Google Analytics is an important tool which lets you track many important statistics and information about your website. Knowing things such as who accesses your website, where from and from what device can be really beneficial for your company as it can help you work out how successful your website really is.
Google Analytics can provide data about which pages your visitors are going to. This allows you the opportunity to see which pages of the website are the most relevant and are considered to have high quality content, which your customers want to see. From this information you can then improve any pages that people aren’t visiting so that they are engaging and which could ultimately generate more sales.
Your bounce rate is the percentage of visitors who enter and exist your website after only viewing one page. If your website has a high bounce rate then it isn’t a good sign and can often mean that your website wasn’t what your visitors were looking for. A low bounce rate is considered a good thing as it’s better that customers are spending a long time on your website rather than leaving straight away, therefore it’s good to measure your website bounce rate to determine what needs to be changed so that visitors will stay.
Using Google Analytics lets you see what keywords your website is being found under, it allows you to work out if you're being found under the right keywords for your company or whether you're being found through irrelevant keywords. By measuring what keywords you’re being found for it can help you to tailor your keywords so that they are relevant to your website and your company.
Google analytics gives a great breakdown of information about visitors who come to your website, you can check which countries and towns your visitors are coming from, which can be a great way to check if any localised marketing campaigns are working and can help to work out what to change to attract those from a specific area.
The best thing about Google analytics is that it is completely free, you can use this powerful analysis tool online with no purchases or subscriptions at all. All you need is a Gmail account and you too could have access to one of the beneficial analytics tools out there.