Google Analytics and its importance in digital marketing
Posted: Sun Jan 05, 2025 6:35 am
Whenever we bring an article about actions, campaigns, dates, among others, we highlight the importance of collecting and creating a good database. It serves the most diverse purposes: defining an ideal persona , measuring results, outlining new strategies, etc. And among the main data collection tools, we have Google Analytics.
Today we are going to talk a little more about one of the main digital monitoring tools for marketing and which, in addition to everything, offers a huge amount of resources for free.
What is Google Analytics?
To begin, let's better understand what Google Analytics is. It is a tool provided by Google itself that is used to monitor and analyze websites and applications. With it, you can collect access, behavior and navigation data through tracking codes and then organize this information in reports according to your needs.
To understand the immense possibilities of data collection, with it installed and configured correctly it is possible to customize reports and alerts. In addition, in the tool's initial menu you have:
Real time – data collected in real time, including location, source of access, conversions and other metrics;
Target audience – traffic and navigation information, such as number of sessions, views, bounce rate, among other information;
Acquisition – data related to user philippines phone number list acquisition through campaigns (Google Ads), organic traffic, social networks and others;
Behavior – behavior reports, such as number of sessions, dwell time, as well as content performance and page speed;
Conversions – reporting on user-defined goals, e-commerce conversions, and multi-channel funnels.
And how does the tool work on your page?
It may seem complicated at first, but setting it up is relatively simple. Google Analytics is linked to your website through a tracking code. In short, you need to paste the code into the HTML backend of your website, on all the pages you want to track. From there, the tool uses the cookies on each visitor's computer to store information.
It is important to note that it collects information, but without identifying who the user is, only computing their behavior as any other user. These cookies collect, among other information, whether the visitor is a new or returning visitor, for example.
Thinking about the most basic options, you will have the following at your disposal:
JavaScript code on every page of a website;
A data collection service on Google servers;
A processing engine that creates reporting data.
This way, when a visitor arrives at a page with tracking code, the code is executed by the browser.
What are the main advantages of Google Analytics?
In general, we explain a little about its possibilities, in addition to its mechanics, but in practice, the biggest advantages of using it for marketing and for your actions are:
1 – Know which devices are used by those who access your page
One of the key factors in ensuring the success of your website is that it is responsive. In other words, it must be accessible from both desktop and mobile devices. Analytics allows you to know where your audience is accessing your website. With this information, you can find out which platform is most interesting for you to use to create your campaigns.
2 – Know the profile of your visitors
When it comes to creating personas, one of the best ways to do so is through information about your audience. In Google Analytics, you can collect a variety of important data. For example, you can find out from which location your page is accessed, as well as data such as age, gender, language and even interests, through the segmentation that the tool offers.
3 – Know the best day and time for your actions
One of the most interesting possibilities of Google Analytics is to know when users are most engaged on your website or blog. Are your visitors usually more nocturnal? Morning visitors? Do they visit more on weekdays or weekends? At certain times of the month? You can find out through the tool.
The great advantage of this information is to maximize the results of your content. For example: if you have an audience that visits your page more on the weekend, you can create special content for this time of the week. Likewise, if they visit more in the afternoon, you can prepare posts that are more interesting at that time.
Today we are going to talk a little more about one of the main digital monitoring tools for marketing and which, in addition to everything, offers a huge amount of resources for free.
What is Google Analytics?
To begin, let's better understand what Google Analytics is. It is a tool provided by Google itself that is used to monitor and analyze websites and applications. With it, you can collect access, behavior and navigation data through tracking codes and then organize this information in reports according to your needs.
To understand the immense possibilities of data collection, with it installed and configured correctly it is possible to customize reports and alerts. In addition, in the tool's initial menu you have:
Real time – data collected in real time, including location, source of access, conversions and other metrics;
Target audience – traffic and navigation information, such as number of sessions, views, bounce rate, among other information;
Acquisition – data related to user philippines phone number list acquisition through campaigns (Google Ads), organic traffic, social networks and others;
Behavior – behavior reports, such as number of sessions, dwell time, as well as content performance and page speed;
Conversions – reporting on user-defined goals, e-commerce conversions, and multi-channel funnels.
And how does the tool work on your page?
It may seem complicated at first, but setting it up is relatively simple. Google Analytics is linked to your website through a tracking code. In short, you need to paste the code into the HTML backend of your website, on all the pages you want to track. From there, the tool uses the cookies on each visitor's computer to store information.
It is important to note that it collects information, but without identifying who the user is, only computing their behavior as any other user. These cookies collect, among other information, whether the visitor is a new or returning visitor, for example.
Thinking about the most basic options, you will have the following at your disposal:
JavaScript code on every page of a website;
A data collection service on Google servers;
A processing engine that creates reporting data.
This way, when a visitor arrives at a page with tracking code, the code is executed by the browser.
What are the main advantages of Google Analytics?
In general, we explain a little about its possibilities, in addition to its mechanics, but in practice, the biggest advantages of using it for marketing and for your actions are:
1 – Know which devices are used by those who access your page
One of the key factors in ensuring the success of your website is that it is responsive. In other words, it must be accessible from both desktop and mobile devices. Analytics allows you to know where your audience is accessing your website. With this information, you can find out which platform is most interesting for you to use to create your campaigns.
2 – Know the profile of your visitors
When it comes to creating personas, one of the best ways to do so is through information about your audience. In Google Analytics, you can collect a variety of important data. For example, you can find out from which location your page is accessed, as well as data such as age, gender, language and even interests, through the segmentation that the tool offers.
3 – Know the best day and time for your actions
One of the most interesting possibilities of Google Analytics is to know when users are most engaged on your website or blog. Are your visitors usually more nocturnal? Morning visitors? Do they visit more on weekdays or weekends? At certain times of the month? You can find out through the tool.
The great advantage of this information is to maximize the results of your content. For example: if you have an audience that visits your page more on the weekend, you can create special content for this time of the week. Likewise, if they visit more in the afternoon, you can prepare posts that are more interesting at that time.