What do you need to succeed as a business these days? DATA!
I believe that EVERY business, especially small to medium businesses, should use Google Analytics. Even large companies such as Uber, Spotify, and Airbnb all use Google Analytics as part of their technology stack.
Why should a business use Google Analytics?
It is an online platform powered by Google which provides website data, user information and so much more! Recently, I have received my Google Analytics Individual Qualification and I have realized how much more valuable it is than I knew before. All business have websites and websites need to be tracked. By using this platform, you can access all of your website traffic information on a daily basis. This raw data can be transformed into detailed reports and then help your business improve and make changes according to the trends you see overtime.
For example, if you dive deep into the insights that the Audience Report gives, you can see the demographics of your user base and who is looking at your website online. This can help you segment for marketing strategies in the future. By looking at your landing and exit page lists, a company can alter their website pages according which pages have low view rates.
Important Metrics to Track
To the right, you can see the top 10 most tracked metrics when using the Google Analytics platform. Each business obviously has different goals so I believe different metrics are important when comparing a company to another. Currently, at my company, I believe that our most important metrics are:
- Average Session Duration
- Bounce Rate
- Page-views on Key Pages
- Users
- Geo/Location
At another company, the Marketing Specialist might think these aren’t beneficial for them to keep an eye on.
Introducing Google Analytics 4
Google Analytics 4 was recently released and has some worthy new features. It includes a few AI powered predictions and insights for businesses where you can even receive alerts about your trends automatically. A big difference that the new version has focused on is customer centric measurements. It is not separating when users interact with you over multiple devices, it is combining the experience into one. Lastly, Google Analytics 4 is aiding users to control their data more safely and efficiently.
With the pandemic, I think even more businesses will be investing their time into Google Analytics. More business are turning into online only and small start ups are also forming rapidly. I believe Google released this new version at the right time.
Resources
Bonini, John. The 10 Most-Tracked Google Analytics Metrics [Original Data]. DataBox. https://databox.com/the-most-tracked-google-analytics-metrics
Google Analytics. Stackshare. https://stackshare.io/google-analytics
Roesler, Peter. What’s New About Google Analytics 4 and Why You Should Upgrade. Search Engine Optimization. Inc. https://www.inc.com/peter-roesler/whats-new-about-google-analytics-4-why-you-should-upgrade.html
Samanta, Jyotirmay. How Google Analytics Help Small Business Owners to Make Better Business Decisions. Entrepreneur. https://www.entrepreneur.com/article/331526
Srinivasan, Vidhya. Introducing the New Google Analytics. Google Marketing Platform. https://blog.google/products/marketingplatform/analytics/new_google_analytics/
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