Gain More Customers with Google Analytics

Written by Courtney Raguso, Social Media Content Creator

Being data-driven with your decision-making is key to having a successful digital marketing campaign. If you want to reach your goals more efficiently, following the data will allow you to make more educated decisions because they are based on factual results. Well, today is your lucky day! There is a tool available that can provide great value and insight into the success of your campaign, and it’s completely free. Google Analytics is a robust analytics platform that small business owners can use to their advantage. It works to gain critical insight into your website’s performance and the people who visit it. Without this type of data, it is impossible to show what effect your SEO strategies are having, let alone make the right decisions. With in-depth reporting, it will be a lot easier to make improvements to your website and increase the efficiency of your marketing campaign and SEO efforts. 

Google Analytics uses a Javascript code to gather all types of data, including the number of visitors on your site, what pages they visit, and where they leave. When it comes to understanding how this incredible tool works, you’ll want to know some basic terms and what is involved. Google Analytics works with 3 different types of hits, which are interactions that result from the data it collects. Common hit types include page tracking hits, event tracking hits, and e-commerce hits. You can then use this data to gain insights into site user behavior. When data is being processed, instead of showing you the raw data, Google Analytics generates reports, processing user data from session data and summarizing them into five categorical dashboards. These are visual representations of the data. They are designed to make it easy to identify patterns and eventually better target your audience. There are five main analytic categories, also known as dashboards, including Realtime, Audience, Acquisitions, Behaviors, and Conversions. These are then broken down into several of their own subcategory reports, offering an even more in-depth look into your campaign’s performance. 

Explaining each report will take a lot of time, but let’s understand the basics of what each dashboard has to offer. The realtime report shows you real-time data visualizations of users currently exploring your site. It’s great to refer to when you want to know what’s happening live. The audience dashboard gives you insight into who your audience is and where they are located. It also tracks their demographics including age, gender, and even the devices they use. This type of data is crucial for any marketing campaign because you want to know who your target audience is. The acquisition category shows you reports on how you acquired those users or how they found your site. This way, you can see what tactic works best for getting people to your site, and where they came from (social media, Google, referral sites, etc.). The behavioral reports provide data about the actions users take on your site, including page views, session duration, and bounce rate. It’s great for assessing the performance of each page on your site, so you can see which pages may need improving. The last of the main Analytics dashboards is the Conversion dashboard, which essentially reports completed actions.  You can create custom conversions, which will help you reach specific marketing goals. When you pool all this data together, it will give you a 360 degree understanding of the performance of your site.   

Before you start using Google Analytics, you’ll have to set up a Google account. This means you must have a registered Google Account email address and password. You will want to log into your account and sign up. Once you do that, you will need to create a property. After providing some basic info about your account and inserting your site URL, you will then receive a tracking code or global site tag. Google Analytics is integrated into your website through this code, and you’ll need to add your tracking code to every page of your website. The tracking code needs to be added right after the < head > tag of your header file. It may take up to 30 minutes for data collection to start. You can then use the Realtime report to verify that you’re receiving data. After this step, you will want to turn on Site Search Tracking. This feature lets you collect and analyze data on how visitors use your site’s function, such as which pages visitors most often start searches from. Finally, you will want to set up your Goals. Like with any website, you will have certain goals you want to achieve. There are 4 goals to choose from including destination, duration, pages, and event. Data related to the goal will then start being collected by Analytics. Every Analytics goal records a conversion when a site user performs a specific action. Whichever action that is, depends on the type of goal you choose. 

With Google Analytics, you can also link your AdWords account to find data related to acquisition, behavior, and conversions for each AdWords campaign.  This is crucial for any AdWords campaign because you can import any custom goals or events from Analytics and this will help assess the performance of the AdWords campaigns.  For even deeper content integration, Google Tags Manager will unlock even more features like tracking a downloadable PDF or having the ability to easily update measurement codes and related code fragments collectively. We hope this overview has given you a good general understanding of this useful tool and will encourage you to make more data-driven decisions. In the world of digital marketing, there are so many tools you can use to enhance your online presence. Some are better investments than others, but with a platform that can be free to use at your disposal, why not take advantage? Many people find Google Analytics challenging to learn because there are so many moving parts. It takes time to set up, learn, implement, maintain, and use, which is why we have experts who can do the entire job for you! 

At MSM DesignZ, we put in the time and energy required for success, so you can ensure you are using every dollar for maximum return. With over 20 years in the business, we have watched marketing evolve from traditional to digital. Whether you need a website refresh, a more attractive email, or a quality online presence, we can do it all. When we take on a client, we put in 110% and treat every brand as if it’s our own. We will always continue to place our clients’ needs at the heart of our operations. From web development to social media management, we’ll work directly with you to build a personalized strategy to not only retain but also gain business. We are assisting in all areas for our clients. Visit our contact page at, and we’ll work with you to devise a custom plan that will keep your brand alive and well. We look forward to working with you!