Using Google Analytics to Enhance Your Advertising Strategy

Digital marketing is a language of its own. Like learning anything new, it’s a case of trial and error until something becomes second nature! But don’t worry, because today we are dismantling one of the most crucial elements of advertising content online and that is – understanding the power of Google Analytics.


So, what is Google Analytics?


Google Analytics is a free service which enables you to measure your advertising, in addition to the performance of your social media and marketing content. This means that you can analyse data for your business in one place and make smarter decisions about what to present to your audience online. It’s super easy to set up and here is how you can do it.



How to set up an account with Google Analytics


If you’ve ever set up a Gmail account, you’ll know how user-friendly Google is. It’s the same sign up system, but instead, you’ll have the ability to analyse your data. So, start by making your account. The next stage will involve you creating a new ‘property’. Google Analytics will then give you a personalised UA-Code, which will appear like: UA-18930475-9. You will also get a JavaScript tracking code (which you might not need, but nevertheless you have one). Finally, you will connect your new Analytics property to your content management system (CMS) – such as WordPress, Squarespace or Shopify. Most content management systems will just need the UA-code. 


Now you’ve set up your Google Analytics and paired it with your CMS, it’s important to have a clear intention as to what you want to achieve and measure. If you are looking to improve your brand’s exposure - you’ll be interested in tracking the engagement and measuring the amount of page visitors. Or, if you would like to find out what content is performing best - you can find these details out through analysing the data and comparing your different reports.



Pro Tips to remember when using Google Analytics


When studying your recorded data, an important concept to remember in Google Analytics is ‘sessions’. Google describes a session as “a group of user interactions on your website that take place within a given time frame”. This means that a single session could contain multiple page views, events, e-commerce transactions, and social interactions.  


How is this data calculated you might ask? Well, Google Analytics collects this data by the inclusion of a block of JavaScript code on the pages of your website. When new users visit your site, an imprint of their presence is created and added onto the JavaScript code. This enables a tracking operation where their data can be collected and reported. However, it's worth mentioning that this data might be affected by the customer’s browser consent choices. For instance GDPR, ITP, and Chrome’s third-party cookie support can impact Google Analytics’ ability to join some conversion events. Fortunately, in Google Analytics 4 they have implemented new measures to fill in the gaps that are unavailable due to the users consent choices. More details can be found out here. 



Is Google Analytics for you?


If you’re a business operating digitally… then it is certainly for you! Google Analytics can significantly help small and large businesses as they will show you the customer journey, so you can develop an idea of what factors are influencing their user-experience on your site. This is beneficial to realising what content is generating a successful conversion rate. You will also get an additional insight into understanding the bounce rate i.e., pages per visit, repeat customers, and so on! There’s nothing better than this as it screams – OPTIMISATION. Meaning you can create your future business decisions based on the performance of your existing data; generating more sales and success for your business. 

© Two Thirds Different – 2020