Google Analytics is a free web analytics service that helps answer the questions companies ask after entering the digital market.
By tracking and analyzing Google Analytics’ valuable customer data, companies can improve their marketing tactics and optimize their online stores for conversions and sales.
Here’s a quick sampling of what Google Analytics can tell you.
Where the webpage visitor comes from
The Landing Page Report indicates where the company’s webpage visitors have come from – a blog link, paid ad, Facebook, Google search, or from elsewhere – and exactly which page visitors land on – home page, contact page, about us page, or some other location. It shows, as well, whether the visitor is new or returning. Companies can use this information to spot good and bad landing page attributes, monitor the impact of ad campaigns, and make modifications.
What keywords visitors use to reach the site
The keyword Report shows the keywords and terms users typed in the search engines before landing on the company’s web page. By creating web content and the site structures that are rich with the kind of keywords that will keep visitors engaged, companies can boost their Google score.
Who are the most highly engaged visitors
Data from the Lifetime Value report enables companies to compare users acquired from organic search with users acquired from paid or email search to see which search method brings in the most highly engaged visitors and customers. This information can be used to target high-value customers and attract more of them.
How people engage with the website
The Active User Report provides data on how many people actively use specific pages, which pages get little reach and engagement, what technology people use to view the website – mobile or desktop – and which browsers. This presents opportunities for companies to modify or delete poorly performing pages, create mobile-friendly pages (mobile is increasingly the technology of choice for consumers), and create pages that are compatible with consumers’ preferred browsers.
What customers purchase
Web developers who are well-versed in Google Analytics will know how to set up Google Analytics reports for e-commerce tracking, so that companies can see product and transaction information, average order value, e-commerce conversion rate, and how long it takes the consumers to make the decision to purchase, among other data. Companies could, therefore, discover their top-selling products, customers’ preferences and the relationships to the company’s marketing programs.
Where customers live
Map Overlay shows the visitor’s city and country, a good starting point for targeting and gaining more customers from those locations.
How well are you achieving your goals
Companies can set up Goals to measure a website’s performance and determine if it is meeting targeted objectives. This feature can track sales, file downloads, even participation, visit duration, subscriptions, and more, depending on the company’s requirements. The results will highlight areas that need improvement. Make sure that the goals you create are specific to your business.
Two additional versions of Google Analytics are now offered: Google Analytics 360, a paid subscription-based version, and Google Analytics for Mobile Apps, which allows data-gathering from iOS and Android apps.
By Michael Policicchio | Contributing Writer