These days, it’s hard to imagine online marketing without Google Analytics. But for many business owners, this tool can remain somewhat of a mystery.
Not to worry because this article will finally answer all your questions. So, let’s find out what is Google Analytics.
Why Do I Need Google Analytics?
Google Analytics tells you everything you need to know about your website. Literally:
- Bounce rate
- Most viewed pages, and more.
There are other, more stuffy Google Analytics definitions out there but that’s the general gist of it.
Without it, all your marketing efforts would be a constant guessing game. Of course, it’s not enough to simply install Google Analytics. You also have to routinely check it and know what metrics to primarily focus on. This data can be powerful because it will tell you a lot about your consumers, who they are, what they like, and how you can better reach and convince them to convert.
But before you can do all those great things, you first have to set it up.
How Do I Set up Google Analytics?
All you need to do is follow these simple steps:
- Go to google.com/analytics and set up an account. If you already have a Google Account, you can use that instead and sign in.
- Set up the account, in the Admin section, where you will add your Property name and a website link and add the analytics code snippet in your website’s header.php file before the closing </head> tag. This will allow the tool to track your website;
- Set up Google Analytics Views to create different visual perspectives of the data. This is where you can exclude certain criteria (such as all the traffic coming from your business’ IP address, since it mostly comes from your marketing department), or organize your tracking;
Test if it’s working by going on your site and check if the Real-Time reports pick it up. Now you’re all set!
Top Three Google Analytics Reports
Google Analytics reports contain data that allows you to view the information tacked on your website. The tool offers numerous reports that you can easily access in the left sidebar.
All these reporting options can be overwhelming if you are new to Google Analytics. Not to worry! These are the following three you should really focus on.
The Audience Report will show you all available data on the people who visit your website, such as:
- Languages they speak
- Their behavior (how often they visit, which pages they see);
- And what devices and browsers they use, to view your website.
This is crucial information to any marketer. You may think you have a fairly good idea on who your customers are, but the Audience Reports can allow you to better define them, and reach them more efficiently.
For instance, if you see that a good portion of your customers is Spanish-speaking, you can adapt your communications and address them directly through offers written in Spanish or even creating a bilingual website. They will appreciate it by converting.
The acquisition report tells you where you “bought” your website views from. In other words, where are people coming from? Is it through social media, backlinks, search engines, or other channels?
It’s incredibly important to know where your viewers are coming from because it lets you know what’s working well to reach them – and what needs to be fixed. Think of it like this: if your traffic from social media isn’t great, but you’re posting like crazy, something’s definitely off. It may be time to review your strategy.
You won’t really know it unless you check Google Analytics. Social media metrics may tell you part of the story, but they can only track what’s happening on their platforms. The users may click on the link, and because the page takes too long to load, they quit halfway. Google web analytics will tell you that.
The conversions tell you how many people you’ve convinced to use your website the way you intended:
- Newsletter sign up, etc.
The conversion reports also come with additional information you can use to see what kind of user converted, and what possibly made them do it. For example, you can see what pages the user viewed and for how long, right before they converted.
Or, you can find out demographic information. Maybe you’ve had more conversions with people from a particular location. Either way, it’s an incredibly useful metric to keep an eye on.
Google Analytics and Google Search Console
If you’ve researched Google Analytics, the Console was likely close behind. Google Search Console is a tool you can use to improve and optimize your website, providing information about any errors, dead pages, or even backlinks.
Google search console can even tell you a bit about how your website is performing in Google Search, though its tracking abilities stop once the user actually enters the website. If you want to improve your SEO strategy, then Google Search Console is a must.
The best part? You can link Google Analytics and the Console and see all the data in the same analytics report to have a complete overview of your website performance and data.
Google Analytics Summary
Google web analytics is a powerful marketing tool that can allow you to track the value of your website visitors.
This data can help business owners run more efficient marketing campaigns that allow them to achieve their goals, whether it’s to increase website traffic, boost brand awareness or even increase sales. There is a lot of information about this Google service out there so that you can have all the support you need to get started in tracking your data with Google web analytics.
It will even help you run more profitable campaigns if you’re looking to boost your traffic. Anything that can help you spend money wisely is worth paying attention to.