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The Art of Analytics: Google Consumer Surveys


By Kate Alany, PBS Digital Analytics

Google Analytics is a great tool for understanding what people are doing on your site, but is limited in its ability to provide the deeper-level “why’s” behind the data. This type of information about your users can be incredibly useful, and now you can gain some of those deeper insights with Google Consumer Surveys.

Google Consumer Surveys allows you ask questions of the people visiting your site, and best of all, we’re providing the tool free of charge as part of the Analytics service to stations!

The default Google Consumer Survey asks four basic questions:
  • Overall, how satisfied are you with this website?
  • What, if anything, do you find frustrating or unappealing about this website?
  • What is your main reason for visiting this website today?
  • Did you successfully complete your main reason for visiting this website today?

If there are other questions you’re interested in asking, besides the above, we’re happy to help you get a survey set up and running at no cost! You could ask questions about certain elements of your website, scale questions to get ratings for your site, and you can even ask profiling questions about alternative media usage or interests that are not necessarily related to the website.

We recently completed a survey of the default questions with Teresa Peltier at WSKG.org, and gained some great insights:
  • A majority of respondents are satisfied with WSKG.org, and were successful at completing the reason for their visit to WSKG.org.
  •  TV schedule, live video, live radio, and donation were among the top reasons for visiting WSKG.org. 
This is just one example of how you can use Google Consumer Surveys, so if you have other ideas or questions you’d like answered, please reach out and let’s discuss setting up a survey on your site!


With Google Consumer Surveys, you can make sure your customers find 
what they're looking for on your site without going around in circles.