1. Introduction to Analytics
Analytics is
the discovery and communication of meaningful patterns in data. Especially
valuable in areas rich with recorded information, analytics relies on the
simultaneous application of statistics, computer programming and operations
research to quantify performance.
The primary
goal of analytics is to deduce information which helps organisations make
informed decisions to improve performance and achieve defined business
objectives.
For
businesses operating over the internet, web analytics helps in tracking results
over a defined period of time. This helps in understanding site visits and
prospects, thereby helping companies devise strategies and mechanisms to
convert prospects into valuable customers and retain them in the long run by
ensuring seamless browsing experience and customer delight.
2. About Google Analytics
Google
analytics is the most widely used web analytics service on the internet. Around
54.1% of websites around the globe use
Google Analytics which translates to 82.8% market share of global traffic
analysis tool market, considering the fact that 34.6% of websites never use any
traffic analysis tools.
3. What is Google
Analytics?
As a business owner or marketer, you
understand the importance of having information that
allows you to make informed decisions on how to grow
your business. Whether you're running an SME (small or medium enterprise) or
working at a large brand, the odds are, your business will have a
presence on the web. You might be selling products
online, running a blog, or just using your site to provide information about your services. Understanding the customer journey as they
interact with the content on your website is of prime importance.
Google Analytics is a
free service with some premium options that helps you
analyse visitor traffic and paint a wholesome
picture of who your audience is and what
their needs are. It is a
platform that connects every page on
your website and through various dashboards and reports, you'll have
the opportunity to unlock invaluable data. Google can
provide you information on the various routes people take to reach your
site, the content they viewed, the OS they use and also the
devices they used to visit the website.
You'll use
Google Analytics to find ways to increase those sales and track your
performance over time. For lead generation, your aim is to collect
user information, and you'll test strategies and the landing pages to
find a working combination. For content publishers, the goal is to
encourage repeat visits and engagement. So you'll be tracking what
keeps people clicking and
interacting with the site. For online information, it's
important that users find what they're looking for when they need it.
This
equips you with the right data to understand what you need to
do to improve the outcome of your site.
