Google Analytics (GA) is something that most of people have heard of, some have integrated with their website, but few know exactly what it does and just how it can transform your business from a digital perspective.
Visitors to your website will come from various places – a search engine, an advert, an email link etc. Knowing what the main sources of traffic are gives you insight to the strength of your SEO, your ad campaigns and other incoming links. If, for example, you are running an ad campaign, you can track how much traffic has been generated through these ads, as well as other specifics such as keyword usage and day part peaks, all of which can be analysed for optimisation purposes.
One of the most important reports in GA is the keywords report. Keywords are vital to figuring out how your search traffic is finding your site. It is possible to see what words / terms, used in searches, have resulted in the most traffic. This info can be used to modify the content on the site for SEO purposes and can inform you as to which key words you should be targeting for ad campaigns.
Knowing the profiles and behaviours of visitors to your website is extremely useful. With GA you can find out geographically where the traffic is coming from, age and gender information, and visitor behaviours such as what devices they are using (desktop, mobile, tablet etc.) and whether they are new or returning visitors. This data can help you adapt your web site and shape your marketing activity to best meet the needs of your visitors.
Page Popularity & Bounce Rate
You can track average time spent on pages and bounce rates, giving you insight to which parts of the site are most popular and where there are bottlenecks. A high bounce rate (when a user leaves your website having visited just one page) indicates that the visitors are not finding the information they want or are struggling to navigate through the site. Understanding as to where this is happening allows you to modify the content and structure the site to help reduce these rates and therefore increase engagement.
GA is completely free of charge and offers just as many, if not even more, functionalities than most of the other paying tools on the market.
GA is a great tool for increasing the effectiveness of your online presence, no matter what the size or nature of your business is. Outlined in this article are just some of the main things that you can do with GA. There are many other functions on offer in GA, including social and email reporting, sub domain management and revenue tracking, making it a seriously powerful marketing tool that should not be overlooked.
We have a dedicated team at Diffusion to support our clients with the set up and on-going management of GA, as part of our website build offering. Please do get in touch if you would like to find out more.