If the above doesn't convince you, then these six benefits will persuade you as to why you shouldn't ignore this powerful tool.
1. Examine Website Traffic
Most site owners believe that it's just Google that provides the traffic to their sites. However, in reality, there are many ways in which a user may get to your site. Social media, ads and email campaigns are some of the potential avenues your customers may use to land on your website.
You can find this information from the Reports menu on the left-hand side, under Acquisition. Understanding and monitoring traffic to your site will allow you to try different tactics to generate interest, from exclusive email discount codes to publishing an article on another website.
2. Track Website Conversions
It doesn't matter how long you spend examining and cross-referencing data if you don't know which users are doing what.
Conversion tracking might be the most crucial aspect of any successful website. It can dictate many features of a site from page layout to button colours, as these elements can positively influence a user to submit that form or purchase those new shoes. You can track button clicks, form submissions, and other conversion points to discover where your customers are (or aren't) engaging.
Learning when, where, and how users are converting is fundamental.
GA is just one of many products from Google that all tie in together to create one of the most dominant user analysis systems on the web.
GA integrates seamlessly with Google Ads, Tag Manager, Surveys and Optimize, which is Google's user-friendly approach to A/B testing, making your data exploration a little easier. You're not only limited to Google's products; however, countless 3rd party integrations offer a whole plethora of additional features and methods of analysing data.
4. Direct Your User's Flow
A widely undervalued element of website tracking is being able to determine the flow a user took to complete an action or leave without engaging. User flow is an integral element of user experience (UX), and evaluating UX is vital to provide a successful, user-friendly website.
Being able to analyse a user flow will allow you to find points of the site that are underperforming (see our article on 7 Fundamentals of UX Design). Even worse, you could discover that individual pages could be erroring.
5. eCommerce Tracking
If you are running an online shop, then you'd be missing a trick if you didn't use analytics. GA allows shop owners to track user interest in products. For example, transactions, use of any promotional codes and most importantly, see where users are dropping out of the buying flow.
Being able to monitor the buying flow can flag any potential issues with the site or provide feedback to you on sales or promotional codes. Don't fall behind your competitors by neglecting this compelling system.
It's free! If the above points weren't enough, you don't have to spend a single penny on it.
There isn't a reason not to be using Google Analytics on your sites. All you will find is that you will fall behind your industry competitors and SEO rivals. If used correctly, you can find yourself dominating the digital battlefield.
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