Google Analytics is one of the most effective ways for brands to learn more about who visits their websites or media channels. With Google Analytics, companies can see exactly the type of content the target market is responding to the most, and the social media networks they prefer to be on. Companies can drive more leads and traffic this way into their social media accounts. Brands get analytics from the primary demographic information of the people visiting their sites, leads coming in from all their social accounts and websites, and the number of leads converted daily, weekly, and monthly. The amount of traffic their site receives overall, and the individual page traffic are important factors companies need to know. Nowadays, marketers concentrate on social media marketing. Knowing what devices their visors are using well going on their site, and how long they are staying on their website to gather information.
I went ahead and asked five experts within the marketing field about their views on Google Analytics and if it is an essential tool to track their social media analytics, and this is what they said:
Laura Guerra – Project Manager at Alma Ad
“Google Analytics and social media should be used simultaneously because the combination of the both streams can drive sales, website traffic and engagement. Social media can be used to keep track of high-ranking, well-performing content that could be used for Google Ads. Then Google Ads can be used to promote social media channels and a website for your audience to visit. Social media data can assist marketers with their Google Ads A/B tests to narrow down which marketers to experiment with. Cross-channel efforts are key for marketing strategies because it increases the quality and breadth of the content.”
Melanny Gorrochotegui – Data Management Analyst
“Google Analytics is an essential platform for tracking your company’s social media efforts. It provides the information needed to gain deeper insights about your audience. Using Google analytics, your business will be able to track which social media channel brings in the most traffic to your site, how engaged your visitors are, as well as leads to generate and conversions met.”
Anthony Miyazaki -Brand Strategist and Marketing Educator
“Too many marketers have been distracted by the cursory metrics provided to them by social media platforms, search engines, and a multitude of cloud-based services. Serious marketing analytics require serious marketing analyses, and this often necessitates a combination of qualitative and quantitative assessments. You need to identify KPIs that truly represent organizational objectives and goals, measure them appropriately and regularly, use them to calculate additional relevant metrics, and then base decisions on the resulting analytics. In today’s marketing world, it’s not just about measuring; it’s about analyzing what has been measured.”
Nicholas Degomme – owner of DEGOM Marketing
“Google analytics is fundamental for any marketing campaign, especially when it comes to pay per click campaigns, such as google ads and Microsoft ads. It allows us to see web visitors, actions and intentions, such as dwell time and where they ended up next on the website.”
Britney Alvarez – Creative Production Marketer at HearUSA
“As a professional in the marketing field, I feel that google analytics is an extremely essential tool. My personal favorite aspect of the tool is the ability what my target audience wants. It shows me what’s relevant to the consumer and therefore I can create the content that will be the most engaging for the company website.”
From expert’s all of my expert’s statements, I concluded that google analytics helps companies grow as a whole. It provides essential information that helps build brands, from target markets to marketing research, to even helping with marketing campaigns. In Anthony Miyazaki’s statement, he states how Google Analytics does more in-depth marketing analytics like combinations of qualitative and quantitative assessments. For many brands, that is an important trait that Google Analytics contains since qualitative and quantitative data is data that every company needs to gather, especially when researching a future product or service. Another factor that is mentioned in that statement is when Nicholas Degomme states that Google Analytics pays off when it comes to pay per click campaigns. These ads help the brand measure many attempts on how visitors are reacting to their channels or websites.
With social media, Google Analytics can show brands which social media channel is providing the most traffic, seeing what content is causing the most reaction from potential consumers or target market. Businesses can track how many sales are coming from social media, and that your content and channels are pulling in the correct traffic, meaning the people with the appropriate demographics the brand is trying to reach. Collecting all these metrics from the data Google Analytics provides, brands will be able to build an effective and successful campaign. The steps used in a traditional marketing plane are the ones used by Google Analytics, like S.M.A.R.T Goals and KPI’s. Brands always have to be looking at social media reports like landing pages, conversions, user flow, and trackbacks contained on Google Analytics.
In conclusion, from the research I gathered from qualified professionals, they all tend to generally agree that in today’s ever-changing market, Google Analytics is an essential tool for their workflow. Google Analytics brings in leads, drives sales, and allows companies to direct their audience to the content they are most attracted to. Every brand should use google analytics to target their customers properly. All in all, in the 21st century, as global markets change and intertwine, Google Analytics will become the most important tool marketers will have.