If you have read our Google Analytics intro, you now know why this web analytics tool is commonly used among digital marketers. The Google Analytics features provide digital marketers an in-depth insight into the website performance, significantly affecting their business.

How to use Google Analytics is quite straightforward. After digital marketers install the tool, they can immediately track the key metrics of their website. The level of complexity of the analytics is relative to the depth of information you want. The more relevant data you have and the deeper you understand becomes more beneficial for your business. It gives you more ideas and opportunities for optimisation.

If you are still doubtful of Google Analytics features and how it benefits your business, we will help you understand this web analytics tool to help you take the first step towards business growth.

How Google Analytics Features Help Businesses

Every digital marketing strategy you plan and apply to your business website involves data analysis. You cannot apply the right approach if you do not use the right website analytics tool. More so, if you do not have its best features enabled. Do not leave an opportunity on the table.

1. Campaign Measurement: Audience Traffic

Do you have an idea which campaigns are attracting more audience traffic? Although constant testing is one of the key principles in digital marketing, it will not take you anywhere without properly tracking your efforts.

Google Analytics can track the sources of your website traffic. It is crucial in managing a website to know where your audience comes from. Understanding the different traffic sources helps you create a strategy for audience outreach. If your website drives more traffic from social media, you can focus on the more profitable channel.

If you want to track your newsletter, links, and other campaigns, add parameters to your URLs. You can manually set it up or use Google Analytics URL builder. Make yourself feel good by knowing your target audience is actually reading your posts.

2. Audience Report: Understanding Audience Behavior

Google Analytics gives digital marketers the power to understand their target audience. A vague audience data makes website optimisation impossible. The audience reports from Google Analytics paint an ideal picture of your customers— aside from their demographics, location, and keyword search, Google Analytics follows behavioral metrics. These metrics are:

  • Average dwelling time
  • Bounce rates
  • Interests
  • Pageviews and unique page views


The most intriguing metric on the audience report is interests. The insight is pretty helpful for marketers; it helps them determine which products or services their target audience is interested in.

If you understand how your target audience uses your website, you can optimise your website interaction. You can uncover several things from their interests; even optimising your content to increase the page views on your website is possible.

3. Goal Tracker: Audience Activity and Conversion

We are at the most critical metric Google Analytics tracks, the conversions. Conversions are an activity or action your audience does towards your website. It is as simple as filling out a form, requesting a product demo, signing up for the newsletter emails, or completing a purchase.

Understanding what strategy or campaign generates the most conversion helps you maintain a competitive edge. You can easily create a marketing funnel to map out the path that you expect your website visitors will take.

You can assign a goal for specific web pages. These goals are categorised as:

  • Destination
  • Dwelling time
  • Pageview
  • Event

When a website visitor completes one of these desired goals, Google Analytics notes the action as conversion.

4. Site Search

The data Google Analytics collect and analyze always bring new opportunities to the table. Once the activities from marketing strategies start, results quickly pour in. Marketers can thoroughly analyse new and past data helping them discover a more impactful approach.

Using the site search feature helps you determine the terms your target audience usually uses. It allows you to find new ideas about what products your website visitors want to see on your website.

However, you should remember that not all ideas give in good results. That’s why you have to implement A/B testing. Running the marketing strategies you planned with Google Analytics is crucial. It helps you determine whether your plans prove the same impact you desire. Thus, before you implement your strategy, test if it works.

5. Custom Reports

If you fully understand and become a pro of the standard analytics report, it is time to deepen your understanding. You can request custom reports from Google Analytics. Head over to the customisation tab seen on the top navigation.

The custom reports allow marketers to decide which metrics or data they need. You can select the metrics you need, and Google Analytics will provide a unique report that suits your business goals.

If you are confused about what to do, you can check and review the Solutions Gallery of Google Analytics. It is an extensive library of user-generated pre-customed reports and dashboards.

Take advantage of this powerful feature.

Google Analytics Features Help Improve Your Website

Website optimisation is complicated if you do not know which aspect to optimise. Gladly, Google Analytics is there to measure and guide digital marketers.

Digital marketers can only offer a more optimised user experience if they follow the best practices of Google Analytics. They have to test the strategies regularly and validate their success through data analytics. In-page analytics allow you to have a wise decision.

Do not forget to turn on Google Analytics alerts to receive notifications when a problem is encountered directly. Make troubleshooting issues more manageable and faster.

Final Takeaway

You see, Google Analytics features have several benefits for your business. It does not only collect data but also provides insights to help your business grow further. What are you waiting for?

Install Google Analytics on your website and regularly run audits before investing in your marketing strategies. Putting things in hindsight will only put your efforts to waste. That’s why it is important to know about the key performance index of your website.

Go further with Google Analytics and put your business on top.

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