The Benefits of Google Analytics for Improving Website Performance

Jun 12, 2020 | Data Analytics, Small Business, Websites

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If you haven’t started using Google Analytics, you’re missing crucial opportunities to understand your customers and grow your revenue. Nearly 55% of websites use Google Analytics to track performance, and for good reason.

Google Analytics is free, easy to implement, and helps you answer questions for sales and marketing teams. You might be asking, what are the benefits of Google Analytics? It can feel daunting to have just another software to learn.

While Google Analytics does have a learning curve, it’s easy to focus on what will benefit you the most. Find out all the ways Google Analytics can boost your business and make your marketing efforts easier.

What is Google Analytics?

Before we can describe how to use Google Analytics, it’s important to understand what it is. Google Analytics is a free web-based platform that makes tracking website traffic easy for everyone.

All you need to get started is a Google email account. Google Analytics is free to set up, but you’ll need to implement some code on your site. If you use a template site like Shopify or Squarespace, it’s easy to add your Google Analytics ID.

Otherwise, you only need minimal coding knowledge to make sure you’re putting the code in the right place. Once your Google Analytics account is set up, there’s already a lot you can see right out of the gate.

Without additional setup, Google Analytics will let you track user demographics and user behaviour. You’ll be able to answer questions about where your customers come from and how they behave on-page.

View Real-Time Results

One of the main benefits of Google Analytics is being able to view real-time results. Timely data is important especially if you use many different channels to promote your website. If something’s wrong with a page, you can see users dropping off in real-time and adjust accordingly.

Google Analytics allows you to set up custom dashboards and reports to meet your needs. These dashboards can show you important metrics so you don’t have to sift through all of GA’s capabilities.

With Google Analytics, you also have the option to set up alerts and notifications. Some helpful alerts include traffic spiking or flat-lining. With these email notifications, you’ll know right away if something is helping or harming your site.

Understand The Story Behind Your Data

Another way Google Analytics benefits your business is by creating an easy way to understand data. While Google Analytics can be overwhelming at first, you’ll quickly find there are many options to organize and visualize data.

Using custom reports, you can create widgets in the form of bar charts, line graphs, pie charts and more. You can also connect your analytics account to Google Data studio for a cleaner presentation.

Using Google Analytics’ visualization options lets you find the story behind your data. Compare time periods and campaigns to easily spot the differences.

Data visualization also helps you communicate data across teams. While not everyone will understand the numbers behind bounce rates and page views, it’s easier to understand once it’s visual. Help your teams come together to optimize campaigns and create a website that works.

Understand Your Customers

One of the most powerful benefits of Google Analytics is its audience reporting. Vague buyer personas can be left in the past through detailed information on your customers.

Google Analytics lets you understand how to track website traffic based on your users’ interests, behaviour and more. Access demographics like age, gender and location. Using this information, you can create more targeted advertising campaigns.

You’ll also be able to see the types of devices that people use to view your website. More than 50% of web users in the UK are using mobile devices or tablets to surf the web, but your traffic may differ.

Google can even show you information about users’ interests. If a website visitor is logged into Google when they visit your site, Google can capture data about the sites they’ve visited in the past. You’ll be able to see interests like pet lovers, DIY enthusiasts, home and garden, and many more.

Understanding your customers also includes their behaviour. Google Analytics will let you track paths throughout your site. User paths are helpful to see how many pages people visit before they convert.

You can use customer data to segment your audiences and create a specific user experience for everyone.

Create Targeted Campaigns

By using Google Analytics, you can easily integrate website data into Google Ads. The connection between these two platforms is essential for creating highly targeted campaigns.

One of the most successful types of ads is retargeting campaigns. Retargeting means showing an ad to someone who was already interacted with your site. You can show an ad to people who’ve visited or target more specifically based on actions and page visits.

Studies show that customers are 70% more likely to convert after seeing a retargeted ad. Through Google Analytics integration, it’s easy to set up campaigns based on past user behaviour.

Using Google Analytics’ audience data, you can also target better on platforms like social media. Using acquisition reporting, you’ll be able to drill down into campaign performance. Use Google’s campaign reporting to find out which ads generate more clicks, time on page and conversions.

Keep Track of Sales Data

Google Analytics can become a key tool for your sales team by setting up goals. While GA isn’t a CRM, it helps correlate your digital activities to sales and revenue.

You can set up your goals to track page loads, session duration, user flow and events. For eCommerce businesses, one of the most essential goals is generating sales. Using destination tracking, you can set a goal for thank you page loads. Whenever someone completes a transaction, a thank you page loads and tracks as an analytics goal.

Goals are just as beneficial for B2B businesses. Goals can allow your marketing team to evaluate lead magnets such as form submissions. Create an event for form submissions on landing pages and set a goal to watch its performance. Goals allow you to track user flow beforehand so you can see how they behave with your site.

Improve Your SEO

SEO (search engine optimisation) should always be a priority within your digital marketing plan. SEO is what makes your business more visible online to generate greater web traffic.

Google Analytics can help improve your SEO by offering reports about where your site visitors come from. One of the most helpful reports is your Acquisition by Search Console data. To use this report, you’ll need to integrate your search console account with Google Analytics first.

Once integrated, this report will show you your most popular landing pages as well as the keywords people used to click on the page. Keywords are just one part of SEO, but they give you a better picture of user behaviour.

Through looking at your SEO data, you can see which landing pages are doing well and what they’re ranking for. If you’d like to improve your SEO, you can easily choose the keywords that you need to rank higher on and improve the content from there.

Optimise Your Website

One of the easiest ways to use Google Analytics is to make improvements to your website. The data you see can help guide decisions about site navigation, page structure, content length and more.

For example, by viewing time on page you can determine which pages are most engaging for your customers. If you have a page with a high bounce rate, it means users didn’t find the page as helpful. You should prioritise pages with high bounce rates to improve and optimise for better user experience.

You can also use event tracking to determine where users are clicking throughout your site. You can set up Google Analytics events to show things like button clicks, downloads, log-ins, form submission and more.

If you know users aren’t downloading high-priority content, you’ll know that the page likely needs to be optimised.

How to Gain the Benefits of Google Analytics

To experience the benefits of Google Analytics, you’ll first need to develop goals. Without goals, Google Analytics is difficult to navigate. Goals allow you to determine the metrics that are most important to your business. Once you know the metrics you’d like to follow, Google Analytics becomes easy to customise and track.

Using Google Analytics properly also means using it consistently. Without continuous reporting, your data becomes confusing and difficult to understand. Try checking your data at least once a week to understand how user behaviour affects your site over time.

Three Sixtee offers comprehensive digital marketing services to help grow your business. Contact us today to learn more about our web development and branding.


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