Google Analytics is the best way to start collecting and analysing data on your website. It’s free and it’s the most popular web analytics tool out there.
By collecting and analysing data on your website, you can learn more about your audience, how they found you, and their behaviours. With more information, you can make more informed marketing decisions to ring in more sales.
There’s three main parts to Google Analytics:
Audience gives you data about your website visitors before they came to your website.
You’ll see a breakdown of user demographics, such as age, gender and interests. By knowing key demographics of your visitors, you can focus your advertising on audiences of similar demographics who are more likely to show interest in your business.
Audience also gives you information about the devices used by your website visitors, such as desktop or mobile. With this information, you can focus effort to improve user experiences for certain devices.
For example, if you notice a lot of mobile users, you will want to enhance your mobile brand experience: Improve your mobile website, create more engagement on Instagram, and create mobile-specific ads.
Acquisition gives you data about how your visitors came to your website.
If you only have time for one report, we recommend the “Source / Medium” report. This reports shows you where your visitors came from, such as from Google, or got referred from another site like Facebook, or got to you from various paid ads.
For example, if you’re not getting a lot of organic search traffic, you can focus efforts on improving this. If you’re getting a lot of referrals from a specific site, you can explore a potential partnership for a new marketing campaign. If a certain paid ad brings in more users than others, you can focus efforts on that ad.
Behaviour gives you data on what your visitors did when they were on your website.
You can find what page they started on (landing page), and then see their navigation path (behaviour flow) until they leave your site (exit page).
You can also view information other statistics such as the average time on your site, the average number of pages viewed, and the percentage of people that leave your site after viewing a specific page within your site.
With this information, you can improve you specific pages on your site to improve interest. You can also retarget visitors who have left your site with reminders to make a sale.
Once you are more comfortable with Google Analytics, you can customize reports your own favourite reports. This helps you create and measure marketing goals quickly so you can make better decisions.
Since Google Analytics is part of the Google family, you can connect it with other Google platforms such as Google AdWords and Google Tag Manager. This can simplify your marketing efforts and allow for streamlined audience targeting and retargeting.