Google Analytics: A useful web analytics tool for effective digital marketing

Have you ever wondered how you can monitor the number of people who visits your page or website online? Goggle Analytics is the answer

Google Analytics is a free web analytics tool offered by Google to help you have a better insight on your website traffic.

If you are running any marketing activities such as search ads or social media ads, your users are most likely going to visit your website somewhere along their user journey.

Your website is the central hub of your digital presence. Your website is the best way to give a holistic view of the effectiveness of all the ad campaigns you are running to promote your product/services online. Google Analytics is a free tool that can help you track your digital marketing effectiveness.

How does Google Analytics track data?

Google Analytics puts several lines of tracking code into the code of your website. The code records various activities of your users when they visit your website, along with the attributes (such as age, gender, interests) of those users.

Google Analytics tracks all of its data by a unique tracking code that you install on every page of your website. This code is a small snippet of JavaScript, or a coding language that runs in viewers’ browser when they visit those pages.

The JavaScript code works with a larger JavaScript file on the Google server to collect information on the user’s activity on the site. Each time they visit the site, the code tracks information about their visit. The code also sets a cookie on each visitor’s computer, which provides anonymous information to create user ID’s.

In short, Google Analytics helps you make decisions based on data.

Therefore, when users visit your website, you can access data about your user demographics when they visit your website (e.g. their age, gender, and interests). You can also get data about where they are coming from, be it Facebook, other websites, or Google search.  This  data is called “user acquisition data” because they can help you figure out which user group and channels to target when information are sent to you from your  GA (Google Analytics) server once the user exits your website.

It also tracks user behaviour, which are collected during a user’s session on your website. “User behaviour” data include.

The behaviour report is all about seeing what visitors are actually doing on your website. By using this report, you can assess the performance of your website content and determine if your visitors are taking the actions you want them to take.

What does Google Analytics measure?

The building blocks of Google Analytics reports are dimensions and metrics.

Dimensions are the attributes of your data, such as the city where traffic is coming from, the page you’re measuring, or the social media channel you’re evaluating.

Metrics are the quantitative measurements for those dimensions. For example, if you’re looking at how your ads are performing in Paris (the dimension), the 2,000 paid sessions you’ve recorded would be your metric.

Metrics is a system or standard of measurement while dimension is a measurable extent of a particular kind, such as length, breadth, depth, or height. Therefore, dimensions on Google Analytics are; ages, gender, page views, locations etc. Metrics are the numbers that each dimension records. Such as the age bracket, how many males or females visited (Gender), how many times a visitor visited a particular page and how many persons are from a particular location of each visitor.

These are some contents of user behaviour report;

  • Number of individuals who have viewed a specific page at least once during a visit.
  • How long a user stayed on your website.
  • The most common “pathway” through which they go through your website.

“User behaviour” data can serve as a guide for you to improve your website so more of your users end up converting, whether that means making a purchase on your website, or signing up for your newsletter.

Benefits of Google Analytics for Business Growth

Google Analytics is the most popular tool you can use to measure your website visitors.

  • To know where visitors came from
  • To understand which Geographical area brings in the most customers
  • To segment your customer base
  • To create and track effective ad campaigns
  • To learn which search keywords bring in traffic
  • To understand the kind of content you should create
  • To understand why visitors might be bouncing off your site
  • To understand which social platforms to target
  • Automated Emails.
  • Customized Data/Reports.

I hope this helps your jouney into digital engagments.

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