Google Analytics is a great website analytics tool that enables website owners to monitor the performance of their websites. In order to use the Google Analytics tool you have to first register for a GA account and then, after completing the registration process, GA will provide you a tracking code that has to be installed into each page of your website. After installing the tracking code, GA will begin collecting all of the data events that occur on your website. GA compiles the data into reports that are very helpful for analyzing customer behavior on your website, traffic information and website performance in general. The great thing about GA is that it is free and easy to use. Google offers a variety of free video tutorials that educates users on how to use this tool.
By utilizing Google Analytics:
- You can find what geographical area brings most of the traffic to your website. You can see which countries and cities most of the traffic is coming from and monitor the traffic volume by each city. By having information about the geographical location of your customers and what locations draw the greatest high demand for your products, you can better determine if there is a growing potential for your product or service. You can better choose the location for your next store or pick the place for your next marketing campaign.
- You can measure the bounce rate of your website and make appropriate adjustments. By example, if you notice that people are landing on your website and leave without performing any actions you might consider improving your website content or marketing strategy. Maybe your ads are misleading and therefore tend to attract the wrong type of customer to your site. If this occurs, time and money is wasted on advertising and corrections need to be made. Another possible reason for a high bounce rate could be that customers don’t find relevant or interesting content on the site. Separately, you can see what mobile browsers are used and which one has the highest bounce rate (Chrome, Safari, Firefox and others). You may need to create a mobile optimized version of your website so it works better on each browser.
- You will see what sources bring most of the traffic to your website and how many people came to your site from organic search versus paid advertising or social media sites. Being able to know what ad brings most of the traffic and what ad doesn’t perform well will help you to better plan your future advertising campaigns, better manage your advertising spending and improve your customer acquisition techniques.
- You can set goals to help you better track your business objectives and conversions. This will enable you to monitor how your business is progressing. Every business will have different goals that they want to monitor. For example, a non-profit organization might set up “sign up forms” as their goal where a clothing store might set up a goal such as “how many users purchased a certain product”. You can set up multiple goals in order to track a variety of objectives that you want to achieve. Picture1 below illustrates an example of goals and how you can see them in your GA reports.
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- You can find useful information about your customers by monitoring your “Audience” report. You can see the age category of your customers, their gender, the language they speak, what interest they have, how loyal they are to your product or brand and much more. All this information can be useful for tailoring future marketing campaigns and adjusting your business techniques to help leverage your business (for example, if you noticed that a large volume of your customers speak Spanish, you might want to optimize your website for Spanish-speaking customers in order to make the site more inviting, build customers loyalty and make your website more user-friendly).
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