Google Analytics and Google Tag Manager for Conversion Optimization

Web Analytics contribute to the most important part of performing quantitative research in a Conversion Optimization process.

Google has free tools like Google Analytics and Google Tag Manager to perform the quantitative analysis. There are also other tools like Kissmetrics that can do a similar job. But in this article, I will be sharing about the Google tools only.

Google Analytics for Conversion Research

Site content

  • Pageviews & Unique Pageviews: Number of visits to a page and unique visits to these pages after filtering the page refreshes and multiple visits in a single session.
  • Entrances: The number of times the page acted as a landing page i.e, how many times people entered into the website using this page.
  • Bounce Rate: Percentage of the people who exit the website after viewing it without moving to other pages. A high bounce rate is not a good sign but not in all cases
  • Exit %: Percentage of people who exit the website from the page. An exit page is a page from which the user exits the website, the last page is seen by the user in a session
  • Page Value: This is the value of the pages based on the transaction value, goal values, and the unique number of visitors. You will be able to see this only when the E-Commerce or goals are set up. Pages with low page value are the low-hanging fruits in optimizing them for conversions.

Is a high Bounce Rate a bad sign?

Well, Depends on the page and the context. If your page goal is to get users to land and make a form submission, then you might have a high bounce rate at the same time you will also have a high conversion rate. In such cases, there is a way to count the form submission as an interaction and avoid counting it as a bounce, which you will find in the event tracking section after a few paragraphs.

Traffic Quality

  • Source/medium — Source is about who sent the traffic to your site and the medium is how did they come to the website. For example, if Google is the source, the medium can be organic or CPC. You can analyze E-Commerce or Goal conversion rates from different sources of traffic.

Secondary Dimensions and Advanced Segments

Secondary Dimensions: You can identify opportunities by using secondary dimensions. They are the second dimension you can choose to analyse further. For example, If a page is your primary dimension in the site content report, you can source/medium as a secondary dimension so you can analyse each page based on the source and medium as well.

Advanced Segments: This feature is very helpful in slicing and dicing the data to find conversion opportunities. It usually answers the question of “this or that?”

Choosing segments purely depends on your goals, context, and the type of website you have. For example,

Converters vs bounce sessions

Mobile vs tablet and desktop traffic

Custom segments give you much more flexibility in analyzing your requirements. You can have your different target personas as custom segments and analyze how one performs in comparison with the other. For example, you want to know how many people of age 25–45 who are female are finding the site through organic search vs people of age 25–45 who are male.

The key points to keep in mind while analyzing are

  • Where do the users come from?
  • Where do they land on your site?
  • Is the page they land working the way it should for them?
  • Is each step along the sales funnel working properly?


  • Category pages
  • Product Pages
  • Add to Cart
  • View Cart
  • Checkout
  • Purchase Complete

If you find a major drop-off anywhere in the funnel, that’s your opportunity for conversion optimization.

For example, 90% of the people who visit the product go to the billing and shipping, but there is a major drop-off here, and only 30% complete the purchase. In this situation, it is a great idea to check the billing and shipping page for any issues that prevent the user from going to the next step.

Goals — Event Tracking

Event tracking is helpful to understand what actions users take inside a page like playing a video, making certain clicks, or submitting a form.

Every event can be chosen to be either an interactive or non-interactive event. Having an event as interactive will not contribute to any bounces although the user consumed only one page but has interacted with the event.

Every view allows you to set 20 goals, but keep in mind that you need to be tracking only the most important ones that align with your marketing goals. Additionally, unnecessary goals can inflate your conversion rates.

Here are some of the questions about metrics that a lot of people encounter while handling Google Analytics.

Google Analytics Audit

  • User interactions with the site through events and goals.
  • Standard or Enhanced Ecommerce if applicable
  • Interactions with the properties and views
  • Filters: Make sure internal traffic including yours is blocked

It is always a good idea to keep a list of the things to be checked in a sheet and check each item list with the analytics account. You can also add how important the job is which will help you prioritize and allocate the time needed for the things.

Google Tag Manager Overview

You can use Google Tag Assistant, a chrome extension by Google to know the status of the tags.




Data Layer

This blog is to know the components of Google Analytics and the Google Tag Manager. If you are want to know these features in-depth, Google has a free course at Google Analytics Academy. CXL has also included a great GA beginner course in the CRO Mini Degree.

This is Kiruba Sekaran, a Marketer and Search Optimizer sharing my experience with the CXL’s CRO Mini Degree and looking forward to sharing more of my journey in the next weeks as well.

SEO and Web Analytics Enthusiast

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