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A guide to using Google Analytics for marketers

Updated: Aug 22


Publication date: 18.07.2024


Google Analytics is a widely used tool. It is a software capable of collecting large amounts of data about your website and advertising campaigns. This information enhances the effectiveness of online marketing by helping to better understand the target audience. Therefore, every marketer, whether new or experienced in the field, must be familiar with this platform


How does Google analytics Work?


Its operation is very simple; it relies on the use of a tracking code that allows the detection of user movements on the website. Therefore, this code must be manually inserted into the site so that it can perform its functions. Google analyzes this information and collects it in its own database, which is accessed by the administrator. Hence, the Google Tag Tracker consists of a short Java or HTML script that, once inserted, works automatically.


What data Google analytics collect?


Data are not all the same. Google tracking mainly focuses on three categories from which a series of important information is derived.



  • The first category refers to the connection with the page. Every time a user interacts with a specific page on the website, this movement is recorded and reported. This is very useful for online digital marketing specialists to understand consumer preferences.

  • Events. The Google Analytics dashboard allows you to see how individuals react to prompts. For example, a company creates a post with a button inviting participation in an event. Monitoring users who click the button and participate, click and do not participate, or ignore the post becomes essential for a good strategy.

  • The last category concerns the economic aspect. Google tracks all economic transactions that users perform online, specifically related to purchases.


These broad categories lead to the acquisition of specific metrics, which can include, for example, actions from Facebook advertising or YouTube advertising,


Below are some of the most important metrics considered.


  • Demographic information of visitors, such as the language used, country of origin, and gender. This indicator is crucial as it allows for understanding the characteristics of the specific target audience. Therefore, digital marketing agencies can have more information to guide their strategies.

  • The type of device used. This aspect is very useful as the characteristics of websites often vary depending on whether a Mac or a smartphone is used for convenience. Consequently, this aspect guides some social media marketing choices.

  • User behavior. Google data Analytics allows you to see the pages that are viewed, the time spent on the website, or even the bounce rate after viewing a single page.


These metrics provide a comprehensive overview of important aspects to consider for an online digital marketing strategy.


How to use Google Analytics effectively?


After briefly describing what it is and how it works, let's highlight how to use it.


  • First of all, it is necessary to create an account on Google Analytics. This allows the administrator to access the Google Analytics dashboard.

  • Next, you need to connect a property to your account, such as your website, so that tracking can take place.

  • Direct the flow of information, where it's coming from, whether a website or a mobile app

  • Set up Google Analytics code automatically or manually, for instance, on your website.

  • Finally, you'll reach the Google Analytics interface, which includes Home, reports, explore, and advertising. This dashboard contains all the basic and more detailed information discussed earlier. Therefore, at this point, you can discuss setting up data related to your specific goals to achieve.


Conclusion


Google Analytics is an advanced tool that is continuously updated year after year. Therefore, any marketer, whether new to the field or highly experienced, must almost necessarily engage with this platform to optimize their online advertising campaigns.


 

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