Google Analytics is a very important digital marketing tool, but seriously underused by most businesses in South Africa. It allows you to measure the results of individual campaigns in real-time, compare the data to previous periods, and so much more. Here are some of the reasons that you should be using Google Analytics to measure the success of your website.
Here is a list of the important data that Google Analytics will give you:
- Where your visitors are coming from – very important if you’re targeting a specific audience.
- How your visitors found your website – this is very important for determining which of your efforts are paying off. It shows if visitors found your site directly, through a referral from another website (ex: Twitter, Facebook), or from search engines.
- Web browsers used by your visitors – knowing which web browsers your visitors use allows you to know which browsers you should be focusing on.
- What keywords were used by visitors in the search engines to get to your website – this is very crucial for SEO. Knowing which keywords people are searching for to get to your site determines if you are on the right track.
Analytics shows you data from all channels that are directing traffic to your website, including:
Being able to monitor all the platforms allows you to review what is working well in terms of advertising, and what isnt. Having all the data in one place makes it easy to compare the different channels. If you are currently putting money into your SEO, PPC, or Social Media Marketing, you can monitor your ROI.
Google Analytics has a number of features that allows you to review how well users are interacting with your website and content. These metrics monitor different aspects of the customer journey, showing how the customer has interacted.
Bounce rate The percentage of visitors that navigate away from your website without interaction, after viewing only one page.
Pages/Session The average number of pages each visitor has viewed (this does not include those that have bounced).
Average Session Duration The average amount of time spent on the website by each visitor (again, this does not include those that have bounced).
You can also view these stats against individual pages, giving you a better idea as to what pages are performing well, and which may need optimizing to improve the user experience.
If you have more questions about Google analytics, don’t hesitate to contact us and one of our marketing technologist will be in touch