How can Google Analytics benefit your website and business?

Google Analytics is an incredibly dynamic useful free service offered by Google.

The software generates detailed statistics about the visitors to a website, by using first party cookies and tracking codes. It is the most widely used website statistics service. Analytics goes much farther than this though and can be used for detailed conversion monitoring and ROI tracking.

• Google Analytics can track visitors from all the major sources of traffic.
• The service allows users to identify trends across a period of time.
• Through the use of Analytics, poor performing pages can be identified.
• Bespoke dashboard creation via integration into Search Marketing Group reports.

Google Analytics can track visitors from all the major sources of traffic including rival search engines, Ad Words also known as Pay Per Click (PPC) campaigns and specialist campaign tracking such as e-shot tracking. It can also track non-personal data about specific users, for example, Analytics tracks how many people visit your site using which browser or if they are using a mobile browser.

This level of data has great implications in the increasingly competitive world of internet and search marketing. The service allows users to identify trends across a period of time and use this data to enhance their users experience. This means that by using this data you can adapt your website based on how people are using it and be able to work out which parts of the site are gaining the most traffic and which traffic is ultimately converting into sales.

When integrated with Google Ad Words, users can review online campaigns by tracking landing page quality and conversions (goals). Goals might include sales, lead generation, viewing a specific page, or downloading a particular file. By using analytics, marketers can determine which ads are performing, and which are not, providing the information to optimise or cull campaigns. Through the use of Analytics, poor performing pages can be identified using techniques such as funnel visualization, where visitors came from, how long they stayed and their geographical position. All of which are very useful when fine tuning SEO campaigns.

At the Search Marketing Group, we realise the power of Google Analytics is not only from the volume of data provided but by utilising this data we can provide key information about our client’s campaigns. This type of detail can be found in our Monthly Reports or upon more detailed commissioned analysis, which allows us to create campaigns tailored to our client’s individual websites.

For more information on how SMG can tactically use your Google Analytics, contact us today.