Google Analytics Tips to Optimize Your Marketing Efforts / Business Intelligence / Last Modified: February 22, 2017

In order to maximize your inbound marketing campaign, you need to go beyond the basics of web analytics. Read our tips on how.

Analytics is used for several reasons – to track the volume of traffic that visits your website, identify where your visitors come from and which way they are headed, and learn why visitors are coming to your website and how they are getting there during any given time period.

Like many tools, the opportunities and extent in which Google Analytics offers is endless. In order to maximize your inbound marketing campaign, you need to go beyond the basics of Analytics. The majority of business owners are receptive to new, simple tips to boost business. If you are ready to maximize your marketing campaign, check out these seven Google Analytics tips and tricks you can implement this week:

Set Goals

Every company has goals they need to meet so luckily Google Analytics offers a goal setting. It’s a simple tool that will help you measure your success. To use this simple feature, login to your Google Analytics account and navigate to Admin > Goals > New Goal. If you’re new to this or don’t have a lot of time to spend, Google has several templates to select from to effectively track conversions. Once your goals are in place, you can observe your conversions with ease.


 Related: Top 15 Web Analytics Tools

Build Custom Dashboards

If you need to see an overview of how your properties are performing at a glance, you should build a custom dashboard. A dashboard is a great way to see a display of summaries and is useful for producing a regular report so you can view the progress of your business. To build a new dashboard, go to Dashboards, then New Dashboard. Like goals, there are templates to choose from but you now also have the capability to add widgets. The only thing you have to be careful about it that Dashboards are only available in the view you create them. However, the Share menu in the Action Bar will allow you to share them outside that context.

Schedule Custom Alerts

As any small business owner knows, there simply isn’t enough time in the day. Luckily, Google Analytics has custom alerts that can take care of the dirty work for you. Custom alerts look for abnormal activity and can be set up to alert you by email or text when a metric changes within a prearranged time period. These metrics include applying alerts to All Traffic or part of it, helping track keywords that have an impact on your return on investment, or monitoring landing page bounce rates. To schedule custom alerts for specific actions go to Admin > Custom Alerts.

Implement Google Webmaster Tools

Implementing Google Webmaster Tools is probably one of the best things you can do for your business. These Tools will provide you with information about links pointing to your website, make sure Google can access your content, and help you identify which queries result in more traffic to your site. If you want your business to be found on the web, Webmaster Tools can help.

Related: 3 Easy-to-Use Analytics (and it's not Google Analytics)

Analyze Site Searches

If you have a search function enabled on your website (and if you don’t you should since users who perform searches on your site are likely to convert over those who do not), use site search to analyze data on what your users are searching for. By going to Behavior > Site Search, you’ll be able to find out what key words people search for on your site. This can aid you in identifying your customers’ needs and if you can identify your customers’ needs, then you will have a clearer picture of what they want and you can strategically publish more content related to those search queries for maximum impact.

Create Custom Campaign URLs

Have you have ever seen a jump in your website’s traffic, but couldn’t pinpoint its source? Customer Campaigns can help you figure out where this traffic is coming from, and allow you to identify the most effective ways to attract more people to your website. The best news is yet to come: Google offers its users a free tool to build URLs for various marketing campaigns. In order to identify where users originate, tracking parameters, which are bits of text added to the end of a link’s URL, will collect data that allows you to identify where the user came from. Get ready to enjoy the benefits!

Quit Tracking Your Business

You likely care about your business and your website, so you probably head to your site frequently to update content and ensure everything is working well. While this is a good thing, your visits may skew your numbers in Google Analytics. To exclude your visits from the Google Analytics data, setup a filter under the “Admin” panel. Go to All Filters > Add New Filter and set a Predefined Filter to Exclude traffic from your IP address.

Google Analytics capabilities are robust; these only represent a portion of what the tool can do. These Analytics tricks will allow you to best serve your long time customers – and earn new ones too.

How have you implemented Google Analytics to your marketing campaign?

Megan Totka is the Chief Editor for She specializes on the topic of small business tips and resources. helps small businesses grow their business on the web and facilitates connectivity between local businesses and more than 7,000 Chambers of Commerce worldwide.

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