Benefits of Google Analytics: Top Reasons to Set Up Google Analytics Today
If you’re researching the benefits of Google Analytics before you commit to setting it up, you’ve come to the right place. This blog post will highlight the top reasons you need to implement Google Analytics today.
Determine what’s important to your prospects
Marketing shouldn’t be about assumptions. Your hypotheses need to be backed by hard data. It’s easy to assume you know what your prospects are interested in, but do you really know for sure?
Looking at features in Google Analytics such as a Behavior Flow and Site Content can tell you exactly what your prospects are interested in. You can even setup tracking through UTM links so you know which of your campaigns are resonating with prospects the most. From there, you can develop new content (and even experiment with new types of content) based on what they’ve interacted with in the past.
Optimize your website
Seeing metrics like time on page, bounce rates, and views are not benefits of Google Analytics in and of themselves. These metrics allow you to derive insights so you can apply changes to your website—this is the true benefit of Google Analytics.
Measure your landing pages against one another to see where you are having the most success. Use these metrics to generate hypotheses around why certain pages are more successful than others. Is it the placement of a form? How about the copy? Develop tests so you can further optimize your website. And never stop testing! Data gets stale, so use the newest data to continue perfecting your website.
Create better ads
Google Analytics allows us to measure ecommerce data. It collects purchase information that we can then track back to a certain keyword, search term, or landing page. This gives us vital details about the customers that come to us online.
These conversion details allow marketers to target the right keywords within ads (Google, Bing, or any other display advertising). These details also give us a clear conversion path that we can then replicate in our display advertisements.
Strengthen sales and marketing relationships
Not too long ago, DemandZEN pointed out how sales and marketing relationships can be strengthened through analytics. This includes metrics generated via Google Analytics.
The ecommerce data I just mentioned is important to sales representatives, too. If they have prospects who make it clear they prefer to buy online, they can direct them to the right pages. Now, the website is a more valuable tool for the sales rep. In this instance, the sales rep will get the credit for the conversion. Going forward, sales might have a larger interest in marketing’s campaign results from Google Analytics since it affects their own conversions.
Start tracking today
Finally, it’s important to note that Google Analytics does not retroactively track your data. That means, it only begins working once you set it up. But once you start, you’ll have that data forever as long as the tracking codes remain in place. While not a benefit, it is important to keep in mind that every single day you delay implementation, you’re missing out on the benefits of Google Analytics.
So what are you waiting for? Get your Google Analytics account going. Need help? Let us know.
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DemandZEN specializes in Account-Based Demand Generation and solving the challenges around finding, engaging and converting target accounts into real opportunities for B2B Technology and Services companies.