Digital Marketing with Google Analytics: A Comprehensive Guide

on Marketing Analytics • March 8th, 2021

The use of electronic media and channels like social media platforms, search engines, smartphone applications, or email campaigns to advertise products is called Digital Marketing. Digital advertising platforms are booming currently and people want to analyze all the data from the campaigns on these platforms. In Digital Marketing, companies exploit the internet and online mediums to reach the audience. The reason is, digital channels have more control over people than other traditional marketing mediums. On top of everything, Digital Marketing knows smart ways to drive sales & revenues. Digital Marketing with Google Analytics ticks all your needs.

Clutch surveyed that 83% of businesses are using Digital Marketing and believe that they are performing well. In 2018, Clutch surveyed over 500 US-based Digital Marketers and concluded that the top three Digital Marketing channels are social media platforms, website, and email marketing. On the other hand, Performance Marketing is a type of Digital Marketing in which a company or brand pays only after receiving measurable outcomes. 

Both Digital and Performance marketing is essential to turn your visitors into customers and to generate leads. Without Digital Marketing strategies, a business can’t survive, especially in this connected age. Online channels enable you to increase viewers and improve the number of the target audience. And the best part is that businesses don’t need a large amount of investment for Digital or Performance marketing. The fact is that Digital Marketing with Google Analytics channels brings measurable results, but marketers need tools to track these results. In this blog, you will learn about Digital Marketing with Google Analytics.

Table of Contents

Understanding Digital Marketing with Google Analytics

Image Source: Self

Google Analytics is essential not just because it provides everything for free, its features are crucial for everyone, such as webmasters, businessmen, and SEO analysts or experts. Companies install Google Analytics to make their Digital Marketing strategies effective and align with the company’s goals.

In this blog post, we’ve prepared a beginner’s guide to determine how and why Digital Marketing with Google Analytics is the best tool for marketing and advertising purposes. Let’s understand some basics first.

Google marketing platform offers two programs for Digital and Performance Marketing- Google Analytics (GA) and Google Analytics 360. If you’re a beginner and you want to learn SEO, select Google Analytics for marketing needs. After getting hands-on experience, use a paid subscription, which is GA 360. It has advanced functionality for websites controlling over 10 million web page views monthly.

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Understanding the Benefits of Digital Marketing with Google Analytics

Digital Marketing with Google Analytics is a cost-effective approach that enables you to scratch the surface of Digital Marketing. The advantages of using Google Analytics are as follows:

  • It has a user-friendly interface.
  • It is free and easy to use.
  • It provides a step-by-step installation procedure.
  • Website tracking and monitoring are easy. 
  • It delivers reports and alerts users instantly.
  • Users can also create customized reports to acquire in-depth insights.
  • It is highly usable for tracking customer journey according to age, gender, location, and country.
  • Its data collection features allow you to plan a successful Digital Marketing plan.
  • It permits you to determine whether your website is tracking the right audience or not.
  • It is a go-to tool to understand how users interact with your website.

Understanding the Features of  Digital Marketing with Google Analytics

A productive marketing plan begins with accurate information about the user’s needs. In the marketing field, fresh customer insights come from reliable sources and marketing research. Both marketing information and research work are important to make an effective marketing plan as you can identify marketing opportunities, challenges, and trends. 

Business marketers demand tools, technologies, and techniques to extract accurate information to acquire relevant facts. Google Analytics is a prevailing tool to uncover all the marketing requirements. 

Being a Digital Marketer, you must know which type of data needs to be collected for marketing purposes. Digital Marketing with Google Analytics is a vast tool comprising of eight main sections:

  • Dashboards 
  • Shortcuts
  • Intelligence Events
  • Real-time
  • Audience
  • Acquisition 
  • Behavior   
  • Conversions
Digital Marketing with Google Analytics: Reporting
 Image Source: WordTracker

Every section has its importance and you can find a massive amount of data inside it. Nevertheless, all these sections are not crucial for handling marketing tasks. Let’s pay attention to only useful categories of Digital Marketing with Google Analytics:

  • Acquisition
  • Audience
  • Behavior

Acquisition

Digital Marketing with Google Analytics: Acquisition
Image Source: Self

A key section to inform you which internet platforms fetch more visitors for your website. You can check which channels, like social media networks, search engines, referrals are playing the perfect role in marketing campaigns to gain visitors for your website. It has the following subsections:

1. Overview

If you want to know how many top channels are delivering you, visitors, click on the overview tab. The overview sub-section gives you information about acquisition sessions, behavior, and conversions. The behavior tab calculates the bounce rate of top-rated channels, and the conversion column presents revenues generated by those channels. 

