What Can Google Analytics Do For Me?
Google Analytics provides thorough data and statistics regarding the behaviors of the people who visit your Website. This program allows you to distinguish where your Website traffic is coming from, who is visiting your site, what are they doing on it, how long they are staying, and what actions they are performing (along with countless other statistics).
Core Features of Google Analytics
- Segmentation and Geo-Targeting - segmenting visitors by various metrics including Geo-Targeting
- Visitor analysis - find out where your visitors come from, where they go, how long they stay and more
- Trend analysis - discover trends in your visitors, keywords and more
- Keyword analysis - see which keywords are working for you and which are not adding value to your search marketing efforts
- Goal/Conversion tracking - Tracking lead and sales generation
- Campaign Tracking - track your various advertising campaigns
- Custom and Ad Hoc Reports and Profiles - customized profiles based on your needs and reports that are immediately available to you.
- eCommerce tracking and analysis - track and analyze your eCommerce transactions to see where your customers are leaving the sales funnel, which pages they are coming into the funnel from and various other features.
How do Web Analytics Help You?
Properly analyzing the above metrics improves your online success through traffic measurement and evaluation of search engine marketing campaigns. Google Analytics provides information to guide your efforts to boost your Website's functionality, lead generation and sales conversions. Google Analytics can do a lot for your Website.
Installing Google Analytics on your site is fairly simple. You need to place a chunk of JavaScript code provided by Google on every page of your site that you wish to track. If your site has dynamic content you can use an Include Statement or template. That's all there is to it.
Installing Google Analytics is only the first step. Once installed, you need to set up goals, goal funnels, apply cost data from paid campaigns, and set filters to properly analyze traffic. You may want to set up ecommerce tracking for a better understanding of ROI. You can track transaction details like total revenue, conversion rates, average order value, product performance, visits or time to actual purchase. However this is when configuration becomes tricky. Improper configuration scrambles the data creating a huge roadblock to using Google Analytics effectively. You need to avoid inaccurate data to which you may base future business decisions.
The next step after the initial configuration is data analysis, which in itself can become very labor intensive, especially the deeper you go into the data. If you are tracking conversions then you want to know where that lead came from. Google Analytics will identify what key phrases (paid or organic), search engines, referring Websites, or email blasts are driving these conversions. What are the pages on your site that deliver these conversions?
Where and when are people leaving your site? And what can be done to keep them longer? Are the conversions domestic or international? Why are you not getting any conversions, i.e. where in the sales process are potential buyers leaving, and what can be done to change this? All these questions can be answered through proper analysis. Remember, you can't have proper analysis without having a good data set.
If it's so easy, how come everyone isn't using it?
Installing Google Analytics is relatively simple. All you need is a chunk of JavaScript code to place on every page you wish to track. Since this tool is free and simple to install, why should you hire someone to help with Google Analytics?
Google Analytics is a complex tool, able to provide valuable details and indispensable data. With so much information available from this tool, why wouldn't you choose to get the help and input of professionals that can truly harness the data this tool provides?
E-Power Marketing® offers customized Google Analytics support. You can receive Google Analytics custom training from our certified Analytics specialists (link to training page) or allow us to do the Analytics implementation (link to implementation page) for you. Either way, we can help you make the most of this tool, and get your Website working harder for you.
Although Google Analytics is a free tool, without proper set up and analysis you may be hanging yourself out to dry, now and in the future. It takes time and experience to gain an in depth understanding of this tool in order to utilize it in the most effective way possible. Let E-Power's team use their experience and knowledge of this tool to help you achieve your online marketing objectives today.
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