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What Is the Role of Google Analytics in Marketing?

by | Mar 4, 2022 | News

Google Analytics is a web analytics tool designed for marketers. It provides valuable performance data about your website to help you better understand your audience and strengthen your marketing efforts and business strategies. The latest version of Google Analytics is free to download for anyone with a Google account.

Google Analytics allows you to monitor what channels direct traffic to your website and the frequency of each, giving insight into which marketing strategies are working and which ones aren’t. Google Ads, Google AdSense, Google Ad Manager, and Google Search Console can all be integrated with Google Analytics.

Using Google Analytics as a Marketing Professional

Google Analytics is embedded with JavaScript to measure how users are interacting with your website. Although it provides an abundance of data, there are a few key sections for marketers to home in on to enhance their marketing strategies.

The Audience Section

The audience section includes subsections with extensive demographic data of your website visitors. You can review the general age, gender, location, as well as topics of interest. This allows you to tailor content to your target audience.

The Acquisition Section

The acquisition section contains data on how visitors arrived at your site. You can evaluate which channels are bringing the most visitors, whether it be a blog, social media channel, website, or another source.

The Behaviour Section

The behaviour section shows which pages on your site people spend the most time on or are visited the most. Analysing this data will help guide you in your next stages of development.

Why You Should Use Google Analytics

Understanding the demographics of your website visitors, the most engaging pages, and the driving channels of your traffic are all critical components in the success and growth of your marketing endeavours. Integration with Google is seamless and offers the ability to monitor your online marketing strategies through direct, paid, organic, social, email, and referral channels.

If you’re new to Google Analytics and you’re ready to expand your digital marketing footprint, call JR Marketing Group to help you thrive in the online world.