Google Analytics is an analytic web service that tracks and reports traffic on a website. The best part is that they offer a free version and it integrates seamlessly into other Google services which simplifies some of your web service needs. It’s another example of how Google is slowly taking over the internet and the world (but also using their powers for good). Google Analytics is extremely valuable when it comes to tracking website traffic. The service focuses on pulling data covering organic search, social, referral, paid search, direct, email, and display channels.
When you first get started with Google Analytics you are provided with a few lines of code (called a snippet) that you add to each page.
If you’ve never set up a Google Analytics account before, here’s a great read from our friends over at Moz about getting set up.
After this initial set up, the next logical step would be to define your analytic goals. Your goals can include increasing website traffic, content downloads, account creations, and other industry specific goals. Defining goals is important because it allows you and your team to know what they are supposed to be working on and what data they should be looking at to check their progress.
Google Analytics allows you to create and track goals. Once you have established goals, you should track goal progression by utilizing the provided reports.
Three important reports that every marketing professional needs include:
Traffic Acquisition from Social Media:
This report allows you to see the social media content and channels that lead the most consumers to your site. Additionally, it shows if traffic is leading to concrete results.
Mobile Performance:
This report allows you to see how well your site is optimized for mobile use. The report is broken down into performance for different brands and types of mobile devices.
Keyword Analysis:
This report shows you what keywords are most popular as well as the engagements for each keyword. This report is important in regards to search engine optimization.
What’s next after Goals and Reports?
Connecting Google Analytics with AdWords is crucial in utilizing the service to its full potential. This creates an integrated web that allows you to maximize efficiency. By linking these, you are able to analyze your customer’s activity after impressions and ad clicks, allowing you to learn if and where your ads and website needs improvement
Source: Leadtime
