Getting to know your business - understanding Google Analytics and its benefits
21st June 2019
For almost every company, your website acts as a hub for all digital traffic. As such, analytics and data measuring tools are incredibly important and useful. Though there are a vast number of website analytics tools on the market, Google Analytics is by far the most popular.
What is Google Analytics?
Google Analytics is a free web analytics tool offered by Google to help you analyse your website traffic. Analysing your website traffic is important because every website serves as a hub for digital traffic, i.e. visitors that come from Google ads/social media, for example. Google Analytics allows you to understand the effectiveness of your digital marketing campaigns.
What features of Google Analytics will help my business the most?
You can create a free account and get your Google Analytics up and running in a matter of minutes, but knowing which features will best benefit your business doesn’t always seem obvious. That’s where we can help. Here at Glow Creative, we think that these are the top 5 most beneficial features of Google Analytics to implement:
1. Traffic reporting - first and foremost, Google Analytics is essentially a traffic reporter, helping you decipher where your website traffic is coming from, and at what time of day. Knowing whether your visitors are coming directly (typing in the url), organically (through a search engine), via email, paid ads, or social for example, will help you dictate what content to focus on in the future.
2. E-Commerce tracking - similar to traffic reporting, but specifically for online shops, e-commerce tracking allows you to understand not only what transactions and revenue has been made on your website, but also what traffic source these transactions came from. As such, you’ll know which channels need improving going forwards.
3. Visitor behaviour - Google Analytics not only allows you to see which pages on your website are visited the most, but it also lets you see how users behave when visiting these pages (i.e, how long they stayed on the page, the bounce rate, goal/e-commerce conversion rate, etc). If, for example, certain pages on your website have a high bounce rate (people who enter the page and quickly press the back button/exit the site), you will know to improve its content.
4. Audience reports - understanding your audience, in terms of gender, age, and interests, lets you develop your content and campaigns accordingly.
5. Goals completion - as you get more to grips with Google Analytics, you can start implementing goals (specific actions you would like visitors to take) to track how well your site is doing. Goals are broken down into 4 categories: destination (a specific location on your website), duration (how long each visitor session lasts), pages per session (how many pages of your website are visited in one session) and event (an action, such as form download, link click, contact form enquiry).
Google Analytics and SEO:
“If you can’t measure it, you can’t improve it.” When it comes to Search Engine Optimisation, measurement is vital to success. Fortunately, Google Analytics has a number of features in place to help you track your SEO and make any necessary improvements to get your website placing higher on the search engine.
First and foremost, it’s important to know how much traffic to your website is actually coming from Google itself. This is known as ‘Organic Search’ and is very often the primary means by which people come to get to know your business. However, if there’s been a drop in Organic traffic this will be due to inefficient SEO.
That’s where we can help. Getting to fully understand SEO and how improving it will benefit your business can seem a daunting task. But at Glow Creative, we’ve helped a number of businesses advance their SEO and rank at the top of Google. The higher up on the search engine you are, the more likely it is that people are going to click through to your website.
A primary way we do this is by getting a deeper understanding of the keywords bringing traffic to your site. Google Analytics is able to outline the main keywords used by potential customers who are looking for your business or a product you sell. Having a clearer idea of this is crucial, particularly in influencing any website content going forwards.