How to Handle Your Constant Flow of Google Analytics Data

When you’re a business owner, marketer, or department head, you hear that data offers you a prime advantage. Google Analytics, in particular, is supposed to be useful because it’s mostly free and constantly updates to bring you fresh insights in real time.

But what do you do with all that data?

You probably started using Google Analytics because you heard about its value, but following up and deciphering the stream of numbers and reports is a bigger task. It’s essential for you to grasp the purpose and utility of Google Analytics to improve your marketing.

Before you can use Google Analytics to its full advantage, first understand what it is and the services it offers. Basically, it tracks data using a unique tracking code.

You install the code on every page of your website so Google Analytics can record information regarding your viewers and their actions. The tracking code specifically measures dimensions and metrics.

Dimension refers to the specific attributes of the data, including the geographic location of the visitor or the social channel he or she comes from. This tells you about the source of the traffic.

Metrics refer to numeric measurements of your traffic source. They reveal numbers for advertising effectiveness, traffic, and how many visitors land on the page, for example.

The information for the measured dimensions and metrics can be found in the “Site Usage Statistics” section. You can also take a closer look at the performance of such details as back links and your content.

Specifically, Google Analytics helps you understand the source of your traffic. You might see the connection between your site and a referring one, or recognize the keyword that led them to your page.

One of the most critical analytics that comes from this data is the identification of your top content pages, or the most-viewed pages on your website. You can learn this information in the Content section when you look under Top Content.

This shows you the ten most-visited pages on your site. This information looks at such indicators as keywords and calls to action to inform you what inspires visitors to stick around.

What Google Analytics Can Do for You

Collecting this kind of data isn’t sufficient to support real work on your site, though. You have to follow up and apply the information, whether you wish to foster growth or generate more effective marketing.

Even if you think you know what the analytics are telling you, taking a closer look will reveal insights you might not have expected.