Do you know who is visiting your business website and when? What about how your customers find your site and engage with your web pages?

If you don’t have Google Analytics, you probably don’t know! But you definitely should.

As one of the most popular tools available for tracking and analyzing website traffic and performance, Google Analytics is the key that unlocks a whole new world of integral information for your business.

Google Analytics Definition

Google Analytics offers a holistic understanding of your website visitors across devices and platforms. It provides you with essential consumer insights to improve your marketing ROI. You should also know that Google Analytics is free to use.

4 Reasons Google Analytics Is a Game-Changer for Your Business

With Google Analytics, you’ll be equipped with a more complete understanding of how your audiences engage with your business. You will also have the necessary information to improve consumer experience while driving results and revenue.

Here are the top four reasons why you need Google Analytics for your business — and why it’s a game-changing tool for your marketing decisions.

1. Understand Your Site Traffic

One of the key benefits of Google Analytics is that it allows you to see and analyze your website traffic and understand how your visitors interact with your site. Customer-centric metrics include page sessions, page views, conversions, bounce rate analytics, session duration, and more — and they’re all available in a one-stop-shop dashboard that gives you an insightful scorecard for your site.

With Google Analytics, you can even see where your audience lives, how long they engage with specific pages on your site, and what type of content they prefer.

You’ll also have visibility into the referral sources for your site — including channels like organic search, paid search, email, and social media — so you know how people found your site (and how effectively your marketing campaigns are driving traffic!).

2. Maximize Your Data

You can collect a robust set of metrics about your website traffic, and Google Analytics can also help you quickly and efficiently analyze those different data sets and easily share them with your teams and stakeholders.

You can effectively use that data to your advantage to generate reports about user behavior, conversion, e-commerce purchases, demographics, traffic acquisition, and more.

3. Optimize Performance

Once you have a greater understanding of your site traffic and have maximized that data through reporting, you will have more information about improving your site and boosting performance.

But it doesn’t stop there. Because Google Analytics is designed to integrate with other Google solutions and partner products, you have a built-in way to optimize your marketing performance.

You can connect to Google Ads, Search Ads 360, Display & Video 360, Google Cloud, and Google Search Console — or you can integrate Analytics with any partner systems you’re using for point of sale, CRM, or other first-party data sources.

4. Improve Your ROI

Optimizing your site’s performance and understanding the effectiveness of your marketing campaigns puts you on the path to improved ROI. With Google Analytics, you’ll also be able to track conversions — from e-commerce sales to completed contact forms, new email subscriber signups, and more.

In addition, Google Analytics boasts machine learning capabilities that help you discover new insights — and predict future customer actions. Getting this additional value from your data can also make a positive impact on the ROI for your business.

Learn More About Google Analytics

Whether you’re just learning about Google Analytics or already know your way around the interface, the Google Analytics Academy is worth considering. The academy offers online courses, including Google Analytics for Beginners, Advanced Google Analytics, Introduction to Data Studio, Google Tag Manager Fundamentals, and more.

If you want to take it a step further, consider getting a Google data analytics certification. This professional certification from Google gives you access to in-demand skills and teaches you about R programming, SQL, Python, Tableau, and more.

Know you need to activate Google Analytics but don’t know where to start? At Denver Post Media, we set up Google Analytics and all the necessary reporting dashboards and use that data to help businesses transform their marketing campaigns across channels to garner outstanding results.