Many people fail to recognize the benefit that Google Analytics can bring. If you don’t understand how it can impact your company, it just seems like another step you don’t really need to take. But if you look at the success of companies that use Google Analytics compared to those that don’t, you’ll probably find that those that understand what Google Analytics can do are meeting all their goals, connecting with their customers and clients, and finding that their marketing strategies are getting much higher returns.
So, what is it about Google Analytics that can bring so many benefits to companies? When it all comes down to it, Google Analytics provides one huge bonus.
The #1 Benefit of Google Analytics
How many times have marketers wished they knew what their customer’s were thinking?
How often have they wished they could understand the thought processes of their clients?
How much do they wish they could see what materials were resonating with real people that come across them?
With Google Analytics, we’ve finally gotten a step closer to discovering all of this. More than anything else, Google Analytics allows us to see into the minds of our customers, consumers, website visitors, and clients. We can see what they are connecting with, what they didn’t really enjoy, and what items they may be looking for. Google Analytics gives us the opportunity to adapt our online marketing strategies entirely around the thoughts of our customers by giving us access to the website stats and metrics you should be monitoring.
About Google Analytics
In the past, marketers were forced to use things like focus groups to see how a potential customer would resonate with a piece of material. If they wanted to see how an advertisement was reaching potential consumers, they may need to wait months and months to collect data, only to find out that it has failed.
But as the Internet age began to take of, Google Analytics was introduced. With Google Analytics, marketers can explore the other side of their websites. Rather than just posting a page, blog post, or article and hoping that visitors read it, Google Analytics allows companies to see which of those pages, blog posts, or articles are visited most frequently.
Google Analytics also gives marketers the opportunity to see how website viewers are finding their page. These various insights can influence marketer’s decisions in a number of ways.
How to Use Google Analytics Benefits
Sure, knowing what customers are thinking is great, but if you want to get the true benefit from Google Analytics, you need to know how to apply those principles to your marketing strategies.
Here are some of the best measurements to track in Google Analytics and the benefits they can bring you:
Time Spent on Page
One of the most basic features of Google Analytics is allowing you to see how much time is spent on each of your pages. While you can’t be entirely sure that your visitor is reading your page the entire time the screen is open, it can give you an idea of how long your visitors are taking to get familiar with your site. If you have a lot of information on your home page, this might be your longest viewed page. On the other hand, popular blog posts or articles are likely to have high numbers in this category.
If people are spending a lot of time reading a blog post, article, or browsing a page, it probably means they are interested enough to stick around. Try to incorporate other items on this page to push them to continue reading and stay on the page.
Most Viewed Page
Checking out the most viewed page of your website can also help you to determine what is popular with your visitors. When you incorporate the time spent on your pages with the most viewed page, you can begin to get a picture of what visitors are looking for when they come to your site.
Maybe your most viewed pages are all on a particular topic. In this case, you should consider writing more about that topic to encourage past visitors to return. Rather than creating content and hoping your visitors enjoy it, this metric allows you to see exactly what they are connecting with. You can then create your marketing strategy around it.
Google Analytics also allows you to see where your visitors are coming from, which are called acquisition reports in the Analytics page. Through using this measurement, you can see if your visitors are coming from the same social media site, if a certain post is pushing a lot of traffic to your website, or if a backlink on another’s page is giving you hits. Regardless of where they are coming from, you will want to know this information so you can use it to your advantage.
If one of your social media pages drives more traffic to the website than others, consider pushing to this platform more. On the other hand, it may encourage you to develop a stronger strategy on your other pages. When you know which social media platforms work the best for traffic and sales, you can create a strategy that provides more return on investment.
Google Analytics can bring you a number of benefits, but if you’re only looking for the top reason, consider the insight that it can give you. For years, marketing has been about guessing what our customers like, what they don’t like, and hoping that what we create is enough to grab their attention. But with the growing popularity of Google Analytics, you can now clearly measure how well your ideas are working.
Through creating custom Google Analytics reports, you can connect on a better level with customers, stop wasting money, and ensure that each piece you put out on the website you created is aligned with the ideas and expectations of the individuals who come across your site.