Google Analytics – A must-have tool for every online business. Most of us might know about its importance. However, some must be oblivious of its features and therefore are missing big opportunities.
In simple terms, this tool allows users to keep a check on website performance via several KPIs (Key Performance Indicators), be it via tracking user behavior, gauging traffic, and many other factors.
Moreover, being available for users as an open-source tool, it comes under the Google Marketing Platform and only requires a Google account to get started.
As a startup business owner, you must be wondering:
Is Google Analytics Important for Digital Marketing?
The answer is yes! This tool has been a savior for online companies in unexplainable ways. It does not add input to web operations implicitly but influences decisions and strategies that allow seamless operations and enhance web performance.
This blog will take beginners inside the working and functionalities of Google Analytics while touching upon the brief history. If you are a beginner digital marketer or web developer, business analyst, you could learn about this tool and use it to optimize your website performance.
Let’s get started.
Core Functions of Google Analytics
This tool works in analyzing core marketing operations. It is as simple as that. You can easily find how your website is performing. Often, web development services use this tool to keep track of KPIs performance. Some of the parameters that one can measure are:
- How many users visit your website?
- How much traffic are unique users?
- What is the geographical distribution of organic traffic?
These are just a few parameters that will help you understand the outcomes that you can generate.
How Exactly This Tool Helps?
The insights into KPIs are auto-generated by this tool. It means the user, be it a business owner, web developer, or digital marketing agency, does not have to collect data by themselves. Thus, the ease of automation of web analysis allows users to focus on other necessary tasks.
All users have to do is click on the relevant field to get relevant data. And, based on the information, they can optimize or design a successful marketing campaign.
Google Analytics also includes:
- Social media metrics
- Responsiveness of the website
- Linking/backlinking and the traffic from those sources
- Identification of target audience
- Effectiveness of digital marketing
- User activity even when they leave your website
- Determination of conversion rate
- Estimation of the number of subscribers
- Identification of website design metrics
And, we are just getting started on it. GA helps businesses in many other ways as well. The more we scratch its surface, the more benefits we can derive from it for our marketing campaigns.
Why Should We Use Google Analytics?
If a business understands the persona of its target audience, it is on its way to success. We know that sales funnel, or in general terms, an optimized customers’ journey plays a crucial role in converting leads, and GA makes this journey productive.
Right from the first interaction of a user to their stay to their exit from a website, everything adds to different metrics. If we can get tidbits on this journey, digital marketers can devise a strategy to actually streamline the workflow.
Overall Metrics Identification
No matter what KPIs you set for Google Analytics, they all come under the following categories.
Step 1: Acquisition of What Is Required to Attract Target Audience
KPIs captured by Google Analytics can help design a useful strategy for building or boosting brand awareness among competitors.
Step 2: Behavioral Targeting
Knowing the source of traffic, their regular pattern, their likes, and dislikes on the website, gathered from Google Analytics, helps with behavioral targeting. Marketers can offer engagement touch points for users to interact with the business.
Step 3: Conversion Rate
Performance indicators in various sectors help companies to know the areas of improvement. These also implicitly provide the exact information that generates potential leads and convert them into paying customers.
How Do These Metrics help?
All these metrics help to conduct a thorough analysis that helps optimize the sales funnel. It actually gives insights into what parts of your marketing efforts are not up to the mark and are not working. In the end, all analyses that digital marketing services do help companies make informed decisions.
Another feature that Google Analytics offers is a convenient user interface that easily translates to different reports. It develops a better understanding of the target customers. Thus, even if you are not tech-savvy, you still can operate this tool with a little knowledge.
The Working Dynamics of Google Analytics
Being among the popular digital marketing agencies, we have been using this tool ever since its release.
Therefore, we know how it works and what it is capable of doing. However, before analyzing this tool, one must know how it configures.
- Sign up for a Google Analytics account
- Configure settings to filter out relevant information
The process of getting started on GA is this simple!
The code collects information on the user interaction, which is then segregated as per the defined criteria. For instance,
- How user reach the website
- How much time it stayed on the website and more
Based on the checks and settings, you can only receive the required part of the information. However, it is crucial to comprehend the functionalities of your Google account before taking it to the full course.
Learn the Functions of Your Google Account
Even if you set up your account but don’t know how it works, you are wasting your efforts. Understand that your account sets up in a hierarchical order to offer multiple properties. Based on each property, digital marketers can manage or consume data efficiently.
Multiple Account Setting
Here, the user sets up user permission levels to access data and set protocols for data collection and management.
Google Analytics is such a handy tool that caters to different sets of expertise based on user convenience. Multiple views are such a facility that allows different views for the user. You can easily manage the user tab as per your preference.
This window is also used to set KPIs (Key Performance Indicators) of your marketing campaign to generate related outcomes.
Managing Google Accounts Is Easy
It is very easy to manage the bulk of data with its multiple views and properties either via the homepage or from the inner account interface. However, you must know the dashboard operations.
The Dashboard Information
When a user signs into the Google Account, they came across four tabs as part of their dashboard.
Homepage: Displays a brief overview of all properties.
Reporting Tab: Give insights into your website performance.
Customization Tab: Allows managing personalized analysis reports as per your requirements.
Admin Tab: Allows the complete management of account, be it for properties, views, and other settings.
As your business grows or if it does not perform as required, Google Analytics can help you keep track of the performance. Once you get used to this tool, there is no going back. It takes half of the hassle away that one has to spend in gathering data.
All in all, Google Analytics has become necessary for all digital marketing agencies. Let’s just say, it helps in many extraordinary ways. From simple tasks as tweaking marketing campaigns to get more views to change them completely to generate desired outcomes.
Truth be told, the whole world is going digital in all its glory, and only those businesses can survive who opt for customized solutions. Google Analytics provides such an opportunity where marketers operate in a real-time environment and adjust strategies to gain success.
Hence, when there are so many workable marketing plans, a tool like Google Analytics helps shortlist the best ones for your business. This tool does not require any subscription, meaning, without any charges, marketers can prepare data-driven and meaningful reports. Consequently, they can devise a successful strategy for their marketing.