Beginner’s guide to Google Analytics

Google Analytics is a free service that provides detailed statistics and information about a website’s traffic. Data available includes site visits, page visits, bounce rate, average time on site, pages per visit and traffic sources.

This web-based service is arguably the most powerful web analytics applications available today and has become an invaluable resource for digital marketing professionals.

Although the sheer amount of information that Google Analytics provides can be overwhelming, understanding the most significant details is relatively straightforward. But there is also a danger of becoming too involved with data that is fairly irrelevant, so concentrating on aspects within your control is important.

Traffic sources

Reports on Google Analytics will reveal how many visitors your website received over a specified timeframe, from one day to several months. It is also possible to find out how they arrived at your website. For example, they may have been referred from a different page or typed in a relevant keyword or search term on Google.

Finer details available include what Internet browser they used and their computer’s operating system. Although this information may not be relevant to your business, it is sometimes important for website developers or digital marketing agencies.

Here at Mintcandy we believe that some of the most significant data available will show how long a visitor remained on the various sections of your website. This is incredibly valuable when it comes to recognising the most popular pages and optimising content for the future. If a visitor leaves a page quickly after arriving, then an in-depth analysis of what is putting the user off will be required.

Analytics and advertising

In addition to displaying complex and detailed information about website visitors and interaction, Analytics runs alongside Google AdWords to provide feedback about current PPC campaigns. Online advertising and email marketing can also be tracked with a range of tools.

If you have created landing pages as part of your online advertising footprint, Analytics will display information about these too. By understanding the successful or poor performance of certain pages, improvements can be made for the future. Ensuring a visitor stays on a specific page for a long period time will increase the chances of a business succeeding online.

Google Analytics final goals

From email registrations to sales conversions, it is possible to set various goals in Google Analytics for many aspects of your company’s website. It is then easy and straightforward to see whether these goals have been met.

Not only does this provide valuable feedback on the strength of your online advertising presence, it can also cut down the time spent on collating and studying reports. Knowing that goals and targets have been met will allow you to concentrate on other important aspects of the business.

Continuous improvement through Google Analytics

With a website’s content requiring constant evaluation for the purpose of SEO and the need to carry out regular PPC account audits, Google Analytics can help any business continually improve.

In a constantly changing and evolving online environment, no company can afford to stand still with its range or products or services and the same can be said for Internet activity. Recognising current trends and staying one step ahead of the game is bound to deliver positive results.

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