12 Reasons You Should Be Using Google Analytics

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When it comes to your website, your priority should always be the user’s experience. Google Analytics provides you with information you can use to improve the content and layout of your website, by tracking how consumers are interacting with it.

Here are 12 reasons you should be using Google Analytics

1. It’s Free!

Google Analytics provides you with the key stats and figures needed to analyse what users like and don’t like about your website, which will enable you to optimise your online performance. All this data is presented in an easy to read and customisable dashboard. And Google doesn’t charge you a penny for it.

Google also offer a paid version, Analytics 360 Suite, targeted to enterprise level businesses.

2. Find out how visitors are finding your website

Each website has multiple channels from which it can be accessed. Whether it’s a search from google, a back-link from an article or perhaps from one of your social media accounts. Google Analytics lets you track who is coming from where and what keywords and search terms are attracting visitors to your site.

3. Device segmentation

It is vital that your website can adapt to the different devices it’s accessible on. For example, the interface and font needs to be able to adapt from being on a desktop monitor, to a 5” phone screen. Analytics allows you to segment your traffic into devices, which lets you not only see which device your website is most accessed on, but then examine why one may be more popular than the other.

4. Find out which pages are performing better than others

Google analytics allows you to understand user behaviour by assessing which pages of your website people are spending the most time on, and which they find the least interesting. This gives you an idea of what content your customers find relevant and valuable, which you can use to form future content as well as optimising those pages that aren’t getting enough hits.

5. Demographic of users

One of the main benefits of using Google Analytics is being able to break down the visitors of your website into different demographics like, age, gender, interests and products they like. This information is obtained through a user’s browsing history and cookies. You can select which information is most relevant to your business and have that presented on your tailored dashboard.

6. Narrow down your target audience

For decades, businesses have invested large amounts of money into market research to establish who their target audience are. Traditionally, this would have been done by a marketing team, handing out questionnaires and setting up focus groups. However, this information was never accurate and didn’t consider human error. But by being able to analyse the different demographics of your users, you can narrow down your target audience, and do so with precision.

7. Bounce rate

How many times have you clicked on a link, entered a website, and then immediately left the page within a couple of seconds? Your bounce rate is the percentage of visitors who do just that, and Google Analytics measures this information, which is perhaps one of the most vital metrics you need to be quantifying.

Your bounce rate gives you an indication of how relevant users are finding your content. Perhaps your landing page doesn’t match the description of your ad or the content wasn’t related to what they searched for. Knowing this information gives you the power to optimise the user experience and improve your conversion rate.

8. Benchmark against historical data

The sooner you implement Google analytics, the better. Google Analytics stores all data and can compare your current performance with your past performance. This will give you an insight into which of your marketing campaigns have performed well, and you can use this information to shape future campaigns.

Being able to look back in time also lets you examine how your customers are behaving at different points in the week, month or year. This means that should there be a spike in sales between July and August, you would know about it and can better prepare for the following year.

9. Traffic flow

Getting people onto your website is one thing, but it’s all about what a user does once they arrive. What’s the first page they visit next? Did they visit a following page? Google Analytics can present how your traffic is flowing using easy to read visuals.

This information can be very useful to your business as it lets you to enhance the user experience by modifying your pages to allow for a smoother navigation across the pages that are generating the most traffic, whilst editing or even removing the pages that seem to be getting ignored.

10. Find out which products are drawing more attention

When McDonald’s first opened, they had over 20 items on the menu. This meant they required a large amount of stock to accommodate for all potential orders, and it also meant some of their products were going to waste. Google Analytics allows you to see which of your products are, not only selling better, but also which are drawing more attention from customers.

11. New vs Returning visitors

Assessing the ratio of new customers against returning ones can provide you with a valuable insight into how successful you are at retaining your customers. For example, if your data shows that new visitors are spending more time on your website than returning ones, you could use this information to try and entice your new visitors to return.

Getting visitors to return to your website is the foundation of brand development, so making sure they come back should be a priority.

12. Email performance reports

Once a month, Google Analytics will email you a performance report, outlining the previous month’s data for your website. The report is also customisable, meaning you can select the metrics most relevant to your company and its goals as well as increase the frequency of reports to weekly or even daily. These reports can also include historical data, which you can use to benchmark your current performance against.

Rather than having to manually email yourself the report every month, you can automate this process by setting up an email subscription, making the process more efficient.