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September 24, 2018
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Marketing Digital
Google Inc. has been a leading technology company that has made available to us multiple free tools for the management and analysis of our web pages. Google Analytics is part of these tools and since its launch in 2006, its main objective has been to help brands increase the profitability of their online businesses. Before knowing some of the advantages of using Google Analytics, let's first know what this platform is exactly about:
What is Google Analytics?
It is a free Google service that allows you to collect statistics about the navigation and actions that users perform when visiting a website. To use Google Analytics , you need to have a Google account and install the tracking code on your website.
With this tool, companies can find out where users who visit their websites come from (city, gender, frequency), the number of searches performed, the speed of the site, and analyze the effectiveness of the content published in real time.
In this sense, among the main advantages of using Google Analytics are:
1. It gives you the opportunity to obtain data and statistics from your website:
The Google Analytics platform is designed to constantly provide data and statistics on the performance of your website. Among its main advantages is the ability to count the activities that it receives on a daily basis. Among the main data that this web tool provides you with are:
Number of visitors: Total number of visits your website has received.
New Users: Number of people who have visited your website for the first time.
Average Pageviews: This is an average that indicates the number of page views on your website. If the average is high, it means that your page is of interest to your visitors.
Origin of your visits: This data tells you where your visits come from, that is, which ones come directly to your website, from organic positioning, from Adwords campaigns or from social media campaigns.
Search Terms: The keywords or key phrases that users have searched for you on Google and that have made you appear as an option. In some way, this data allows you to identify which keywords are best related to your content.
Visit duration: The amount of time users have been on your website.
Bounce Rate: Percentage of users who have entered your website but have not interacted, that is, they only browsed your main page without entering other sections of it.
Conversions: This data allows you to analyze where the conversions come from, that is, through social networks or through the Google Adwords campaign . Which is a great advantage if you want to know if your inbound marketing strategies to convert your visitors into customers are paying off.
2. It is your best ally when calculating your KPIs
Now that you know the amount of data that Google Analytics can provide you, imagine how important it is to use this tool when calculating your performance over a given time, that is, your KPIs.
KPIs (Key Performance Indicators) are an important part of this process, as they act as metrics to accurately compare your results. They are a measurement unit that is responsible for quantifying the degree of compliance with your objectives.
Calculating your performance in terms of the indicators provided by Google Analytics is important when monitoring your marketing plan and evaluating how successful it is in terms of profitability (is there a positive return on investment?) and impact (did the content reach the right audience?). This web tool, by providing you with the number of visitors as a piece of data to consider, for example, allows you to more accurately calculate the profitability of your campaigns per click.
By this we mean that if you carry out a pay-per-click campaign, thanks to the data from Google Analytics you will be able to know if that advertising pays and receives an optimal number of clicks to make your investment worthwhile. This investment/profit ratio can be calculated by dividing the total expenditure of the campaign by the number of clicks obtained (data provided by Analytics).
3. It helps you better analyze the strategies you want to implement on your website:
As we have already pointed out, data is a vital element in devising any strategy that involves optimizing your website. Without it, it is very difficult to know how much traffic your content has had, how much visits have grown, and how interaction has performed. Without this data, creating a successful marketing campaign or knowing the performance of the one you are already running is very difficult. It is practically working blindly and without a solid foundation.
With the information that Google Analytics provides you , it is possible to make the best decisions regarding which aspects to change or improve and what new things to implement to achieve your digital marketing strategies . Analytics gives you the primary data that your website's performance is yielding, so one of your primary activities should be to use this data to create a marketing plan in accordance with the behavior of your website, whether it be eliminating, improving or maintaining the same positioning techniques.
4.
One of the great advantages of Google Analytics is that it is a tool compatible with cellphone number philippines other Google Inc. products, which you can also access for free with your Gmail email and download to your smartphone, whether you have Android or iOS. Among these tools are:
Google Sheets:
This link will allow you to export Google Analytics data to Google Drive spreadsheets. This will save you time when creating reports and allow you to perform tasks such as: Query data from multiple profiles, create custom calculations, create dashboards with data visualizations, and schedule reports to run automatically and keep data up to date.
Google Adwords:
By linking a Google Analytics property to your AdWords account, you can analyze the activity that customers perform on your website after they click on an ad or after an impression is made. Remember that Google AdWords is an online advertising tool that allows you to create ads in which you can determine the actual cost you have to pay for each click, as well as the number of conversions you receive from each campaign.
In this sense, by integrating your Google AdWords and Google Analytics accounts you open up a new world of opportunities for the management, execution and analysis of your PPC (pay per click) campaigns, improving your conversion rate and thus maximizing the return on your marketing investment.
Google Optimize:
Google Optimize is a tool that helps you create and measure A/B tests to find out which of your two test strategies is performing better and then decide on the best one. Linking an Optimize container to an Analytics property and view allows you to run tests in Optimize and access data about their execution in Analytics, i.e. how your experiment performed.
5. You don't need to be a specialist in the subject to use it
Although numbers and statistics can be complex elements to analyze, the design, language and web structure of Google Analytics is designed so that anyone with basic knowledge of metrics and web page positioning can understand it. You don't need to be a web programming specialist to be able to use it. In addition to being free, Analytics is designed for any type of user; you don't need to be an expert to understand the tool.
In short, using Google Analytics to optimize and track your website's activities is an excellent decision. It will not only provide you with multiple advantages but also multiple benefits to your digital strategies, focused on strengthening your website in search engines and strategically attracting visitors.