If you’re at a stage where you’re confident navigating Google Analytics but you’re stuck on what to do with the abundance of data that’s at your fingertips then we have some great ideas.
Google Analytics is something we use a lot in SEO services, because it’s a great way to see how our content is affecting website traffic. Some examples include:
When it comes to content marketing, the more data you can use to inform both on-site and off-site content the better. Using GA data to create audience personas gives marketers access to specific details of who is coming to the site and helps humanise the target audience of the content.
Similarly, the data extracted by GA can help inspire campaign ideations. Whether that’s using audience data to see what other markets pique their interests or understanding which key awareness days will resonate best. You can also understand which products are most popular and understand what the audience is spending their money on.
There are plenty of possibilities to build solid data-backed campaign ideas.
Using the annotation tool on the Google Analytics timeline can help mark key dates, events, Google updates, content uploading dates or campaign outreach. This is great for client teams so everyone has visibility on key moments affecting the data and also great if your memory isn’t too good!
Finally, Google Analytics data is a great way for marketers to stay reactive, which is why it’s a great tool to use in digital PR services. For example, if a particular landing page drops in traffic or more users are bouncing from it you can use GA to understand the context around why and be inspired by ways to avoid it.
This doesn’t just work for onsite content either. Using GA you can compare data week on week to understand changing trends that can be the perfect, bespoke data set to inspire a reactive digital PR piece.
Overall, taking a step back from the plethora of data Google Analytics provide can help you navigate ways to put it to best use to help clients stand out from the crowd and create tailor-made marketing that will resonate with the site’s exact audience.
If all these tips have made you feel a bit overwhelmed and you’re in need of a Google Analytics refresh, check out our blog on Navigating Google Analytics.