Using Google Analytics to Inform Marketing Strategy

Debra Morgan, Marketing Tech Outlook | Tuesday, March 16, 2021

By simply utilizing Google Analytics and gaining deeper insights, the marketing strategy and performance can be significantly boosted.

FREMONT, CA: Google Analytics can seem complex at first, with massive data available at fingertips and figuring out which areas of Google Analytics will be most needed to the business. If firms need to get the best out of Google Analytics, they have to understand it all. Firms need to know how to dig deeper into the web hits to know where the traffic is coming from, which content keeps customers engaged and which proportion of that traffic converts into leads or sales. Read on to know more.

Top 10 Social Media Analytics Solution Companies - 2020Understanding how the customers interact with the website will be key for an effective marketing strategy. The website has become a key digital asset central to creating an effective user experience with its performance objectives and metrics. Google Analytics offers metrics on how engaged customers are with the site, a breakdown of their demographics like age, gender and interests, where they are located, what devices, browser and operating system they leverage to view the website. All of these metrics and data can help shape the marketing strategy by understanding who firms should be targeting and where what device and platform they should be prioritizing.

Being able to attribute the sources the visitors come from will help firms prioritise which channels to focus on, where to distribute content and which channels firms should be allocating the advertising budget. Knowing how the audience engaged with the content and measuring content performance can offer firms insights into what type of content firms should be created to increase engagement. It can also track behavior flow to understand which pages they entered the website and which pages they clicked on to exit the site.

See also: Top MarTech Solution Companies

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