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En vejledning til standardrapporterne i Google Analytics: Realtidsrapporter

Google Analytics is a tool that can provide invaluable insights into what’s happening on your website, your levels of traffic and engagement, and the success of your campaigns.

However, to a newcomer to Google Analytics, the array of different reports available can seem a little overwhelming. Once you’ve got Google Analytics oprettet til din hjemmeside, hvor ser du først ud? Hvor finder du de mest nyttige data til dine kampagner?

Rapporter på Google Analytics er bredt inddelt i to typer. Der er standardrapporter, som er de forudindstillede rapporter, der er angivet ned til venstre på dit dashboard, opdelt i segmenterne Real-Time, Audience, Acquisition, Behavior og Conversions.

De data, der vises i disse, er forudbestemt af Google Analytics, men du har også mulighed for at tilpasse mange af dem, så du kan bruge standardrapporter som en base og derefter tilpasse dem til din smag.

Så er der tilpassede rapporter, som enten kan oprettes helt fra bunden med de data, du vil samle sammen i en enkelt visning eller oprettet ud fra en standardrapport, med yderligere segmenter eller filtre, der er tilføjet for at skræddersy rapporten til dine behov.

Der er snesevis af forskellige standardrapporter tilgængelige i Google Analytics, der giver et væld af indblik i befolkningsdemografi, kilder til trafik, indholdsresultater, kampagneydelse og meget mere.

In this series, we’re going to tackle the gargantuan task of explaining each segment of Google Analytics and the standard reports they contain. We’ll cover the data you can find within each standard report, and how it can be used in your marketing and SEO efforts.

For det første er realtidsrapporter. Hvordan fungerer de, og hvilke kampagner er de nyttige til?

Hvad er realtidsrapporter?

Som det står på tin kan du i realtid overvåge aktiviteten i Google Analytics i real-time rapporter i Google Analytics, som det sker.

It can be a useful way of “taking the pulse” of your website in a specific moment, or tracking the response to a campaign in real-time. Just don’t get too obsessed with watching the numbers go up and down!

En besøgende på dit websted kvalificerer til rapporten i realtid, hvis de har udløst en begivenhed eller sidevisning inden for de sidste fem minutter. Dette adskiller sig fra de andre typer standardrapport, hvor en session er defineret af et 30-minuts vindue.

Realtidsrapporterne er opdelt i:

Oversigt

This is the big-picture view of what’s happening on your website at any given moment. The Real-Time Overview report shows how many users are currently active on your site, a list of the top active pages, top sources of referral traffic, top social traffic sources, the top locations that users are visiting from, and more.

steder

Denne rapport uddyber de tilgængelige data om hvor præcis i verden dine brugere har adgang til din hjemmeside fra.

In the initial view, this information is broken down by country, but if you select a country name from the list or the map of active users, you can ‘zoom in’ on exactly which cities your users are logging in from. If you select a city from the list or map, you can get even more granular and filter the data by that specific city.

Bemærk, at hvis du anvender et land eller et byfilter og derefter navigerer til en anden rapport i sektionen, f.eks. Trafikkilder, vil de data, der præsenteres for dig, fortsat filtreres af den pågældende region, indtil du vælger at rydde filtre.

Real-time location data can be useful if you’re running a campaign targeted at a specific region of the world and want to monitor its performance, or if you want to get a sense of where your users are accessing your website from at different times of day.

Trafikkilder

Som navnet antyder, viser denne realtidsrapport, hvor på internettet dine besøgende kommer til dit websted fra.

Dataene er organiseret af medium (hvordan the visitors are getting to your site – organic search, direct traffic, via email, via social media, and so on), source (hvor visitors are coming to your site from), and the number of active users – or, if you select the Page Views filter, the number of pageviews from that traffic source in the last 30 minutes.

This real-time report can be useful if, for example, you’ve had a few different mentions in the press recently and want to gauge which one is generating more traffic to your site, or if you’re running a social campaign and want to assess how well it’s working.

Indhold / Skærme

The Content report (called Screens if you’re viewing analytics for a mobile app) shows which specific pages of your site visitors are currently active on, showing the page URL, the page title, and the number and percentage of active users on that page. Again, you can switch to viewing this by pageviews (or screen views) in the last 30 minutes instead of by active users.

