What is Google Analytics?
Google Analytics is a web analytics service that tracks website traffic and user behaviour. It is one of the most popular tracking tools available today with over 29 million using it to analyse their website data.
How does it work?
By adding a piece of code to each page of your website, Google Analytics will automatically track a users journey while on your site as well as collect data from the user themselves including where they arrived from (direct from a paid advert, social media or organic search), what actions they take while on the site, how long they remain on the site for, and whether they are new or returning users. Google Analytics also reports on your user’s location, browser, age, gender, location and what device they’re using.
Why does capturing this data matter?
If you know where your users are coming from, you can concentrate your efforts on what is working and cast aside what isn’t. It’s time to save some money on advertising that isn’t reaping any benefit!
So, let’s say that 50% of your visitors are coming from paid ads on social, then you know that they’re working! If only 5% are coming from your google ads, equally you know that something needs to change here.
You are also able to see how your website is performing. Are people finding the information they set out to find? Are they arriving on your site and leaving really quickly? Might this be because your site is difficult to navigate? Is it time for a new website?
On top of this, data collected from Google Analytics can give you a really good opportunity to understand who exactly your customer is, what they want and how to turn them into paying customers. This data can then be used to identify the highest converting audience for your social media and google ad campaigns.
Real-Time allows you to monitor activity as it happens on your site or app. The reports are updated continuously and each hit is reported seconds after it occurs. Real-Time is available in all Analytics accounts. No changes to the tracking code are necessary. This allows you to immediately monitor the effects of new campaigns and website changes.
How do I use the data?
Once you’ve spent some time analysing the data, you can create a strategy for what needs to change. This might mean investing in a new website, developing an SEO strategy or adjusting where you are spending your ad budget and who you are targeting.
Do you need help analysing your business’ online performance? Our digital audits consider your brand, web presence, marketing activity, and business goals in relation to your data. By putting your business under the microscope, we can help you to make game-changing improvements. Get in touch today for more information.