Google Analytics definition

Google Analytics is Google's statistical tool, which allows each website administrator to be able to analyze his audience. Completely free, it was set up by the American company in March 2005. And if it is now used by more than ¾ of the international market, it is because it is very easy to use and understanding, but also because the statistics provided are multiple and very useful. Indeed, in addition to providing the graphical and quantified evolution of a site's audience, Google Analytics reports also indicate how visitors navigate the site, what they do there, and how they got there.



What's the point?

The goal of your website is to increase your business through specific goals. They can be multiple and of different natures:

  • Completed forms
  • Purchases on the site
  • Phone contacts
  • Store visits

You, therefore, need a traffic monitoring tool, which will allow you to have personalized reports, and key performance indicators (also called KPIs), at the service of your business..


Improve my conversion process

Google Analytics is an extremely powerful tool if configured and used to its maximum potential.

You can precisely track all your marketing campaigns (SEO, SEA, Advertorial, Offline Advertising), and measure the returns of each. We will also be able to follow the number of interactions (visits) it will have taken before achieving an objective.

 

We see that only 18.79% of users order on their first visit to the site. We can draw the following conclusions:

  • 81% of my users need to have multiple interactions with my site before ordering.
  • They will not necessarily go through the same source of traffic or the same advertisement, but will perhaps come back through the newsletter or SEO ...
  • When the user achieves his objective, each of the channels he has used must be able to receive a share of the turnover generated in order to calculate their real profitability. Without this setup, only the last channel will receive 100% of the conversion value and take full credit, which is not real.

How to use Google Analytics
like a professional

We are therefore going to implement precise configurations in order to follow each channel, each advertisement, each publication thanks to advertising tracking, tracked URLs, and personalized channel groups.

Thanks to this, Google Analytics will give you an accurate table of expenses and receipts for each channel.


In the initial Google Analytics setup, conversions are attributed entirely to the last interaction (the one that made me convert). In the example below, SEO is therefore attributed 251 conversions for a turnover of 8,253 € (red box)

Only, the SEO made me discover to the customer in nearly 723 conversions for a turnover of more than 34 000 € (blue box). It's fair to think that conversions might never have happened without SEO.

Finally, Google Analytics offers us a third “depreciation over time” solution, which separates the conversion and its turnover by giving more to the latest interactions. As such, SEO collects 344 conversions and € 15,000 in turnover.

In this example, a rough attribution analysis would have attributed to SEO a much lower share of the number of conversions and revenue than it actually achieved.

It is within this framework and with these analyzes that you will be able to precisely determine the profitability of each advertising and traffic acquisition channel, and carry out budget optimizations according to the actual profitability of each.

Go further with your data

If you want to turn your data into a dashboard to run your website in a professional manner, we can help.

You don't need to have millions of visitors to learn how to set up or receive help from a Google Analytics specialist. Request a sample report and we'll help you build the custom dashboard your business needs.

Google Analytics Certification

Do you want to master data analysis with free online courses?

Analytics Academy allows you to learn how to use the various Google measurement tools:

  • Develop your business
  • Set up intelligent collection methods
  • Data analysis




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