Get true user insights with the new Google Analytics integration

By Rune Werliin

Remove the limitations of your user data and get a real understanding of who your users are and what they are doing on your website, with the newly updated integration between UserReport and Google Analytics.

Do you want to remove the guesswork when trying to understand your users? With Google Analytics you get all the sweet behaviour metrics – but none of the true insights to actually understand who your users are and why they are on your website. However, you don’t need to live in the dark any more.

With UserReport’s new, improved Google Analytics integration you will get a whole new understanding of who is using your website – and why. Either through our intuitive reports in UserReport or by sending the UserReport data to Google Analytics.

“The new integration between UserReport and Google Analytics makes it possible for us to combine specific data about our visitors’ interests with behavioural website data, giving us the opportunity to do valuable in depth analysis”

Jeppe Godske Olsen
Business Intelligence Manager @ Jysk Fynske Medier

Getting started

All you need for the integration to work is an UserReport survey running on your website and an active Google Analytics account for that same website. Setting up the integration between the two is very straightforward – you’ll find a step-by-step guide here.

Once the integration is in place, you can start mixing UserReport and Google Analytics data as you like. You can either use the standard questions that comes with the UserReport survey (stuff about gender, age, income etc.) or create your own questions (e.g. if people own a pet, if they’re in the market for a new car etc.).

Mixing the data and getting insights

You can mix data in two ways. The first and most simple option is to view the integrated Google Analytics report in UserReport, which appears alongside the reports you’re already familiar with (Demographics, Satisfaction etc.) – see the example screenshot below.

The second option is to push questions from UserReport to Google Analytics and use them there – this option is a bit more complex in terms of use. But it also gives you more flexibility, since it allows you to create more specific segments like “young men” or “old wome, who owns a pet”.

Isn’t the Google Analytics integration old news?

You’re partly right – the integration with Google Analytics is actually not new. However, two areas were lacking in the prior version. The first was that you could only transfer selected standard questions to Google Analytics – that limit has now been removed, allowing you to transfer any UserReport data!

The second area was speed. The integrated reports could take an unbearable long time to load (due to limitations in the Google Analytics API) – but with new API possibilities and rewritten code, everything will now feel a lot smoother. Ultimately, this will enable you to do powerful analysis and segmentations of your website visitors.

Some examples on what you can learn

With the combination of survey data from UserReport and behavioural data from Google Analytics you can – for example – learn the difference in conversion rate between men and women or see the bounce rate for visitors with cats vs dogs (in case you’ve asked users if they own a cat or dog in your UserReport survey).

Turning insights into action

Getting insights is only the first step – making those insights actionable is the next. If you own a webshop, you could find the most profitable segments and send them directly to AdWords for improved ROI. Or if you’re a publisher you could analyse who reads what, and use that information for creating more content to the right segments. All of this is possible with just a few clicks.

Join our webinar and learn more

Together with Less Friction we’re hosting a webinar on April 28th, where you will learn more about using Google Analytics data in combination with UserReport data. The webinar is free for anyone to attend and you can read more about it here.

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