Digital Marketing with Google Analytics Channels in Acquisition
Image Source: Upgrad

Google Analytics mainly revolves around these channels:

a) Organic Search

It includes those visitors that come from the unpaid medium, for instance, visitors who use a search engine to visit your website.  

b) Paid Search

It includes those visitors that arrive at your website after clicking ads or campaigns.  

c) Direct

It includes users who visit your web pages by typing the URL of your website.

d) Referral

It includes those visitors that come to your website by clicking on referral links or backlinks.

e) Social

It represents those visitors that visit your website through social media platforms, including Facebook, Twitter, YouTube, and so on.  

f) Other

It includes an audience coming from any other form of paid advertisement instead of Google Ad words.

2. All Traffic

From all traffic categories, you can determine which channels or mediums are generating more traffic. You can instantly depict where most of your audience is coming from instead of looking at each channel one by one. 

a) Referrals

Present under all traffic section indicates the number of visitors or traffic generated by referral links. You can analyze how referral visitors interact with your website and receive a report on whether the referral strategy is effective or not. 

b) Channels

It notifies you of all the details. It represents a channel summary in the form of a graph. You can also set a start and end date to know the health of all channels under a specific timeline. 

From a marketing perspective, if you know which source or medium is driving more visitors, handling a massive audience, or carrying a high conversion rate, it becomes easy for marketers to align their strategies according to upshots.

3. Campaigns

It informs the total number of visitors that come from a campaign organized by you or any other third-party application. Although referral shows you an exact origin of traffic, the campaign, on the other hand, tells you more about that source, medium, and visitor. 

In Digital Marketing with Google Analytics, you can embed particular campaign constraints into any URL to track referral visitors. In Digital Marketing with Google Analytics, you can track campaigns with only three parameters:

  • Campaign name (utm_name)
  • Campaign source (utm_source)
  • Campaign medium (utm_medium)

The information is useful for Acquisition-Behavior-Conversion (ABC) cycle. 

4. Cost Analysis 

The Cost Analysis section is further divided into the following sections; Ad words, Search Engine Optimization (SEO), and Social. It calculates sessions, costs, performance, and revenue generated by paid advertisement campaigns.    

The Cost Analysis was present in the previous version of Digital Marketing with Google Analytics. In this version, all these categories are listed separately, helping marketers to examine or track performance distinctively.  

5. Keywords 

Digital Marketing with Google Analytics tracks both organic and paid keywords. It helps Digital Marketers to study which category of keywords drives more audience. 

Audience

Digital Marketing with Google Analytics : Audience
Image Source: Self

While knowing the audience demographics, you can plan a promising marketing strategy. Under this tab, you can extract audience preference, gender, age, language, and location. You can determine common interests, preferences, and so on. It is particularly important to know about your audience before making marketing campaigns, advertisements, and promotions because it helps you to capture their attention by providing a personalized experience.    

Behavior

Digital Marketing with Google Analytics: Behaviour
Image Source: Self

The behavior section permits Webmasters or Marketing Analysts to uncover how people interact with your website. It is broken down into the following subsections:

1. Behavior Flow

The flow section unfolds site search, site content, site speed, events, and publisher activities. For example:

  • Site content tells you whether your blog, research content, material, uploaded videos are engaging, valuable, and user-friendly or not. In site content, you’ll see options, including all pages, content drill down, landing pages, and exit pages. These options allow you to explore about most viewed and less viewed content. 
  • Site speed describes page load time or how long your website takes time to display complete content. While analyzing the speed graph of every web page, you can optimize load time accordingly.  
  • Site search helps you to quickly determine the name of those fields or categories which are commonly used by visitors to find through the search box option.   

All in all, the behavior flow tells you which web pages are popular and bringing more visitors than others. If you want to learn in detail, head over to our previous blogs.  

2. Experiments

The purpose of the experiment category is to enhance goal conversion. Digital Marketing with Google Analytics lets you check what kind of design is fruitful to attract an audience. You can try different variations and test the performance of each variation through Digital Marketing with Google Analytics. The present version can perform five different variations and execute twelve experiments simultaneously.  

3. In-page Analytics

Digital Marketing with Google Analytics brings visual assessment features under this category. You can scrutinize how visitors interact with your website visually and check whether your existing content is eye-captivating or not. Similarly, if you want to examine that your content is answering the queries of visitors, use in-page analytics to understand everything graphically.      

Conclusion 

Audience, behavior, and acquisition are the three primary features of Digital Marketing with Google Analytics that enable marketers to take accurate and real-time decisions. Digital Marketing with Google Analytics searches who your target audience is, how visitors find your website and what kind of activities they do after landing on your web page. By delving deeper, marketers receive useful metrics and dimensions of their visitors, serving them to take a uniform and wise decision for their next marketing campaign.

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