Gathering Insights In Google Analytics Can Be As Easy As A-B-C

Today’s customers are deeply curious, searching high and low for information about a product before making a purchase. And this curiosity applies to purchases big and small—just consider the fact that mobile searches for “best earbuds” have grown by over 130 percent over the last two years. (Google Data, US, Oct 2015 – Sep 2016 vs. Oct 2017 – Sep 2018. ) To keep up with this curious customer, marketers are putting insights at the center of the strategy so that they can understand customers’ intentions and deliver a helpful, timely experience.

In our new guide about linking Google Analytics and Google Ads, we explore the broad range of reports available in Analytics. These reports give you crucial insights about the customer journey that can then be used to inform your campaigns in Google Ads. Here’s what you should know about the A-B-Cs of reporting.

Acquisition reports

How did your customers end up on your site in the first place? Acquisition reports answer this question, offering insights about how effectively your ads drive users to your site, which keywords and search queries are bringing new users to your site, and much more. This video gives you a quick overview of how Acquisition reports work.  

Behavior reports

How do you users engage with your site once they visit? Behavior reports give you valuable insights about how users respond to the content on your site. You can learn how each page is performing, what actions users are taking on your site, and much more about the site experience. Learn more about behavior reporting here.

Conversion reports

What path are users taking towards conversion? Conversion reporting in Analytics gathers valuable insights about those actions that are important to the success of your business—such as a purchase or completed sign-up for your email newsletter. Goal Flow reports help you see how a user engages as they move toward a conversion while Ecommerce reports are specifically designed to deliver insights for sites centered around purchases.

Reports open up a world of actionable insights that help you deeply understand and then quickly enhance a customer journey that is more complex than ever.

Missed the other posts in this series? Catch up now to read how creating effective campaigns for the modern customer journey can be achieved by bringing Google Analytics and Google Ads together.

And, download our new guide and learn how getting started with these reports is easy as A-B-C.

Source: Official Google Webmasters Blog

What does a search engine look like?

What does a search engine look like?

In the words of Swiss technophilosopher René Berger, “It’s becoming impossible not to visit with Google daily”. But when you do, what do you visit exactly? In other words: what does a search engine really look like? It actually looks like this:

This picture of Google’s new server farm in The Dalles, Oregon was published a couple weeks ago in the New York Times. The facility, which is under construction, is only one of several Google data centers, but John Markoff and Saul Hansell in their article speculate that it may “soon be one of the world’s most powerful supercomputers”. TED sponsor Google is known primarily as a search engine, they write, but it is actually “foremost an effort to build a network of supercomputers (…) that can process more data, faster and cheaper than its rivals”. The choice of The Dalles as the location of the data center has apparently to do with the availability of low-cost electricity (the grey structures protruding from the two football-field-sized buildings on the left are cooling towers) and easy access to data networks.

Markoff and Hansell have some interesting figures: In March 2001, when Google was serving about 70 million pages a day, its computing system had about 8’000 servers; by 2003 that number had grown to 100’000. Today “the best guess is that Google has more than 450’000 servers spread over at least 25 locations around the world”. For comparison, they write, Microsoft’s Internet activities currently use some 200’000 servers. In a recent Fortune article, TED regular David Kirkpatrick puts the number of Google servers around the world at one million and confirms that Microsoft is also investing billions in infrastructure. Kirkpatrick quotes Microsoft’s Ray Ozzie: “Just think about where there are windmills, dams, and other natural power sources around the world: that’s where you’re going to see server farms”.