Google Analytics – What? How?

Google Analytics is a free platform that collects data and compiles it into useful reports. With more and more businesses going digital to reach customers from every corner they are using various methods to attract customers to their website such as content marketing, social media marketing, search engine optimization, e-mail marketing, etc. Google Analytics helps the businesses to track these campaigns. If a business is not using this tool, it is missing something big.

 It gives some very useful insights such as which is the best performing page on the website.

How Can We Use Google Analytics To Track Our Website?

  • Step one is to open a Google Analytics account: This is very simple – just sign into Google Analytics using your Google account.
  • Step two is to enter the website details and generate the tracking id.
  • Step three is to add the tracking code: This has to be done on each page of your website or it can be done on the universal page. Each time a user visits a webpage, the tracking code will collect anonymous data about how has the user engaged in the website.

Google Analytics Then Starts Collecting Information From Users Such As:

  • Language of the browser
  • Type of browser such as Chrome, Safari, Firefox, Mozilla, Opera, etc
  • Device model
  • Operating system such as Windows, iOS
  • Traffic source i.e. from where has the user logged into the website
  • Page viewed
  • Demographic
  • Channel used

Every time the page loads, the tracking code will collect and send information about the user’s activity. Google Analytics groups this activity into a period of time called a session. A session begins when a user logs into a page that includes the Google Analytics code. A session ends after 30 minutes of inactivity. If the same user returns to the page after a session ends, a new session begins.

How Is The Data Processed And Reported?

When the tracking code collects data, it packages the information and sends it to Google Analytics to be processed into reports. When analytics processes data, it aggregates and organizes the data based on particular criteria collected by the tracking code.

Some Questions Answered By Google Analytics Are:

  • How many users visited the website?
  • Which are the most popular pages?
  • What channel are driving the most views to my website?
  • How effective is my social media at driving traffic?
  • What is the duration of the engagement for each page?
  • What is the conversion rate from a user to a consumer?
  • What is the page from which most users exit?
  • Where are they coming from?
  • How are users navigating in the website?

One of the most important insight which every marketer wants to take out from the Analytics report is whether consumers are accessing the page which the marketing team in focusing on. Basis the information received from Google Analytics, marketing team might change their strategy to address the problems at hand.

There are also configuration settings that allow you to customise how the data is processed. For example, you might want to apply a filter to make sure your data doesn’t include any internal company traffic or only include data from a particular country or region that is important to your business.

However, it has to be noted that once the data is processed by Google Analytics, it is stored in the database where it can’t be changed. Hence, it is vital that we do not exclude any data which is important for the company.

Google Analytics Can Be Used To Track:

  • On-site promotions: It helps measure the impact of banners and promotional links.
  • Off-site marketing campaigns: This can be used to measure email marketing, pay-per click, affiliate marketing, social media links, etc

In Order To Get The Most Out Of Your Google Analytics One Should:

  • Stay in control: You should open the account yourself and grant access to the marketing team or firm the necessary access so at any point of time the data is not lost when the employee of the firm is no longer with you.
  • Focus on the most profitable activities: With the amount of data present in Google Analytics, it is easy to get lost in it. In order to get the most of our data, there should be an objective in mind whenever the data is viewed and analyzed.
  • Learn from success: See what works and what is it that works there. If possible, try to use the learning and improve other pages for higher visits and conversions.
  • Set goals: Goals can be set, both using Google Analytics and in collaboration with the sales team. It is very important to monitor whether the website is performing its role in increasing the revenue.
  • Follow customer’s journey: Google Analytics also helps in tracking the movement of a user to a certain degree. This is very useful to understand whether there is any weak point in the customer journey which needs to be strengthened.

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