Use Google Analytics to improve your online business

Your Google Analytics data has the potential to provide a wealth of information about your customers and, just as importantly, about your prospective customers, those visitors who were attracted to the website but weren’t persuaded to buy.

It can tell you about the effectiveness of your SEO, advertising and marketing; which of your webpages leads to more conversions; how well your checkout process works and how loyal your customers are and much more.

Using Google Analytics data, we can zoom in on all aspects of your digital marketing to understand the performance and interaction of each component. Providing the knowledge and insight you need to effectively manage campaigns and improve conversion rates.

But to realise these benefits it pays to adopt structured approach.

4 Steps to business growth through smarter analytics insight

TRACK: Capture the data you need

Without configuration Google Analytics will only track the most basic information. To gain the most useful insights into your visitors’ behaviour the tracking needs to be configured to meet your specific requirements.

Google Tag Manager, a product from Google that works hand-in-hand with Google Analytics, makes it much faster and cheaper than traditonal on-page coding to configure the required tracking for events, goals, enhanced e-commerce, AMP pages or complex bespoke applications.

GAIN INSIGHT: Report, analyse and discover

In order to understand the data, you need to understand how it is collected and processed. In order to fully understand its relevance, you need to understand the business as well.

An experienced analyst can often elicit a lot of useful information from your website data.

But to get the most benefit from web analytics data it needs to be put into the hands of the people responsible for the areas it relates to, and they need to be given training and support so they can confidently interrogate and understand it.

ACT: Use your web analytics data to support and inspire decision making

Payback time: putting insight into practice.

This is when your hypothesis and understanding of the data and the business are put to the test.


It is not enough just to make a change, the impact of the change needs to be monitored to see if the assumptions made and action taken were correct and the value of making the change assessed.

In order words: was it was the right decision? Has anything new been learnt?

The aim is that the web analytics data becomes a natural part of day-to-day decision making that follows a cycle of continuous assessment and improvement.

For help using Google Analytics to improve your online business please contact me:

07786 193 199