How Google Analytics Can Help You Craft a Solid Marketing Strategy


Google analytics provides valuable insight assists marketers and business owners’ better grasp their targeted audiences and boost their marketing strategies. With this kind of information it becomes much easier to examine the efficiency of your present marketing strategy and will also help you know whether it’s time to make changes. For this reason it’s important to know the key features present in Google Analytics.

That said if you are not well acquainted with Google Analytics at first it can look somewhat intimidating and with so much insight delivered by this tool it may even make your head to spin. Luckily if leveraged appropriately, Google Analytics can deliver beneficial insights for your website such as where your visitors come from, duration of their visits, which pages they visit the most, bounce rates plus many other metrics. This robust data can help you to enhance your strategy especially you are business that wants to grow and expand on the internet. To save you the trouble, I have done my best to highlight some of the best Google Analytics features that you should pay particular attention if your goal is to take your business forward in 2016 and beyond.

What matters most in Google Analytics?

According to the founder of SEOBOOk, Aaron Wall, there are three key areas that matter the most in Google Analytics namely;

  • Acquisition
  • Behavior
  • Audience


This section displays massive amount of data and insight concerning your web-site visitors. Basically acquisition reveals where visitors originate from, their actions on your website, and if they carry out a conversion (completing a goal, making a purchase, or filling out a form)

  • All traffic

If your desire is to try and place a Return on Investment statistic on your SEO endeavors and you`ve never considered analytics before you`ll find this feature quite valuable to the future growth and expansion of your business. This feature will help you to see where all your website traffic is coming from and can even visit the referral (from other websites, search engines and social networks) link to check where that link sits on that specific source .Aaron points out that this part is very vital in figuring out which online strategies are pulling the most visitors to your web-site.

  • Keywords

Have you ever wanted to know which customer terms are sending traffic to your website? According to Barry Schwartz, a SEO specialist at Search Engine Land, majority of business owners have web-sites that rank impressively but have no clue which keywords bring in traffic. With Google Analytics Acquisition section you will be able to see which keywords pull in traffic and which the ones that don’t pull in traffic at all. If you`ve Google Analytics objectives (goals) set up, reports from the Acquisitions section will show you how each channel is pulling in conversions. To help you improve your marketing strategy you need to make sure that you are utilizing keywords, Meta descriptions, H1 and H2 tags in all your content updates and website pages. The robust your SEO is the better the odds that someone will discover you on search engines.

  • Google_analyticsCampaigns

This acquisition channels tracks user who emanate from campaigns you have set up. The 3 required parameters for tracking campaigns in Google Analytics are, campaign medium {utm_medium}, and campaign name {utm_camapign) and the campaign/traffic source {utm_source)

  • Costs analysis & Adword Sections

These parts are identical .The Cost analysis section enables you to assess sessions, revenue and costs performance for paid campaigns. You can also link you Google Analytics with Google Adword to have a look Adword reports. This section will help identify which campaigns need to be paused, discarded or optimized by adding more relevant keywords or by increasing your budget

  • Social Overview

Your business most likely spends plenty of energy and time on social media platforms. This section will help you ascertain what social media platforms are delivering the most ROI. Keep in mind , in matters to do with social media and your web-site; it’s just TRAFFIC and CONVERSIONs. The moment you have determined you best performing social networking sites, you will be able to drill onto each and every network and identify what content is doing the best and bringing in most traffic. If you discover that you doing so well in social media consider regularly posting and updating relevant content on networking sites. Social media Examiner recommends that you first concentrate on one social media channel in order to see which channel has the largest impact. Once you have executed some of these ideas, you will want to take some time to check your Google Analytics channel and check the impact of your endeavors


Grasping how you visitors move through your web-site and engage with your content will help you optimize your web-site performance and conversions.

The behavior part shows you how your visitors behave on the website. Specifically you will be able to know which pages they visited and what actions they took while visiting. Below is a brief high of metrics you will be able to see in this section.

  • Page views
  • Unique Page views
  • Time on Page
  • Bounce Rate
  • % Exit

If you look below the overview charts, you will see links to reports such as;

  • Top content page titles,
  • Search terms
  • Ad sense revenue
  • Top content page URLS

As you can see this section is loaded with insightful data that will help you strategize your content creation, placement on your website and marketing

Audience Metrics

Knowing who is visiting the web-site in respect of their location, gender and age is a good way to tailor your website to match their preferences and interests. If your goal is to resonate and appease with your audience then it’s a must to know who they’re. You can easily find this data on the audience tab. You may want to pay particular attention on the sub sections of Geo and Demographics.


As you have seen Google Analytics, is a powerful tool that every business owner must insert in their website if the goal is to be a cut above the rest. By paying close attention to Google Analytic’s Audience, demographic and behavior metrics, you will be able to conduct a SWOT analysis of your website and craft a growth and marketing strategy that has a measurable KPIs and ROI in 2016 and beyond.

Author Profile

Joey Perera
Hello, Its Joey here, the Senior SEO, Content & Social Media Analyst at ClickDo. It’s my pleasure to welcome you to my SEO Diary.
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