What is Google Analytics?

Google Analytics is a free tracking and statistics tool that provides businesses vital insights on how visitors find, interact and take action on their sites. It also breaks down other important business health factors such as e-commerce insights and lead conversions. 

What are the key components of Google Analytics? 

Acquisition

Reports on where the visitors are coming from. Typically these are from Search (Organic and Paid), social media, referring sites and direct (which includes unknown)

Behaviour

Reports on what a visitor does when they get to site. Covering site content which allows  you to drill down into individual behaviour across the pages. 

Site speed

Gives insights on how your site loads and Site search tells you how users are searching on your site. 

The events overview also reports back on event activity such as form completions, downloads, link clicks and affiliate link clicks. 

Conversions

Set up conversion goals and align with Campaign Manager to ensure conversion tracking across all paid media channels. 

The e-commerce section of analytics lets you gain insights into: 

  • Popular product
  • Average order value
  • E-commerce conversion rate
  • Shopping behaviour
  • Checkout behaviour
  • Product lists performance
  • Sales performance
  • Funnels

 

Analytics can also break down referral information contributing to your businesses success.

Google Analytics is always learning

Recently, analytics has had a bit of a facelift, with a new machine learning model that alerts you to significant new trends in your data. With the addition of new predictive metrics such as potential revenue drivers and new audiences to reach high value customers, it’s becoming easier to learn about customers and make smart changes to improve your results. 

Google Ads

A revised integration with Google ads lets marketers create audiences that can reach their customers with more relevant experiences. The new analytics also incorporates the ability to address long time advertiser requests with the integration of app and web interactions together. It can also include conversions from YouTube video alongside conversions from Google Search, social and email, giving marketers the ability to see a holistic view of their marketing campaigns. 

e-Commerce 

The new analytics is customer centric measurement, instead of being measurement fragmented by device or platform. It uses Users ID’s and unique google signals (from users opted into ad personalisation) to give a complete view of how customers discover your business from an ad on the web and then go onto install an app and make a purchase. 

The reporting feature, allows marketers to understand customers at every stage of their lifecycle from acquisition to conversion and retention. The reporting interface allows segmentation based on different sections of the customer journey.