The Importance Of Google Analytics​

In Digital Marketing

Google Analytics is the understanding of what decision to make. It implies continuous improvement.

What gets measured, gets improved

Peter Drucker

1. What is Google Analytics?

Google Analytics is the most comprehensive and widely used free web analysis tool in the world. With it, we can understand the user’s behavior in the so-called “post-click”, that is, know where we should improve our website and/or campaigns to be able to make customers reach the expected goal, such as a purchase, filling a form, viewing an important page, downloading, etc. This tool allows us to follow virtually all aspects of user behavior and website performance, showing us what is working well and, most importantly, what is not working.

 

2. Why is GA important?

With Analytics, we can learn from basic data, such as how many users visited the site, which pages were most viewed, which traffic sources generated the most results, or even know the so-called multi-channel funnels, where we can understand the behavior of different interactions of the user with the site prior to conversion (purchase, contact request, etc.).

The 6 types of Google Analytics data you cannot leave out:

  1. Visits – number of times the website was accessed
  2. Geography and devices – what is the geographic origin and what devices do users use to visit the website
  3. Length of stay – how long, on average, users stay on the website
  4. Bounce rate – the number of users who enter the site and leave immediately
  5. Traffic sources – which campaign, medium (organic, paid, referral, Social) and Source (Google, Facebook, Blog or other)
  6. Exit pages – the last page viewed, before leaving the website.

3. GA Utilities

With GA, we can measure the performance of campaigns to obtain better results, and their usefulness can be categorized, as needed, as follows:

  • E-commerce: allows you to know about the performance of the virtual store, what are the most popular products, conversion rates, campaign delivery, etc.
  • Marketing: allows you to know which campaigns provide the best results, the profile of the “engaged” audience, rejection, and conversion rates to measure what works, among other objectives and metrics.
  • Blogs: which are the most viewed posts, how long they stay on the page, where they come from to find out how readers get to the pages.
  • Social Networks: Check the fate of followers in ad campaigns and conversion rates, rejection, and “engagement”.

In God we trust, all others must bring data

William Eduards Deming

luis horta marketing digital

About Luís Horta

He has been a teacher in Portuguese Public Education for over 25 years. So far, he has helped create and develop more than 700 businesses in different areas in his career.

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