Google Analytics: More Than Meets the Eye

Information is power. The more you know about your audience, the better you can help and serve them. Data also allows you to tailor your marketing efforts to reach the right people with the right messages at the right time. When customers feel valued, they’re more likely to be loyal.

Did you know Google Analytics is one of the best methods for measuring and collecting data? You probably know a bit about its power, but let’s take a quick look at some of the bells and whistles.

Who are they?

Age and Gender: Learn all about the demographics of your website visitors. If most people are men between 18-25, you can easily tweak your marketing messages to reach that audience. This type of information is easy to understand and easy to use. Put the results to work for your business.

Where do they live?

Geographic Indicators: You may think all your web visitors reside in the U.S.; you may be surprised to learn that many live in different countries. Or, you may think you’re primarily reaching regional clients, but Google Analytics may show your reach is stronger in a different area or state. This type of rich information gives you an opportunity to step up and change your company’s outreach efforts.

How did they get here?

Acquisition Insights: These analytics are a treasure trove of information. Google shows you exactly how users found your site. They really drill down in the acquisition overview section. For example, you’ll learn if people directly typed your URL into a browser, if they found your site on a social media platform, or if they clicked through from an external link. Knowing how people discovered your site is critical to your strategy. If, say, many people find you through social media, you can retool and beef up your social media presence.

How are they connecting?

Technology: Mobile? Desktop? Browsers? Now you can see exactly how website visitors are accessing your website. Once you realize a large percentage of your users prefer Chrome, for example, you can optimize your site to better serve them. It’s also helpful to learn how many people visit from their desktops and their tablets and phones.

Where are they looking?

Insights: Google Analytics makes it a snap to learn which are the most popular pages on your website, how long visitors spend on each page, and how often they leave (or bounce) from a specific page. Once you know what content people truly like, you can focus on improving and promoting that page and/or creating other pages similar to the page.
As you can see, with Google Analytics, you can glean even more value from your data. Armed with this information, you can make informed decisions about marketing and branding.

Now that you’ve got the data, put it to good use. What steps can you take to make your user experience even better? Examine your website. How can it be improved and optimized to please your customers? Put your content under a microscope. What can you do to make your copy engaging and conversational? Check out some of these powerful Google Analytics success stories.

Again, information is power. But it’s what you do with it that matters in the end.

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