Analytics is the collection, processing, analysis, and reporting of Internet data for the purpose of understanding and optimizing web usage i.e. basically observing and analyzing a visitor’s behaviour to a website. Analytics permit us to use statistical algorithms and leverage the computing power to explore, analyse and understand the data and gather insights for employing betterment in futuristic approaches.
Analytics can be applied to business data, to describe, predict, and improve business performance. And also for predictive analytics, enterprise decision management, retail analytics, stock-keeping unit optimization, marketing optimization and marketing mix modelling, sales force sizing and optimization, price and promotion management, predictive credit risk analysis measures. Google Analytics is undoubtedly the most popular website metrics and analytical tool available which allows us to track and report on our website’s traffic. It helps us to measure sales and conversions, and also gives us fresh insights into user’s behaviour. It is s a good tool to track responses to our campaign and help in driving traffic to our website.
Google Analytics helps us track many important stats and information about our website i.e. knowing number of people using our site, their geographic location, details of popular pages and can be extremely beneficial to our business, it helps us to see how effective and successful our online presence by displaying a breakdown of all of this traffic information.
Benefits of Google Analytics:-
It’s completely free tool to use and is all online with no purchases of subscriptions. All the wide range of tracking statistics and analysis are available at no cost. All that is needed is a Gmail account. Listed below are the top Google Analytics benefits:
Analyze sources of traffic:–
Google Analytics can show us how users are being driven to our website, for example number of people who visit our website through a referral link from some other website, or via organic searches or from paid advertisements or from search engines. This will allow us to see proportionally the successful various methods of traffic sources are, such as if our advertisements are performing well by increasing traffic.
Information about visitors:-
Google Analytics provides detailed information about visitors coming to our website. We can see the countries and towns from where the visitors access our website, helping us to understand if any localised marketing campaigns or keywords would help in providing desired results. I.e. we can improve the sessions or page views by modifying campaigns for the desired region to engage more new users and maintain old visitors.
It can also help us to tailor our content or advertising and improve on the campaigns to generate a significant portion of traffic.
Specific page popularity:–
Google Analytics can provide data about which of our pages are the most popular, or visited frequently, allowing us to see which pages of our website are considered relevant by the visitors and we can accordingly improve the content. Using the information provided by analytics we can improve the website pages to generate more revenue and customize our future content to make it most sought out information by our visitors.
Website bounce rates:–
Bounce rate is noted when users view only one page of our website before leaving the site .If our bounce rate is high it is most likely that we are not providing relevant information to our users or perhaps the visitors accidently stumbled on our website . We also need to check if any of the keywords are slightly misleading, or the quality of our traffic sources can be understood.
The bounce rate is dependent on the relevance and quality of content on our website, showing visitor satisfaction across our website. This can also help us to see which pages are encouraging users to stay on our website for a longer period and visit more pages. Also this helps us to improve the landing pages which have a high bounce rate.
Google Analytics can display the traffic flow making an entry into our website. We can understand the statistics of our visitors entering the website. We can even understand the traffic coming from desktop, mobile or tablet and accordingly flow can be managed effectively. There is a lot of useful information to be drawn from this. We can see the visitor’s response to our landing pages are as well as analyse the bounce rates for each page, allowing us to focus on improving those pages to increase visitor retention and generate more leads. We can also understand what pages are prioritized by the visitors while navigating to our site, this can allow us to modify our pages to allow better improved navigation while modifying pages that are rarely being visited.
Review historical data:–
Google Analytics can display the manner the visitor traffic has changed across large periods of time. This can be very useful to see if there are any trends across certain time frames. For example, we can understand which of our marketing campaigns has been successful helping us to shape our advertising for future campaigns, or to understand and analyse the pages, services or products that gather a larger amount of interest at specific points of the month or year. Data can be followed on a daily, weekly or monthly basis.
Google Analytics also provides email reports, sub-domain management, outbound links, mobile statistics, search statistics, social reporting and revenue tracking, making it a very powerful marketing and statistics tool available for increasing the effectiveness of our online presence especially as its free.