Last Updated on 14/01/2025 by Arabella Brown
Importance of Google Analytics
Today’s consumer journey doesn’t follow a standard path—it’s diverse, non-linear, and always evolving. Customers conduct research about products across a variety of different devices and marketers are looking for ways to deliver experiences that meet consumers’ rising expectations. For many marketers, the solution lies in gaining a deeper understanding of the customer journey. This is where Google Analytics come in.
In the digital world, your marketing strategies lead your business’s growth. Knowing and using Google Analytics is key. It’s like a compass for the savvy marketer, guiding your strategies towards campaign success.
What is Google Analytics?
Google Analytics is a free web analytics service that is offered by Google. It provides more than just basic analytical tools as it also tracks and reports on website traffic and is extremely useful for being able to collect data and provide valuable insights into our users are interacting with your website. These insights are things like information on page views, website traffic, bounce rate, and more! Analytics also hugely benefits the success of a Google Ads campaign.
Google Analytics is a tool that gives you a better and more clear understanding of what people do when they arrive on your website by collecting data related to marketing actions and consumer journeys. It provides statistics and analytics for PPC, SEO, and other digital marketing purposes. Collecting this data gives digital marketers insight into what is working and what needs to be improved.
Why is it so important?
Google Analytics offers advanced features such as custom reports, audience segmentation, and e-commerce tracking, making it a versatile tool for businesses of all sizes. This allows you to measure the efficiency of your marketing campaigns, learn the preferences of your audience, and make data-driven decisions toward enhancement in user experience for business growth and lets you optimize your website for better performance and achieve more online traffic.
Machine learning-powered capabilities in Analytics answer important questions about your audience. For example, you can ask Analytics questions in plain language such as “How much time on average are mobile users spending on my website’s homepage?” and get an answer back. You can also use machine learning to find a list of your most valuable customers with Smart Lists—then dynamically adjust your Google Ads campaigns to reach these customers.
One of the key features that Analytics offers is the ability to track user behaviour on your website, this means viewing insights like which of your website pages were most popular, the length of time users stay on your website and even how they arrived at your website (organic search, social media, paid search etc).
Google Analytics provides the service of being able to view data in a real-time view or ‘real-time analytics’. This is a beneficial tool for monitoring how your website is currently performing at any given moment and will allow you to ensure that your conversion tracking is set up properly by testing it in a real-time view.
