Various Paid and Non-Paid Channels in Google Analytics

Posted By: editor
Posted On: 24 Feb 2020

How do your visitors get to your website? If you have ever wondered about this, the chances are that you are using Google Analytics. Each traffic source generates a different number and type of traffic. Finding out which channel is most effective in giving you quality traffic becomes your topmost priority. Once that is done, the focus would be to bring more traffic through that channel in a cost-effective manner. Google Analytics is the perfect tool to determine both the quantity and quality of traffic obtained from various channels.

Different Channels in Google Analytics

Google Analytics helps you track the traffic flowing into your website. People can look your business up on Google or any other search engine for that matter, click on your social media Ads, Search Engine Ads, or land up on your website from any random blog link. These are called channels, which are mostly the different sources through which people reach your site. Google Analytics allows you to see how all the traffic sources are performing compared to each other so that you can identify underperforming sources.  Various types of channels of Google Analytics can be categorized as:

Paid Channels in Google Analytics

Paid traffic is generated when a visitor lands on your website or landing page by clicking on a link or a call to action button on a website, email, blog, or any form of advertisement, be it on social media platforms or search engines like google. There might also be Referral marketing or influencer marketing where a person with many followers or a company or a brand might endorse your product. Some of this traffic can be tracked in google analytics by using UTM tracking links while Google AdWords ads are automatically tracked by default. 

Is Email Considered As A Paid Channel in Google Analytics?

Email is a free medium. Well, it depends on how you are using it. For most of your marketing efforts, you will need to write personalized emails to your target customers depending on their source channel, their position in the conversion funnel, their browsing habits. Also, you might need to track delivery rates, open rates, CTRs of your email campaigns and create automated email campaigns on specific audience sets based on specific event triggers. And it almost becomes impossible to do this manually without automating this process, and there are many tools out there in the market that help you do just this. However, these tools come with a price tag, thus rendering the free email medium into a paid marketing medium which is highly effective and efficient in giving you quality traffic.

How Daton Optimises Various Channels in Google Analytics?

It is often seen that Google analytics, with its UTM tracking, fails to give significant insights; this is because google analytics provides only traffic data, which is analyzed to get insights. It fails to integrate specific data like customer feedback, third-party ad impressions, CTRs, inventory data. Without which, it is impossible to gather a complete understanding of the business. Generally, a marketer needs to resort to manually check the data from the various data sources in use and then consolidate that data to gain meaningful insights. This becomes a difficult task when done manually on a scale. Moreover, it involves a lot of man-hours which costs money, and there is usually a time lag involved, which reduces the accuracy of the analysis and its effectiveness as the data is not real-time. 

Daton is a product that does precisely this. It is a highly automated data pipeline that will fetch all the relevant data from different marketing channels or tools at the set frequency and store in the data warehouse of your choice. All the data from their website and these various platforms, tools and even google analytics are stored. This will eliminate the complex report generation and data consolidation, saving businesses time and money. With Daton, you will be up and running in minutes without writing a single line of code as it easily integrates with most of the apps and tools commonly used by companies. Click here to sign up for a free trial now.

Why Is Regular Audit of Google analytics Necessary?

While using Google Analytics, have these thoughts ever come to your mind?

  • Is the collected data accurate? 
  • Are my configurations working fine? 
  • Am I tracking all the data that I can? 
  • Is my web page broken or not working? How do I Tell? 

If Google Analytics is your only source of truth for measuring all your business activities, then you can’t leave all this to chance, can you?

We have prepared a list of Checks that you must commonly do to ensure that everything is alright.

  • Webpage Error Check (Crawler Check) 
  • Google Analytics Admin Setup Check

Tracking Check

  • Google Tag Manager Check
  • Google Adwords Check
  • SEO Check
  • GDPR Check

This is just an overview of the different types of checks that usually need to be done; each check has multiple pointers and parameters that need to be looked at making this almost impossible for any company without the expertise to perform this audit accurately on a regular basis. Saras analytics has a dedicated team of Industry Experts, Data Analysts and Data Scientists who actively audit Google Analytics for various Multinational Brands.

Talk to us and Get your GA Audit now.

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