What is Google Analytics?
You tend to find that businesses fall into two very strict categories when it comes to Google Analytics, those that know about it and those that don’t. The latter once introduced to the Google Analytics world can’t imagine a time that they were without it.
If you fall into the latter category then you are not alone, however we firmly believe that having Google Analytics for your site is no longer an option, but a necessity.
Google Analytics is a tool linked to your website that will provide you with a wealth of information about the traffic coming to and moving through your website. So why is that important? Well let’s imagine for a while that your business is a shop on a street. You employ some people to work in the shop to serve people and you work upstairs in the office never setting foot in the shop floor and having no input whatsoever from what is happening below you. This is what life is like when you have a business website without Google Analytics.
Imagine the amount of information that you take in and can act on as a business owner while on the shop floor, or getting in-depth information about what costumers are doing when they come to your shop. Where they are going? What they are buying? What is making them leave our shop?
On Google Analytics however you can see a wealth of information such as; Where people have arrived at your site from? Which is your traffic visiting? How are they moving through the website? and much, much more.
Goals and Events in Real Life
Let’s go back to our shop analogy for a second, if you can easily identify what you would class as a “Goal” and a “Event”.
- A Goal – This would be something that you wish the customer in the shop to achieve, e.g. purchasing a product.
- A Event – This is just an action which you wished your customer would take. e.g. advertisement board outside has drawn someone into the shop.
These are equally as important as each other in providing useful information about how your business is doing. Which can be fed back into actions in order to improve sales or acquire more business.
Goals and Events in Google Analytics
Let’s go back to how this translates with your business website and Google Analytics.
Goals and Events are important streams of data which can be gathered by Google Analytics for your website. However you have to be able to tell Google Analytics what is a Goal and what is an Event.
A goal in your website would be something you ultimately want your traffic to achieve before leaving your website, in most cases this would be, purchasing a product from your website or filling out an enquiry form for your business. You can see how this information would be be useful. You can couple this data up with, how a particular user came to be on your site and what route they took through the website before they ultimately achieved the goal.
An event is slightly different but in no way less important information. As part of your digital marketing strategy it’s important to see if what you have implemented on your website is working or not working. Let me give an example, let’s say that you have implemented a new banner on your front page advertising a certain product. It would be nice to see if this banner is being effective or if it’s simple being ignored. Setting up an event which would not every time a user clicks on the banner would be an important way of gauging this, in comparison to the rest of the websites traffic etc.
If you are thinking about setting up your Google Analytics account to track goals and events then Google has some great help instructions going through the technical elements involved. If you want to know more about how to get more from your business website through digital marketing and tools like Google Analytics then contact the Liberonet team. We’ll be able to tell you your needs to help improve your digital presence.