Google Analytics is a FREE tool that can be used to track information about the way visitors to your site interact with it…but few know exactly what it does and how it can aid your business from a digital perspective. A powerful tool that provides valuable data about your website, which in turn can be extremely beneficial in the long run.
Your website traffic will be gained from a number of various channels: organic search, email, social or Adwords for example. Knowing your main sources of traffic gives you insight to strengthen your SEO and your digital marketing efforts. If you want to track the effectiveness of individual social media campaigns then convert your URL link to a UTM code, a tool allows you to easily add campaign parameters to URLs so you can track custom campaigns in Google Analytics.
One of the valuable elements of google analytics is the keywords report. The importance of understanding your keywords is vital to figuring out how your search traffic is finding your site. It is possible to see what words/terms used in search queries have resulted in the most traffic.
Once you have this it can be used to modify the content on your website for SEO optimisation helping you identify the best keywords you should be targeting for ad campaigns going forward.
Understanding the profiles and behaviors of visitors to your website is one of the most important tools you can have in your arsenal. This element of analytics can help you identify visitor behaviors as to whether they or a new or returning visitor, to outlining were your main source of traffic is coming based on geographical locations. This data is extremely valuable in help you to optimise and shape your marketing activity to best meet the needs of your visitors.
Site Content & Bounce Rate
To ensure your providing the best possible user experience, tracking the performance of your site content and bounce rate stats will help provide valuable insight into which parts of the site are most popular and where there are bottlenecks.
A page with a high bounce rate indicates that users may not be finding the information they require or potentially struggling to navigate through the site. It’s important to identify the highest bounce rates pages as it provides you the opportunity to modify the content, optimising and restructuring in order to lower bounce rate and increase engagement.
If your looking to effectively increase your online presence, then Google Analytics is a powerful tool that should not be overlooked. From behavioral insights to identifying your best performing channels and the effectiveness of your social channels, google analytics provides you the data to optimise your content and site in order to achieve results and gain more customers in the future.