Google Analytics is one of the most popular web analytics freemium platforms with integrated tools catered to monitor websites and research audience demographics. Variations in the tools and pricing plans offered differ for small businesses and large enterprises. What makes this marketing platform unique and practical for most users is the Google Analytics tracking codes. These tracking codes assist in collecting relevant data from all the websites you operate.
Google Analytics works best for users ranging from all business sizes. For small businesses, users can enjoy free and easy-to-use solutions with features ranging from analytics and data studio to surveys and tag managers. On the other hand, larger enterprises can make use of a single platform that integrates advertising and analytics to improve customer experience faster and smarter.
Overall, Google Analytics offers an ideal blend between functionality and practicality. It provides an easy-to-navigate interface with utilities catered to improve your marketing strategies.
Google Analytics Features
Google Analytics excels at helping users to understand their customers deeper through several powerful features and easy-to-use tools. This is achieved by analyzing concrete data, optimizing business processes and streamlining workflow. Overall, you can expect an increase in online visitors and improvement in targeted campaigns.
This analytics platform includes the following features:
Analytics Intelligence
One of the most sought-out features in this marketing platform, ‘Analytics Intelligence’ allows you to act faster on insights regarding analytics data, business performance and modelling capabilities. You can discover new trends and optimize on rising business opportunities. This leads you to drive more conversions from your audience.
Reporting
With reporting, you can put yourself in your customers’ shoes by analyzing their interactions and behavior while navigating the website. Several types of reports are made available by Google Analytics’ platform. This includes audience reports, advertising reports, acquisition reports, behavior reports and conversion reports. With accurate reports generated by the system, you can share insights across the channels and allow the organization to work on said data.
For larger enterprises, users are given more advanced tools such as data freshness, unsampled reports and roll-up reporting.
Data analysis and visualization
Having data is useless unless it is analyzed properly and efficiently. Basically, this is what this feature does for you—simplify the data analysis process by making it easier for you to understand. Under this feature are a few sub-features designed to help your business grow. These sub-features are comprised of data access, filtering and manipulation, funnel analysis, segmentation and visualization as well as monitoring. Users are given all-around access to the website, organizational tools and data visualization.
Larger enterprises are equipped with additional tools as well, such as custom funnels and advanced analysis.
Data collection and management
Google analytics lets you collect and manage data with relative ease. Through tools such as collection APIs, tag management support, custom variables and data import, interacting and customizing your data have never been made easier. This feature also lets you add custom variables. Examples are custom dimensions, custom metrics and calculated metrics. This is to ensure you’re able to set the necessary standards and requirements on how you organize your data.
Custom tables and Google BigQuery Export are part of the Analytics 360 feature, which is designed for larger enterprises.
Integrations
Lastly, Google Analytics allows users to integrate seamlessly with other Google solutions. This is helpful in keeping track of all your activity and data through a single, centralized location. Integrations include Google Ads, Google Cloud and Google Ad Manager. However, some of them are only available through Analytics 360, which requires additional payment.
At the end of the day, being able to integrate with partner products and other solutions can improve the way you use your time and increase workflow efficiency.
Google Analytics Benefits
Data-driven insights and analytics
Having a business isn’t just about selling the most products or coming up with the best marketing strategies. It’s about understanding what your customers want and convincing them you have the best products. Through Google Analytics’ unique ability to discover relevant insights from the data, users are equipped to know which of their customers are likely to convert or who has higher revenue potential.
Data-driven insights are one of the most critical deciding factors in businesses. You rely on empirical data to decide on business-molding matters. This reduces your chances of committing mistakes in the long run. Statistics and figures exist to explain why customers visited your site in the first place or why they didn’t convert. Thanks to this handy tool, you can focus your energy on improving the way you present products or how you capture a customer’s attention.
In Google Analytics software solution, four Advanced Reporting areas are there to provide insightful reasoning on customer behavior. It works in a four-fold process—you get to know who your audience is, how they visited your website, what they did while navigating it and if they converted or not. This is a critical benefit to have in your business as it allows you to constantly update your website according to your customers’ preferences.
Targeted campaigns
Targeted campaigns are a sub-benefit to the previous one. Having such campaigns improve your chances of monitoring a specific audience and collecting data regarding their demographics. Some of these details include their location, their names, their behavior when they’re on a website. Through this said information, you can create targeted campaigns catered to a specific audience or a certain user segment.
This is most especially helpful for small business owners as they are given the necessary data to make better, data-driven decisions. By changing specific marketing strategies—especially through content they push out—they target audiences that have yet to convert. These changes can also be applied to marketing channels, promotions and offers and conversion optimization.
Transparency
Analytics are critical elements in building a complete picture for your business to work under. This comes through a variety of graphical representations such as pie charts, statistical figures and interactive dashboards. It becomes easier to understand what your content is bringing into the corporate world how visitors are engaging with your content.
A complete picture basically means you are given tools to better understand your customers, regardless of which industry your business belongs to. You can do a multitude of tasks with the help of Google Analytics. This includes seeing customer interactions, viewing robust reports and visualizing different channels. Additionally, CRM can also be integrated within the system, providing more options along the way.
Google Analytics Pricing
One of the major reasons why Google Analytics is so popular for many users is because it offers a freemium experience. Basically, users can use the platform’s premium version. If they wish to add key functionalities or tools, then additional fees are added as well. Additionally, a lifetime free package is offered to small businesses, complete with tools to allow them to monitor single websites or mobile applications.
For large enterprises, on the other hand, pricing is customized, but this comes with a solution called Analytics 360. This additional solution basically provides these larger-scaled companies with a set of integrated data-and-marketing analysis products. Other than Analytics 360, users can use other advanced applications as well. Examples are Tag Manager 360, Optimize 360, Audience 360 and more.
Conclusion
At the end of the day, Google Analytics is a useful marketing tool to have, especially for small businesses. If you don’t have the necessary budget to use a fully-functional and feature-rich software solution, then you can make use of this Google marketing platform. With features such as analytics intelligence, report generators and data activation, users are more than equipped to deal with a myriad of business-related processes.
If you’re looking for the ideal marketing platform, complete with powerful features and advanced solutions, then try considering Google Analytics as one of your options.