En anden handy funktion af rapporten i realtid indhold er, at det nedbryder dine brugerdata efter enhed, så du kan se, hvilken procentdel besøgende besøger dit websted på desktop, mobil og tablet.

Begivenheder

This report is useful if you’ve used Google Analytics’ Events feature to create custom events for interactions on your site – such as button clicks, downloads, video plays, ad clicks, and so on. More detailed, non-real-time data on Events can be found in the Behavior section of your Google Analytics dashboard.

Du kan derefter bruge realtidsdataene fra denne rapport til at spore de øverste begivenheder på dit websted, når de forekommer, eller skifte til visning af de aktiverede i de sidste 30 minutter. Google deler dem i Eventkategorier og Hændelseshandlinger, og som med indholdsrapporten viser du også sammenbruddet af hvilke enheder dine besøgende bruger, når de udløser hændelser.

Konverteringer

The Conversions report will track the real-time completion of any Goals you’ve set up in Google Analytics.

Mål er forskellige fra arrangementer, fordi de sporer færdiggørelsen af ​​en aktivitet, der bidrager til din virksomheds succes, snarere end blot en interaktion med dit websted. Dette kan omfatte at foretage et køb, udfylde en salgsformular, abonnere på en adresseliste og så videre. Mere detaljerede, ikke-realtidsdata om måludførelser findes i afsnittet Konverteringer i GA.

Som i de to foregående rapporter nedbryder rapporten Realtid konverteringer, hvilke enheder dine besøgende bruger, når de konverterer, og giver dig også mulighed for at se dataene ved aktive brugere eller ved mål Hits i de sidste 30 minutter.

Hvordan kan du bruge realtidsrapporter i dine kampagner?

Test og fejlfinding af kampagneopsætning

One very handy quick use for real-time reports in Google Analytics is to test that everything is set up and working correctly. Unlike with non-real-time reports, there’s no wait for data to begin displaying, so you can immediately tell if things are in order, or if there’s an issue you need to troubleshoot.

Maybe you’ve just set up a new tracking feature in GA, such as a new Event or Goal, and you want to make sure you’re registering the form submissions properly. Or you might have created a new tracking link for your email marketing campaign, and you want to test that it’s showing up in the reports as expected.

Du kan teste disse ud ved at have en person fra dit team udføre den begivenhed eller det mål, du vil spore, eller klik på linket i din kampagnens e-mail og overvåge sanntidsrapporter for at sikre, at aktiviteten vises korrekt.

Overvågningskampagner udfolder i realtid

As we mentioned earlier, it’s not always a good idea to get too bogged down in watching the numbers on your site go up and down – often, the best insights from a campaign can be gleaned after the fact, as it’s not always clear what’s taking place in the moment.

However, there are some types of campaign that benefit from real-time monitoring and influencing. For example, say you’re running a social campaign, and you want to adjust your level of activity in real time based on audience interaction.

Real-time reports are the best way for you to monitor this, and will tell you useful things like when activity from a post or a tweet has dropped off (meaning it’s time to push out the next one), turn on paid promotion, or ask influencers to give your campaign a boost.

Capitalize on what’s trending

You may also need to react in the moment to something that isn’t part of a pre-planned campaign. For example, sudden activity on a specific piece of content or on one of your social channels might alert you to a big press hit, or that particular topic suddenly being in the news.

Checking up on real-time reports every so often can tip you off to when this is happening, and allow you to respond in an agile fashion. If it’s a trending piece of content, you could spotlight it on your front page, or knock out a quick update or refresh.

If it’s a big press hit, you can monitor where the traffic is coming to your website from and plan how to capitalize on the attention: are lots of people finding you on Facebook? Can you update your Facebook page or push out some paid social advertising? If people are searching for your brand all of a sudden, now might be a good time to check how you appear for those search terms and if necessary, do some on-the-spot reputation management.

Hvordan bruger du realtidsrapporter i Google Analytics? Hvis du har nye måder at integrere disse i en marketingkampagne, kan du dele dem i kommentarerne!

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