GitGrow Analytics: Simplify & Interpret the Metrics that Matter
I’m always interested in new ways of playing with analytics, so when I was offered the chance to review GitGrow, I jumped at the chance.
Founded by Vinita Ananth in Bangalore, the tool promises to simplify the process of extracting useful data from Google Analytics (GA) for users at all levels.
There are two plans: a basic plan at $49 per month offering analytics, summary emails and PowerPoint charts you can share with stakeholders. For $200 more, you can add recommendations for improving traffic and conversions.
Getting Started with GitGrow
To get started, you login with your Google Account. In a short while, GitGrow pulls in all your GA profiles and you can choose which one you want to use.
I’m tracking four different sites in my GA account, plus a Universal Analytics profile, but was pleased to see that no matter which one you choose, you can go back and change it later.
In the settings section, add your site to a category. This will make it a part of the universal index that GitGrow publishes.
Available categories include blogs and media, corporate, eCommerce, events, mobile applications, personal, and SaaS and cloud. At the same time you can choose how often you want to get email reports from GitGrow. Email reports come for the currently selected GA profile only, as far as I can tell.
Exploring the GitGrow Dashboard
The GitGrow dashboard is the most important part of your account. It includes five links: visitors, engagement, technology, benchmark and search ads.
The visitors section shows figures for total visitors, new visitors, SEO visitors, as well as visitor location and top searched keywords. Each of these metrics is in a little box showing the top five entries. It also shows the increase in visitors week on week in a line at the bottom. Actual numbers are shown in charts at the bottom half of the page.
In this example, the figures reflect the sharing of my post by someone well connected in social media. One thing I noticed with the GitGrow report is that it is easy to see the impact of social, something that in the past has been difficult with GA (though it’s much better now).
The engagement report takes another view of the bounce rate, showing how many visitors came and went quickly and the amount of time they spent on the site. As you can see, I’ve got some work to do on my sadly neglected personal blog.
The technology report shows the average response time for the site, though it was hard to tell whether this was about page load speed or some other metric. More importantly, it shows the tech (devices and browsers ) used to access my site in a usable chart.
Unlike the standard GA report, I can easily see what percentage of my visitors are using mobile devices. However, there seems to be an inexplicable discrepancy between the GA figures and these charts.
The benchmark report shows how your site compares to others in terms of unique visitors, SEO traffic and bounce rate, with the aim being to be in the green zone.
Finally, the search ads tab shows the top 30 organic search keywords as well as paid search and contextual keywords. This is similar to the information provided by most analytics packages.
Email Reports in GitGrow
So what about the email reports? The daily reports cycle among engagement, technology and benchmarks for your chosen website profile.
I like the fact that they tease out facts about your analytics that you might otherwise miss, though I soon concluded that I didn’t need the daily reports for a small site.
The weekly reports proved much more meaningful and were provided in PDF and Powerpoint form. For some reason, the chart layouts varied between the two, though the data was the same.
GitGrow – The Verdict
Overall, I see GitGrow as a promising tool for those who just want headline info on key metrics.
Nifty little features include pie chart segments popping out when you click them and figures showing when you hover, so the online tool is also visually appealing.
Offline, the availability of PowerPoint and PDF analytics reports can help marketers looking for an easy way to present figures. It’s also useful that you can customize the data extracted to get exactly what you want from this tool.
For the moment, I’m putting it down as one to watch.
Interview with Santosh Rajan
To find out more about GitGrow, I asked marketing manager, Santosh Rajan a few questions:
Santosh, please explain GitGrow in a nutshell.
GitGrow simplifies and interprets web analytics. It enables digital marketing professionals to really focus on their efforts rather than spending an excess of time measuring and interpreting their web data.
What does GitGrow offer that’s different in terms of interpreting analytics?
To get real insights from website data, many factors have to be taken into account. Depending on the type of digital marketing campaign conducted, these factors or metrics are combined and interpreted to provide their marketing key performance indicators (KPIs) and decide the next course of action. GitGrow saves you the time you would normally spend interpreting data and determining where to focus your online marketing efforts by providing effortless reporting.
What are some of the most popular metrics that people have asked you to add to their profiles?
The most popular request by clients is to add specific measurements of the performance of content marketing pages and associated KPIs to give them a clearer view of each piece of content and the promotions that drove traffic to the page.
What is your favorite example of how people are using GitGrow?
What most users have told us is that they no longer have to log-on to their Google Analytics account to check their website traffic as they can rely on our automated daily mails to clients to provide a weekly assessment of each of their KPIs and an end-of-week presentation file detailing all the interpreted KPIs for the week
What’s next for GitGrow? How do you plan to expand the tool in the next 6-12 months?
GitGrow has many initiatives in the pipeline. With the initial user base already indicating to us that to get a clear picture of their content marketing efforts, they need to take into account the traffic attributed to their promotional activities, we are expanding the platform to integrate the other services that have to be taken into account when measuring promotional efforts.
We also realize there is more value for our users than just providing data. We are developing a feature that will use machine learning to help our clients garner easier insights by providing automated recommendations on traffic building and improving conversion rates based on their data.