In this blog, I’ll be discussing Google Analytics from an analyst’s point of view. As an analyst at Exo Marketing, I find it interesting to analyze the data of a website using this tool. Recently, I even cracked open the mysteries of Google Analytics…
Google Analytics is a free analysis service offered by Google that monitors traffic on a website. This service was bought in 2005 by the company Urchin Software Corporation. The objective of Google Analytics is to calculate the cost per lead following a marketing activity (mass email campaigns, newsletters, PPC, etc). In fact this is the ultimate goal.
In my opinion, there are many reasons to use Google Analytics, below are my top five:
1- Knowing the conversion rate for given objectives on a website
This statistic provides us with the percentage of visits that were converted with respect to the conversion objective. The objectives are often quantifiable. If the visits have been converted, then there are costs. Thus, we can calculate in real cash the cost of leads.
2- Knowing the success rate of marketing activities (email campaigns, newsletters, PPC campaigns)
With the help of a properly configured Google Analytics account, we can see the success rate of a given marketing activity. Email campaigns, PPC campaigns, newsletters and other marketing activities are isolated from the Google Analytics interface. This way, we can analyze data more easily.
3- Knowing a website’s bounce rate
Bounce rates indicate the time that people spend on a website. It’s calculated in percentages. The more people who visit a website, the lower the percentage. The objective is to have a bounce rate that is as low as possible, or in other words, that people visit the highest number of pages as possible.
4- Knowing the success rate of landing pages on a website
Google Analytics helps to evaluate which landing pages have the highest success rate on a website. Sometimes, modifications are necessary if we don’t reach the desired rate. We can also calculate what these various landing pages bring in.
5- Knowing the number of people that visit a website (traffic sources)
This statistic is more or less relevant when you’ll want to know the cost per lead obtained, because we only see the number of people that visit the site. The visitors are there, but if they don’t do any marketing, then that means nothing. However, it’s interesting to know whether or not the number of visits to a website has increased. This way, we see if the site is popular or not.
Lastly, we can segment data with secondary variables and advanced segments, but that’s a whole other topic!
Why do you prefer Google Analytics?