Making Sense of Google Analytics
Even the word “analytics” can seem scary at first. Sometimes digital marketers have a tendency to avoid this territory, but if you aren’t studying the analytics and ROI of your digital marketing efforts, your results are going to plateau. Google Analytics can provide the transparency necessary to clearly see what’s working, what isn’t, and what changes need to be made to your strategies.
Once you have a Google Analytics account, link your website and social profiles to begin tracking user activity. The benefit of this platform is being able to follow the users’ footprints from their first impression with your content all the way through converting them into contacting you, buying your merchandise, subscribing to a newsletter, etc.
Depending on what exactly you want to measure, you can build custom reports to assess over any given timeline. If you’re running a campaign or promotion, use this functionality to assess which content is engaging readers and how. Another one of my favorite uses of Google Analytics is mobile app tracking. To be effective, assessing these reports is crucial. With any digital marketing strategy, we are trying to build more conversions, and whatever that conversion may be, the strategy maps out how that will be achieved. Think of a GPS that gives you directions to a specific location. Google Analytics will pinpoint any closed roads, obstacles, and unnecessary detours that deter users from converting or from being directed to that specific location (purchasing merchandise, reading, subscribing, following, etc.)
There are many resources and tools at your disposal for free to understand this platform. With anything, you have to do some homework before becoming a pro. Watch some YouTube tutorials or attend a webinar to ensure you are using this helpful platform to the best of your ability.
My company, Studio Brand Collective, makes it a point to study this data and craft fully informed digital marketing strategies to ensure a solid ROI on all of your marketing efforts. Content is king, and that starts with data!