Your website is the lifeblood of your business. It generates leads, drives conversion to customers, builds your brand, and supports your customers. The good news? There is a mountain of data waiting to be analyzed to discover how to improve all of that. The bad news? There is a mountain of data waiting to be analyzed. There are lots of questions that need answering immediately but there’s too much data to wade through. Jazz your web analytics with Tableau:
- Connect directly to Google Analytics (GA) from Tableau Version 8
- Explore your website analytics data in an easy, visual way to find patterns and trends
- Build dashboards so you can see traffic, content and source trends all in one place
- Blend data sources to see how web traffic affects sales or service
- Publish dashboards so colleagues can interact with your data right in a browser
The first thing to know about your website is where visitors are coming from. That will give you clues as to whether your content is targeted well or why those visitors are converting well. Monitor your incoming traffic by type (medium), source site, and geography so you can target the right audience for your website.
Organic search drives the most traffic to this website, but we can see that paid search (cpc) and referrals are important too. However, looking at conversion by subsection shows relatively low goal completions for visits from cpc. It may be time to improve this site’s cpc campaigns or look for alternative ways to drive traffic to the site.
The content on your website is a major asset, but how do you know if it’s working? By looking at it in several different ways at once to spot outliers and trends. What sections are performing well? What pages are doing poorly? Where are new visitors going?
This dashboard shows performance of website content. With a click you can drill from section to subsection to web page and evaluate trends over all your content. Here the scatter plot shows that the most engaged visitors are returning visitors, and the bar chart to the right shows that most of the top pages have a relatively low bounce rate.
Mounds of data don’t help you make decisions. But digging into that data and shifting your perspective might. Every website is different, so you need the flexibility to explore what’s driving your traffic. Combine metrics until you find a useful correlation—- do visitors from blogs buy more than visitors from paid search? Can we see a different trend by day of the week rather than over time?
Here we’re looking at website traffic weekly-- specifically visitors, pageviews per visit, and conversion rate. The week-over-week trend is not terribly interesting. But shift the perspective to the day of the week and you find an interesting result: while traffic on Saturdays is relatively low, that traffic converts at a high rate. You might talk to your customers to find out why and then target specific promotions to Saturday buyers.
Tableau helps analyze data from ad servers and platforms. You can look at all the data and determine which channels, media, banners, and keywords are performing and driving the most bottom line impact.
The types of statistics you can track in Tableau include impressions, clicks, acquisitions, CPC, CPM, CTR, ECPA (effective cost per acquisition), plus industry averages for comparison.
The biggest thing you'll notice is the time savings. You'll analyze your data much faster and have the ability to inspect campaigns together (instead of one at a time) and compare information across groups, markets and demographics.
Google Analytics is a powerful web tracking service but it doesn’t always give you everything you need. In this video, see how to connect Tableau directly to your Google Analytics data.
Blend your web analytics and enterprise data. This opens up a whole new world of insight. Your website is a great asset, and of course it doesn’t work alone. Mashing up Google Analytics with offline data, demographics, social media and more tells you more about what’s working and what’s not. Learn even more insights by adding maps, filters and groups along with trend lines, table calculations and forecasts.
Author and share custom dashboards in minutes with simple drag & drop to drive the benefits of web analytics deeper across your organization.