News & Views
What's happening at WME and the world of Web Marketing
Modern business owners must harness the power of Google Analytics to optimise their brand. For businesses that operate online it is imperative to know how your digital efforts are tracking. Google Analytics provides comprehensive reporting features that can help elevate a business to new heights of success!
It can be one of the most efficient tools for securing new customers and driving conversions. However, if you’re new to the digital marketing arena you may be thinking, “what on Earth are they talking about?”. So, we are going to give you an introduction on how to use this powerful feature to your business’s ultimate advantage:
An introduction to Google Analytics
Don’t despair, because despite the jargonish name Google Analytics offers a free and easy way to track and analyse your website visitors. Your website could be receiving plenty of weekly visitors, but what good is that information without knowing what to do with it? This is where Google Analytics comes in to help you leverage this vital information.
Not only does Google Analytics track your visitor numbers, but it also provides insights in the following:
And much more. With so much information at your fingertips, you simply cannot overlook the power that Google Analytics offers your business!
How to set up Google Analytics
Setting up Google Analytics couldn’t be easier:
How to sign up to Google Analytics
You must have a Google Account to operate Analytics. To start, go to google.com/analytics. Next, select Create an Account or Sign In from the left sidebar. You must fill in the required information:
Click the “Create” button to finalise your account creation.
How to create Google Analytics for your website
You will then receive a <script> tracking code or measurement ID to analyse your website. You will receive a Tracking Code section once you finish creating your account. You must install that tracking code on each page you want to analyse.
To install, you can do one of the following:
Certain website builders like WordPress provide plug-ins that allow you to automatically add your tracking code to every page. Other website builders provide specific pages where you can place the tracking ID.
How to add users
Google Analytics makes collaboration simple. If you want to add team members to your Analytics account simply do the following:
Some of the top Google Analytics features
Google Analytics is fantastic in the way that it offers a vast range of metrics that you can customise to your advantage. You can easily access each of Google Analytics features through the left sidebar.
Some of the best features include:
Know exactly where your customers and visitors are coming from. To do so, simply click on the “Acquisitions” button on the left sidebar and will tell you all your traffic sources. This includes channels, organic searches, and referrals.
You will be able to see which search terms your customers and visitors are using that took them to your website. Analytics, as well as scanning its own Google search engine, also scans the likes of AOL, Bing, and Yahoo.
Custom reporting allows you to structure metrics based around your own categories that won’t be found in the original settings. For example, if you own a real estate website, you can configure your metrics based around the location of potential buyers, new/returning visitors, their frequency and more. You can also add external sources to further optimise the platform’s power. You can do this by simply selecting the Customisation” button.
There is absolutely no point to simply running a social media marketing campaign. You must track the results to optimise its performance – this is where Google Analytics is your ultimate appendage. Analytics can integrate social media into your tracking metrics. You can easily view social media data through using the Audience Comparison or Explore reporting features.
What’s more, you can easily view your Audience Comparison report with a Traffic Acquisition report before configuring your settings to only see your social media analytics. You can also create Exploration reports through selecting “Explore” and then “Free Form” on the sidebar. It will generate a report that you can use to analyse your social media engagement. What’s more, you can easily duplicate past reports with the Explore function. There are also a range of customisable metrics you can enlist if an important metric for you doesn’t exist.
Analytics terms you should add to your vocabulary
Using Analytics is easy, but there is some jargon that you should familiarise yourself with:
Why your business needs Google Analytics
Google Analytics offers powerful metrics that help you analyse your online efforts. It can give your business the ultimate edge in understanding your audience and their behaviour.
Some awesome Analytics benefits include:
Understand your audience’s behaviour
Google Analytics provides the complete picture of your audience’s customer journey. You can use the Google Analytics reporting and visualisation features to see what attracts your customers and how they engage with your website.
Know where to improve
Google Analytics exists to show you what is working well and what could use a little extra attention. Building an online brand is all about refinement, and so Analytics can help you by showing you where traffic is dropping or what simply isn’t converting. You can also see which pages are successful and which ones customers aren’t engaging with – something which can help you refresh those pages with more engaging content.
You can set KPIs for your digital goals
Setting key performance indicators (KPIs) against your digital objectives gets easier with the more data you analyse. For example, you might be looking to attract new website visitors. Here, you can use Analytics to see any growth in social media-driven website visitors. You can easily see what kind of social media content is successful (which you can then go on to replicate in the future!).
Your business will grow with Analytics
Google Analytics exists to take your online brand to the next level. What’s more, it was intentionally created to be an easy-to-use platform that can elevate your marketing endeavours. Of course, operating Google Analytics is not for every business owner, especially when there is so much to be done regarding daily operations.
In this case, you can always enlist the help of experts to track your online business endeavours and provide comprehensive advice on what is making gains and what needs improving. This is the digital marketer’s forte and they help many businesses achieve massive success through the Analytics application!