Google Analytics is one of the most essential tools for brands to use on understanding and tracking their website’s traffic, social media outlets, and their online presence overall. Google created this feature to help businesses and website owners provide their website visitors with what they can search online. It helps with brands understand their target market, and for visitors to have a good experience on the brand’s website, especially if it’s ranking on Google.
First, it lets brands know which marketing channels drive the most traffic. Companies that use Google Analytics have the excellent opportunity to grow their knowledge on the loyal or potential customers that use their website, and different types of ways for them to increase their website traffic. It provides businesses with various sources of information that let a brand know where their website traffic is coming from. For them to understand where the traffic is coming, assist’s with brands adjusting their different marketing campaigns to bring in more traffic from various sources. An example, a brand might receive a lot of traffic from their search terms, and it comes from their social media channels. Brands can track their organic search and see the improvements within the months. Along with traffic, Google Analytics can also track leads and sales. This information helps brands on how to spend their valuable time, and how to spend their marketing resources.
Google Analytics also shows brands what marketing channels are the most profitable. Landing pages are set with a conversion goal within Google Analytics to help determine which media channels are the most valuable. With Google Analytics, companies can see how many people are visiting different pages on their site and what patterns they take from going from one page to another. Seeing the conversion rates and tracking the data is useful for companies to see how effective their sites are being for their consumers. It also gives brands information on their site’s demographics. Knowing a brand’s demographic, they know whether their marketing efforts are truly reaching their target market. Brands need to see if they are targeting the right audience and understand who is accessing their website can help know what they need to do to get the right users on their site. Google Analytics provides information like gender, age, and location of the users on a brand’s website. It also provides information to analyze a company’s best pages like what pages people visit the most and which ones they spend the most time on to compare and apply improvements to the others.
At my current position as a social media coordinator, we use Google Analytics as a source to track our website and our consumers. We want to know if our message is getting across to the right audience and getting accurate data. We like to know who is coming on to our pages, and what is leading them there, and where they are going after. We like to see what pages are already generating leads and the most traffic from SEO and what is converting these consumers. In the past, we have even made improvements to pages to help generate more leads and engagement within our client base. By tracking this data, we know if we are surpassing the competition and if our marketing tactics online are being productive.