Understanding Google Analytics And Its Role In Advertising
Understanding Google Analytics And Its Role In Advertising
Businesses of all sizes are paying increasing attention to digital marketing prospects as the number of internet users worldwide continues to climb year after year and customers spend more time browsing and making purchases online.
A business website is at the heart of all digital marketing initiatives for every brand with an online presence.
But how can you know whether your website is receiving the proper visitors?
Two Words – Google Analytics
So, the primary focus of this blog would be on understanding Google Analytics and discussing its role in online advertising.
But before we dive deep into the world of technical analytics, if you’re a fan of memes and want to know how to utilize them in advertising, we do have a blog for you.
Google Analytics is a free website analytics tool that assists webmasters in analyzing site traffic. It’s one of several website assessment instruments offered by Google.
In brief, the platform provides you with a comprehensive view of your site’s functionality so it is very important to focus on understanding Google analytics and its technical implications.
Google Analytics gathers a wide range of data and produces meaningful insights. These statistics can help you understand more about your website and its users.
Some basic information collected by Google Analytics includes;
1) How many people visit your website?
2) Where are those visitors coming from?
3) How do they navigate your website?
4) How much time do they spend on each page?
Apart from the information mentioned above, Google Analytics collects a plethora of other data, the list of which is extensive.
So why do you need Google Analytics?
Your website serves as the foundation of your digital visibility. Whether you run a personal blog, a small-scale business website, or an international e-commerce enterprise, your website is fundamental to your performance.
By understanding Google Analytics, you’ll have a deeper grasp of how efficient your website is as a marketing tool if you use Google Analytics.
You’ll discover useful information, such as which digital marketing initiatives are bringing the most visitors to your website.
Monitoring traffic patterns and visitor behavior enables you to assess the success of your website and your entire online footprint.
1) Where do your website visitors come from?
2) Which marketing methods are bringing in the most visitors to your website?
3) What are your website’s most popular page
Google Analytics can provide answers to all of these inquiries and more so understanding Google Analytics is very important for your business.
Every data report in GA, whether free or paid, is divided into two types:
The distinction between the two aspects is obvious: dimensions show the qualities and characteristics of a website user, whereas metrics measure the user’s activity.
To illustrate, imagine a 25-year-old boy from Dubai visiting your website after looking for ‘best sneakers’ on Google using a Safari browser on his iPhone 13 Pro.
In this case, Google Analytics will gather and display the parameters of this visitor as follows:
Gender, Age, City, Source/Medium, Keyword, Browser, Device Category, and Operating System are all descriptive terms, indicating that they are dimensions.
As you can see, Google analytics does not give personal user information like name, phone number, or email address, thus dimensions are the closest you can come to know your visitors.
Metrics, as previously said, reflect the behaviors of visitors in statistics. You discover factors like the volume of people who accessed the site, the length of time visitors spent on the site, the number of visitors who left the site, and much more.
Now for understanding Google Analytics, you’ll need to know the most important metrics it provides.
When you sign in to Google Analytics, you will notice standard categories — Real-time, Audience, Acquisition, Behavior, and Conversions — on the left-hand side of your tab under the standard reports area.
The data contained in these reports provide a visual representation of how your website is working.
So let’s get our hands dirty with some specifics.
Whenever a visitor accesses your website, Google’s tracking code checks the device for an available tracking cookie.
If Google Analytics is unable to locate the tracking code on the device you will be using, you will be considered a new visitor. If it detects the tracking code, you are considered a recurring visitor.
A session starts when users visit a website and ends when they:
1) They leave the site
2) They are idle for 30 minutes.
3) At midnight
The session duration limit is set to 30 minutes by default, however, it can be increased to 4 hours if necessary. GA records a new session when a user returns to a site after 30 minutes of inactivity.
A page view counts the frequency of times a page has been accessed in a certain time period. GA reports page views using a simple formula: one page visit equals one page view.
When a user refreshes or reloads a page, GA counts this as a new page view. Based on the sort of website, this number can occasionally reflect the prominence of a page.
Pageviews generated by the same user throughout a single session are referred to as unique page views. The unique page views measure, unlike the page views report, is centered on the idea that one session equals one unique page view.
This implies that if a single user visits a page numerous times in a single session, GA will consider each view as a unique page view.
For example, if a visitor hits page A, then switches to page B, and then returns to page A inside the same session, GA will record this as indicated in the table below:
A visitor is said to have bounced when they arrive at a website and instantly leave without seeing any additional pages.
To calculate the bounce rate, GA uses the following formula:
“Bounce rate (of a page) = Visitors wıth single page exits / Visitors with a single-page visit”
People that visit your website are sure to depart at some time, right? When this happens, Google calls it an exit.
As a result, an exit rate merely denotes the frequency of these site exits.
To be efficient with online advertising, you must first understand how your advertisements work on your target website, and having Google Analytics configured before exploring online marketing is critical.
Whereas every online ad platform provides easy access to ad results, including conversions, not incorporating Google Analytics into your homepage and landing pages will not provide you with a comprehensive view of how your campaign is functioning.
Customizing ad campaigns using web data is the only approach to improve outcomes and reduce advertising costs throughout all ad platforms.
You may never know which areas of your channel demand the most effort if you don’t know how visitors act on your website after connecting with an online ad.
Specific campaigns and their links may be tracked using GA to observe how your advertising works in real-time.
The advantage of understanding Google Analytics in online advertising is that monitoring the metrics of all advertising outlets in one place allows you to identify the best areas to promote without relying on a single data source.
For example, if you deploy LinkedIn advertising and YouTube ads with Google Analytics as part of your content distribution plan, all of these sources become more simply comparative to one another.
When you can make specific data comparisons across your ad campaigns, regardless of source, you will develop a stronger overall online marketing strategy that favors successful campaigns and networks.
Whether you utilize Google Analytics as a passive or active resource, you can always return to it to discover and realize your true performance.
It is vital to remember that incorporating data into your workflows and analytics techniques necessitates changes to how you cope with new data in previous plans.
Over time, you’ll find that the more you know about a website’s specifics via statistics, the more you can accomplish with it.
Depending on your strategy, spending in a suitable setup beforehand is advantageous, but you can always learn as you progress with Google Analytics.
On the other hand, if you believe that all of this work is time-consuming, but you still want to see your brand grow and thrive, you can rely on Mystic Advertising.
With extensive expertise and experience, we are the most trusted advertising agency in the UAE region.