Google Analytics expertise
from Melbourne’s leading
boutique digital agency

Google Analytics is a web analytics service offered by Google that tracks and reports website traffic. It provides incredibly powerful and meaningful data to help businesses better understand their customers.

GA4 works by tracking user interactions with websites or applications, such as page views, session duration, and other user behaviours. As a GA4 agency in Melbourne, we then analyse data to provide insights about the performance of your website or application. The insights can be used to make informed decisions about how to improve the user experience, optimise marketing campaigns, and measure the success of various initiatives.

Google Analytics also offers features such as audience segmentation, custom reporting, event tracking, and ecommerce tracking. These features allow our team to provide you with deeper insights into your customers’ behaviour and create more targeted experiences for you.

• Understanding business objectives: We start by collaborating with you to understand your business goals and identify what specific actions or behaviours represent successful outcomes on your website. These might include completing a purchase, filling out a contact form, spending a certain amount of time on a page, or reaching a specific page.
• Defining conversions in GA4: Once we've determined what constitutes a conversion for your business, we set this up as a ‘goal’ in Google Analytics. There are four types of goals we can set up: Destination, Duration, Pages/Screens per session, and Event. The choice of goal depends on the specific action we want to track.
• Event tracking: If a conversion involves actions like clicking a button, playing a video, or submitting a form, we use Event Tracking. This requires a certain level of technical expertise as it involves adding a small piece of JavaScript code to the website.
• Funnels setup: If a conversion involves multiple steps (like in an e-commerce checkout process), we set up “funnels” in Google Analytics. This allows us to see at which point in the process users are dropping off, so we can focus our efforts on improving those specific areas.
• UTM parameters: We use UTM parameters in URLs to track the performance of specific campaigns. This enables us to determine which marketing activities are driving the most conversions, and adjust our strategy accordingly.
• Regular reporting and analysis: Once everything is set up, we regularly monitor and analyse your conversion data. This involves running reports in Google Analytics, analysing trends and patterns, and providing you with detailed insights into user behaviour and conversion rates.
• A/B testing and optimisation: Based on our analysis, we carry out A/B testing to try out different strategies and see what works best. This is an iterative process of continuous improvement, where we use the insights gained from Google Analytics to optimise your website and marketing campaigns.

As Melbourne’s premier Google Tag Manager agency, we focus on several key performance metrics within Google Analytics to ensure we're driving the most value for your business and effectively reaching your target audience. Here are some of the key metrics we prioritise and why:

• Traffic sources: Understanding where your traffic comes from is critical. It allows us to optimise the channels driving the most traffic and re-evaluate or enhance those that aren't performing as well. This is split into organic search, paid search, direct visits, referral visits, and social.
• User demographics and interests: These insights allow us to tailor your content and advertising efforts to the audience most likely to engage with your brand. Age, gender, interests, geographical location, and more can be critical for effective targeting.
• Behaviour flow: This metric helps us understand the path users take through your site. By knowing what content leads them to convert or causes them to drop off, we can improve user experience and boost conversion rates.
• Bounce rate: This is the percentage of users who leave your site after viewing only one page. A high bounce rate might suggest that your site's landing pages aren't relevant to your visitors or that the user experience is poor.
• Conversion rate: This is perhaps the most critical metric, as it measures the percentage of users who take a desired action on your site, such as making a purchase, filling out a form, or signing up for a newsletter. We'll focus on optimising this to ensure your website is a powerful tool for achieving your business goals.
• Page load time: Site speed is an essential aspect of user experience, and it's a Google ranking factor. We'll monitor this to ensure that slow page load times aren't causing you to lose visitors.
• Returning vs. new visitors: This metric helps us gauge the loyalty and interest of your audience. A healthy balance of new and returning visitors suggests you're attracting new audience members while maintaining the interest of current ones.
• Exit pages: This tells us which page users are on when they leave your site. If a particular page has a high exit rate, it might indicate an issue that needs to be addressed.
• Campaign performance: If you're running Google Ads or other marketing campaigns, we'll monitor these metrics to measure their effectiveness and ROI.

SIXGUN utilises a data-driven approach, leveraging these metrics, among others, to create effective strategies and continually optimise performance based on real-time feedback and results. Our objective is to maximise your return on investment and ensure that your digital presence aligns with your overall business goals.

