Why Google Analytics an Important Tool in Digital Marketing

Why Google Analytics an Important Tool in Digital Marketing


Google Analytics is a software application created by Google. It assists us in analyzing specific things, as the name implies. It is an important tool in digital marketing and a free application that compiles information from websites using JavaScript code, and it is a vital aspect for digital marketing companies. Its primary function is to keep track of all visitor information and how they interact with the website. With the use of codes, Google Analytics logs the visits by the audience to the website. We need Google Analytics to track and measure the performance of the keywords necessary while running digital marketing campaigns.

This will determine how well the keywords are implemented and how useful they are in the campaign. As a result, it aids in the tracking of the Digital Marketing Agency. This will show you how much traffic keywords brought to your website, as well as which keywords brought the most or least traffic, i.e. entire data of keywords and related traffic.


There are four areas to the Google Analytics dashboard:

Audience: The audience allows you to learn more about your clients by providing data on demographics, region, engagement, and device technology. You may interpret the impact of your marketing activities on distinct user segments using these data.

Acquisition: Acquisition demonstrates how customers arrive at your website. You may investigate which channels (organic traffic, social media, email, advertisements, and so on) give the most traffic under the Channels area under All Traffic. You may assess the efficacy of your SEO efforts on organic search traffic and discover how effective your email campaigns are doing by comparing incoming visitors from Facebook to Instagram with our Smartstorez SEO Services.

Behavior: What clients do on your website is described by their behavior. Which pages do they go to? How long do they intend to stay? These metrics can help you understand the overall user experience and how it affects retention and engagement.

Conversion: Conversions monitor whether clients perform the actions you want them to. This usually entails creating funnels for crucial behaviors like purchases to examine how well the site encourages them over time.

Data is divided into dimensions and metrics by Google Analytics. The city in which a user is located or the browser they use are categorical attributes, whereas metrics are quantitative data, such as the number of sessions or pages per session. “Not every metric can be combined with every dimension,” Google says. A scope is assigned to each dimension and metric: user-level, session-level, or hit-level. In most circumstances, combining dimensions and metrics that have the same scope makes sense.” Use the Dimensions and Metrics Reference to find a list of valid dimension-metric pairs. 

Dashboards typically allow segmentation by one or more dimensions to narrow down sets of metrics. These data points can also be accessed using the ga:identifier syntax in the Google Analytics Core Reporting API. 


There are 14 metrics that all marketers should incorporate and understand when reviewing Google Analytics data. This also helps in targeting the importance of Google Analytics:

1. User count and number of sessions

The number of unique persons visiting a website during a certain time period is provided by the users metric, whereas sessions represent the number of times users are actively engaged with the Marketplace Site. If you have 200 users and 400 sessions, for example, it's acceptable to assume that each user viewed the site twice on average within the stated time period.

In Audience -> Overview, you can see user and session data. Then, in the dropdown just above the primary graph, choose Sessions or Users.

Use ga:users and ga:sessions if you're using the API to get the stats. 

These indicators provide for a quick, coarse-grained evaluation of marketing initiatives. You can see how your campaigns create traffic and how many times users interact with the site by plotting the data over time.

2. Average Duration of a session

The average length of time a user spends on a website in a single session is known as the average session duration. You can locate this in Audience -> Overview, then select on the slider above the first graph, or use ga:avgSessionDuration if you're using the API. This measure is a good proxy for user involvement at a high level.

3. Average number of pages per session

The average number of pages a user views in a single session on your site is known as the average number of pages per session. You can find this in the Audience dropdown in the Overview section, or use ga:pageviewsPerSession if you're using the API to retrieve the metric. Another strong indicator of user engagement is the number of pages a person interacts with. 

However, because the layout of user funnels or the amount of content (e.g. big text blocks) might alter the ratio of session time vs page views, it's a good idea to look at both this measure and average session duration.

4. New-to-returning visitors ratio

You can also compare two metrics in Audience -> Overview by selecting the “Select a metric” link to the right of the major dropdown. Use ga:users and ga:newUsers if you're using the API to get the metric. You may determine how well your promotions drive new or current user traffic by comparing the ratio of new users to returning visitors.

Returning users can suggest a rise in lifetime value (LTV), whereas an increase in new users can show growth.

5. Bounce Rate

The percentage of users who visit only one page on a website before departing is known as the bounce rate. This measure may be found in the Audience dropdown in the Overview section, or you can use ga:bounceRate if you're using the API. A high bounce rate could suggest a technical issue, insufficiently addressed user needs, a page lacking internal connections or calls to action (CTA), or inadequate user targeting in marketing efforts.

If your bounce rate is high, segment your site visitors to see if you can pinpoint the source of the problem. For example, you may click Browser at the bottom of the Overview page to see if the site performs better or worse for users using different browsers.

6. Paid vs Organic sessions

Users who come through a non-paid search engine results page (SERP) are referred to as organic search traffic. Paid Search refers to traffic generated by visitors who clicked on an ad on a SERP. This information can be found under the Channels: All Traffic section.

Use ga:acquisitionTrafficChannel if you're using the API to get the analytics. The effectiveness of your SEO strategy is measured by Organic Search, whereas the effectiveness of your ad efforts is measured by Paid Search. Both numbers are significant, but organic traffic is crucial to your site's long-term viability.

