Google Analytics added two new useful modules last week. The first module is called ‘Active Users’ and the second is ‘Group Analysis’. Let’s take a look at how this new data can help you.
The Active Users module is now much clearer
You’ve always been able to use this module in Google Analytics. What’s new is that it’s now much clearer, and it’s also been renamed ‘Active Users’. In the module, you can segment unique customers and target your advertising at them. Unique visitor cycles are divided into time units such as: day, week, 14 days and month. This feature appears to be new in Google Analytics, but it is actually just a modified and relocated feature that was previously located in the Acquisition section.
Cohort analysis: track returning users
Cohort analytics can be found in the Audience section.
How do cohorts work? In the first column, you can set a specific time period (day, week, month), which will show you how many unique visitors visited the website during that period. In the following columns, you will see how many visitors returned to your website in the subsequent time period.
Cohorts can be set according to:
– the size of the defined group (day, week, month)
– metrics (visits, revenue, transactions and other features)
– period (up to 3 months)
How can you use the data obtained?
The data is useful for monitoring the purchasing process; you can immediately see whether customers are returning to your website and, furthermore, within what timeframe. This information is a source of valuable insights only for certain online shops where the purchasing process plays a significant role.
An example would be an online shop selling nappies. With this product, you can find out that customers usually return after 5 weeks. Monitor the data in Google Analytics and try to understand user behaviour, which you can categorise into individual user groups using segment analysis.
The module isn’t for everyone
Modules are very specific in their use and certainly aren’t for everyone. Creating cohorts wasn’t easy to use in Google Analytics in the past. If you already have the option to track data in your Analytics using the modules mentioned above, be sure to give it a try, or share your experiences with this new feature from Analytics with us.