Using Google Analytics to Make Informed Marketing Decisions

Google Analytics is a free web service offered by Google that tracks and reports website traffic. When working with our clients, we use Google Analytics to help monitor the performance of our marketing tactics and provide valuable insights into audience behavior online. 

Why is Google Analytics Important? 

Google Analytics provides insight about the visitors coming to your website and how they arrived. Additionally, we gain access to user paths that show user behavior while on the site. Google Analytics is a useful tool to help monitor marketing campaigns and their successes or challenges. Companies can track marketing campaigns, measure the performance of pages on the website in relation to campaigns and see how content resonates with website visitors. This data helps us see which campaigns are performing well and is useful in determining ROI to understand which marketing efforts are most effectively achieving a client’s set goals. 

How Does Google Analytics Keep a Client Informed? 

Interpreting information and statistics from a campaign or marketing strategy can be confusing for a client, but Google Analytics simplifies your data and can help you make meaningful connections. The tool gives detailed information about your website’s visitor characteristics and helps provide insight into whether your marketing efforts are reaching your intended target audience. Google Analytics shows the value of marketing campaigns and gives insight to the quality of website traffic. 

The Most Important Information to Gather from Google Analytics 

“Relevant information within Google Analytics varies depending on the client and their marketing efforts. It’s important to consider what data is most insightful and impactful as it relates to your business goals.” Senior PR & Marketing Manager, Mary Catherine Ratliff 

Geographic Information 

Depending on the client’s goals, some of the most critical insights to a campaign’s success come from Google Analytics. For instance, geographic location is something most clients focus on in order to successfully target their audience and make regional sales. Connecting the geographic location to the numbers of visitors, the content viewed and other data can be insightful for those clients. 

Session Length

Determining the quality of your content and visitors is vital information. If your users are staying on your website longer and looking at more pages, you can infer that you are providing useful and relevant information about your product or service. The longer users stay makes them a higher quality lead and indicates they are finding what they are looking for on the website. 

Traffic Channels

Some clients have the goal to improve traffic from a specific channel. Google Analytics allows us to see where traffic is coming from. Whether your traffic comes from organic, direct, paid, referrals, emails or social media, this data provides insights that can be helpful in the decision-making process for where to target future marketing efforts. 

At TRINDGROUP, we strive to help our clients achieve their goals. Using easily accessible tools like Google Analytics helps us meet and exceed our client’s expectations and gives us insight to how well our public relations and marketing efforts are working.

To learn more about how an agency like TRINDGROUP can help interpret your website’s data from services like Google Analytics, contact [email protected].