Learning how Google Analytics works, and gleaning useful information by its use, in various marketing scenarios, is an essential skill set that every marketing department should acquire. Marketing personnel, across the board must realize that we now live in a digital world, that provides numerous opportunities for companies to gain a competitive edge. Digital analytics provide feedback that enables decision making based on data, and Google Analytics is one of the best platforms to hone a marketers analytics expertise.
Google Analytics provides information in the form of Metrics and Dimensions, Metrics being quantitative data that can be measured, such as the number of page hits, whilst Dimensions are qualitative descriptions of that data, such as the browser type. The Home section of Google Analytics provides some of the key Metrics, derived from each of the main reporting sections mentioned below. Within each of the main reporting sections, marketers can filter time period comparisons to gain an insight on performance measurements over time.
This section of Google Analytics gives digital marketers an understanding of who your users and potential customers are, by providing segments such as location or affinity, thereby giving the marketing department, data backed knowledge on what segments and audiences to target, with higher marketing budget allocations and more aggressive marketing campaigns.
Acquiring more users to engage with a website would be an infinite loop, that digital marketers would constantly have to work on, by testing and optimizing marketing efforts on different sources of digital traffic. The acquisition section of Google Analytics, gives marketers an understanding of how potential customers are finding a website.
The behavior section of Google Analytics, provides a wealth of information with regard to how, users and potential customers are engaging with a website and its associated content. Marketing departments could acquire data and knowledge on the sales potential, of goods and services even before they are actually released or introduced into the market.
Conversion in terms of Digital Marketing is the process of users or customers taking certain favorable actions online, this can be measured as an online sale, a phone call inquiry or even a specific page view. In order to measure conversion, Google Analytics requires the setting up of Goals. The setup of analytics Goals can lead to information such as what channels or segments are converting the best.
Filters remove noise and help cleanup marketing data, Google Analytics comes with two types of filters Advanced and Inline filters. Advanced filters prevent data from coming into the analytics platform in the first place, and this should only be implemented with backup and precaution. Inline filters are what can convert analytics data into actionable information. Inline filters help restrict data or present data in different views and graphs for better analysis, thereby helping digital marketers better understand the data that they are working with.By Ziyan Ghany