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The Google Analytics features you need to know about

Google Analytics is a marketer’s best friend – it is a much-loved software in the world of websites.

Today, we’re talking about some of the updates to Analytics that will help marketers and website managers to understand site visitors at a deeper and more meaningful level. The better you know and understand customers, the more targeted and precise you can make your advertising.

Tech developments mean that today’s analysis software is smarter than ever, with more time and money being invested into machine learning – we’re sure that more Analytics tricks are just around the corner.

For now though, here are some elements of Analytics you really should know about…

Analytics Intelligence

Analytics Intelligence is a handy tool that allows you to ask Analytics questions about your data and can also identify any anomalies in your reports.

So where can you find it? You’ll find it in the top right-hand corner of any of your Analytics reports, next to ‘Save’, ‘Export’ and ‘Share’. This opens a side panel, ready for your questions…

From here, you have the ability to ask questions about your data such as, “Which channel has the highest goal conversion rate?”.

After the initial question, you can ask a follow-up query. There are even suggested questions that show up as prompts to encourage you to further question your data. Use this to help you look at the big picture. Ask yourself, what do these answers really mean for the business?

This handy questions feature means that Google will instantly display the answer in the form of a chart. This way, you’ll save plenty of time digging around Analytics to find the answer.

For smaller businesses though, it is another of the Intelligence features that might be of more interest. The new update will also crawl through your data to alert you to any important changes or opportunities you should be aware of. For example, if a page on your site is performing particularly well, it’ll let you know. This again, saves time, with anomalies being pointed out to you, rather than requiring you to search around.

Conversion probability

This is an exciting one. A tool for larger scale e-commerce users, Conversion Probability analyses your data (see the requirements below) and will identify site visitors with the highest chances of a future conversion.

This tool can be found in reports. Follow the trail: Audience > Behaviour > Conversion Probability. If you can’t see it, it means you aren’t currently meeting the necessary requirements to access the data.

The essential requirements needed to utilizing this tool are a minimum of 1000 e-commerce transactions each month, along with at least 30 days of data.

So why is this Conversion Probability helpful for marketers? The update means that you’ll be able to see the quality of the traffic driven by your marketing strategy. For example, you’ll be able to see whether the traffic that arrives from Facebook includes users who might make a purchase.

When it comes to remarketing, you can use the software to target users who have the highest likelihood of purchase. Integrate this with AdWords, and you’ve got yourself a plan for an advertising campaign that should have much higher success rate.

New additions to User Explorer: Lifetime metrics and dimensions.

User explorer is already available, but the latest update means that lifetime metics and dimensions for individual users have been added.

Based on the user’s cookies, the update means you’ll be able to look at customers/visitors in a more detailed way than ever before.

Take one individual user. With the new update, you’ll be able to look back and see when a user first visited your site, and the channel that they came from. Explore the total amount of time they’ve spent on your website, or perhaps look at the number of transactions they have made.

Once you use this data to group together similar users, you can tailor marketing plans based on this new information. This could include prospecting, remarketing and tailored messaging. Pretty smart stuff.


As always, it is important not to get too caught up in the granular detail without zooming out to look at the big picture. It’s all very well knowing what a user did on your site, but you then need to think about why this matters, and the next steps you’ll take in your marketing.

As Google-accredited users of Google Analytics, we’re running a number of Google Analytics workshops for business owners and marketers – take a look here!

Contact us

If you’d like to find out how we can help you with your marketing please get in touch. We would love to help.

Give us a call on

0117 214 0471

Visit us at

Simitive Innovation Centre,
4th Floor, Newminster House
27-29 Baldwin Street

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© McArthur Davies 2019