Google Analytics – Overview
Script & Screenshots
Google Analytics is a free service that helps you analyze your websites traffic, on every page on your website. It can provide you reports with the routes people take to reach your site, the content they viewed, and even the devices they use to get there. It can also measure sales and goal conversions, such as getting someone to sign up for your newsletter. With advanced tools you can see exactly how all the pages on your site are working with or against you. In a nutshell, Google Analytics helps you understand what’s working and what isn’t.
It’s more than just looking at how many people visit your site. It’s about seeing who your site is being shared with, linked to, and engaged with. That is just a fraction of what you’ll need to make informed decisions. Every site will have actions, and Google Analytics tracks all of those actions and puts them into easy-to-understand reports.
One of the most important steps of analytics is determining what your ultimate business objectives or outcomes are and how you will measure those outcomes. There are five common business objectives:
ecommerce: selling products or services
Lead generation: collect user information
Content publishers: encourage engagement and frequent visitation.
Informational or support sites: help users find the information they need
Branding: drive awareness, engagement and loyalty
When a purchase on an ecommerce site has been fully met, this is considered a macro conversion. Some of the actions on a site might also be indicators that a customer hasn’t fully reached your main objectives but is getting closer, like, in the ecommerce example, signing up to receive an email coupon or a new product notification. That is considered a micro conversion. It’s important to measure both micro and macro conversions so that you are equipped with more behavioral data to understand what experiences help drive the right outcomes for your site.
That’s it for this video. I’ll see you in the next one.