- Why Digital Analytics
To begin, let’s begin by means of defining “virtual analytics” and why it’s important. In marketing, we've the concept of a buy funnel. There are special stages within the funnel that describe patron interactions. A basic purchase funnel includes the following steps:
Acquisition involves building awareness and obtaining consumer interest
Behavior is whilst customers interact together with your business
Conversion is while a user will become a consumer and transacts along with your business
In the offline world, this process can be hard to measure. But in the online world, we can measure many different aspects of the funnel using digital analytics. We can track what online behavior led to purchases and use that data to make informed decisions about how to reach new and existing customers.
Digital Analytics in Practice
Think about an online store, including the Google Merchandise Store. It may have an intention to sell greater t-shirts. Using virtual analytics, the store could accumulate and analyze records from their online marketing campaigns to peer which are handiest and amplify the ones advertising and marketing efforts.
For example, the store could examine geographical sales statistics to understand if human beings in sure places buy a whole lot of shirts after which run additional advertising campaigns in those areas. They may also use analytics to understand how customers progress through their online shopping cart. If they note that users have hassle with a particular step on their website, they could make changes to the web site to clear up the problem.
Different kinds of businesses can benefit from digital analytics:
- Publishers can use it to create a loyal, highly-engaged audience and to better align on-site advertising with user interests.
- Ecommerce businesses can use digital analytics to understand customers’ online purchasing behavior and better market their products and services.
- Lead generation sites can collect user information for sales teams to connect with potential leads.
Google Analytics can also collect behavioral data from a variety of systems such as mobile applications, online point-of-sale systems, video game consoles, customer relationship management systems, or other internet-connected platforms. This data is compiled into Analytics reports, which you can use to perform in-depth analysis to better understand your customers and their purchase journey. Then you can test out new solutions to improve your business.
2. How Google Analytics Works
- Tracking a Website
To track a website, you first have to create a Google Analytics account. Then you need to add a small piece of Javascript tracking code to each page on your site. Every time a user visits a webpage, the tracking code will collect anonymous information about how that user interacted with the page. For the Google Store, the tracking code could show how many users visited a page that sells drinkware versus a page that sells houseware. Or it could tell us how many users bought an item like an Android doll by tracking whether they made it to the purchase confirmation page. But the tracking code will also collect information from the browser like the language the browser is set to, the type of browser (such as Chrome or Safari), and the device and operating system used to access the Google Store. It can even collect the “traffic source,” which is what brought users to the site in the first place. This might be a search engine, an advertisement they clicked on, or an email marketing campaign. Keep in mind that every time a page loads, the tracking code will collect and send updated information about the user’s activity. Google Analytics groups this activity into a period of time called a “session.” A session begins when a user navigates to a page that includes the Google Analytics tracking code. A session ends after 30 minutes of inactivity. If the user returns to a page after a session ends, a new session will begin.
- Processing and Reporting
When the tracking code collects data, it packages that information up and sends it to Google Analytics to be processed into reports. When Analytics processes data, it aggregates and organizes the data based on particular criteria like whether a user’s device is mobile or desktop, or which browser they’re using.
But there are also configuration settings that allow you to customize how that data is processed. For example, you might want to apply a filter to make sure your data doesn’t include any internal company traffic, or only includes data from a particular country or region that’s important to your business.
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