How does Google Analytics help with digital marketing?
Allows us measure and track lots of different aspects of online customer behaviour to help us make more informed decisions about how to target new and existing customers
What is the first step you have to follow after setting up a GA account?
Add a small piece of javascript tracking code to each page of your site
What is a session on GA?
A period of user activity on a website when a user navigates to a web page with tracker code.
- What is the purpose of audience reports?
o Help us to better understand characteristics of users
- Why is the location of users valuable to a business
o Highlights potential new markets
o Can inform decisions around marketing strategy
o Identify untapped markets, with high interest but low volume (raise awareness through advertising)
- Why is beneficial to compare new and returning users
o May be an indication of customer loyalty
- Why is it useful to understand the device preferences of users
o So that you can fine-tune websites for an optimal user experience
- Why is it useful to access acquisition data
o To compare traffic from different sources and discover which are most conducive to marketing goals – quality traffic and conversions
o To inform/optimise marketing decisions
- How do we identify effective sources
o Look at source medium combinations with the most users
- What is a good indicator of traffic quality
o Bounce rate/engagement rate per source
o Compare with site average
