Now you have reached the top of the search results on Google, and you're getting hundreds of visits to your website every day, Great! But do you actually know who these people are?
If the answer to that is no, then Google has the solution for you, they have created a tool called Google Analytics, which tracks visitors to your website and the actions they take. Google Analytics is the most popular web analytics tool in use today, with over 50 million websites using it worldwide.
What is Google Analytics?
Google Analytics is a free web analytics tool developed by Google that gives you an insight into your website traffic. It works by using a snippet of website code that you simply slot into your website header code, if you have a bespoke website, give the code to your web developer and ask them to add it to each page. Or if you have built your website on an online website builder like WIX or Wordpress (more info on our top five website builders can be found here), then there will be an option to add the code in your site settings and the program will do all the hard work for you.
Once this is done it will begin collecting data from your site, which you can view on your Analytics Dashboard. It will show you information ranging from how many people have visited your site to what actions are being taken, all in real time.
How does it work?
Google uses the code they supplied for your website header to record your users activity on your website, registering where they have come from, what device is being used, along with various attributes like age bracket, gender and location. this information is then sent to the Google Analytics server in the form of cookies.
Google then consolidates all the data that the code has collectd, and displays it in an easy to read, info-graphic format on their Analytics Dashboard.
These are split into four categories, Users, Sessions, Page VIews, and Events.
Users - this section shows how many individual users you get on your website.
Sessions - this shows the number of sessions each user takes on your website.
Page Views - this shows how many individual page views on your site, this can be broken down by each page, helpful in finding your most popular pages.
Events - this metric tracks all the “Events” that occur on your site, this can be button clicks, video views, purchases, abandoned carts etc.
Why do I need it?
For the majority of businesses, especially online, your website acts as a “hub” for all of your customers. If you are active on social media or running any paid social media ad campaigns, your customers will most likely check out your website at some point along their customer journey.
Being able to understand your customers and the actions they take is extremely important in developing your digital marketing strategy. Analytics will help you understand what products or services are most popular. What type of audience is searching for your products or services, it will help in creating your ‘core audience’ for when you are running social media ad campaigns. It will also help in re-targeting those specific people who may have dropped off during their customer journey. You can also track how much revenue each specific campaign has made. The benefits of using analytics tracking with your digital marketing campaigns are huge.