Digital transformation. Customer experience. Omnichannel. CRM, CCM, SEM, PPC, CTR, SEO. What do they all have in common?
One word. DATA.
These days, data makes the world go ‘round. If you’re running a business of any kind, you’ll already know this. From communication to website visits and social engagements, your data represents critical insights into how your online properties are performing. Most importantly, it tells you what your customers really think about what you’re doing, the good, the bad, and the ugly.
And if you want to grow your business and improve marketing ROI, you need to get down and get real with that data.
This is precisely why you should use Google Analytics. Plus, it’s free, so there’s nothing in your way—unless you have a herd of wild boars blocking the way between you and your computer. In which case, you’ll need to take care of that first.
And yes, granted, there are plenty of analytic apps and solutions to choose from. Google Analytics isn’t the only sheriff in town, but it has a couple of significant advantages over the others.
Number one, it’s free. Two, it’s made by Google, which is undoubtedly the most important search engine for your business. And lastly, you definitely want to know how Google sees and interprets your data because that’s where the smart money is.
Google Analytics Improves How You Relate to Your Data
Businesses today produce massive volumes of data, some useful, some not so much. Using analytics software is the best way to sort through this data, so you know you’re looking at numbers that matter.
Here are just some of the insights you’ll gain by using Google Analytics. You’ll know:
- How many people visited your website
- Where your visitors are located
- How long they stay on each page
- How specific pieces of content are performing
- What pages they’re bouncing off
- What other websites or pages are linking to you
- If there are any barriers to a good user experience, such as broken links
All nice to know. These insights should inform how you allocate your resources and time to their best advantage. And we could all use a bit more time and money, am I right?
Google Analytics Use Cases
Here are some of the ways today’s business owners use Google Analytics.
- Understanding the customer journey is vital, and it’s never one-and-done. We’ve seen so many changes in buying behavior this past year, so having a little extra insight into the process is always helpful. The better you understand your customers and their intent, the easier it is to tailor your products, services, and content strategy to meet their needs. You’ll also know how your customers are finding you, where they are coming from, and gain verifiable insight into your ideal customer’s persona. Being able to spot trends as they happen helps you stay on top of your game and ahead of the competition.
- User Experience and User Interface (UX/UI) are, arguably, the single most crucial aspect of business success in 2021. Google Analytics illuminates the path your customers take toward a goal and highlights any obstacles in their way so you can address them before they impact sales.
- Search engine optimization (SEO) highlights page performance, telling you what pages and parts of your site are performing or underperforming in the SERPs. When you know a specific product or content type is doing well, it informs your efforts going forward. You’ll also be able to see any aspects of your site that are hurting SEO, like broken links, spammy links, redirects, or 404 errors, so that you can fix them.
- Gain 360˚ visibility into your website and all its connected systems. If you have third-party software applications attached to your site, like CRM, payment processors, point of sale apps, or other tools, Google Analytics also provides insights on how your site visitors are using (or not using) those tools.
- Digital Marketing makes a lot more sense when you have data to back it up. Today’s digital marketing can have myriad goals besides sales. In many cases, you’re running campaigns that are focused on driving engagement, getting sign-ups, or building brand awareness. In these scenarios, having detailed engagement data is critical, as there isn’t always a surge in sales to prove ROI. In cases where you might have to show the “people upstairs” that your campaign was successful, Google Analytics breaks it down, both in numbers and visual graphics. You can customize your reports to display the data you most care about, making it that much easier to plead your case.
Plus, you can access your analytic data in real-time, ensuring no opportunities pass you by. Errors and issues can be addressed before they become problematic. Real-time reporting is also helpful for marketing practices like retargeting and remarketing, as they show you what’s happening in the moment.
Getting Started With Google Analytics
So, now that you’ve tasted the Kool-Aid, you’re probably wondering how you can get some for yourself. It’s super easy to connect Google Analytics to your website, and once it’s set up, you can start reaping the value immediately.
The best strategy is to start with the free version and get acquainted with what it can do. The free version of Google Analytics is often plenty enough for most small businesses, but if your business has several web properties, integrates with Salesforce, or has more advanced needs, you might consider Analytics 360, which is their paid version.
Installing Google Analytics on your website is easy:
- Create or sign in to your Google Analytics account. If you’re brand new to the platform, click on “start for free” and follow the prompts to create your account.
- Connect the site, sites, or app that you want to track.
- Set up your preferences according to how you want to view your data.
- Follow the instructions to add a Google Analytics tracking code to your website to start collecting data.
You can also connect your Google Ads account to gain insights from your paid campaigns or modify your tracking code to include user interactions with dynamic elements of your site.
And, of course, if you need help with any of these actions or want to learn more about why you should use Google Analytics, we’re always up for a chat. Schedule a call today, and let’s talk about it.