Google Analytics is a free metric service provided by Google that allows you to check the statistic of your website by defined, but valuable, parameter.
Example. Jim thinks he is ranking high in Google search results and so decide to stop other web advertising. Jim has no definitive way of finding out where his leads are coming from, and so it really is a case of making a move and hoping for the best. I know some of you might be saying you can just ask your customers, but since when have customers always been 100% honest and / or a reliable source of information. Customers can make mistakes, customers can be so polite as to tell you what they think you want to hear; and as with any overt marketing research, the results have been affected simple by you having had asked the question.
By using Google Analytics you can see how many people a day find your website, how long they stay in your website for, which pages they navigate to and perhaps most important, how they were directed to your website.
Using the same above example, had Jim had Google Analytics, he would have been able to look at Google Analytics / Acquisition, that is how his website is acquiring views, and he would have seen that while 15% of his web traffic is coming in from Google searches, 45% is still coming in directly from Yellow Pages online, and that perhaps cancelling his Yellow pages advertising isn’t the best decision.
Now that might be an over simplification, because Google Analytics will also show you at what time they look at your website, how they navigated your website, what they search for in Google and even if someone is looking at your website in real time. The information Google Analytics provides, from a marketing standpoint, is invaluable.
*The above is just an example and does not in any way indorse Yellow Pages or it’s affiliate business.
Google Analytics, in it's most basic form, allows you to see how many people look at your website each day. It shows you the amount of users, how many pages were viewed, how many pages on average each user visited, the average session duration and the bounce rate. The bounce rate represents the percentage that does not make it past the first page.
One of the most valuable screens in Google Analytics is the Acquistion view, which shows you how your website aquired new and existing visitors. In the example image below we can see that the most leads come from organic Google searches. This below screen can be extrapolated by clicking the appropriate link, which will then show you even more specific details. An example of the details that might be revealed by clicking the Organic Search link would be the exact search terms that people type into Google to find your website.