WTH is Google Analytics? First, Google has placed at our disposal multiple free tools for management and analysis of our web pages & mobile apps. Google Analytics is part of these tools, and since its launch in late 2005, its main objective has been to help brands to increase profitability and recognition. Before getting into some of the advantages of using Google Analytics, let’s first understand what exactly this platform is about.
WTH is Google Analytics?
It’s FREE! WOW, Okay! It’s a service that allows you to collect statistics on navigation and actions users perform when visiting your web page and/or mobile apps. To use Google Analytics, it is necessary to have a Google account and install the tracking code within your portal(s).
Do you know how your social media accounts (Facebook, Twitter, Instagram, Linkedin, etc) are doing for your advertising campaigns or just day-to-day branding?
With this tool, you will know the origin of the users who visit your sites by (Top referrals, social media, country, city, gender, frequency and so much more) the number of searches carried out, the site’s speed, and the effectiveness of the content published, all in real-time.
The 5 main advantages of using Google Analytics
As it allows you to obtain data and statistics from your website in real time, it’s also designed to continually provide data and statistics on the performance of your page(s) no matter the traffic capacity. The main advantage is the counting of activities that it receives daily.
#1. Core Data provided by this web tool is:
- Number of visitors: Total number of visits your website has received.
- New users: Number of people who have visited your website for the first time.
- Origin of your visits: Where your visits come from, that is, which ones come directly to your website, from organic positioning, from Adwords campaigns, or social media campaigns.
- Average page views: This is an average that indicates the number of page views on your website. If the average is high, it means that your page is of interest to your visitors.
- Search terms: The keywords or phrases for which users have searched for you in Google, and you have appeared as an option. In some way, this data allows you to identify which keywords are best related to your content.
- Duration of visit: How long have users been on your website.
- Bounce rate: Percentage of users who have entered your website but have not interacted; that is, they only navigated your home page without entering other sections of it.
- Conversions: This data allows you to analyze where the conversions made come from, that is, through social networks or the Google Adwords campaign. This is a great advantage if you want to know if your inbound marketing strategies converting your visitors into customers is paying off.
#2. It is your best ally when calculating your KPIs.
Knowing your Key Performance Indicators is Google Analytics main stay! You can imagine how important it becomes to use this tool when calculating your performance in a certain time. The KPIs are an essential part of this process because they’re a metric that compares your results in a unit of measurement that is responsible for quantifying the scale of execution of your advertising objectives.
Calculating your performance with these indicators are important when monitoring your marketing plan and evaluating how successful it is? ROI, etc. What’s it’s impact with the posted content? Did you reach the right audience? By providing you with the number of visitors as a piece of information to consider, this web tool allows you to calculate your campaigns’ profitability per click more accurately.
By this, we mean that if you carry out a pay-per-click campaign, thanks to Google Analytics data, you will be able to know if that advertising pays, receives an optimal number of clicks from making your investment worthwhile. You can calculate this investment/profit ratio by dividing the total spending of the campaign by the number of clicks obtained (data that’s provided by Analytics)
#3. It helps you to analyze the strategies you want to implement on your website:
As stated, data is a vital element in devising any strategy that involves optimizing your website; that is, without them, it’s can be difficult to know how much traffic your content is receiving and it’s trends.
With the information that Google Analytics provides you, you’ll be able to make the best decisions regarding change or improving things to achieve your digital marketing strategies. Regardless of that data, creating a successful marketing campaign or knowing the performance of the one you are already carried out can is a huge benefit and without it is practically working blind and without a solid foundation.
#4. Loves to play with other Google web tools.
One of the great advantages of Google Analytics is that it is a tool compatible with other Google management and analysis tools, which you is also free to access through your Gmail account. You can download to your PC and/r smartphone, whether you have PC, Android or iOS; among those tools include:
- Google Sheets
This union will allow you to export Google Analytics data to Google Drive spreadsheets. Thus, you will save time when preparing reports, and you will be able to perform tasks such as: Consult data from multiple profiles, create custom calculations, create dashboards with data visualizations and schedule reports to run automatically, and keep data updated
- Google Adwords
By linking a Google Analytics property to your AdWords account, you can analyze customers’ activity on your website after they click on an ad or after an impression has been made. Google Adwords is an online advertising tool that allows you to create ads in which you can determine the real cost you must pay for each click, in addition to the number of conversions you receive in each campaign.
In this sense, by integrating your Google AdWords and Google Analytics accounts, you open a new world of opportunities for the management, execution, and analysis of your PPC (pay per click) campaigns, improving your conversion rate and thus maximizing the return on your investment in marketing.
- Google Optimize
Google Optimize is a tool that helps you create A / B tests and measure them to know which of your two strategies to test is receiving better and thus decide on the best of them. Linking an Optimize container with an Analytics property and view allows you to run tests in Optimize and access data about their execution in Analytics, that is, how your experiment performed.
- Google Search Console
Associate your Analytics account with a site in your Search Console account to see Search Console data in your Analytics reports. You’ll also be able to access Analytics reports directly from the Links to your site, and Sitelinks pages in Search Console.
#5. Track, analyze and improve your positioning strategy with Google Search
Tracking and measuring the effects of a positioning strategy in Google is a high-priority activity in marketing since SEO can attract large amounts of traffic to our sites and what it takes to make them stay longer.
To correctly analyze your SEO strategy, you must know:
- What to measure.
- Where to look
- What elements to take into consideration to improve your positioning campaign
- Activity: a constant follow-up or monitoring in the daily SEO activities.
Establish your metrics or values to measure before improving your SEO; it is essential to know what to measure or what values will work to improve them. The following points deal with the elements for improving your SEO.
- Keywords and ranking. What keywords are you positioning your business, and what position in the Google results lists you get with them.
