Why Google Analytics Is Essential for Digital Marketing
When it comes to making sense of data, Google Analytics is one of the world’s best-known tools.
At its core, it allows marketing campaigns to grow. The tool allows campaign managers to measure what’s working and what’s not, breaking the number of hits and traffic sources down into understandable and usable data.
Google Analytics is Easy to Set Up
Most of us don’t have time to learn a complicated new system at the drop of a hat, so you’ll be pleased to learn that setting up Google Analytics is very straightforward. Even better, you can automate it, removing yet another daily task from your to-do list.
This simple guide to setting up analytics reports with Google Sheets will get you off and running.
Analytics is Accessible
You can access your analytics reports immediately. The sooner you have the information, the sooner you can start improving and tailoring your content to your audience.
You’ll have reports on what they searched for to find you, how long they stayed on your site and what they visited, and where your content led them.
See in real terms what kind of traffic your current marketing strategy is generating.
Could those numbers be higher? Where’s the room for improvement? Traffic is validation, too. It shows which strategies are working well, and it highlights the things you need to do to not only keep the visitors coming, but also convert them into customers.
It’s a handy way to test competing or complementary strategies side-by-side. Get a real comparison of which approaches are working best, and what changes are worth implementing.
Understanding Bounce Rates
Essentially, this depicts the number of website visitors who land on your site and leave more or less right away. Not so much a landing then, as a ‘bounce’. That represents a potential customer lost.
What the bounce rate really measures is how effective your site is in capturing the visitor’s attention, and encouraging them to explore further. If they’re leaving too soon, that means you need to change your approach to gaining their interest.
This is your window into who your customers are, what they like and dislike, and why they’re likely to be interested in your product or service.
You’ll be able to see what devices they’re using to access your content, and how long any particular page or section is keeping them around. Other data is available too, including the time of day that they’ve come looking for your site, and how much of their working day or downtime they’re giving up to read up on what you’re doing.
All of this information will enable you to optimise your marketing approach. Know who you’re speaking to, when they’re likely to be listening, and what kind of content would be best to reach them with.
Google Analytics Gives You Insight
Optimise for mobiles and tablets to keep those visitors engaged, and make sure updates go live in at a time when most of your customer base is around. Changes to optimisation factors like these will increase your traffic.
The more you know, the better you can tailor to your prospective audience. Then when you make changes, you’ll have the updated data to prove whether those have worked or not. With facilities like these, it’s not hard to see why Google Analytics can be so vital for your digital marketing decisions.
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