Google Analytics – Website Reporting Basics

freelance web designIf you’ve ever wondered who took the internet from the hands of the geeks and thrust it into the hands of marketers, look no further than Google.

Once upon a time, our good friends over at Google developed a service called Google Analytics. It took some pretty complex technology and simplified it so that anyone could use it. They even gave it away for free.

Essentially, it allowed anyone with a website to observe a visitors behaviour before, during and after they visited the website. We were able to see how they entered the site, how they explored it, where they were engaged and where they left from.

With this kind of information, we didn’t need to rely on blind faith anymore, we knew what worked on our site, where to improve and where the best opportunities existed to market and engage our visitors. But, our clever friends at Google didn’t stop there. They integrated the Analytics service directly into Google’s advertising program AdWords.

And this is where it gets really exciting.

As part of AdWords, Analytics has become even more powerful. Visitors can be tracked according to how they were referred to the website. We can see which search engine they used and what the search term they used was, which Pay-Per-Click (PPC) or banner ads they clicked and even what documents (PDF, Word) they’d viewed which had directed them to the website.

With AdWords and Analytics, you can track the geographical location of a visitor and how much time they spent on individual pages on your website. And when it comes to online marketing campaigns, Analytics will show you clearly how your ads are performing against your preset criteria, be it landing pages or click-thru to sale ratios.

Having the ability to constantly evaluate your online performance with the click of a button should be important to anyone with a website. Good reporting tools make a huge difference to your website and when it comes to free, easy-to-use reporting, Google Analytics is an easy choice.

Learn more about reporting terminology

 
 
 

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