- Referrals and All Traffic (found in Traffic Sources > Overview > Sources)
- Organic Search (Traffic Sources > Overview > Search)
- A referring page and destination URL custom report (more on that in tip No. 3)
"These metrics can tell you which referrers and traffic sources are driving the most conversions, along with which specific external assets or efforts are resulting in the highest ROI," DeMers explains. For example, "If one of your guest posts or infographics is resulting in the lion's share of traffic and conversions, then you'll have a perfect example of which sort of content is really working to achieve your goals. This will allow you to refine and optimize your marketing strategy going forward."
3. Create Custom Google Analytics Reports
Most Google Analytics users typically don't understand or bother creating custom reports, DeMers says. But such reports can be extremely valuable.
"My favorite custom report shows full referring URLs for every referral visit, along with the destination URL on my website," DeMers explains. "If a reader reads one of my Forbes articles and clicks a link within the article that takes them to a specific page on my website, Google Analytics allows me to see the URL of the Forbes article along with the page on my website that the user landed on.
This is "actionable intelligence," Demers continues, "because it shows you which specific external assets and media are generating the most traffic and to which specific pages. Furthermore, when compared to conversion data, it's possible to see which external publishers drive the most conversions, allowing you to refine and optimize your future outreach efforts."
DeMers outlines the following steps to create his referral and destination URL custom report:
Custom reports give you "actionable intelligence" that let you see what is working-and isn't-and then refine your outreach efforts accordingly.
Experiment with creating other custom reports. You can always delete or modify them, and you can share them via Excel, Google Spreadsheets or PDF.
4. Gain Better Insights Through Advanced Segments
Advanced Segments are another frequently overlooked Google Analytics tool, says Gianoglio. "You can get real insights and big benefits from segmenting your data."