How valuable is your lead? For many companies, it is difficult to measure the value of prospective customers. Some of these leads may lead to conversion but many others will remain as they are. So, how can you make sure that resources are maximised towards those who are willing and able to buy from you? The Google Analytics Custom Report option might provide a solution.
It is important to be able to measure the success of your online marketing initiatives. After all, you can’t improve if you don’t know what you’re doing wrong. In Google Analytics, you have to do the following to attain better results:

• By Keywords – if you’ve invested time and effort into search engine optimisation, then you definitely want to know which keywords are bringing in the traffic. Google Analytics can be customised according to what you want to monitor (ie. Unique visitors vs. returning visitors); this can be compared to your conversion rate. Better targeting can be achieved by focusing on the keywords that bring in the sales.
• By Top Landing Page – what landing page brings in the money? This is the question Google Analytics can answer when you customise it accordingly. It will also help you find out if that particular page has a good conversion rate or whether improvements are in order. If the bounce rate is high, drastic actions are needed as soon as possible.
• By Source – basically, this will help you determine which other websites are bringing in relevant traffic to your website. This can usually be traced back to social media, online advertising, or organic search. Whatever the case, you can find out the bounce rate, page views, and total visit in one report.
• By Region or Country – if you’re targeting several regions, this metric is particularly important. It lets you know whether your tactics are effective in getting overseas traffic. The metrics can also be extended to help you determine which regions are providing the best value for money.
• By Combining Metrics – Google Analytics is flexible enough to allow you to set a combination of metrics. This brings better information and allows you to drill down to the root of the problem.

As you can see, the Google Analytics Custom Report does have a lot of features and uses. Make it a point to use it for your website as well. The information you’ll gather from will let you understand customer needs and wants even more.

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