Popularity of the Google Analytics with marketers has been growing since it’s launch in 2005. This is no accident, since this product empowers business owners to understand their websites better and conduct their marketing campaigns in a more directed, less expensive way.
What is the primary benefit from using Google Analytics?
Google Analytics primarily tracks hundreds of metrics and dimensions related to every piece of content on your website. Google Analytics, or GA for short, can quickly identify which pages perform in terms of acquiring, engaging and converting your website’s visitors.
Google Analytics is also important for understanding how your marketing campaigns are performing. Instead of building a marketing campaign on hunches and assumptions, users of analytics software can monitor the response of the users to various marketing messages in near-real time and adjust spend on the fly.
With Google Analytics it is very simple to track performance of every page, banner or ad through every communication channel that links to your website. Impact of the campaign can be precisely quantified, while reactions of certain groups of customers to different offers or communication styles can be tested. It’s fair to say that statistical analysis of campaigns creates a positive impact both on the short term and on the level of long term marketing planning.
Why is performance tracking so important?
Marketing exposure doesn’t come cheap, so it’s absolutely essential to know which ads are meeting or exceeding expectations, and which are failing to gain traction with customers. Smart companies are actively monitoring the outcomes and quickly redirecting the available funds towards better performing ads, more enthusiastic target groups or more lucrative markets. Data-driven marketing is hence more cost-effective, less wasteful and based on tangible results, which grants an opportunity for those with limited budgets to compete above their class and expand their outreach very quickly.
Google Analytics seamlessly integrates with Google Ads and can be quickly set up to collect campaign information from your social and email campaigns too.
Which types of marketing activities can be improved through analytics?
Access to additional data is valuable regardless of the chosen marketing strategy, so basically any type of campaign that directs traffic to your website can be tracked with Google Analytics. Brand building campaigns aimed at reaching as many new users as possible, sales-oriented efforts that promote a certain product, or PR drives that reinforce a particular message – all of those campaign formats are positively affected by active monitoring of results. That’s why Google Analytics is regarded as a universally valuable tool that finds applications in practically every business field.
