Do you have a website? If the answer is yes, then you need Google Analytics.
For those of you who look at us blankly when we mention tracking codes, pixels, retargeting ads and acquisition metrics, you’re not alone and you’re certainly not expected to know what all of this means unless of course, it is your job to know. For us, it is not only our job to understand this world, it’s something we enjoy nerding out to, as we love the data and insights this analytics tool can provide us.
While it’s common to feel overwhelmed by some of the analytics and tracking tools our there, Google Analytics (GA) is the one tool that we recommend that all our clients utilise at minimum.
Put simply, GA is a free website analytics tool that provides insights and learnings on how users interact with your website.
Google Analytics is an easy-to-use tool that gives you essential website data at your fingertips without a hefty time or financial commitment. From learning about how your customers land on your site, to how long they spend on each page; the insights you can learn from Google Analytics are endless!
Google Analytics uses a tracking code which is installed on the back end of your website. Installation of GA varies depending on the platform you’ve used to run the website, however, this is something that a web developer or marketing agency can set up within an hour or two, given that they have all the required access. Once installed, this code on your website speaks to the GA platform to record user activity on your website.
The more straightforward, yet essential information GA can capture begins with data like, how many people visit the website, where do they live, what platform are they coming from, what pages are they view and for how long. And perhaps most importantly, whether these visitors are converting into leads or customers.
The greatest benefit that Google Analytics can provide is that it can assist your business in decision-making that is backed by real-time and primary data that doesn’t cost you a fortune.
What we believe to be the three most important categories of data that GA captures are:
- Acquisition – how visitors come to your website
- Behaviour – what visitors are doing once they arrive at your website
- Conversions – how visitors convert while active on your website – eg. did they do what you wanted them to while they were on your site like make a purchase, enquire online, newsletter signup etc.
GA can provide a basic level of analytics for a general performance overview, but when set up and used to its full potential, it provides the ability to integrate into other platforms like Google Ads, Facebook Ads, marketing automation platforms and email marketing software. With all the data at your fingertips, you can create intuitive marketing initiatives like automated sales funnels or customer journeys and re-targeting campaigns (a topic we will cover off in an entirely separate blog post of its own).
By understanding what works and what doesn’t, you can determine where to invest your marketing budget and where to potentially decrease spend. Whether you do all your marketing in-house or you’ve engaged a marketing agency, this is a tool every business should be taking advantage off.
Don’t run your marketing marathon blindfolded, utilise Google Analytics to ensure you’re well-conditioned and prepared to go the distance.
Insights from Team BWC.