As of November 2015, about 30 to 50 million sites were using Google Analytics (GA) to track and monitor their site’s traffic performance. However, this is not official Google’s figure.
Ever since its inception in 2005, GA has become one of the best tools for marketers to streamline their campaigns when integrated with AdWords.
Google Analytics provides a wealth of data that marketers use to understand their audience and analyze their traffic. However, not many marketers add google analytics to theirs to their digital strategy.
Here are several reasons this tool needs to be added to your marketing strategy.
1. Learn More About Your Target Audience
With GA, marketers can segment their audience to distinguish and learn more about them. One can name the segments and build as many as they one depending on what they want to analyze.
Google Analytics lets user distinguish audience by gender, age, location, and technology. The Acquisition section provides insights into how visitors are finding the site and the Behavior tab lets marketers know how visitors are using their sites.
This valuable information makes it possible to analyze and understand target audience easier than before.
2. Set Up Goals for Marketing Strategy
This tool allows marketers to set up and track goals for their strategy easily. With conversion goals, marketers can measure their business outcome to help determine the performance of their website. Typically, the goals show if visitors are taking actions while on the site.
While setting up a goal, it’s helpful to determine a destination page to see the number of visitors that completed a certain task or action on the site. After setting up goals, GA provides data for goal completions, goal value, conversion rate, and abandonment rate, to help analyze the results.
3. Discover Your Top Keywords
Keywords are still important in content marketing, and marketers can add Google Analytics to their site to discover keywords that are driving traffic. Nowadays, you can access keyword data by integrating Google Search Console with GA.
With this data, it’s possible to create and optimize landing pages and website content to target new keywords. Typically, keywords allow you to know pages or posts that visitors are clicking. Also, there are tools, such as iSpionage and AuthorityLabs, marketers can use to capture the data.
4. Determine Stress Points for Visitors
For e-commerce websites, Google Analytics allows sellers to review the checkout process and determine the reasons for cart abandonment. This is possible through the goals that marketers set up.
Each goal has funnels that contain several steps towards attainment. You can review the funnels to determine the percentage of exists at a particular step and compare it to the traffic that continued to the next step.
This way, it’s possible to figure out why visitors are abandoning cart or are not taking any action.
Add Google Analytics – The Takeaway
By using Google Analytics, marketers can learn more about their website’s performance and target audience. This, in turn, helps to streamline their marketing strategy to focus on delivering great user experience.
Google Analytics is a free tool and can be integrated with other premium tools to analyze site’s data to find ways for improving traffic, boosting sales, and increasing conversion rates.