Small businesses employ different strategies to advertise and market their businesses online through different platforms whether it’s via social media or a company website.

In addition to promoting your business, you also need to analyze your web traffic to understand their source so you can derive insights from data using Google Analytics and create a positive impact on your business.

Why Use Google Analytics?

Google Analytics is a tool that can pool data from different online platforms to produce various reports relating to:

The demographics and origin of web traffic

Identifying related keywords associated with your business

    • Which website send the most traffic to your business site
    • What behaviors do users exhibit on your website
    • Tracking conversion details

Google Analytics can provide valuable insights into website visitors and help you tweak your site to appeal to a greater target audience while optimizing performance.

Creating an Account

The only requirement of setting up a Google Analytics account is having your own website, but it helps if you have your own Google account such as Gmail, Google Drive, or YouTube which can save you some time while signing up. The basic steps include:

    • Go to the Google Analytics website.
    • Click sign in and enter the relevant details including a
    • username and password that you will be using to access the data.
    • Enter your website details including the name, industry, and URL to receive a tracking code after you agree with the terms and conditions.
    • the tracking code needs to be added to every page on your website which can be done through the site’s content management system such as WordPress.
    • You can also add additional users to your Google Analytics account so relevant individuals such as the SEO manager can view the data.

Navigating the Home Page

The home page is essentially a dashboard that provides an overview of the data collected with snapshot reports providing data about users, session duration, bounce rate, and conversion rates. the dashboard shows detailed user data including how the user came to your website and which pages they visit, where are they located, the number of active users, and how well does your site retain users. It also provides graphics illustrating which devices are used to access the website, a summary of AdWords campaigns, and a comparison between your goals and current performance.

Analysing Performance and Reports

Google Analytics allows you to extract standard reports which are divided into the following categories:

    • Real-time reports. These reports show current data about how many users are active on your site, most active web pages, primary sources of web traffic, and other performance metrics.
    • Audience reports. These reports provide insight into the audience and show the number of unique and non-unique users, total sessions, page views, bounce rates, and other factors.
    • Acquisition reports. These reports show details about traffic redirected to your website and it includes details about web traffic sources including organic search, referrals, page search, social media, etc.
    • Behavior reports. These reports help evaluate the performance of your content and pages by providing an overview of page views, average time spent on pages, bounce rates, and other relevant details.
    • Conversion tracking report. These reports provide completion metrics of activities that are vital for your business’s success including but not limited to goal completion, purchase completions, and conversion rates.

Now that you have a basic overview of the functionalities and benefits of Google Analytics, get on the bandwagon and be prepared to have access to a treasure trove of information that can benefit your small business and help it stand out among the competition.