Google Analytics is a web service that provides statistics and analytical tools for marketing and search engine optimization (SEO) purposes. This platform can be used for free, the only thing you’ll need is a Google account.

How does it work?

Google Analytics works by placing a small bit of Javascript Code on your website. This code is activated when visitors go to your site. By doing so it allows Google to collect important information about your website so you can use that information to better understand your visitors and build your business. It can help you determine top sources of traffic, gauge the success of marketing activities, track goal completions, trends in user engagement, discover trends and there’s much more information available. Google Analytics includes such as analysis, data collection, visualization, monitoring and reporting and integration with other applications. However, there’s many more features that Google Analytics include such as:

• Segments and advanced segments
• Custom reports and dashboards
• Custom channel grouping
• Annotations
• Custom alerts
• Event tracking
• Pages report
• Demographics
• Interests
• Site speed report
• Google search console
• Insights search bar
• Site search tracking
• Entrance pages under behavior section
• Behavior flow
• Top conversion paths and conversion events
• Custom goals
• E-commerce tracking
• Date range
• Block company’s IP address
• UTM parameters
• Data import
• In-page analytics

 

Benefits

Google Analytics allows users to track up to 200 different metrics and has a lot of benefits as you can imagine. Professionals generally relate to the platform being called powerful, free and user-friendly. The types of data that Google Analytics can provide can be categorized into different categories, these being user acquisition data and user behavior data. User acquisition data provides the user with insights on how customers are arriving at the website. There are multiple different types of channels through which the customer can get to the website, suchs as paid search engine results, unpaid search engine results, social media links or by simply typing in the URL. Having a good understanding of user acquisition data is key for maximizing website traffic.

 

User behavior data shows you what your customers are doing on the website and how they are engaging with the website. This data includes information on how much time they spend on each page, how many pages they visit. And if they engage with videos and graphics. This data can then be used to design web layouts that are more effective. If user experiences are optimized according to the behavior data it most likely leads to more sales and conversions.

 

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