Google Analytics is pivotal to all online business. It’s a very important digital marketing tool and is seriously underused by most businesses. We’ve compiled a post that outlines what Google Analytics is, how it works and what it’s used for. Read on to see how you can use Google Analytics for your business.
What is Google Analytics?
Google Analytics allows you to measure the results of individual campaigns in real time, compare the data to previous periods along with more.
GA has the added bonus of being a free solution that can be readily customised to suit every business. It can be used to measure the success of a website however 80% of accounts have issues with set up or implementation.
How Google Analytics Works
- A visitor loads a page on your website.
- In the process, browser loads and runs GA script code from Google.
- The information, HIT, is sent to Google by requesting a URI (Uniform Resource Identifier).
- Google collect and process all that information, and all those details are analysed and displayed in graphs
Google Analytics is a great problem solving tool. You can identify problems on your website and plan a solution. Analytics will only point out a problem but it’s up to you to implement something to fix it. You can learn what visitors do on your website and thus discover where you should be advertising.
Google Analytics categorises data into 3 categories – Acquisition, Behaviour and Conversions.
Acquisition – you can use this to see how traffic arrives to your site and your bounce rate (how many people leave your site without visiting a second page.) This can also provide a quick and easy way to see how your top channels are performing.
Behaviour – this shows you what visitors do one your site. This helps you assess the performance of your website content. This tab also shows you the amount of traffic your site received during a certain time period.
Conversions – this tells you how people convert on your website. This can be specific goals, sign ups, ecommerce, or any particular event. It’s important for this aspect to work to set up clearly defined goals.
There are also 3 types of conversion goals:
Destination goals – when a visitor reaches a specific page such as a thank you page or a booking confirmation.
Engagement goals – when a visitor spends a certain amount of time on the site.
Event goals – when a visitor performs a specific action such as viewing a video or clicking a button.
We can use goal conversions as a success metric in determining the success of advertising campaigns, SEO and other activities. Ecommerce tracks the success of your website in contributing to sale and revenue.
Google Analytics set up and implementation is one of the many services offered by Sing! to make your business’ digital experience smoother.