Google Analytics is one of the best tools for data analysis and tracking of data. Google’s tracking system gives the opportunity to gain very good insights and provides an opportunity to work on in-depth analysis of website visitors. Analytics also provides a unique opportunity to shape the business strategy according to website user behaviour.
A website is the company’s digital face and it is important to understand different target audiences and preferences to maximise business. Today, the technology is advancing fast, so it is important for both B2C and B2B companies to have an updated digital profile that works perfectly for the user on all devices.
The more insights you have into how target audiences and customers use a website, the better results you can create through digital channels. Google Analytics can collect all the data it takes to be able to understand user behaviour on a site.
When the code from Analytics is correctly implemented on a website you receive data on KPIs such as; number of visits, traffic sources, time spent on the page, which pages are visited etc. If you want further insights, you can set up Analytics so that you also see conversions, sales, user patterns and so on at a more detailed and useful level.
When you understand the user behaviour on the website you gain insight into if the structure is optimal in relation to objectives such as sales or leads etc.
In order to be able to measure whether you reach the desired goals digitally, you need to understand the user’s behaviour in detail. It can for example be how long the user stays on the website, what landing pages the user visits and what pages do not receive traffic. E-commerce or not, it is important to understand and analyse user behaviour to provide a better user experience.
Why Google Analytics?
- To gain insights into a website’s value and sales.
- To understand user behaviour on a site which in turn provides opportunity to optimise the content for a better result.
- Google Analytics can be linked to Google Ads to achieve better results in Google advertising.
- Analytics provides the opportunity to qualify traffic that later can be used for advertising.
- You can integrate other platforms/programs such as order system.
- Google Analytics is free to install and use.
In Google Analytics you also gain insight into the traffic sources of website visitors. Have they found your website via the organic search result (SEO), have they clicked on a paid ad (Google Ads) or have they perhaps clicked on a link in a newsletter?
This information will give you an understanding of what traffic sources to work on and perhaps invest more in. When you connect data from a Google Ads account with Google Search Console and Google Analytics you will gain very useful insights into the synergy between Google Ads and SEO.
In addition, you also get a good base for your optimisation work. All traffic sources can be tagged so they can become visible in Google Analytics, but it is only the traffic from Google that is automatically tagged. It is important to have a strategy for implementation of tracking codes for social media and newsletters.
In Google Analytics you gain insight into website visitors and who the customers are. You can set up reports with information on age, gender and geography. This means that you can see the country and city of the user. Demographic information allows you to target messages and content towards primary audiences both on the website and through advertising. You gain an overview of new website visitors and how many users that return to the site.
Conversions - Sales, leads etc.
Goals on a website should always be measured. Via E-commerce tracking, conversion goals or event tracking all based on what goals you have. The important thing is to define objectives/goals and structure the Google Analytics account accordingly.
If you set up your measuring points on the website, you gain insight into traffic sources and what types of users that meet your objective. This is of course important in relation to optimisation of these activities. Analytics provides insight into the entire conversion process if it is set up correctly. For example, you can see the different traffic sources that contribute to a conversion, even if it is not the last traffic source before conversion.
E-commerce tracking can be set up so you can see where in the buying funnel some users fall off, what products that are sold, how big the order is, the number of returned goods, etc.
Google Analytics will give you a unique insight into what landing pages that perform well and what pages that should be improved. Perhaps the user ends up on a page that might not be the most relevant? It can then be a good idea to guide them to a more relevant page with a better chance of generating a desired result. You can also see how long it takes to load a page (page speed) and if a search function is implemented, what search terms the user searches for, internally on a website.
Are you reaching your goals?
If you have a website without tracking implemented, you don’t have access to necessary insights to optimally optimise digital results. At Kvantum, a big part of our analysis is based on data from Google Analytics. This way we can best help you to exploit a website to its full potential.
Shall we talk further?
We are always ready to have a dialogue about your ambitions, and how we can develop your digital channels and make your company grow.