- Organic traffic. How many users, who come to your site through links on results pages, your website receives.
- Organic search conversion rate. It is the percentage of users who come to your site from search links and decide to execute the conversion action you offer (such as an email registration, a sale, etc.)
- Words used in searches generate traffic. This is the complete list of keywords and phrases that users use to find your site and how much traffic you get with each one. Focus on those terms that users use to get to know you, which is not explicitly the name of your company or product.
- Links that point to your site. It counts all the links that point to your site located on other external web pages.
#1- Prioritize your keywords based on traffic and conversion rate
Keywords are defined levels of competition, HIGH, Medium and LOW and provide search results per month @ Google.com.
Once you determine the elements to be measured from above, you’ll be able to determine the priority of your keywords, identifying those that generate the most traffic, in addition to those that guide the greatest number of users towards your conversions. In turn, improving your strategy and generating fresh content specifically for them.
You’ll be able to track your SEO “keyword strategies” using a specific portal within Google Analytics. It’ll also help you determine each keyword’s importance and effects for Google Search Services. More on Keywords below.
#2-Adjust your content and optimize your SEO strategy
The content strategy is closely tied to the SEO strategy, so ON-PAGE SEO must accompany any optimization.
Because of this reason, after having measured the effects of your chosen keywords, it might be necessary for the generation of new & relevant content to your portal(s). When generating new content, keep in mind your strategies (keywords, URL, page title, image naming, etc.) for good positioning on Google Search results. Of course, relevant, and attractive content, cross-posting or internal linking, tagging, etc. will lead users towards your conversions too.
Over time, higher rankings and more conversions go hand-and-hand, but you should always be considering new keywords that offer additional traffic for successful and constant lateral or upward positioning in Google Search.
#3-Choosing the right keywords
If you target HIGH competition keywords (typically these are short terms called “short-tail” keywords), the amount of effort put into ranking them would be enormous and needless to say awfully expensive.
For example, if your business is dedicated to Computer Support and positioning yourself for a short-tail keyphrase like “Computer Support” you would have huge competition. But, if you target an unusual or “long-tail” keyphrase such as “Computer Support in Haymarket Virginia”, clearly you wouldn’t have much competition. Yes, you’ll receive less traffic, but visitors are more likely to use long-tail keyword search when they’re closer to a point-of-purchase and/or when they’re using voice search. Lastly, this type of search will consistently deliver consumers looking for exactly that product.
Putting research and implementing long-tail keyword phrases is a must. It would be best if you preferred this “type of search” as that’s how ‘search’ is starting to evolve.
#4-Monitor the metrics constantly
Monitoring can be done real-time and by doing this you can make “one-variable” modifications of your current strategies, being able to fine tune and evaluate the effects of the change daily if needed. All this is a cycle that will guide you to success on Google, given the necessary time and dedication.
Summary & Success Stories:
Why use Google Analytics in our business?
The Google Analytics tool allows you to recognize improvements that would help increase the profitability of a business. It’s often difficult for companies to invest time and money in tools like Google Analytics because, although they know its advantages, they are not fully aware of them. Here is some advantages of using this platform.
ADVANTAGES of Google Analytics
Some examples of the “data of interest” that can be obtained from this tool, as they’re exposed by the SEO and web positioning are:
- The keywords that attract potential customers’ attention when we know we can adapt our content, taking them into account.
- The advertising and specific pages, portals and/or application that gets the most reactions. This will allow us to optimize our investments in advertising for each & can adapt future designs of your pages, portals or applications .
- The results of a proposal by newsletters, email and/or social media posting, which will enable us to optimize a certain aspect of the business (scheduling, type of content, webpage design).
More ADVANTAGES of GOOGLE ANALYTICS
- It’s FREE
- You can obtain a detailed analysis reports of your visitors and/or campaigns. It’s also possible to make labels for the rest of your campaigns, regardless of whether they are made in Adwords or not.
- It can provide all the functions that web analytics professionals demand.
- It is useful for websites of all dimensions, from websites with millions of visits to websites with a low traffic volume.
- It is safe; Google promises to take care of your data’s privacy by being aware that the web analytics data is part of the confidential information, giving them complete protection.
Google Analytics provided an exhaustive knowledge of the business and recognizes possible strategic improvements of all kinds: content, advertising, design, the usability of the site, or use of social networks. In his blog, Abraham Villar explains the benefits obtained by Build Direct, a Canadian company dedicated to construction materials and with a presence in more than 100 countries, by using Google Analytics. Some of them were:
- A 50% increase in sales.
- An increase in search conversions of 37%.
- Double the conversion rate of email marketing.
- Achieve a 100% increase in orders.
How did Build Direct improved its results using Google Analytics?
- Refining the paid search strategy around long-tail keywords:
- Using the keywords through which your SEO traffic came to the site.
- Activating the search terms of the internal search engine of the site
- With more effective email marketing campaigns. Sending to more than 800,000 email accounts had a low ROI. With the measurement of the campaign through Google Analytics, the conversion rate doubled.
- Cross-segments were created to identify customer demographics.
- Custom and tailored creatives began to be offered to buyers.
- Improving engagement with the customer. BuildDirect found that homebuyers who purchase a sample have a 60% chance of returning to the site within the next 30 days and placing a specific order. BuildDirect uses Google Analytics to perform multivariate A / B tests and refine those creatives that work best to improve open rates, click-through rates, and conversions.
- Simplification of site design. BuildDirect optimized the site design based on Google Analytics data, revealing valuable information on traffic sources, landing pages, and navigation routes. The site’s overlay function has improved the site’s usability, helping to know which content should be prioritized given to the user and which can be eliminated.
If you want your online portals, social networks and/or advertising to gain appeal, using Google Analytics or another web analysis tool will help to achieve it, without a doubt!