As a leading Google Analytics agency working from our home base in Melbourne, we use Analytics as the cornerstone of our analytics and data measurement strategy. But it's not the only tool in our arsenal. Here's how we use Google Analytics in tandem with a selection of other tools to provide comprehensive digital marketing solutions for our clients:

• Google Looker Studio: We utilise Google Looker Studio for creating in-depth and visually appealing reports. It allows us to merge data from Google Analytics with various other sources, making it easier to interpret and providing a comprehensive picture of your online performance.
• Google Search Console: This is used alongside Google Analytics to understand how your site is performing in organic search results. It provides insights into the keywords people are using to find your site, as well as any technical issues that might be hampering visibility.
• Google Ads: If you're investing in PPC, Google Analytics and Google Ads integration is essential. This pairing enables us to track the entire customer journey, from ad click to conversion, helping us refine your PPC strategy to maximise ROI.
• SEO tools: We use tools such as Ahrefs in conjunction with Google Analytics to get a well-rounded understanding of your SEO performance. These tools help us find new opportunities for keyword targeting, backlink analysis, and monitoring your competition.
• Social media analytics: Tools like Facebook Insights and LinkedIn Page Analytics give us specific details about social media performance. When combined with Google Analytics, we can connect your social media efforts with overall website performance.
• Email marketing platforms: When used in conjunction with platforms like Mailchimp, Google Analytics lets us see how your email campaigns drive users to your website and how they behave once they arrive.

Our approach to digital marketing is data-driven and highly integrated. We firmly believe that each tool in our toolbox adds a unique layer of insight that, when combined, gives us a deep understanding of your digital presence and the ways we can improve and optimise it for growth.

As a digital marketing agency, we take accuracy of data very seriously, and when it comes to setting up Google Analytics, we adhere to a rigorous process that ensures the utmost precision. Here are the steps we undertake to ensure Google Analytics is set up correctly:

• Tag implementation: We first ensure the Google Analytics tracking code is implemented correctly on all pages of your website. For this, we prefer using Google Tag Manager, which simplifies the process and allows us to manage all tags in one place.
• Cross-domain tracking: If your website operates across multiple domains, we implement cross-domain tracking to ensure user data is tracked cohesively across all domains.
• Filtering internal traffic: To prevent skewing of data, we can filter out all internal traffic from your company's IP addresses, so we're only analysing visitor data.
• Event tracking: We set up event tracking to measure the interactions with the website, like button clicks, form submissions, or video playbacks.
• Goal and conversion tracking: We set up goals in Google Analytics to track your desired conversions, whether that's form completions, purchases, or other key actions users can take on your site.
• Ecommerce tracking: If you're an ecommerce business, we enable ecommerce tracking to record transactions and revenue data.
• Campaign parameters: We make use of UTM parameters for all campaigns. This way, we can accurately track where your traffic is coming from and how various campaigns are performing.
• Linking Google Ads and Google Search Console: We ensure Google Analytics is linked with Google Ads and Google Search Console, enabling comprehensive data about clicks, impressions, CTR, and more.
• Regular audits and monitoring: After setup, we conduct regular audits to check for any potential issues or discrepancies, ensuring the ongoing accuracy of data.
• Training and reporting: We also provide training on how to interpret the Google Analytics data and can provide custom reports suited to your business needs.

Our team prioritises transparency and informed decision-making. Here's how we handle Google Analytics reporting and analysis:

• Customised reporting: We begin by understanding your specific goals and objectives. This helps us customise our Google Analytics reports to highlight the metrics that matter most to your business. Whether it's visitor demographics, traffic sources, page views, bounce rates, or conversion rates, we tailor our reports to your needs.
• Frequency: We provide regular updates based on your preferred schedule, whether it's weekly, bi-weekly, or monthly. We understand that businesses have different needs, and we adjust our reporting accordingly.
• Clear insights: Our reports are not just about numbers and charts; we interpret the data and provide actionable insights. We take the time to explain what these metrics mean for your business and how they connect to your objectives.
• Strategy adjustment: Google Analytics provides a wealth of data that can influence your digital marketing strategy. We use this data to continually adjust and refine your strategy, maximising your ROI and ensuring we're always targeting the most productive avenues.
• Consultation: Along with every report, we offer consultation sessions where we dive deep into the analytics. We will discuss the report, answer any questions you may have, and brainstorm strategies based on the data.
• Real-time dashboard: We also offer a real-time dashboard feature that you can access at any time. This will allow you to monitor key metrics whenever you want, offering complete transparency.

Remember, data is only as good as what you do with it. You won't just get raw data… you'll get insights, strategies, and a true partnership focused on achieving your goals.

Absolutely! Our team has a strong understanding of both the theory and practical application of sales and conversion funnels, and we can apply this to your business to provide valuable insights.

