Using Google Analytics to Understand Your Customers

Using Google Analytics to Understand Your Customers


Google Analytics is a free web analytics service that helps answer the questions that many companies ask after entering the digital market.

By tracking and analyzing Google Analytics’ valuable customer data, companies can improve their marketing tactics and optimize their online stores for conversions and sales.

Here’s a quick sampling of what Google Analytics can tell you.

Where Your Visitors Come From

The Landing Page Report indicates where a company’s webpage visitors have come from (a blog or social media link, paid ad, a Google search, or elsewhere) and exactly which page visitors land on (home page, contact page, about us page, etc.). It also shows whether the visitor is new or returning. Companies can use this information to spot good and bad landing page attributes, monitor the impact of ad campaigns, and make the appropriate modifications.

What Keywords Visitors Use to Find You

The Keyword Report shows the keywords and terms users typed in search engines before landing on a web page. By creating web content and site structures rich in the kinds of keywords that will keep visitors engaged, companies can boost their Google score via Search Engine Optimization (SEO).

Which Visitors are the Most Engaged

Data from the Lifetime Value Report enables companies to compare users acquired from organic searches with users acquired from paid or email searches to see which method brings in the most highly-engaged visitors and customers. This information can be used to target high-value customers and attract more of them.

How People Engage

The Active User Report provides data on how many people actively use specific pages, which pages get little reach and engagement, what technology people use to view the website – mobile or desktop – and which browsers they use to do so. This presents opportunities for companies to modify or delete poorly-performing pages, create mobile-friendly pages (mobile being the increasingly popular choice for web users), and design pages that are compatible with customers’ preferred browsers.

What Customers Buy

Web developers well-versed in Google Analytics will know how to set up Google Analytics reports for e-commerce tracking so that companies can see product and transaction information, average order value, e-commerce conversion rate, and how long it takes customers to make the decision to purchase, among other data. A business can therefore determine its top-selling products, customer preferences, and the relationship to its marketing programs.

Where Customers Live

Map Overlay shows the visitor’s city and country, a good starting point for targeting and gaining more customers from those locations. Metrics on where the bulk of company’s traffic is coming from is valuable information when determining future marketing plans.

Whether Goals are Being Achieved

Businesses can set up Goals to measure their website’s performance and determine whether it’s meeting targeted objectives. This feature can track sales, file downloads, event participation, visit duration, subscriptions and more, depending on company requirements. The results will highlight areas that need improvement. Make sure that the goals you create are specific to your business.

Two additional versions of Google Analytics are now offered: Google Analytics 360, a paid, subscription-based version, and Google Analytics for Mobile Apps, which allows data-gathering from iOS and Android apps.


Michael Policicchio | Contributing Writer


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