As a marketing expert, you are well aware of the importance of Google Analytics. Hopefully, you are aware that Google Analytics has a ton of lesser-known features to help you go above and beyond in your marketing. Here are some of the latest strategies:

1. Keep Your Audience Data in Mind When You Create Custom Data Segments

Of course, if you aren’t already doing custom data segments, you need to. However, make sure you are aware of your audience data. (insert business news daily link from Current Writing Sites bookmark here) There is a world of info out there for you at your fingertips. All you have to do is navigate to the “interests Overview” section and go to Audience Reporting. The path is Audience>Interests>Overview. This will tell as much information as you need to know about your Google audience.

2. Place a Monetary Value on Your Goal Flows

By all means, you should create some Glow Flows in your Google Analytics, especially when they have been around since at least 2013 (ala link here). Otherwise, all you are looking at is a bunch of useless data.

However, don’t just stop at setting goals. You should also assign a monetary value to them. Simply put, one of the main reasons you should do this is to determine just how much money you are losing when a lead does not convert to your website goal in your funnel.

3. Focus on Your Top Conversion Paths

Unfortunately, visitors to your website often do not exhibit the behavior you want to see. Wouldn’t it be nice if they would see an ad, visit your site, and make a purchase all in one sitting? It just doesn’t work that way. However, the good news is you can look at your conversion paths in Google Analytics and group them by a variety of different mediums. This will tell you what paths are most likely to end in a sale on your site!

4. Thoroughly Organize Your Intelligence Events

If you aren’t making full use of your “intelligence events” then you’re missing out. First of all, have you ever noticed your site getting a 200 or 300% increase in traffic and wondered why that happened? Well, if you thoroughly organize an “intelligence event” your metrics will be able to tell you about the data surrounding it (such as what state or region the traffic came from, etc.) To set an intelligence event, simply go to “custom alerts”, then “manage custom alerts”, and then click the “+new alert” button.

5. Measure Your Historical Traffic Trends

Again, if you are only concerning yourself with current traffic trends, then you’re missing out. Analyzing patterns based on previous traffic is a great way to gain into how your current traffic compares to other points in time. You can do this very easily simply by using the “compare to a previous period” tool.

6. Include Annotations with Your Reports

This might be the last Google Analytics suggestion, but it is every bit as important as the other five. Making sure that all of your reports are properly annotated has a lot to do with good housekeeping, and this is crucial if more than one person is in charge of your Google Analytics operation.

If you keep all of these Google Analytics strategies in mind, you are sure to get more conversions in no time!