What is Google Analytics, and Why Do You Need It?

What is Google Analytics Blog

If you have a website, you should configure Google Analytics. It’s as simple as that. But what is Google Analytics, and why do you need it?

Your business’s online presence is probably spread over a number of platforms. Depending on your industry and audience, you may well have profiles on Twitter, Facebook, Instagram, and LinkedIn. For many of us, though, the ‘hub’ of our business’s online presence is still our website. Since it’s so central to your online world, you need to get the most out of the marketing intelligence that your website can deliver. To do this, you need Google Analytics. But what is Google Analytics, and why does your business need it?

What Is Google Analytics?

Google Analytics is a free piece of software that helps you carry out analytics on the traffic that passes through your website. By traffic, we mean visitors to your website. They may have found you through a Google search, or perhaps they’re visiting a landing page that you created for an email campaign. Without Google Analytics, you’ll never know. But with it, you can establish what works, what doesn’t work, and how effective your digital marketing strategy is.

Google Analytics works by installing code onto your website which tracks visitors, what they do, and their profile (age, gender, location, interests, and so on). This data is then aggregated on a user level, a session level, a pageview level, and an event level.

You can use Google Analytics to view the data through a number of dimensions, which leads us on to our next question: why do you need it?

Why Do You Need It?

Data is great, but meaningless data that lacks context is about as useful as no data at all. What your business needs is meaningful, tangible data that you can take action on. That’s where Google Analytics really comes into its own.

Google Analytics separates data into user acquisition data – how the user got to your website – and user behaviour data – what the user did when they were on your website. Whilst user data helps you get a picture of who the visitor is and how they arrived at your website, user behaviour data allows you to really drill down into how the user interacted with your website: which pages they viewed for a long time, how they got to them, what buttons they pressed, and so on.

Using these two types of data, Google Analytics allows your business to make dynamic changes to its digital marketing strategy in response to near-real time data. Is a particular social channel proving much more effective on a chosen campaign? Perhaps you should invest more resources into this channel. Is a particular webpage putting visitors off and causing them to leave your website? Try making some best practice changes that will increase your website conversions.

Google Analytics is a way to gain compelling business intelligence by understanding who your website visitors are, how they arrived with you, and what they did when they were with you. At Impact Digital Marketing, we believe that it’s an essential element of any effective digital marketing strategy.

Configure Google Analytics Today

So we hope we’ve answered the question ‘what is Google Analytics?’, and we’ve sold you on the benefits of configuring it for your website. But how do you go about achieving that? If you want it done right first time – we’ve seen some shocking Google Analytics configurations in our time, trust us – you should get in touch with us.

Impact Digital Marketing configure and manage Google Analytics for a number of businesses, all of whom have recognised the benefits of utilising the software. We’re sure we can help your business enhance its digital strategy with an effective Google Analytics deployment.

Ryan Sedgwick
Managing Director & Marketing Consultant at Impact Digital Markeitng
A Chartered Marketer, Ryan has gained extensive B2B and B2C marketing experience working across a broad spectrum of industries. Having graduated with a Masters in Marketing Communications from the University of Huddersfield, Ryan successfully utilises his skills and knowledge to effectively support businesses in getting the most from their marketing investments.