Are you looking at the wrong metrics in Google Analytics? Move past vanity metrics with Formstack’s latest research report. Learn how to use Google Analytics to better analyze your marketing efforts and increase conversions. This slideshare features the 5 key takeways from this exclusive new report by Formstack.

1. 5 Key Takeaways from
“Google Analytics Usage
Among Marketers”"
Research
report
by:

2. Stop
using
gut
ins+ncts.
• 40%
of
marketers
use
intui+on
to
make
decisions.
• Many
of
these
marketers
aren’t
measuring
the
outcomes
of
their
decisions.
• Guessing
wrong
wastes
<me
and
resources!

3. Stop
using
gut
ins+ncts.
• Knowing
your
page
view
count
is
fine,
but
strategic
use
of
Google
Analy<cs
can
help
you
put
real
data
behind
your
marke<ng
campaigns.
• Use
ac+onable
data
to
drive
your
decisions.

4. Calculate
the
actual
value
of
clicks.
• PuFng
a
dollar
value
on
social
media
campaigns
or
content
downloads
can
be
a
challenge.
• That’s
why
only
one-­‐third
of
marketers
track
their
ROI.

5. Calculate
the
actual
value
of
clicks.
• Leveraging
Google
Analy<cs
can
help
you
aIribute
actual
dollar
amounts
to
customer
ac<ons.
• Establishing
values
for
certain
ac+ons
in
Google
Analy+cs
allows
you
to
calculate
ROI
and
prove
the
profitability
of
your
campaigns.

6. Use
analy+cs
consistently.
• Only
37
percent
of
marketers
regularly
use
analy+cs
to
gain
insight.
• When
you
are
strapped
for
<me,
analyzing
data
can
fall
to
the
wayside.

7. Use
analy+cs
consistently.
• Properly
analyzing
past
customer
behavior
allows
you
to
make
educated
predic+ons
about
future
behavior.
• Even
though
analysis
can
be
<me-­‐consuming,
using
analy<cs
to
improve
marke<ng
campaigns
can
save
<me
in
the
long
run.

8. Learn
more
about
your
customer.
• Tracking
customer
paths
and
running
behavior
reports
helps
you
understand
what
people
are
doing
on
your
website.
• But
only
24
percent
of
marketers
create
and
test
hypotheses.

9. Learn
more
about
your
customer.
• Conduct
experiments
to
collect
real
data
on
customer
preferences.
A/B
tests
can
be
run
through
Google
Analy<cs.
• Experiments
give
marketers
valuable
insight
into
what
is
working
well
on
their
website.

10. Invest
the
extra
+me
to
use
analy+cs
tools.
• Nearly
half
of
all
marketers
report
that
data
is
their
most
underu+lized
asset.
• They
are
too
busy
to
set
up
Google
Analy<cs
tools
prior
to
launching
a
campaign.

11. Invest
the
extra
+me
to
use
analy+cs
tools.
• The
Formstack
report
walks
through
the
basics
of
UTM
parameters,
conversion
goals,
and
traffic
channels.
• Although
it
takes
more
effort
to
set
up
robust
tracking
in
Google
Analy<cs,
it’s
worth
it
when
that
ac+onable
data
starts
rolling
in.

12. Download
the
2014
Google
Analy+cs
Report
Want
to
learn
how
you
can
use
Google
Analy<cs
to
your
advantage?
Download
the
report
now!