You should use organic search engine result page traffic to establish how well your content performs relative to other organic material on a SERP, notably on Google, in addition to comparing organic versus paid searches for the purpose of analyzing Digital Marketing Campaigns.

7. Google Ads

By connecting your Google Ads account to your Google Analytics account, you can get precise metrics on your Google Ads campaigns. This might assist you in analyzing customer behavior on your website following an ad click or impression. When you need precise data, like click-through and conversion rates — for each search query that resulted in a site session, the Search Queries section comes in handy.

If you're using the API to get the metrics, use ga:adMatchedQuery.

8. Search Console Queries

The organic search component of the Search Console gives detailed information. You can look at queries with strong positions but low click-through rates, as well as landing sites with high click-through rates but poor positioning.

9. Newsletter opens

You can monitor the success of email campaigns and break down traffic by additional criteria, such as browser and demographics, by integrating email tracking into your Google Analytics account. This information can be found in the Behavior section, under Events and Overview. Then, at the bottom of the page, go down to the events section and select the name of your newsletter click event.

You can evaluate whether the email campaign is getting better or worse click-through on mobile devices versus desktop and tablets by breaking down newsletter open events by the device.

 10. Average time online on page

You may look at how long users spend on a page to get a better idea of how nice the user experience is and how well your marketing initiatives are reaching out to the right people. Go to the Behavior section, click Overview, and then select “Avg. Time on Page” from the option above the major graph.

Use ga:avgTimeOnPage if you're using the API to get the metric. 

The average time spent on the page is a measure of engagement. Customers that spend a lot of time on your page and/or have a low bounce rate are interested in your content and want to learn more about it.

11. The most popular search queries

By looking at the terms put in the search field, Google Analytics allows you to examine site search data from your Ecommerce Website to track searches and customer information. By clicking on Site Search in the Behavior section, you may find this metric. You may track your users' search queries after you start delivering site search data; this is a sign of what content they expect to find on your website, and also which queries lead to high attention as measured by metrics like time after search or abandonment rates.

12. The Best 10 landing pages (Search results)

The Landing Pages metric can assist you in determining which pages receive the most traffic, allowing you to assess user experience, content quality, and marketing campaign effectiveness. It's in the Landing Pages portion of the Behavior section.

13. AdSense revenue

By connecting your AdSense account to Google Analytics, you may track advertising analytics. After the accounts are linked, the data will appear in the Publisher area's Behavior section. This section includes measures like impressions, clicks, and income that can help you determine how well you monetize your pages and how to improve them.

​​If you're using the API, look for metrics like ga:adsenseRevenue and ga:adsenseAdsViewed.

14. Goal Conversion Rates

Specific interactions with the website that specify a particular objective are referred to as goals. A purchase or user registration are common goals, but a goal can also be specified as a user visiting a certain number of pages or downloading a piece of content.

You may assess how well marketing activities lead to goal conversions by measuring conversion rates over time, and you can use other user metrics to discover what factors influence their success or failures by tracking conversion rates. The goal conversion rate may be found under Conversions -> Goals -> Overview; then, above the graphs, select the dropdown menu. Use ga:goalXXCompletions to obtain the metric via the API, where XX is the name of your goal.


Get to know how your visitors reached your website: All websites utilize keywords for SEO, but you can see how your visitors arrive at your site by using Google analytics. In this manner, you can learn about new and distinct keywords that people can use to find your website. This is extremely beneficial to all digital marketing firms. Every website starts with a small number of keywords, but Google Analytics can help you learn more about your keywords as they appear in the organic list.

Monitor the Clicks: When a customer sees your website, they will select the links that best suit their needs. Google Analytics will assist Digital Marketing Organizations in tracking the most popular links among visitors and those that have received the most clicks. In addition, it monitors whether traffic is sent to the relevant page.

Free of Cost: Google provides this tool to its customers for free, and even though it is free, it delivers features that many premium programs do not. It outperforms a lot of similar tools in terms of functionality. As a result, it is the most suitable application for digital marketing firms.

Target Audience Analysis: Google Analytics assists you in keeping track of your visitors; it records all new and returning visitors and can give you the precise number of people that have visited your website. As a result, digital marketing firms can keep a close eye on all of their customers and prospects. It shows how many consumers you've acquired as a result of each marketing effort. This allows you to categorize your visitors into new and returning visitors.

Website Modification: Because Google Analytics gives you a complete picture of your website, you may make adjustments to it as needed. This is one of the key advantages of working with a branded digital marketing agency like Smartstorez. We can learn about the areas that need to be modified by looking at the reports. This will eventually result in benefits for your business. This can help you gain more customers in a shorter amount of time. 

Google Analytics is also permitted to collect information or traffic from other websites, such as Yahoo and Bing! Google Analytics plays a crucial role in the proper planning of any website's success because it tracks all of the facts needed to assess and optimize websites for better SEO.

Before jumping to conclusions, we’d hope we’ve made clear the importance of the Google Analytics tool by explaining its benefits and metrics. 


Using an ETL tool to put all of your marketing and website data into a single repository on which you can perform your analysis is the first step in analyzing marketing and website data. Smartstorez makes it simple to replicate data from over 100 sources, including Google Analytics, into a cloud data warehouse where you can conduct in-depth analysis. Sign up for a Smartstorez digital marketing and SEO services and contact us today to begin analyzing your website data right away.