So, you’re reading up about digital marketing and you’ve been hearing a lot about Google Analytics. But what is it? What does it do? Do you need it for your business? What are we all even doing here in the first place?
The answers to all these questions lie below (except the meaning of life, of course)…
What is Google Analytics?
Put simply, Google Analytics is a free analytics tool that allows you to pull data from your website. The data it provides is so in-depth that you can discover what demographics are visiting your website, what pages they’re visiting and even your return on investment from any ads you’ve run.
While this may sound complicated, all this happens simply by setting up an account and adding a tracking code to your website. Follow Google’s step-by-step instructions to get started.
Why should I use it?
It can be daunting to learn a new analytics tool, but we promise it will be worth it in the long run. By using Google Analytics, you’ll be able to confirm whether your digital marketing activity is reaching your target audience, find out how customers are coming across your website, and identify pages with high drop-off rates – all valuable insights to help you improve your marketing activity.
Naturally return on investment is THE most important stat when it comes to reporting in the ecommerce world. This analytics tool works hand-in-hand with Google AdSense to calculate the profit from your ads, making it super easy to see what went well and what could be done better next time.
If you’re looking to set up a campaign in the near-future, you can also add parameters to a webpage URL to record campaign-specific data. For example, you could create a URL to track how many people accessed your website from your newsletter. Google Analytics will then present you with information to help you decide whether your campaign was successful.
But one of our absolute favourite things about Google Analytics is that it allows you to retarget ads to people who have previously shown interest in your products, much like the Facebook Pixel. More details on this below:
How can I learn more?
If you’re not sure where to start, we recommend checking out Google’s own resource, the Analytics Academy. Here, you can sign up for short online courses that walk you through how to use Google Analytics, from basic setup to more complicated reporting. You can even become a certified Analytics expert, woohoo!
If you’d like to chat to someone face-to-face, we can take you through the basics in a Social Media Power Hour or recommend an experienced professional if you would like someone to take the load off and set up Google Analytics for you. Go on, email us! We won’t bite.