Understanding your audience and acquisitions is the most vital element of your marketing efforts, especially for B2B marketers due to long sales cycles, complex products and services and multiple aspects influencing them. This makes it even more important for digital marketers to understand customer’s needs, create engaging and meaningful online experience.
Let’s understand how can B2B marketers use Google analytics to get insights about their customers to gain a competitive advantage online.
This is the basic and provides a top-level view of all important metrics in a glimpse and understand how your marketing efforts are resulting in. But to actually drive decisions you need to dive deeper with the following reports and segment them further.
Demographics and Interest Reports –
These reports (under ‘Audiences’) provide insights that help B2B marketers understand website visitors and their behaviors in regards to affinity categories and in-market segments, age groups, and gender.
(NOTE: To access this data, Google Analytics require additional settings at the property level)
Demographic reports help understand the attributes like – Age and Gender at different levels.
Interest Reports are important for B2B marketers to understand affinity and in-market segments of website visitors who are downloading whitepapers, requesting a proposal/ a free demo, post seeing your ads or organic results on Search Engine Result Pages.
Geographical Report –
Geo (Geographical) reports under ‘Audiences’ helps you analyze how users behave for the markets you operate in. B2B marketers can use this reports to analyze the effectiveness of their advertising campaigns for particular markets, compare and segment users for retargeting campaigns and a lot more.
Behaviour Report –
This report is very important for B2B marketers to understand how particular campaigns have been performing, bringing in repeat visitors who have already interacted with the brand and reaching new users for the first time and engagement with the website. This report can be found under ‘Audiences’.
Pro Tip: This information can further be segmented by channel, location, and device to plan and optimize campaigns and allocate budgets according to the marketing objectives to be achieved. Use the Engagement Report in combination of with audience segments to understand –
Technology and Mobile –
Technology and Mobile reports are another set of reports under ‘Audiences’ that can provide extremely insightful data for B2B marketers to understand, analyze and optimize their campaigns, as this report shows engagement metrics and sessions based on the operating systems, browser, and devices.
Pro Tip: Use these reports to A/B testing, and dedicated campaigns and allocation of budgets basis the devices generating more traffic. For example – If the SEM campaigns are resulting in more traffic from Mobile devices then allocate more budgets on mobile ad campaigns.
Active User Report –
This report (under Audiences) will help marketers filter active users for a chosen period. For example, if you filter to 30 days, the report will include users who actively engaged with the site sometime in the last 30 days.
Use this report with customer segments to get more insights from it, like which channel resulted in higher number of unique visitors.
Pro Tip: Segmenting by conversion will show the percentage of users ready to convert/ get involved from the first visit, giving marketers insight on business prospects conversions time frame.
- Number of sessions of a certain duration and a visit to a lead-gen page; and
- Number of sessions of certain duration with a specific lead-gen conversion
Acquisition Report –
B2B marketers can use this report to understand performance various digital channels to improve and optimize their campaigns, budget allocation, strategies and marketing efforts. Reports under, Acquisitions > All Traffic > Channels can provide data for – Paid Traffic, Organic traffic, social traffic, email traffic, direct traffic and more with various data points to analyse like –
Pro Tip:Segment this data further with secondary dimensions for granular details. For example – Keywords
Google Analytics is a great tool that provides tons of data & insights to B2B marketers to understand and improve their marketing campaigns.