Today, everyone is running after collecting data of their website users, their customers and want to see that data at a granular level as much as it’s possible. Businesses have been spending huge bucks just to set their data collection process right. Undoubtedly, Google Analytics is one of the best tools out there to satisfy businesses’ data hunger. But a lot of organizations using Google Analytics just tend to collect data that satisfies their data hunger without helping them make any business decisions. And that doesn’t make much sense.
One such example of this fallacy is using the Default Channel Groupings provided by Google Analytics. Now you might ask, what are Channel Groupings? Well, when you see the Google Analytics acquisition reports, you can see the traffic attributed to different channels. Channel Groupings are the buckets or segmentation of your traffic. It allows you to see the overall performance of traffic coming from different platforms. Not just that, Channel Groupings are really helpful in understanding the success rate of various marketing platforms especially when your business is equipped to sustain multichannel marketing.
In this article, we will be taking you through the limitations of Google Analytics Default Channel Grouping and how Custom Channel Grouping can prove advantageous to your business.
Google Analytics Default VS Custom Channel Grouping
Google Analytics already provides a standard segmentation of the marketing channels which can be viewed by going to Acquisition > Overview or Acquisition > All Traffic > Channels report. Here is a sample Channel report:
What insight can you probably get when more than 50% of your traffic is getting attributed to (Other)? You don’t even know that which platform is driving more traffic or which platform has the highest conversion rate for your website. And trust me this is how this report will look for most of you. This can be fixed in two ways: Either you modify the default Google Analytics Default Channel groupings or you can create Custom Channel Groupings. However, we would suggest defining your own Custom Channel grouping, customized to your marketing efforts and UTM tagging.
With Custom Channel Groupings, you can define these segmentation buckets in accordance with how you want to see your website traffic. Here’s a sample report which we made by defining the segmentation rules in a broad and structured manner.
With the above report, you can see how proper segmentation buckets provide you with a much better picture of your traffic. Whether it is segmenting your Organic traffic or tracking Affiliate traffic, with Google Custom Channel Groupings you can set it all.
Custom Channel Grouping gives you the power to customize your reports which may allow you to have a better understanding of the performance of your marketing platforms.
When we talk about the success rate of a marketing platform, we obviously mean the return it will bring to the business. Wouldn’t it be wonderful if we can see that kind of data for all our marketing platforms? With Custom Channel Grouping and Cost data upload, Google Analytics can actually provide you such report. You can see the cost that you have incurred on various platforms and the fruits they have reaped for your business. Let’s do a before-after to make things more clear?
Before (With Default Custom Channel Groupings)
After (With Custom Channel Groupings and Cost data upload)
With the first report, one can hardly get any insight about their marketing efforts. Whereas, the latter will help you have an overview of your marketing efforts and their respective success rates. With powerful metrics such as ROAS (Return on Ad Spend) and CPA (Cost per Acquisition), you will definitely be in a much better position while framing budget allocation strategies to maximize profits.
You can also select from the default Google Analytics attribution models or you can make your own customized to your business requirements.
Setting up Google Analytics Custom Channel Groupings can give you a whole lot of new insights like top conversion paths, assisted conversions etc. For taking decisions that have a bottom line impact on your business, Custom Channel Groupings is something you surely can’t afford to miss.