Google Analytics is an excellent service for businesses to use in that it provides a wealth of data on visitors to your company’s website. Upon a cursory glance, it’s easy to only log-on daily or weekly to examine traffic trends, which is great for content creation. However, that is just the tip of what Google Analytics offers businesses.

To better understand how this service can work to your organization’s advantage, it’s important to learn all the features of Google Analytics and how you can put them to work for you. By doing so, you can customize the information you receive to better understand the visitors coming to your site, making your organization’s website even more valuable to prospective customers. Here is a look at two of the most effective ways to achieve this.

Create Effective Custom Visitor Segments

When you log onto to Google Analytics you’ll discover you can view visitors’ data based on a wide variety of factors including age, location, gender and other demographic information. An effective technique, according to Dan Shewan of WordStream, is to use audience data in custom visitor segments. His article also provides step-by-step instructions on how to achieve this.

When you do this, you can see how specific users interact on your website. This includes which blog posts they visit, if they comment on an article, how they promote your content and even how long they stay on your site. More importantly, this information can give you a window into the interests of your customers such as showing you which ones are more apt to work in a specific industry.

Using this information, you can drive content that is more suitable to your largest customer base thereby increasing the value of the website in their minds.

Identify and Set Goals for Your Data

The information you find on Google Analytics is only good if you know how to apply it to your business goals. One of the best ways to do this, according to Shewan, is to apply monetary value to those goals.

As an illustration, say you set up a goal on Google Analytics. Once you do this, you can access the goal’s flow chart that shows where the sources of your web traffic originate. It also delivers funnel steps, which exhibit customers’ engagement levels relative to the part of the site they are on.

An example of this could be a landing page with a call to action then a link to have the visitor fill out contact information to find out more about the services or products you offer. If they fill out that information they move to the next funnel step, if they don’t, then the report will have a red mark indicating the point of exit.

By assigning momentary value to your goals, it shows how much money your company could be losing on a potential step. Using the illustration above, by assigning a specific value on having customers provide their contact information as a first step towards obtaining services, it shows whether that landing page is effective. If your organization is losing many customers, then the goal provides a figure in monetary terms for how this could impact your business.

These are just two of the myriad of ways Google Analytics can help you better understand those that visit your website. However, they are also the two most important because they provide you with information and direction on what to do with the data you receive.