for head (high competition/volume) and long tail (low volume/competition) search phrases? (read more on the long tail of search)
Avinash shares with us a superb custom report with advanced segments that produces actionable insights and brings an increased amount of relevance to your standard reports: Page Efficiency Analysis with Long Tail Advanced Segments.
How to set it up? (presuming you have a Google Analytics account)
- 1. Log into Google Analytics
2. Download the report: Website Content Efficiency Analysis Report
3. Download these two segments 1-2 Word Search Query Visitors, 3 or More Word Search Query Visitors
Voilà! You are ready to analyse your traffic combining acquisition, behaviour and outcome, drill down into keywords, filter phrases and turn your data into actions.