Why You Should Make Google Analytics Your Best Friend in Business
Google Analytics (GA) is a powerful tool that you can use to track, monitor and ultimately improve your business.
Imagine you’ve just launched a website for your business. It looks great and you’re happy with the final design of the site and the content throughout.
But suddenly it’s 12 weeks in and you don’t seem to be getting any of the results you had hoped for. What now?
That’s where Google Analytics comes in. GA is a service provided by Google which is built with user behaviour tracking in mind. It aims to help you steer your business in the right direction online.
Dimensions & Metrics
The first thing you’ll need to understand about GA is metrics and dimensions, which is what every analytics report is made up of.
Metrics are any kind of quantitative data, i.e. the amount of time spent on a page or percentage of unique visitors.
Dimensions are qualitative data and are used to describe something you’re tracking with words, i.e. a user’s location or the browser they’re using.
The idea is that you can analyse metrics with dimensions to get detailed info about your business. For example, you could compare the average amount of time spent on your site between mobile and desktop users.
Here are the sections in GA that matter most to businesses, and just some of the data you can access…
- Demographics – gender, age etc.
- Location of visitors
- What browser and mobile device is being used
- How visitors get to your site i.e. Facebook, YouTube, Google
- Keywords – learn what visitors searched for to find your site
- Traffic – how many users have been on your site
- Bounce rate – % of users who enter the site and then leave without visiting other pages
- Average time spent on pages
- Unique page views – how many times individuals users have viewed a page on your site
- Behaviour flow – the path users take when entering your site
- What % of visitors complete an action or goal on your site (This can be signing up to an email newsletter, buying a product or simply downloading a video. You get to choose what counts as a conversion!)
So, what now?
There’s a lot you can do with the data from Google Analytics. Here are some examples of how you could turn that data into actions…
- If you can see that most of your visitors are coming to your website from Facebook, you could target your advertising efforts towards that platform because you know it’s effective.
- If your conversion rate is low but site traffic is high, you could rethink your call-to-action (CTA) buttons and where they are placed on your website. Or perhaps you could review the content on your site.
- In terms of device type, if analytics tells you that 80% of your visitors are accessing your site from mobile devices, you can make sure that your website is mobile responsive.
GA can be used as the foundation for achieving your business goals by turning your insights from analytics into actions.
But, it’s important to remember to keeping checking in with analytics see how those changes are impacting your site. You might not get it right the first time, but the joy of GA is being able to monitor your progress to keep improving.