Posted December 2014 | By Isaac B
Despite it being one of the most powerful tools for website analysis on the market, it is still the case that many people forgo the use of Google Analytics on their website. Whilst this is not a direct problem, you’ll find that you are missing out on one of the very best website marketing services available to you. In this article, we’ll take a brief look at what Google Analytics is, the kind of data it provides, and how you can use it to boost your web presence.
Google Analytics is a suite of tools which you can incorporate in your own website extremely easily by dropping in a small section of code in your website. If that sounds complicated, don’t worry: it’s not, and Google have a whole section of their support pages dedicated to walking you through all the steps you’ll need to complete in order to get Google Analytics up and running. In no time at all, you’ll be presented with the Dashboard, and this is where the magic happens.
Google Analytics works by tracking as much and as varied information as possible to present you with a powerful, customisable dataset which you can use to make inform decisions about website design, content, and branding. Analytics displays such useful info as referrals - whether people are visiting your website from social referrals, like a Twitter or Facebook link, or if they’ve been linked from Google itself, bounce rates, and fantastically accurate geolocation information so that you can see exactly where the users of your website are based and target accordingly. It’s this kind of information that an internet marketing company will be looking for when it comes to making decisions about how best to approach an advertising campaign, or even more fundamental questions about changing the website to appeal to visitors from a certain area or who have been referred to from certain places.
By harnessing the power of Google Analytics, your website becomes more than just a place to host your content and services: it becomes a window into your client base itself. A powerful, feature-rich look into precisely who is interested in your website, where those people are based, how long that interest remains, and how they have come to find you. This kind of knowledge can be incredibly useful when embarking on, say, an advertising campaign. If you find that a lot of traffic is being referred to your website by Facebook, and that most of your website’s users are in London, you will likely see an even greater boom by purchasing targeted Facebook advertising in that region. The possibilities are truly endless, and some creative thinking can provide extraordinary results.
If Google Analytics is not integrated into your website, it really should be. There are no downsides to its use, it’s absolutely free, and it’s the most powerful analytics suite available on the market. As such, it should be part of any new web design, and you should be regularly checking the data and tweaking your website and strategies accordingly.
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