Let’s face it. Every business has its ups and downs. However, it’s crucial that you keep close tabs on your business growth each month. Every business wants to be competitive in a digital marketing space. In order to stay ahead of the competition, they need to increase their website visibility by utilizing SEO tactics.

If you don’t know how your business is ranking on Google, then you need to take advantage of Google Analytics. Knowing how to set up Google Analytics can help you to understand:

  • How many web visits you have
  • Who your website visitors are
  • How they behave when browsing your website
  • What content they want to see from your business
  • How many social comments, shares, and likes you have

Google Analytics allows you to track and measure your web traffic and monitor your ROI. And the best part is that Google Analytics is absolutely free! In this article, we’ll gain some more insight into the importance of Google Analytics and why you should open an account to track, monitor, and measure your business’s performance.


Channel Overview

Being able to clearly monitor and review what works and what doesn’t is the best way for you to make informed decisions. If you can see what moves are performing well and which ones aren’t, weeding out the bad from the good, then you’re able to work more efficiently without wasting any time or resources. 

When you make certain efforts that aren’t bringing in successful results, then you’re wasting both time and money. As a small business owner, you can’t afford to waste either. So, it’s your job to make sure that every move you make is a success-driven one. This starts with identifying what wastes time and money so that you can focus on the things that actually make you money and are worth your time.

Google Analytics allows you to have all of your data in one place, making it easier to compare the different platforms and channels. For instance, if you’re currently putting money into your SEO, social media marketing, or PPC ads, then you can accurately monitor your overall ROI. 

Take a close look at the important metrics, like bounce rate and time on page, to see if you need to improve your landing pages for a maximizes ROI. Monitor and track your social media ads, PPC ads, and SEO efforts every day, focusing on finding ways to improve upon the ads that work while getting rid of the ones that don’t. 


Conversion Tracking

It’s always a good thing when someone visits your website. However, it’s even better to know how many of those people are actually converting. With Google Analytics, you can set up goals to track whenever a user completes a certain action on your website. 

You need to know how your web traffic is converting so that you can make the necessary steps to either improve upon your efforts or make a change that will give you the results that you want.


Customer Engagement

Google Analytics is a powerful tool used to review how well you’re doing online. It allows you to see how users are interacting with your website and web content. These specific metrics measure and monitor different aspects of the user experience, showcasing how people perceive your website and your ads.

Here are the 3 main customer engagement metrics that you need to focus on:

Bounce Rate – The percentage of online visitors that direct away from your site without interaction after viewing one page only.

Pages/Session – The average number of pages each user has viewed, not including those that have bounced.

Average Session Duration – The average amount of time spent on your site by each visitor, not including those that have bounced.

Measuring and monitoring these metrics will allow you to make an informed decision on how you can improve your customer engagement efforts. Whether it’s through more ads, better content, or more SEO maximization, tracking your current performance is the key element towards guaranteeing success for the future. 


Data, Mobile Responsiveness, & Business Goals

Every website in the world MUST be mobile-friendly – period. If a website is not responsive to all screen sizes, then there is going to be a big problem. More than half of online visitors use mobile devices, like smartphones, laptops, or tablets to conduct searches on the major search engines. 

Your website must be mobile-friendly if you want it to be included in search engine rankings for relevant search results. Google Analytics allows you to track and monitor which of these digital devices are used when people are visiting your site. 

This will give you some indication as to how well your website is working on the mobile version in comparison to the desktop version. If you’re noticing a similar amount of visitors from each digital platform, but fewer conversions on one of them, then this may be a problem with the overall user experience on the lesser converted version of the website.

You can use this data, along with all of the other data that you’ve gathered to set clear business goals. With digital marketing measurement, you can achieve anything that you set your mind to. 


The Bottom Line

Google Analytics allows you to track and measure many important metrics that will help you to grow your business. You can track and monitor the effectiveness of your online marketing strategies, website and social media content, user experience, and mobile-friendliness. 

The bottom line is that when you measure the results of your marketing efforts, then you can work towards improving your site. So, if you’re a small business owner looking to grow their business, then invest your time into learning more about how Google Analytics can help you.

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