Updated: Jul 30
Google Analytics is a critical digital marketing tool that is underutilized by most companies. It allows you to track specific campaign results in real-time, compare data to past periods, and much more. Here are some of the reasons why you should use Google Analytics to track your website's progress.
Overview Of All Channels
Analytics displays information from all sources that drive traffic to your website, including:
Search Engine Optimization (SEO)
Search Engine Marketing (PPC)
Social Media Recommendations (Backlinks)
Being able to monitor various platforms allows you to assess what is and is not working in terms of advertising. Having all of the data in one location makes comparing the various channels a breeze. you can track your ROI if you're currently investing in SEO, PPC, or social media marketing. Maybe you need to figure out how to make the most of your social media approach. Alternatively, your PPC campaign isn't doing as well as you expected. Metrics like bounce rate and time on page can indicate if your landing pages need to be improved for greater ROI.
Knowing how many people have visited your site and where they came from is great, but how do you know if those visitors are converting? Set up goals in Google Analytics to track when a user completes a specific action on your site. You need to know that this traffic is converting, regardless of how many users each channel brings to your site.
A number of tools in google analytics allow you to assess how successfully users engage with your website and content. These metrics track various stages of the customer journey and demonstrate how the customer interacts
Bounce rate — The percentage of visitors who leave your website after reading only one page without engaging with it.
Pages/Session — The average number of pages viewed by each visitor (this does not include those that have bounced).
Average Session Duration - The average length of time each visitor spends on the website (again, this does not include those that have bounced).
These statistics may also be viewed against individual pages, giving you a clearer understanding of which pages are working well and which need to be optimized to improve the user experience.
This area has become even more relevant since the introduction of mobile-first rankings. As a result, if you wish to be included in rankings for relevant search results, your website must now be mobile-friendly. Google Analytics allows you to track which devices your visitors are using, giving you an idea of how well your mobile site is performing compared to the desktop version. If you have a similar number of visitors on each platform but fewer conversions on one, there may be an issue with the user experience on that platform.
Combined Data With Business Goals
On its own, Google Analytics data can reveal a lot about a website's performance. This information can be really beneficial. If you don't know what you're attempting to accomplish, however, it's simply information. Comparisons of KPIs to previously set targets provide true performance tracking and improvement. Do you want others to contact you? Have you obtained your white paper? We've put together a quick guide on defining company goals and breaking them down to track performance: Measurement of digital marketing.