Google Analytics And Digital Marketing

Google analytics is a free service designed by Google so that you can have information about the users visiting your site. It is very important to use this service correctly and to analyze the users who visit your website.

Why is it important to be able to use Google analytics correctly? Actually, the answer to this question is quite simple. The better you analyze the users who visit your website, the more accurately you can determine your digital marketing strategies according to these analyzes. With the right marketing strategies, you can grow your brand and perform highly profitable operations.

Let's talk about why it is so important to analyze users. Users who visit your website create a data pool. Analyzing this data allows you to have information about users who visit your website and are interested in your brand. After the data analysis, your target audience is determined with the information you get about the users. Thanks to the target audience you have determined, it becomes more accurate and easier to create your digital marketing strategy.

After determining your target audience, you can start to create your strategy by determining the digital platforms you will use. After that, you still need Google Analytics to track the performance of these platforms.

In your digital advertising campaigns, you will need to direct users to your website after they interact with the advertisement. After interacting with the advertisement, you can view many data in the Google Analytics service, such as which pages the user visits on the website, what actions he performs, and the demographic information the user has. As a result of this data you view, you can make a detailed analysis of the users who buy products or services from your brand and are interested in your brand.

In order to do all the data analysis and measurements, you need some setup.

First of all, you need to add the "Google analytics tracking ID" to the source codes of your website in order to track the users coming to your website. After adding the tracking ID, you can start analyzing users visiting your website.

If you are an e-commerce brand, you need to make improved e-commerce setups. Enhanced e-commerce setup allows you to view the details of transactions performed by users. Thanks to the e-commerce setup, you can view the fee paid by the user after the transaction, which product or products he bought, the average basket amount of the users, from which source (google/cpc, google/organic, direct, facebook, instagram) the user performed the transaction.

If you are an e-commerce brand, you need to define the funnel steps. Funnel steps are used to analyze and improve the user's experience. After the user becomes a member, visit the product pages, add the products to the basket, enter the payment information, analyze the process until the purchase, and analyze whether there is a problem in the user's experience on the site.

You need to do target installations. You need to use target setups so that you can measure the actions performed by users. Objectives such as measuring the number of users who fill out the form for campaigns aimed at collecting forms, measuring the number of users who have completed membership for campaigns aimed at gaining membership, and measuring the number of users who have completed shopping for sales, campaigns can be defined.

You need to define events. In order to measure the activity, you will need to make some definitions with the Google Tag Manager. In order for you to view all the transactions on the site in the most detailed way, it is possible to define and follow some transactions that are important to you as activities. Our main purpose in defining an event is that it is very difficult to follow every transaction as a target. By grouping the transactions, it will be easier to define and analyze under the same category. For example, you want to measure users who are members of your site. You can measure whether these users are members directly from the site, whether they use channels such as Facebook login or Google login, by defining an activity.

After completing the steps of adding the codes and making the installations, let's talk about how data analysis can be done.

It can analyze users on the basis of source/tool, and it can be determined that users from which source and tool have a high transaction rate. In addition, information such as the average session time spent by users on the website on the basis of source / tool, from which pages they perform transactions, how many users visit the website for the first time can also be displayed.

Audience analysis can be done. You can analyze the features such as from which country and city the users visit, what age group, gender, device they use, and interests. For example, the result can be displayed that the users who perform transactions are predominantly between the ages of 35-44, 70% are women, 46% visit from Istanbul and Izmir, and 63% use mobile devices.

You can also analyze users' behavior. You can view the details of the page visited, which search queries the website has visited, which activities (sign up, purchase, form filling) have been performed.

In real time, you can also view which pages the users are browsing more and which actions they perform instantly.

Supported conversions can be viewed. Assisted conversions are displayed after users who interact with the ad complete an action from a different source and tool. For example, you can view users who clicked on your text ad in a Google search campaign and then made a direct purchase. In this way, transactions in all other channels that do not occur directly from the advertisement but have the effect of the advertisement can also be viewed.

You can also analyze data such as e-commerce product performance, sales performance, shopping behavior and average cart amount. With the product performance, you can determine which product you need to make more advertising campaigns for, and how you can increase your earnings with the average basket amount.

With the information you have obtained after all these analyzes, you can reconstruct the advertising campaigns and make adjustments to your ongoing advertising campaigns. You can also increase your campaign performances by transferring your budget to the platforms that can get the best results.

Source: digitalhouse.com.tr