Why use Google Analytics?

14-09-2021

I am amazed at how many people will say that your website is not working for them; however, when asked if they measure traffic or use a tool like Google Analytics, the answer is usually ‘I don’t know’ or ‘I think so. have login’.

Now, the fact is, many companies’ websites don’t work for them and they don’t generate enough or the right kind of traffic. However, as with any form of marketing, measurement is absolutely critical, so that you can see what works and what doesn’t and adjust your strategy accordingly.

Unfortunately, some people don’t measure their web traffic at all. This may be because they don’t know that tools like Google Analytics are really FREE and can be installed relatively easily with a basic understanding of HTML code. If you are lucky enough to have a good content management system, this is made even easier without having to understand website coding. Of course, most good web development companies should do this for you as part of the website launch process.

I think it’s fair to say that some people who have started researching Google Analytics have often only scratched the surface of how powerful this FREE tool really is.

The most common use is probably to check how much traffic a website receives, along with the source of the traffic and what keyword someone has typed in, if it came through a search engine.

However, Google Analytics can provide much more relevant and useful information, for example, the ‘bounce rate’ can be a very important piece of information, this means the percentage of visits to a single page in which the visitor left your site from the landing page without continuing to view other pages on the site. So you might have a lot of traffic, but if your bounce rate is high, this would suggest that the page is not relevant to visitors and that your site is probably not working for you. Rather, this may be the same page that your specific campaign is targeting. In this case, the ‘bounce rate’ shouldn’t be daunting.

You can also see the average time people spend on your website, again if this figure is low and you are not getting inquiries, like the ‘bounce rate’ this could suggest that your website visitors are not perceiving your site as relevant. It could also be an indication that the navigation to other relevant pages, for example a ‘contact us’ function, is not clear.

Top exit pages can be another great piece of information, if visitors are browsing multiple pages on your site, but you are missing them without receiving inquiries, you may need to review your top exit pages and try to modify / improve them.

Google Analytics is an amazing, underused tool with features that could fill a manual. The purpose of this article is simply to highlight its availability so that your business can begin to benefit from its application.

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