Google Analytics

Google Analytics is a tool from Google that allows us to measure and analyze user activity during website sessions. Google Analytics provides a wide range of valuable metrics that help you improve your digital marketing and email marketing strategies.

This includes, for example, the number of unique visits, the top sources driving traffic to your website, and the most visited pages on your site. Not to mention that the statistics are available in real time.

1. What does Google Analytics track?

As mentioned earlier, Google Analytics enables website owners to track numerous key metrics. Here are some of the most important ones, though not the only ones:

Number of unique visitors. The number of people who visited the website.

Number of returning visitors. The number of people who visited the website multiple times.

Pages visited. The number of times a page or section has been visited, as well as the most visited one.

Source of web traffic. Identifying whether the traffic is organic, paid, or coming from a search engine or social media.

Country or geographic region of the traffic. Helps you better understand your audience by identifying where they are connecting from.

Device used to visit your website. The number of visitors accessing your site from a mobile device or a desktop computer.

Duration of each visit. The average time each visitor spends on your website.

Bounce rate. The percentage of visitors who visit only one page of your site and leave without engaging with additional content.

Visitor behavior. Helps you understand how visitors interact with your website.

2. How to use Google Analytics?

Google Analytics is a free tool that provides highly useful information for improving your website and conversions. At a basic level, its use is quite simple, but mastering it completely requires a lot of perseverance.

The main use of Google Analytics is to check whether the content marketing strategy is working and to identify areas for improvement in order to meet the desired KPIs.

However, its usage and the steps to obtain the desired information vary depending on the objectives. Generally, the basic process is as follows:

The relevant elements for the objective(s) are selected, their changes or trends over a specific period are analyzed, and these metrics are used to determine whether the results have improved or worsened.

If the goal you set has been achieved, you are on the right track. If not, you should continue refining your actions to improve the unmet objective until the goal is achieved.