Google Analytics is the best tool for monitoring your website's performance. This high-functioning tool offers features to help you improve on your online marketing campaigns, and allows you to tap into the company's huge repository of information that can help boost your business performance.
Social Analytics: Google Analytics lets you track social engagement. This is an integral concept with social marketing being such an important part of online marketing. You can use Google Analytics to track your activity and engagement in the major social networks. It is nearly impossible to track each platform individually, but Google Analytics tracks your performance on Google+, Facebook, Twitter, Instagram, Pinterest and LinkedIn. You can use it to track your social media marketing ROI and the monetary value of visitors to sales conversions and see which social networks are most beneficial for your social marketing plan.
Mobile Analytics: Google Analytics lets you measure the mobile browsing impact on your site. It was estimated that mobile browsing will soon surpass desktop browsing, which means that you have to do what you can to make your website mobile-friendly. You can use this tool to track how mobile use impacts on your site and use that information to identify user behaviour and better target mobile users.
Web Store Analytics: The most important statistic you should study is the conversion rate on your web store. Google Analytics tells you where your traffic comes from, the search terms used to reach a specific page, the geographic location of traffic referrals and the bounce rate of your pages.
Content Performance Analytics: Google Analytics helps you to see what type of content receives the best traffic, and social engagement. This will help you understand which topics your audience is most interested in, and will lead to conversions.
Advertising Analytics: Google Analytics lets you track your advertising channels, including display ads, banner ads, social ads and search ads, as well as email marketing and affiliates. This feature can be integrated with your Adwords campaigns. Seeing the conversion rates of the different landing pages can help you to optimise ad campaigns for better results.
Google Analytics gives you an in-depth look at what works, and what doesn't. With clear information on where your traffic comes from, where it lands, and how users behave will help you to better understand your audience. Tracking conversions will help you to optimise your content to increase conversions.
It is easy to sign up for Google Analytics if you already have a Google Account. If not, you will need to sign up for one.
You can access Google Analytics here: https://www.google.co.za/analytics
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