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We can track user behavior online. Why is this important? A fundamental benefit of using analytics as part of your digital marketing efforts is that it helps you make informed, data-led decisions, which in turn should help you run effective campaigns and drive better commercial performance.
Other benefits include:
Google Analytics is the most commonly used free analytics tool, and it’s an excellent choice for most marketing needs.
Some benefits of the standard, free version of Google Analytics include:
Google Analytics has a few limitations:
However, despite these limitations, Google Analytics is still a highly effective web analytics tool for marketers in most instances.
As we'll want to know as much a possible about how consumers interact on our website and use our apps, Google Analytics can track the user or consumer journey, providing rich data around channels used, locations, and devices. These journeys can then be tracked through to on-site activity, goals achieved, and exit point, as well as returning visitors, which indicates loyalty.
Gaining a return from Google Analytics data is an ongoing process of monitoring, analysis, and enhancement.Back to Top
Please note that the module slides are designed to work in collaboration with the module transcript document. It is recommended that you use both resources simultaneously.
Bryan is an IT engineer who has worked in media, financial information, and algorithmic trading. He specializes in automation technology and large-scale Linux deployments. He also has a great interest in literature and the arts, and is working on projects to increase intellectual engagement in London.
The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful. While relevant to this module, you will not be assessed on this content.
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ABOUT THIS DIGITAL MARKETING MODULE
This module begins with the fundamentals of web analytics and the associated legal responsibilities and best practices concerning data collection, consent, and privacy that enable a digital marketer to draw actionable conclusions from website or marketing channel data. It demonstrates how to set up and configure Google Analytics and install Google Analytics tracking code to glean insights about the website’s traffic and audience. It covers setting campaign goals to analyze performance and analyze customer conversion journeys. It also provides comprehensive detail on how to use Google Analytics reports and features to monitor and analyze digital campaigns.