More Analysis of Analytics

A step above Google Analytics, the Filter and Segmentation tools will help you take your analysis to the next level. The reason being, the more you can segment your data the more you can understand your customers’ behavior and the more positive actions you can take to increase your profits. A company owner who can segment his data to include how a visitor came to view your site, for example via an email marketing campaign, or a well-placed advertisement on a different site, and who can then view the percentage of those visitors who end up buying a product, will know exactly which avenue of advertising is worthwhile to invest his time and money into.

There are two complementary features offered by Google Analytics which allow you to shape your data and gain a deeper understanding of what is occurring on your site, Profile Features and Advanced Segmentation. Google Profile Filters allows you to permanently modify (screen or suppress) the data that flows into your profiles so it will be most useful to you and you won’t have unnecessary data overwhelming your reports. The Advanced Segmentation feature gives you the room to define and save reports for your operation based on your own customized criteria. You can choose which factors you would like to monitor on your site like top keywords,top referrers, etc and sit back as the reports flow in. A couple of the basic Profile Filters include: Upper Lower Case Blending- There are some servers that allow the blend of uppercase and lowercase URLs. Implementing a filter for all your URLS that they should be in the same case will make your job of tracking access to different or specialized sites way easier.

Session ID Confusion- A session ID refers to the unique number given by a web server to each visitor. Many times your site URLs may unnecessarily be comprised of long session IDs which will cause faulty reports on your page visits. Profile Filters allows you to strip these IDs out.

IP Address Exclusion Filtering- An IP Exclusion Filter can successfully filter your internal traffic (caused by you and your staff) so only the traffic you care about (visitors) will be recorded.

Many times an overflow of incoming data can be very overwhelming. By putting a handle and controlling what data you receive, your job will be less daunting and much simpler. But beware, that once your filters are established you can’t retrieve the lost data. It is recommended to create a couple of profiles of your domain. This allows you multiple views of all your site data. After your filters are set up, the next step will be Advanced Segmentation, which will give you a more detailed and precise report on your customers habits.