Google Analytics is an application provided by Google to monitor your website’s performance so that you may adjust certain variables to create the most efficient and attract site for your customers. Google Analytics application offers features that make tracking customers easy and accurate in real time.

Google Analytics is a must have for many of today’s businesses with an online presence, but even more for those solely web based (i.e. eBay). Google Analytics offers three main benefits which include the ability to: 1) track visitor’s movements, 2) track visitor segments, and 3) correlate customer’s behaviors with profitability.

Google Analytics allows users to track all movements made by visitors in detail. Users can identify things such as which links were clicked on, how long the visitor stayed on each page, and how long the customer stayed on the site. Finding answers to these questions allows the user to recognize what has and has not been successful.

Google Analytics provides users with the ability to track visitors based on different segments. Visitors could be sorted by geography, referral sources, or by whether they are a new or returning customer. The visitor segmentation benefit ensures that correct marketing efforts are being made to fit the customers. For example, if an overwhelming majority of your customers are located in the U.K., you might consider content (i.e. expressions, word usage) that appeals to people living in the U.K.

Because Google Analytics can track every movement made online, it can also help you correlate the profitability with these movements. It can outline and show how effective an online marketing campaign performed related to your ROI.  Analyzing all the movements made within a page or site, one can see how what products/services were sold and what other items were bought in conjunction to those movements. Google Analytics is a vital tool to your online marketing success; however the application must be utilized correctly to gain the most benefit possible. At Seybold Scientific a Boise based company, we understand Google Analytics and how to make it work for you.