The Google Analytics Insights You Should Be Using for B2B

Google Analytics is not the end-all-be-all to measure a website’s performance. At SCG we use it in conjunction with a host of other tools and tactics, but it is the cornerstone of measurement. Marketers often stereotype Google Analytics as a B2C tool, particularly designed for e-commerce or consumer conversions. In reality, it’s incredibly powerful for targeting prospects and nurturing leads, no matter how niche your B2B company is.

At SCG, the insights we acquire using Google Analytics help guide our integrated marketing campaigns. The following Google Analytics reports are some of the most valuable tools we use to make informed decisions in digital marketing for our B2B clients.

Network Report

Identifying a website visitor by their service provider is often a great way to identify where they work. The Network report is located in the Audience section of Google Analytics, under Technology, and it provides the names of the Internet Service Providers (ISPs) of visitors to your site. While many lines on this report display the visitor’s internet provider’s brand name (Dish Network, Comcast, etc.) others will be identified by their company, particularly if it’s a larger business.

This report can help you search for prospective clients, see which pages they’re spending time on, and adjust your content accordingly. It will provide you with data to identify patterns of prospects, both on your website and on other digital platforms.

Pro tip: Create a custom Network report to filter out standard internet providers like Comcast and minimize the amount of time spent searching through the report for prospects.

All Campaigns Report

Most commonly used to view Google AdWords statistics within Google Analytics, this report is found in the Acquisition section. Many don’t know that when used in conjunction with the Campaign URL Builder, this report can help monitor other digital marketing efforts that are directing traffic to your website – even outside of Google AdWords. Each URL created with the Campaign URL Builder will appear in the All Campaigns report, providing extensive data about visitors.

Is there a social media campaign directing traffic to your site that you would like to measure? Use the Google URL Builder to define the campaign terms, then share the trackable URLs on social. The data of the visitors who clicked on that URL will show in the All Campaigns report. This should give you clear direction to identify which social campaigns are working and those that need improvement. Similar work can be done with email campaigns or anywhere else you’re sharing URLs.

Referrals Report

When used in conjunction with backlink building for Search Engine Optimization (SEO), this report gives you a picture of how your website is connected to other websites. Found under Acquisition, within the All Traffic dropdown menu, the Referrals report tells you which websites are linking to your site and the data of the users who found your site via a hyperlink. If you have been building backlinks as a component of your SEO strategy, you will see them here. Likewise, if you have any malicious URLs directing spam to your site, you will also see those here.

Particularly for B2B companies, which often have partnerships with trade organizations and other businesses, this report can give you an idea of your online relationships with those entities. As with any relationship, it’s important to nurture a digital relationship by also hyperlinking to their website where appropriate.

The Referrals report will also give you an accurate picture of traffic coming from social channels. While the Social report gives an analysis of social traffic, the Referral report will specify referral traffic from the different versions of a social outlet. (For example, mobile traffic coming from Facebook has a referral source of as opposed to the desktop URL.)

Analyzing Conversions

Once conversions are defined, they can be monitored and used as a performance indicator of your website. There are many ways to define a conversion. A common conversion for a B2B company occurs when a prospect fills out a contact form, converting them from a passive website visitor to an active sales lead.

Other forms of conversions include case study downloads, catalog downloads, blog or newsletter signups and downloads of other content. Once a user provides you with their contact information, usually this is considered a conversion (but hey, every business is different!) and you can review their activity on your website accordingly. What webpages did they visit prior to converting? How long did they spend on each page? How did they arrive on your website? All of these questions are important to consider when gathering and analyzing the website’s performance.

At SCG we are constantly striving to optimize our clients’ digital marketing performance. While Google Analytics is a cornerstone of our measurement, we also use a whole host of other complementary tools and techniques to get our clients top-of-mind online. Would you like to discuss your digital marketing presence? Reach out to me and we can take a look at your brand’s online presence.


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Dana Farmer

Dana creates compelling content for clients and gets it in front of the right eyes. She has managed public relations and social media for dozens of brands. With a background in Journalism, she’s a firm believer that getting the story right yields big results.


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