Google Analytics is one of the top tools for monitoring and analysing traffic on your website. It gives you a lot of information about who is visiting your site, what they are looking for, and how they are getting to your site. Any business that wants to expand and grow their business on the internet should definitely use Google Analytics.

Google Analytics will tell you where your visitors are coming from, which is very important if you are targeting a specific audience. It can also let you know how people found your website, helping to determining which of your efforts are paying off. It shows if visitors found your site directly, through a referral from another website (ex: Twitter, Facebook), or from search engines. Google Analytics can identify web browsers used by your visitors, which allows you to know which browsers you should be focusing on. And last but not least, it shows you what keywords were used by visitors in the search engines to get to your website, which is very crucial for SEO. Knowing which keywords people are searching for to get to your site also determines if you are on the right track.

So as you can see, Google Analytics is a very important marketing tool that allows you to measure the results of individual campaigns in real-time, compare the data to previous periods, and so much more. Let’s see some of the reasons you should be using Google Analytics to measure the success of your website.

Overview of Channels

Analytics shows you data from all channels directing traffic to your website, including: organic search (SEO), paid search (PPC), social media, referrals (backlinks) and direct traffic.

Being able to monitor all these platforms allows you to review what is working well in terms of advertising, and what is not. Having all the data in one place makes it easy to compare the different channels. If you are currently putting money into your SEO, PPC, or Social Media Marketing, you can monitor your ROI.

Conversion Tracking

It’s good to know how many people have visited your site, and where they came from, but how do you know if those users are actually converting? Google Analytics allows you to set up goals to track when a user completes a certain action on your site. Regardless of how many users each channel is driving to your site, you need to know that this traffic is converting.

Customer Engagement

Google Analytics has a number of features allowing you to review how well users are interacting with your website and content. These metrics monitor different aspects of the customer journey, showing how the customers have interacted.

Bounce rate – The percentage of visitors that navigate away from your website without interaction, after viewing only one page.
Pages/Session – The average number of pages each visitor has viewed (this does not include those that have bounced).
Average Session Duration – The average amount of time spent on the website by each visitor (again, this does not include those that have bounced).

You can also view these stats against individual pages, giving you a better idea as to what pages are performing well, and which may need optimizing to improve the user experience.

Still Not Sure?

Let’s summarize why you should use Google Analytics.

It allows you to track many important metrics, covering all aspects. You can monitor the effectiveness of your online marketing strategies, onsite content, user experience, and device functionality. All these statistics show you what is working well, and more importantly, what is not. Once you identify any issues your site may have, you can create a solution. Google Analytics allows you the information needed to improve your website, and make it the best it can be.