Understanding Importance of Google Analytics

Written by Phil Birss: Group CEO.
· 4 minute read

Google Analytics is an essential tool for any website owner, providing powerful data to give a better insight in to your website and its visitors. At UPSearch, we believe its not just about rankings and getting visitors to the site –  but keeping visitors on the site once they are there and Google Analytics is a crucial part of enabling us to achieve this.

What is Google Analytics?

A service provided free of charge by Google for website owners to track how well their website works, providing data such as how visitors found your site and what they do once there. Access to this kind of data allows webmasters to analyse the performance of their website and make improvements and adjustments accordingly. Analytics is quickly and easily installed, a form fill to sign up followed by installing a small amount of code on to your website and your ready to start understanding your website on a whole new level!

What can Analytics tell you?

Google Analytics can provide all sorts of useful data about your website and its visitors. It can provide simple data such as number of visits, average time on site, traffic sources and keywords visitors typed in to find your site. Analytics can also provide a more in depth view of your website, providing data such as bounce rates, top landing pages, top exit pages and in depth information on content such as top content in terms of views and value.

To drill down even further, Google Analytics allows custom reporting which can provide a deep analysis of aspects of your site usage, visitors, content and traffic sources. For example, with custom reporting, you can view data such as visitors to your site by hour, allowing you to see at what stage of the day most visitors come to your site. With this kind of data, you can tailor your PPC ads showing hours to increase the efficiency of your campaign.

So, why is this kind of data so important?

With access to such detailed information, such as what is attracting traffic to your website, where they land, when and where they leave, you can determine what is working and what isn’t. If you have a page which is the number one landing page, but has a high bounce rate you can clearly see that something isn’t working and adjust it accordingly.

Detailed information on your visitors such as browser used and screen resolution can allow you to ensure your website is fully functional for every kind of visitor. If the vast majority of your visitors use Firefox and your website is not compatible with this browser then your visitors aren’t going to stay around very long.

As well as all of this, as mentioned above, Google Analytics can allow you to tailor your PPC campaign to get the most out of your budget.

With all of this combined, Google Analytics can really help you get the most out of your website – making your SEO and PPC all worthwhile!