Why do I need Google Analytics?
Google Analytics – some businesses feel confused just thinking about it. Graphs, tables, lots of numbers and percentages. No matter how much you ‘Google’ how to read them, you’re still no further forward than when you opened up your account to see what page users viewed most when they landed on your website from a search.
I have seen a lot of Google Analytics accounts across different types of industries, but more often than not it is the smaller businesses that tend to create an account for their website because they know they should have it, but don’t quite know why they should have it. For these reasons, it might not come as a shock that 45% of marketers don’t evaluate the accuracy of their analytics, and less than 30% of small businesses use website analytics to monitor website performance at all.
In this article I give 5 reasons why you should be using Google Analytics, and how it can help your business grow.
1. Improve your digital marketing using the channels report
It’s not uncommon for businesses to use more than one online marketing channel, and in the current digital landscape you should be taking advantage of the different marketing channels.
Google Analytics provides the essential information you need to know in order to evaluate which marketing channel is successful for your business. Say for example you invested heavily in paid search but were seeing no returns, and you gave little to no attention to social media but were seeing returns. In this situation, you might try reducing your budget in paid search and allow a small advertising budget for social advertising where you may see better results.
Similarly, if you aren’t seeing many visits from organic search, this strongly suggests that you might need to audit your site to make sure it is fully optimised at its best and up your game in SEO.
2. Identify how users interact using the landing pages report
Tying in very closely with the first point, in order to evaluate the success of your marketing channels you need to see which landing pages are performing well. Landing pages are the pages which visitors ‘land’ on when they click on a page you posted on social media, or linked to from an ad, or have ranking in an organic search.
If almost all of your organic visits are landing on your homepage and your other pages have a smaller share in visits, this might suggest that you need to rethink some of the keywords on your subpages, or check the optimisation of these pages as they might not be ranking high enough for some of the popular searches.
You can also use this report to identify bounce rates and user engagement which will help you determine whether page content or page designs need rethinking.
3. Identify your most popular pages using the all pages report
Very similar to the second point, The all pages report helps you identify which pages were viewed most across your website by your users. If you see that one page has a very high number of page views, but very small number of landing page visits, you might want to think about targeting this page more using some of your marketing channels.
4. Link Google Search Console to identify keywords
Similar to Google Analytics, Google Search Console is another crucial tool some businesses know they should have but aren’t sure why. It might be worth doing some research on Google Search Console once you’ve read this article to find out how it can benefit your site.
Crucially, linking both Google Analytics and Search Console together helps unlock a wealth of keyword data and average ranking positions for those keywords – much more than the default keyword report in Google Analytics where you will find most searches are hidden under “not provided” or “not set”.
5. Track conversions and events to evaluate overall marketing success
Last but not least, tracking the success of all the above is highly limited unless you are tracking conversions and events across your website. You can never track enough, but businesses at the very least should be tracking contact form submissions, clicks on email addresses and phone numbers. Tracking these engagements tells you whether a particular marketing campaign has been successful for driving enquiries, leads and even sales. Want to find out whether your lead generation campaign using paid search was worth the money you invested? Track this using Google Analytics.
Google Analytics gives a better insight to audience reach, engagement and success
Google Analytics is a free tool giving you a wealth of data and knowledge about your website and online visitors. Investing heavily in online marketing campaigns is almost worthless without an effective means of tracking the success. Whilst there are loads (and I mean loads) of paid tools you can use, take advantage of Google Analytics and get valuable insights using the above reports for free! Once you’ve grasped the concept of basic reports, there’s a lot more you can do to extract even more data to help your business grow.
PracticeWEB understands that sometimes you simply don’t have the time to unlock the data held in Google Analytics. If you want help understanding you Google Analytics data, or have read this article and realise you need analytics, then contact our search team for more information.