One of many benefits to using Google Workspace is that Google Workspace users with access to their organization’s Google Analytics account can easily share specific slices of Google Analytics data with their co-workers.
The Google Analytics Add-on for Google Sheets lets a Sheets user who has a Google Analytics login create a variety of comparative visualizations within Google Sheets.
The following video from Philip Walton of Google explains the general setup of the add on.
Marketers are accustomed to getting site-wide Google Analytics reports on visitor behavior, but what about micro-level information such as individual page performance and how effective calls to action are on specific blog posts?
This is where the Filters configuration option of the Google Analytics add on comes into play.
Within the Google Analytics add on for Google Sheets, marketers can create page level filters and Event level filters. Then, decisions can be made based on page level visitor activity. An example of the types of questions that can be answered is, “how does the conversion rate change when I modify the call to action within one of our top performing blog posts?”
“End of post” banner calls to action (CTAs) are used by many marketers to convert blog readers to leads. We’ve included an example CTA at the end of this post. Using Google Analytics Events, the number of end of post CTA clicks can be tracked and reported on.
How to set up page and CTA filters in the Google Analytics add on for Google Sheets
1. (Optional) Create a goal in Google Analytics.
2. Add the goal parameters to the CTA code (bolded text below). Note that the Category, Action and Label correspond to the goal parameters, above.
3. Add the following two Google Analytics reports to a Google Sheet using the add on. Note the Filters syntax for each.
4. Consolidate data from the two Google Analytics report sheets into a single “aggregation” sheet.
5. Create an area chart from the columns in the aggregation sheet. The chart shows both unique views and CTA clicks by day, for the last 14 days:
Through this process, marketers can develop very granular Google Analytics reports. They can use the report data to understand things like the effect of making changes to the appearance of a call to action.