What is Google Analytics and what is it for?

Google Analytics is one of the free tools that Google makes available to users. It is your traffic measurement platform; In other words, it measures how many people enter a website or one of its pages (sections). For someone who has never had contact with her, imagine that they must access through an internet browser (Chrome, Microsoft Edge, Mozilla Firefox, Safari) and type https://analytics.google.com/ or put Google Analytics as a search term. There they can start their registration, generate their password or use their Gmail credentials and after that, register the site to be analyzed.

What does Google Analytics measure?

Panel Google Analytics It is extensive and the first few times you use it it is confusing. It has reports that go from the general to the particular, in real time or of a certain date. To mention some of the metrics that it gives us, there are:

  • Locations territories of the people who visit the site (countries and cities)
  • Traffic sourcesIn other words, how did they get to the page in question, from an internet search engine, social network, link in another external site to which they visit, e-mail marketing campaign, etc.?
  • New Visitors, those who enter the website for the first time.
  • Recurring visitors, those who visited it before on one or more occasions.
  • Devices that use, if they entered the page from a computer, cell phone, tablet or smart TV.
  • Operating system and browser.
  • Content, which pages or sections of a site they visited.
  • Conversions, what target actions they completed. Example: play a video or fill out a contact form.
  • Session time. It refers to the time that users spent on the site and on each of its web pages.
  • Audience. Demographics of the people who entered the site … their ages and gender. As well as your interests according to your internet browsing history.
  • Behaviour. Average time people spent on the site, which page (section) they accessed first, which was last.
  • Searches made within the site, if you have a search engine enabled.
  • Loading time. How many seconds does it take to fully view a page.

What data does Google Analytics not collect?

Specific data that identifies people such as: names, emails, home or work addresses, telephone numbers or bank information.

In short, Google Analytics gives us general information about an audience. Based on that, it will be possible to build a buyer persona (although there are more ways to develop it). And digital marketing efforts should target that segment of the population.

When applying a strategy or a change in digital marketing efforts, it will be very useful to observe the before and after changes in Google Analytics. Only by measuring can we know if the hypotheses and objectives were met.

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