6 Google Analytics Features You Should Be Using

In this article I will outline some of the more advanced Google Analytics features you should be using to better understand your customers, make data led decisions, boost your marketing and increase sales. To find out more about any of these features, it is well worth considering investing in Google Analytics consultants. 

Ecommerce Tracking

This may seem like an obvious feature for every ecommerce site, but our Google Analytics consultants have found that not everyone is using it.

There are three ecommerce reports:

  • The product performance report. This allows you to see which of your products are selling the best. Here you can discover which channels are good at driving sales for a particular product. You can also categorise products and see which type of product is bringing in the most revenue for your company.
  • The sales performance report provides a breakdown of the dates in which you brought in the most revenue.
  • The transactions report is a list of transaction ID’s for all orders. Here you can dig into each order and see which items are often purchased together. This allows you to cross promote to your users.

Once you have enabled ecommerce tracking and added the tracking code to your site you will start to see data in your ecommerce reports. The reports can be found in the conversion section of Google Analytics.

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Goal Flow Report

The goal flow report, found in the conversion section of Google Analytics, allows you to visualise the process that customers take towards reaching your goals.

In the report box, nodes represent one of each of your funnel steps for your goal. The final node represents the goal. By clicking on any of the nodes you can see the percentage of people who dropped out of the funnel at that point. This will indicate which parts of your site might need improving.

There is also a table version of the report which breaks down funnel metrics into dimensions. If you click into one of the rows in this report you can highlight the pathway of one segment of your traffic. This will allow you to visualise whether your conversion success differs by device type, traffic channel or location.

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Behavioral Flow Report

The behavioural flow report, found in the behavioural section of Google Analytics, allows you to visualise the path that visitors travel from one page to the next. By clicking on a path you can easily see just that section of traffic. This allows you to understand your users experience before they left.

By analysing this data it is possible to spot potential UX issues on your site, identify popular user paths and improve your website for your user.

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Events Report

Another really useful feature of Google Analytics is event tracking. This allows you a non-page view approach to tracking activity. For example, you can track widgets, flash, video plays and downloads.

Events are split into categories e.g. video interactions, and can be as specific or broad as your content requires. You can also set a value for your event, which allows you to measure the benefit of actions which have no immediately obvious monetary value.

The events report also allows you to track site searches. By looking at what people search for, you can identify missing or hidden content on your site. You can also discover if people are searching for several things, one after another, suggesting that something on your site is difficult to find.

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Multi-Channel Reports

Multi-channel reports, found in the conversions section of Google Analytics, are useful for understanding assist interactions. These are interactions with your sites which do not come directly before conversion, but still assist the process. This allows you to understand how your marketing activities work together.

To see data in the multi-channel funnel reports you first need to set up goals, ecommerce or both. Google Analytics will automatically create channel groups such as direct, display advertising, organic and referral. It is recommended that you customise the default settings to better fit with your marketing activities.

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Custom Reports and Dashboards

Custom reports in Google Analytics are useful for allowing you to quickly access the data which is most useful to you in a simple format. There are three custom report types; Explorer, Flat Table and Geo Type. Custom reports also have the same features as all other Google Analytics reports.

Custom Dashboards provide an overview of how your properties are performing by displaying summaries of different reports, as widgets, on a single page. This allows you to easily see correlations within all of your data. Like with custom reports you are able to use the specific metrics and dimensions in your widgets and you can even choose a mix of historical or real time data in your dashboard.

In order to plan your dashboards, Google recommends following these steps:

  1. Document business objective
  2. Identify strategies and tactics
  3. Choose KPI’s
  4. Choose segments
  5. Choose targets

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To Conclude

Google analytics is an extremely undervalued tool.

By utilising the more advanced features of Google Analytics listed in this article, you could boost your revenue by thousands of pounds.

If you are interested in learning more about these features of Google Analytics but don’t know where to start, it might be a good idea to consider investing in analytics consulting. Get in touch with our London Google Analytics consultants for more information.


Ed Brocklebank (aka Metric Mogul) is an analytics and digital marketing consultant. He helps business of all sizes become more data-driven through measurement, strategy and activation. He works as a Strategic Analytics Director at Jellyfish in London, as well as delivering training on behalf of Google and formerly General Assembly.