Flat out, Google Analytics is the most underrated platform. It's more overlooked and passed on than Kurt Warner, but it actually can win you a Super Bowl, or whatever your business equivalent is.
Google Analytics is free, and our data says while 85-95% of websites have it installed, near 100% of business personnel, including marketing directors, analysts and for sure CEOs look at it less than 1 time per year.
While eCommerce and other conversion-based websites can directly benefit from the web data it provides, there's no other platform that makes amazing business insights so readily available. From demographics and interest reports, to understanding what products and services your audience is interested in the most (without having to ask them), Google Analytics tells the whole story, including how well "offline" marketing efforts are working in comparison to digital channels.
In this conversation (video below), I explain why Google Analytics is critical to the success of a website's digital marketing strategy.
A "Goal" in Google Analytics is a literal thing. An actual item you can set up. The concept behind how to set up Goal is up to you. What is most important to your business?
A user viewing a certain page for a particular period of time?
A user watching a video?
A user clicking from one page to another?
A user filling out a form?
Do you already know, positively, which digital marketing channels, i.e. Facebook, Twitter, Instagram, LinkedIn, Google Adwords, Email Marketing, etc. are leading visitors to your website to complete these actions?
Not without this kind of set up you don't. With this kind of set up, a dashboard in Google Analytics exists that can guide your business on how to spend your time and dollars driving business.
Don't overlook GA. Take the first step towards winning your Super Bowl.
Thanks and have a great day!
Paul Hickey has created and grown businesses via digital strategy and internet marketing for more than 10 years. His sweet spot is using analytics to design and build websites and grow the audience and revenue of businesses via SEO/Blogging, Google Adwords, Bing Ads, Facebook and Instagram Ads, Social Media Content Marketing and Email Marketing. The part that he’s most passionate about is quantifying next marketing actions based on real data.