Why Google Analytics Important To Digital Marketing

Google Analytics is a vital tool for digital marketers, SEO analysts, and webmasters alike. To have the ability to really understand how effective a digital website campaign has been, review SEO performance, or find out how well users are interacting with your new website, Google Analytics (GA) is the go-to tool.

Without being able to analyze your website traffic, how can you effectively evaluate your current marketing strategy and know-how to move forward? By using Google Analytics, you can discover large amounts of data about your website and its users, gaining valuable information that can be used to improve your marketing strategies.

In this article, I'll tell you about the key steps to using Google Analytics to make sure your 2021 digital marketing plan is successful.

How Does Google Analytics Work?

Google Analytics works through a Javascript code snippet that is placed on each web page that the company wants to measure. If you have an administrator account on your website's Content Management System (CMS), it's easy to install the Analytics tag by following Google's instructions, or you can ask your developer for help.

When a user visits the website, the code collects various data, including the user's HTTP request, the browser they use, and the first-party cookies that they agree to collect. This may seem complicated, but essentially, this data is used to provide information about the demographics and of users, such as their language, location, age, and gender. The code sends this data to Google Analytics, which aggregates it at four levels:

User-level (the actions of each user)

Session level (individual visits)

Page view level (the individual pages visited)

Event level (video views, button clicks, and similar actions)

The aggregated data then appears in various reports on the dashboard.

Once the Analytics tag has been added to your web pages, this process will take place automatically, leaving you to focus on reviewing and analyzing the collected data.

Importance Of Google Analytics In Digital Marketing

Google Analytics is empowering digital marketers like never before. This free web data analytics tool makes it easy for business users to track website visits, optimize web content, and more. As such, Google Analytics is proving to be a key differentiator, especially for the digital marketing company that wants to help businesses build customer loyalty and drive long-lasting revenue growth.

Why Is Google Analytics Important For Digital Marketers?

In the past, digital marketers were often forced to track and analyze web data on their own. This meant that business users had to allocate a significant amount of time and resources to retrieve web data and evaluate this information effectively. And if digital marketers were to be successful, they would need to take their findings and share them with their peers and superiors across the company.

However, as new digital ways to connect with consumers have emerged, it has become extremely difficult for digital marketers to keep up with today's always-on,

Take your digital marketing efforts to new heights with Google Analytics

Digital marketers often face an uphill struggle if they want to help a business achieve its goals. In fact, many digital marketers lack the information necessary to ensure that a business can constantly improve its web content. Today's digital marketers need state-of-the-art web data analytics tools to set goals. Thanks to Google Analytics, these marketers can easily collect and evaluate web information.

Key Terms To know

First-time Google Analytics users can be overwhelmed by the vast amount of data at their disposal. Where do you start? What do all the tables, and metrics mean? Having a good understanding of the fundamental terms will help you navigate the platform and make it easier for you to follow Google's instructions.

Acquisition: Acquisition is the number of users that reach (and the sessions that take place) your site. If the acquisition increases month by month, for example, it means that more users are coming to your site.

Let's look at these in more detail:

Organic Search - Organic search traffic is all traffic that comes from a search engine (such as Google, Bing, and Yahoo!). If a user performs a search, either for your brand name or a keyword that you are targeting and ranking well, and this user clicks on your website from search engine results pages.

Direct: Direct shows you the traffic that comes directly to your site by typing its URL into the search bar. High levels of direct traffic indicate healthy brand awareness and can be traffic that has seen a traditional ad for your business in a newspaper or on television, or loyal users who have previously purchased from you and come back again and again to restock.

Paid search: Paid search traffic is traffic from paid ad campaigns, such as Google Ads. It's important to notice that paid social traffic might not always align with the clicks you see from Google Ads. This can be due to several factors, such as whether you are also running Microsoft Ads (Bing), Google Ads will not track this traffic, or if some of the paid traffic is being incorrectly attributed to another channel.

Social: the social channel groups together any traffic that comes through a social network, such as Facebook, Twitter, Instagram, Linked In, or Reddit. This channel includes only organic clicks from the platform to your website (such as through a link in a post); Traffic from LinkedIn Ads, Facebook Ads, or any other paid social campaign won't be attributed to the present platform.

Conversion - If goals are set up in Google Analytics, a conversion is recorded every time someone achieves a goal. This could be making a purchase or downloading an e-book.

Bounce Rate - A bounce is recorded every time a user leaves your website without interacting. The bounce rate is not just an indication of the visitors that come to your website and "bounce" immediately; A user can be very engaged and spend seven minutes reading a blog post, but if they read your post and then walk away without clicking another page, Google Analytics will record the visit as a bounce.

Pages per session - This is the average number of page views across all sessions. You can view the pages per session on a total level (across all channels) or drill down into each channel to see how engaged each user group is.

Average session duration: Average session duration tells you how much time, on average, users spend on your site. As with per session pages, you can view this on a total or per channel level and use it to report the direction of your campaign.

Benefits Of Using Google Analytics

You are probably beginning to see the web analytics power this tool can be. Even using Google Analytics at the most basic level will provide a wide range of business benefits, including allowing you to:

• Track and measure your website performance and adapt your digital marketing strategy accordingly

• Identify successful marketing activities and invest more resources in them, eliminate campaigns that are not working, and redirect resources elsewhere.

• Plan an effective content marketing strategy by tracking the success of individual blogs and articles

• Segment your audience for more specific marketing campaigns that target groups at different stages of the buyer's journey.

• Get additional data, create a complete picture of user behavior, and boost remarketing efforts when you link Google Analytics to your Google Ads account.

• Identify underperforming pages and eliminate or optimize them to reduce bounce rate and increase conversions.

Conclusion

Better measurement is the key to getting the most out of any marketing strategy. At Main Street ROI, we highly value Analytics and use the tool in many ways daily, both for our own business and to manage our clients' SEO, AdWords, and email marketing campaigns. Using Google Analytics will take you far away from a game and assist you to understand who is coming to your website and therefore the ways you'll make data-driven improvements to your digital marketing strategy.

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