By Baruch Labunski, CEO of Rank Secure. His knowledge and professional acumen have already made Rank Secure a globally acclaimed SEO company.
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If there’s one thing that’s desirable for all businesses, it’s profit—or at least the struggle to attain and maximize it.
In today’s digital era, securing a solid ROI, establishing a brand and gaining more customers happens almost entirely through the web. And without some way to measure the activity that’s happening online, many businesses find themselves in the dark ages.
That’s where services like Google Analytics come into play.
What Google Analytics Does
Google Analytics is a tool that collects, analyzes and sorts data from a business’ website. With this information, companies can make deliberate and beneficial choices about advertising, marketing, web design, content creation and more.
With Google Analytics, a vast array of features makes it simple to understand how your current (or prospective) clients are interacting with your site, with things like:
- Predictive capabilities
- Insights about changes in data or new trends
- Real-time reports: engagement, acquisition, etc.
- ROI tracking across all channels
- Google Ad integration
In 2020, the Google Analytics services were made even more efficient thanks to the ushering-in of Google Analytics 4, which opened the doors to cross-platform analysis and unified app and web analytics.
How Google Analytics Impacts Businesses
Equipped with the facts and figures that reveal how people interact with their website, businesses using Google Analytics get a unique insight into how clients engage with their products or content.
Let’s take a deeper dive into some of the ways this insight can be helpful and how it can change a business’ web presence for the better:
• Offers A Sneak Peek At Client Behavior
By assigning each site user with a personal ID, Google Analytics 4 makes it possible to monitor client behavior closely. With “life cycle collection” and “user collection” features, a business owner can easily track user activity, revenue and retention and understand who their clients are. It provides enormous detail about age, location and interests. You can do more to meet clients’ needs once you know them.
• Helps Improve ROI
Google Analytics gives businesses the tools necessary to track and understand trends, including which products are and aren’t selling, which are gaining traction and which parts of your website lure visitors.
This, coupled with consumer behavior data, means businesses can know where to spend money on marketing and branding. The result is more website traffic but also more purchases and revenue for the business.
• Provides Specific Marketing Insight
Google Analytics has an “ads personalization” feature that creates highly targeted marketing strategies based on audience demographic and behavior. That amounts to a more successful campaign. You can tailor ads for each audience, see how they work and tweak them if necessary.
• Develops A Name And Brand
Branding is important and Google Analytics can help. It tells you where and how potential customers find your page and that indicates where you can establish your authority or brand.
A strong presence with correct marketing can boost ROI and establish your credibility. That leads to more sales. Google’s SEO analysis helps your site get discovered on Google searches and that helps spotlight your brand, too.
How To Use Google Analytics
Many entrepreneurs avoid using Google Analytics because they don’t understand how to use it. Yet, it can do so much for a business that every business owner should make a point of at least looking at it. Below are some tips for how to use Google Analytics.
• Free Training
Free training courses like Google Analytics for Beginners are available through Google Academy. You will need a free Google Mail account and then you can register for any number of tutorials.
• Start With One Property
Don’t get overwhelmed with trying to track multiple websites, mobile apps or other devices through your Google account. Start with one until you are comfortable, then add others.
You can add multiple properties to the same account. Each property will have its unique tracking code so you can use one account to track data from a specific website or app.
• Start Viewing Data
The best way to get acquainted with Google Analytics is to first look at the data.
There are four basic reports:
- An overview of your site traffic
- An acquisition report showing where your traffic originates
- A behavior report showing how visitors interact with your site
- A conversion rate showing if visitors are buying, calling or sending in a request form
• Create A List
You can dig down on data to see how each page of your website is doing. Make a list of which pages are doing well and which aren’t doing as well. The goal is to figure out why some do better than others so you can make necessary changes to drive up traffic on all pages. Data can usually show you that.
• Make Some Small Changes
You don’t need to revamp your entire site to get better rates. Experiment with small changes to see what works. Add new images, change a title and perhaps work with the meta description. Use better SEO.
Monitor the page for a week or so after making changes to see if they helped.
• Ask For Professional Help
There may be times when you need a professional SEO expert or marketer to help. Many website marketing companies will offer a free analysis to help you find your weaknesses. Then, you can decide whether fixing issues is something you can do or if you need to hire a professional.
Takeaway
There’s no better way to route your business’ strategies and decisions than with the help of facts and statistics that provide real, in-depth information about how your current setup works.
Google Analytics collects vital site and app data and translates these details into information that business owners can utilize for real change.
By giving you a closer look at user behavior, providing key insights on marketing or advertising and helping predict future trends across all of your digital channels, Google Analytics can help skyrocket your business to the next level.