We start by gaining a clear understanding of your business objectives and the customer journey. We can then translate these into measurable goals and stages in your funnel. This might include awareness, consideration, decision, and post-purchase stages, but we will tailor the funnel to suit your specific needs.

Once we've set up the funnel, our team uses Google Analytics' robust tracking capabilities to capture data at each stage of the funnel. We don’t stop at just tracking the data; we interpret it to understand user behaviour and their interaction with your website.

Our interpretation includes identifying points of drop-off in your funnel where users might be leaving, bottlenecks that might be preventing users from moving to the next stage, and stages of the funnel where users spend more time. This information can help us understand what's working and what's not, which can guide optimisation efforts to increase conversion rates.

Furthermore, we'll provide you with a detailed monthly report highlighting the performance of your funnel, interpreting the numbers in a clear, easy-to-understand manner. We'll also offer insights and recommendations based on our analysis, providing actionable steps that you can take to improve your conversion rates.

Ultimately, our goal is to provide you with a clear picture of your customer journey and conversion pathway, and to use that information to make data-driven decisions that will drive growth for your business.

There are a few common mistakes can lead to misinterpretation of data and poor decision-making. Understanding these pitfalls is key to leveraging Google Analytics effectively. If you’re struggling with GA, we can help. Below are some of the most common issues we see with GA implementation. 

Not setting clear goals and objectives

One of the first steps in using Google Analytics effectively is to set clear, measurable goals. This means identifying what you want to achieve with your website, whether it's increasing sales, generating leads, or improving customer engagement. Define these goals in Google Analytics to track your progress accurately.

Ignoring conversion tracking

Conversion tracking is vital in measuring the effectiveness of your online activities. It involves setting up goals in Google Analytics to track when users complete specific actions, like making a purchase or signing up for a newsletter. Not utilising conversion tracking can lead to a lack of understanding of how well your site converts visitors into customers.

Overlooking important metrics

Often, marketers focus solely on basic metrics like page views or sessions. However, deeper insights can be gained from metrics such as bounce rate, exit pages, and user flow. These metrics can provide valuable information about user behaviour and website performance.

Failing to use segmentation

Segmentation allows you to analyse subsets of your data, such as traffic from a particular geographic region or users who arrived via a specific marketing campaign. By failing to use segmentation, you might miss out on crucial insights about different user groups.

Incorrectly configuring filters

Filters in Google Analytics allow you to include or exclude certain data in your reports. Incorrect configuration of these filters can lead to skewed data, affecting the accuracy of your insights. Proper setup and regular review of filters are essential to ensure data integrity.

Neglecting regular audits and updates

The digital landscape is constantly evolving, and so should your Google Analytics setup. Regular audits and updates ensure that your tracking is in line with the latest web standards and business objectives.

If all of this sounds like a lot to you, you’re not alone—and if you’re also wrestling with the switch to GA4, things could be even tougher. Luckily, our expert team is here to help. Get in touch with us for help on any and all work related to GA4.

There are tons of upsides to GA4, but a big one is tracking customer journeys across devices and platforms. GA4 adds a number of features that make this much easier. Here are some basics on these new features and how they work. 

• Unified user ID tracking: GA4 is able to track user interactions across multiple devices by using a unified user ID. This means that if a user visits your site from their phone and later from their laptop, GA4 can track these as interactions by the same user, offering a cohesive view of their journey.
• Event-based data model: Unlike the session-based model in Universal Analytics, GA4 uses an event-based data model. This approach captures more granular data points across devices and platforms, allowing for a more detailed understanding of how users interact with your content or products.
• Enhanced measurement: GA4 automatically tracks a range of interactions such as scrolling, outbound clicks, site searches, video engagement, and file downloads, providing a comprehensive picture of user engagement across devices.
• Cross-platform analysis: GA4 enables the tracking of user journeys that span across your website and mobile apps. This cross-platform capability allows you to analyse how users move between different platforms and their behaviour on each.
• Privacy-first tracking: If you think cross-platform tracking sounds a bit scary, you aren’t the only one. GA4 is designed with privacy in mind, offering robust tracking while complying with data privacy regulations. This ensures that cross-device and cross-platform tracking is done ethically and responsibly.
• Integration with Google Ads: Finally, seamless integration with Google Ads allows you to analyse how ad interactions on one platform influence user behaviour on another, optimising your advertising strategies across devices.

GA4 is significantly different from its predecessor, demanding a shift in approach in many cases. For a deeper dive into GA4 and the potential challenges and upsides of the shift from the old Universal Analytics, check this explainer article by our head of data and SEO.