Information is the name of the game. With it, you know what kind of marketing is effective, and what campaigns are nothing more than wasted money. You also can understand how users utilize your website, and when looking closely, you can see where opportunities are lost.
Analysis Tools within Google Analytics allow you to dive into your data. These tools consist of several components. Standard Reports, Real Time Reporting, Custom Reports, Advanced Segmentation, Dash Boards and Visualization.
Standard reporting: With the Standard reports you are able to measure and understand engagement on your site. In addition it only takes a few clicks to quickly build out customized reports, visitor segments, and identify important data to share with your team.
Real-Time reporting: Measure activity as it happens See how many people are on your site right now, where they came from and what they're viewing. With Real-Time, you'll know whether new content on your site is popular, whether today's promotion is driving traffic to your site, and you can see the immediate effects of tweets and blog posts.
Custom Reports: Define the information that you want to analyze
Build your own metrics dashboard in minutes. Instead of wading through data, you have instant access to the answers that you need, not just what some software thinks you should care about. Create reports to share with your colleagues and surface the insights that need to be shared.
Advanced Segmentation: easily analyze specific sections of your traffic
Why do some visits result in a $150 sale while others don't? You can find out, using Advanced Segments. Apply predefined segments such as "Visits with Conversions" or "Organic Traffic", or create your own segments. Analyze individual segments or compare a number of segments across all your reports. No more trying to guess why some leads converted and others didn’t.
Dashboards: Organize, monitor and share KPIs
Start with an overall “Company KPIs” dashboard that includes the most important performance indicators for your company. Create an “SEO” dashboard for your search engine optimization. All dashboards are drag-and-droppable, completely widget-based and highly customizable.
Visualization: Learn the path that visitors take through your site
As a general rule of thumb, the fewer pages a user needs to go to in able to convert, the better. Utilizing these flow tools allows you to see if is a direct path, or a maze. Google Analytics offers a variety of powerful visualization tools including Flow Visualization and In-Page Analytics. Flow Visualization reports analyze the path that a visitor takes on your site. While In-Page Analytics helps to visually assess how users interact with your pages. To make your analysis easier, Google has built in a variety of charts to display information in the way that you want to see it.