Google Analytics and its Importance in Digital Marketing
Google Analytics is basically an online analytics service that provides webmasters with a wide diversity of information about the activity that takes place on their website. It permits eCommerce businesses to segment their visitors, study traffic trends, and optimize conversion funnels — among many other functions.
What merchants can find out in Google Analytics
Data is viewed by metrics, which measure behaviour, and dimensions, which describe who the customers are. Metrics and dimensions aid online businesses answer to fundamental questions:
- Who is visiting our website? Knowing your prospects and customers notifies marketing campaigns, product curation, and the very look and feel of your website.
2. What are they doing? Analysing user behaviour on an ecommerce website informs optimizations, recognizes weak points (such as poorly-converting product pages), and ultimately safeguards that decisions are made with an understanding of how users are interrelating with a storefront.
Common data points that can be uncovered in GA include:
- Summative page views
- Total number of visitors
- The number of distinctive visitors
- Amount of time spent on site by all visitors
- The geographic location of visitors, on a country, state, and city level
- The specific terms they typed into search engines that brought them to the website. This is why Google Analytics is important in Digital Marketing.
When using segments or persona-specific dimensions, online merchants can compare and contrast how different customer groups interact with their website.
Data over time
Google Analytics delivers a graph it refers to as “over time,” which presents web traffic forms across a specific (usually longer) period of time. Studying larger data sets provides more accurate insights and also benefits in comparing the performance with business actions. For instance, an online merchant may see that whenever they release a coupon code, traffic or conversion from social media spikes as a result.
Whenever any events occur that may influence website performance — either online or offline — it’s useful to make an annotation in Google Analytics. When observing performance at a later time, an annotation may specify a possible causation.
Online companies can trust on Google Analytics to help establish goals and monitor progress toward those
benchmarks. In the context of macro conversions, the software can be used to edit an eCommerce site’s mark-up/code to track the shopping cart section of the site. It also permits for the site’s receipt page to be set up as an ecommerce transactions page goal.
Ecommerce sites should also begin goals for micro conversions — events that may eventually lead to the completion of a macro goal (usually a product purchase). These contain signing up for a newsletter, URL Destination goals for created accounts, or eBook downloads (to name a few).
Google Analytics: Directional, not transactional
While it’s a strong indicator of performance, free Google Analytics accounts usually use sampled data. This data can be used directionally, as a meter of complete performance. Use Google Analytics in tandem with internal sales figures and examine any data that does not quite match up.
Importance of Google Analytics in Digital Marketing: –
Google Analytics is very important in Digital Marketing. When digital marketers shy away from digging deeper to understand why the numbers are behaving the way they are; then there is a big problem. Numbers don’t lie. However, making such bold steps is easier said than done. The question still lingers –what is the importance of digital analytics?
The importance of data
The earlier advertising formats were not clear on the return on investment (ROI). It was faced with a challenge of exactly collecting and analysing the data pertaining to a detailed offline ad campaign. The process was tedious and generally inaccurate; it was based on the negative aspect or manual data collection. When the telephone calls subsided, changes had to be made on the running campaign.
Nowadays algorithms, complex computational, capabilities, big data, and huge computer networks mean newly grounded data is easily analysed. There is no exclusion in digital marketing. Imagine how much a marketing strategy can be enhanced to meet personalized customer needs after examining consistent customer behaviours.
Once the data is collected it becomes easier to collect insights on a large group of customers. The insights include place of residence, shopping tendencies, ultimate desires, favourites etc. Additionally, the data is transformed to great business marketing strategies, based upon the composed actionable information.
It begins with the website
There is a myriad of analytical tools specially designed to help marketers and businesses alike achieve a certain level of competency in designing and managing digital marketing performances. For instance, Google offers a free analytical tool to help marketers and businesses gather insight about visitors on their sites. It gathers the information about where they have come from, how long they stayed on the site, how much content they read, how many web pages they clicked while there and so on.
Technology advancement permits analytical tools to inspect other digital marketing platforms such as mobile applications, Customer Relationship Management (CRM) systems, Point of Sales (POS), all types of web application and even video game consoles. Determining outcomes start with clear business objectives and how a business anticipates to measure or analyse them. Therefore, it is with digital analytics that a business is armed with ammunition to tackle any of these barriers.
A business needs to set clear intentions at the onset of any Internet marketing campaign. Secondly, through the benefit of marketing professionals, they need to realize how data is measured in each platform they chose to as part of their overall digital marketing strategy.
There is a continuous enhancement on how analytical tools gather consumer insights meaning a business can really advance their digital marketing. All these points would clearly justify the importance of Google Analytics in Digital Marketing.