My Favorite Tabs in Google Analytics

My 5 Favorite Tabs in Google Analytics

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Your favorite GA tabs will depend on your website and what you’re trying to do with it. These are my Master 5 – from a local shop that sells nothing online to an e-commerce site, if I had to choose only 5, these are the 5.

All Screenshots below are pulled from Google’s Demo Account.

  1. Acquisition -> All Traffic -> Source/Medium

Screen Shot 2019-04-01 at 10.40.46 AM

Why? I like to see where the traffic is coming from and how it’s performing. I’m looking for unexpected sources that drive goal conversions, or underperforming searches (high bounce rates). The referrals tab just beneath is helpful, too, but we’re being picky here.

2.  Behavior -> Events -> Top Events

Screen Shot 2019-04-01 at 10.45.14 AM

Why? Assuming Events were selected for good reason, I like to see what’s happening and use the Secondary Dimension (just above Event Action column header) to narrow in on ad campaigns or other – gives me an idea of what’s driving meaningful action on the site, how everything is trending etc.

3. Behavior -> Site Content -> All Pages -> This Month -> Compared to -> Custom

Screen Shot 2019-04-01 at 10.47.10 AM.png

Why? I like the Compare To feature in general, to watch for changes. When I’ve made some changes to the content of a page, I like to keep an eye on its traffic MoM here. This also reveals new interesting insights (‘people are searching for this this month’, etc.). Google Search Console is the preferred option for learning about all of this, but I didn’t count the Search Console tab for this list (best to just to go the Search Console platform).

4. Home 

Screen Shot 2019-04-01 at 10.51.09 AM.png

Why? I think they’ve done a great job organizing the Home Page. Not much more to add here, but to add something anyway, check out the Google Analytics Solutions Gallery for pre-built dashboards (ranked and commented on by other users, all free to download and install with one click).

5. Conversions -> Goals -> Goal Visualization 

Screen Shot 2019-04-01 at 10.54.33 AM

Why? Looks good and is useful for addressing dropout rates.

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