Validating Google Analytics Audience data for accuracy

Validating Google Analytics Audience data for accuracy - TribeNautix

Very often Marketers use Google Analytics for profiling their audience better – Age, Gender, Location, Affinities, Device, etc. Many a times these are used for marketing campaigns, when creating online media plans. However in the practical world we need to deal with data issues – cookies, multiple browsers in a single device, device sharing and page tag losses. These are likely to introduce errors in audience profiles.

Given effective audience targeting is a core element of Performance Marketing, how do we know for sure Google Analytics is close enough to getting this right? Here is a step by step approach to validating GA Audience data with the CRM data from Business.

Validating Google Analytics Audience Data

1. Step 1: Open Google Analytics Reporting and go to Audience -> Demography -> Age
2. Choose your date range for the report
3. Choose Day wise report
Day-wise Session to Transaction Traffic Report by Audience from Google Analytics

Validating Google Analytics Audience Data for Accuracy – TribeNautix

 

2.This report gives you the entire acquisition data From Sessions to Transaction completion

Age Segmented Session to Transaction Traffic Report from Google Analytics

Validating Google Analytics Audience Data for Accuracy – TribeNautix

 

3.Now segment this report using standard in-built segment – Sessions with Transactions

Google Analytics Segmentation Tool Panel

Validating Google Analytics Audience Data for Accuracy – TribeNautix

 

4.This report now gives you demography data for Visitors who had carried out transactions, by specific dates

Age Segmented Sessions with Transaction Traffic Report from Google Analytics

Validating Google Analytics Audience Data for Accuracy – TribeNautix

 

5.Calculate the daily %ge share by age range – either in GA or download in Excel.

Age Segmented Share of Transactions Report from Google Analytics

Validating Google Analytics Audience Data for Accuracy – TribeNautix

 

Transactions Report Segmented by Age Range from Google Analytics

Validating Google Analytics Audience Data for Accuracy – TribeNautix

 

6.Now let’s compare this with the CRM system – where daily transactions by customer details are captured. It is possible to capture Customer Ages for a given date range from this system.

Online Customer Transaction report from CRM Tool

Validating Google Analytics Audience Data for Accuracy – TribeNautix

 

7.Here we can group transactions under different Customer Age range buckets – as shown

CRM Tool Report - Online Transactions by Customer Age Segment

Validating Google Analytics Audience Data for Accuracy – TribeNautix

 

8.We can do a comparison of the GA report with the CRM report, keeping in mind the accuracy issues.

Google Analytics & CRM Tool Report Variance - Validates Accuracy by Age Range Segments

Age Segmented Session to Transaction Traffic Report from Google Analytics

 

9.CRM could still have customer data not accurate – customer disclosure, bad data entry,e tc. However this is likely to be closer to truth than Google Analytics, which is primarily based on Cookies and Account Holder User disclosures

 

10.The variance tells us how reliable GA data points are – we can use this comparison technique for other attributes like City & Gender as well.

 

11.Doing this on a monthly basis will help us keep tabs on reliability of GA data – when we start using these inputs for media planning, campaign targeting and remarketing. As an analyst you will be basing your insights on data – when presenting these to marketing & sales folks in your organization – or with your clients.

by Harikrishnan Srinivasan

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