In the world of modern business, every entrepreneur can appreciate the value of a winning website. It is an incredibly powerful tool that can increase awareness, trust, and sales figures for both online and offline operations. Regardless of the industry, it is an essential feature of any successful digital marketing strategy. Therefore, unlocking the full potential of the site should be on every business owner’s agenda. Embracing Google Analytics is one of the best ways to make it happen.

Still unsure about what Google Analytics is or why it should be a priority? Here’s all you need to know.

What is Google Analytics?

Google Analytics is a tool that is found within the Google marketing platform. It launched back in 2005 – although it has been regularly updated in upgraded in the years since – to help website owners gain a better insight into various aspects of their web traffic.

The Analytics tool uses a small Javascript code to collect data from visitors before presenting this data in real-time. The data can be accessed via a dashboard that presents statistical and illustrative information. While often used alongside other tools, Analytics is undoubtedly one of the most valuable tools at any website owner’s disposal.

10 reasons you need Google Analytics

Google Analytics may be very popular, but popularity alone doesn’t justify the need to start using it. However, the following 10 reasons certainly will:

1. It’s Free and Easy

Any tool that can improve your business, even if only to secure marginal gains, without any expense should be embraced with open arms. After all, there’s literally nothing to lose by attempting to incorporate it. The fact that Analytics can achieve so much means that it is an essential resource for any business marketer.

You do not need technical expertise either as the simple user-friendly interface can be mastered by anyone while the information is presented in a clear and unambiguous fashion.

2. It Shows You Where Traffic Comes From

While generating good levels of traffic is the most important aspect, appreciating the source of your traffic is vital too. The Acquisition tab clearly shows how each channel has performed, telling you exactly where traffic has come from. This includes organic searches from SEO, social media links, and referrals. The data offered includes the number of sessions and the number of new users.

The metrics can be very useful for monitoring all types of online traffic, but is especially ideal for checking the performance of a newly incorporated marketing strategy such as paid ads.

3. It Shows You Who is Visiting

Increasing your traffic figures is one thing, but getting traffic from the right audience is another altogether. Only traffic from the desired demographic is likely to generate sales. Google Analytics collects data on gender, age, location, and various other elements. This information and insight can provide further confirmation as to whether your ideas and strategies are working.

Meanwhile, the fact that it shows which browsers and devices users have accessed the data from highlights which platforms require the most attention.

4. It Highlights Which Content is Working

Whether it’s a blog or eCommerce platform, knowing which type of on-site content strikes a chord with the visitors is vital. The page view figures and bounce rate statistics highlight your most popular and effective pages. This allows you to understand what your visitors like, and focus on providing more of it.

The truth of the matter is that many users find that the content they thought wouldn’t be effective is the best content produced. Learning to focus on this aspect can make all the difference.

5. It Monitors Visitor Behavior

The use of the Javascript code and cookies allows Google Analytics to track what pages the user arrives at (which is great for monitoring your marketing schemes) while also tracking the next steps taken. This involves tracking which pages and links are deemed the most attractive while the ‘time spent on site’ stats give further indication to what works.

Crucially, if there is one page where you keep losing customers, this is clearly an area that needs immediate attention.

6. It Tracks Sales Conversions

Your sales figures and invoices show whether the site is generating sales. However, Google Analytics takes it to a new level. In addition to presenting the information, you can see how users reached the point of transaction while also looking at transaction values and lifetime customer values figures.

Acting upon the info as to which parts of the site are performing on this front will make you a far more successful web owner.

7. It Monitors CTA Buttons

Your website’s main role is to increase revenue, but it is suggested that consumers need seven interactions before this happens. Therefore, tracking newsletter sign-ups and the traffic gained from subsequent emails is vital. Meanwhile, using contact forms or requesting quotes on products and services can be vital too.

Analytics covers every element of your site, giving you a comprehensive insight into how each item is helping your venture.

8. It Offers Automated Reporting

The ability to do all of the things mentioned above is very impressive, but the opportunity to complete further analysis can help improve the website further. Google Analytics allows you to convert data to Google Docs, Sites, and Spreadsheets. The instant and real-time analysis allows you to devise and implement winning strategies time and time again.

Time is money while inferior platforms that require too much work will likely be left untouched. When you use Analytics, there’s no excuse to ignore the insight Google has provided.

9. It Can be Customized

While Google Analytics can be used by anyone, most website owners will have specific goals in mind. The tool can be tailored to create the most effective reports for your needs. Simply follow Customisation → Reports → New Custom Report before adding the necessary details and this will be automated from the data collected for as long as you require.

This enables you to truly unlock the power of Analytics to produce a digital marketing plan that will blow the competition out of the water.

10. It Integrates with Other Google Tools

As a website owner, you’re probably using Google AdWords and the Google Search Console already. Naturally, Google Analytics integrates seamlessly with the other products from the Google family. This instantly gives the tool a huge advantage over many of the other platforms on the market.

After all, digital marketing strategies should be a concept that ties various elements together. By using Analytics alongside other Google tools, you cannot go wrong.