Using Google Analytics To Analyze Data
Marketers use a strategic method to capture a consumer when they are in the “ready to buy micro-moment stage,” this concept is better yet known as the purchasing funnel. Different stages within the funnel describe customer interactions.
A basic purchasing funnel includes the following steps:
- Building awareness and obtaining user interest
- Behavior is measured when a user engages with your business.
- Conversion is when a user becomes a customer and transacts with your business.
Using a traditional marketing strategy can be challenging to measure data because its in the offline world. However, in the online world, businesses can measure the different phases of the buying funnel using digital analytics. Companies can track what online behavior led to a purchase, and it gives businesses the information they need to make informed decisions about how to reach new and existing customers.
Using digital analytics allows businesses to collect and analyze data from their online advertising campaigns to see which strategies were successful, allowing companies to expand those marketing efforts.
How Is Google Analytics Collecting Data?
When a page is loaded, a tiny bit of Javascript is triggered. It then communicates with five small cookies on your device, and then it is reported back to Google and stored in your Google Analytics (GA) account. This combination of Javascript and cookies allows Analytics to track the pages your users viewed.
Tracking Data Using Google Analytics
To successfully track user data on Google Analytics, the Analytics JavaScript needs to be on every page of your website, in the <head> section of the code, and the best way to add the code for Google Analytics is by utilizing Google Tag Manager.
You put the Analytics code into your Google Tag Manager (GTM) container, and add the GTM container to your website, usually by using a plugin. You can find the details here.
We are just getting started, look out for our next post as I walk you through how you should set up your Google Analytics accounts for optimization.
2 Comments
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