What’s New and Exciting in Google Analytics for 2018?

We as customers have very high expectations for relevant and customized content from businesses. Google is always trying to improve and understand the user’s journeys and find new ways to deliver us that data.

According to Google, almost 90% of marketing executives say that understanding user journeys across channels and devices is critical to marketing success.

So let’s take a peek at the four new features in Google Analytics for 2018 to help us better understand our customers.

More of a Focus on Users in Reports

User metrics are a valuable way to understand your customer and their road to converting. With the new updated standard reporting you can see how many visitors came to your site from paid search as well as see the sessions. This allows important user data to be front and center when looking at data, instead of just focusing on sessions.

Measure Lifetime Metrics and Dimensions

Google has added a new tool to help marketers analyze visitors individually, lifetime metrics and dimensions for individual users, this data is based off on the lifetime of their cookie. This will allow you to look at historical data and see the total amount of time unique visitor has spent on your site or how many times they visited, what pages they are looking, etc. It essentially provides more accurate data than before, so that you can use that knowledge to deliver a better experience for your users.

Audiences Reporting

Google has also now added the option to build audience based on segments, which then can be linked to AdWords for more targeted marketing. You can now publish these new audiences and see a cross-channel view in Analytics whereas you were unable to connect that data in the past.

Conversion Probability

Conversions Probability is a new metric this year, it provides more analytic intelligence on the people who are most likely to convert based on the use of machine learning, and the transactions that user has made in the past. Pretty cool stuff Google.  Marketers can use this to their advantage by creating remarketing lists that target users that are more likely to convert and reach those users through their advertising campaigns in AdWords.

These new advancements in Google Analytics for 2018 are going to help you understand your user’s journey better and help you provide them a better experience that they have come to expect. For more detailed information on any of these features check out this post on the Google blog. We at Strathcom are looking forward to seeing what features Google comes up with next so we can continue to build better experiences and relationships with the customer.

Mobile Site Speed Matters. Are you up to speed?

Consumers and search engines have a certain level of expectation for mobile site speed and performance. If your site has problems that go unchecked, it can have a big impact. We have all visited a mobile site that has taken too long to load, got impatient, and left.

Modern Car Speedometer, representing mobile site speed

According to Akamai’s recent Consumer Web Performance Expectations survey, nearly half of all consumers expect a web page to load in 2 seconds or less; and according to DoubleClick by Google, despite major advancements in network speeds, most mobile sites don’t measure up. Google data also shows that the average load time for auto sites in the U.S. is 9 seconds; things like third party scripts, images and videos can increase your site’s load time. And don’t get us wrong, it would be silly to remove important things like Chat, vehicle walkarounds, and high quality images just to shave off a second of load time – I would rather wait an extra second and have a better user experience – but if your site is taking longer than the average 9 seconds, you may need to fix some things.

Web pages and customer expectations are evolving, which means it is increasingly important to do occasional website audits. Audits also empower you to manage and continually optimize the user experience. Audits should include finding page errors, checking site speed, looking for faulty links and incorrect page redirects.

How can you improve your mobile speed?
  • Look for ways to optimize your websites content for mobile devices. File sizes can substantially influence loading times.
  • Try and make sure the site elements load in the most efficient order possible, and be sure that the first things people see on the site are ready quickly. Make sure to keep monitoring your site’s mobile speed to continually improve your users mobile experience.
  • Try targeting fewer server requests to optimize load time. If you can ensure only the necessary requests are going through to your mobile site then you are going to create a much smoother and more pleasant mobile experience for your audience.

Start taking steps to improve your sites mobile speed, it does require some daily effort, but is worth the extra attention!

Marketing to Generation Xers on YouTube

Woman hands holding an Apple iPhone 4. iPhone 4 displaying "loading video screen" of Youtube application. We all know that millennials are discussed a lot these days, but Google has just released results from their research on Generation X and their behavior on YouTube. As a Gen Xer myself, born between the mid-1960’s and late 1970’s – my generation saw a lot of changes in the way the world communicates. We witnessed the birth of life-changing innovations such as the internet, boomboxes, mobile phones, VCR’s, and DVD players. And yes, the boombox changed my life, as did my beloved Walkman.

YouTube has become something of a time travelling device for this nostalgic generation. I know my hubby and I have, on more than a few occasions, used the power of YouTube to show our children old cartoon clips, commercials and songs and effectively blew their little minds.

According to Pixability, Generation X accounts for over 1.5 billion views everyday on YouTube.  To grasp a better understanding of Gen Xers’ preferences in regards to their YouTube activity, Google conducted a survey-based analysis along with Ipsos Connect and Flamingo. They discovered that Gen Xers’ behavior on YouTube reflects their ability to self-start, their desire to be in the know, and their love of nostalgia.  Continue reading “Marketing to Generation Xers on YouTube”