2.Helps you to Understand Website Audience

Web Analytics is all about data and reporting data but not all data is useful. Google Analytics provides valuable data which can be used to discover hidden trends and insights thus it is very important for a business.

However, this data alone can also mislead a business if irrelevant data is not filtered out. Google Analytics filter helps in refining the data and provide you with data that is important and relevant for your business

a. Technology Report: Provide data about which technology, browser and OS and network being used by a visitor.

b. Behaviour Report: Provide data about how a visitor is engaging with the website and their behaviour on the site.

c. Demographic Report: Provide data to understand and better know the audience of the site.

3. Understand Return on Investment

Web Analytics help in knowing ROI by tracking the performance of social media campaigns, email campaigns, ad campaigns etc.

By default, Google Analytics tracks only traffic from 3 mediums that are organic, referral and direct. In order to track the performance of traffic from other sources and mediums link tagging is used.This help in understanding the performance of campaigns and source and mediums used for the campaigns. By using this data, we can know the ROI from campaigns and optimise them to improve it.

4.Improve SEO

Another important benefit of using Web Analytics is that it helps in improving SEO for the site. It Helps in identifying issues like slow loading, browser or OS issues.Landing pages that are getting most of the organic traffic for the site.

Metrics like bounce rates, landing page report, exit page report etc can also be used to measure the quality of pages. Google Analytics can also help in identifying new opportunities.

5. Improve PPC Performance

Another important benefit of using Web Analytics is that it helps in optimising the performance of Google ads by providing the enhanced remarketing capability, import of goals, analytics remarketing audience and ecommerce transactions directly into Google Ads account.

It can also help to track the behaviour of the customer on the website after an ad click or impression in order to use these features, one must link Google Analytics with Google Ads.

6. Identify Pain Points

When it comes to providing great user experience all the pain areas of the website must be rectified and Web Analytics helps a business in identifying them.

Reports like exit page reports, site speed report, device, browser and OS report etc. These reports help in identifying the pain area of the website and thus help in rectifying them to improve the user experience of the visitors.

7. Optimise Conversion Funnel

Using Web Analytics, we can set a number of goals which are important for the business these can be signing up for the newsletter, buying a product, register for a demo of product etc. While creating a goal we write down each and every step that a user must take to successfully complete goal on the site.

Google Analytics through funnel visualization helps in identifying how many visitors who enter the funnel gets successfully converted(Complete the goal).This helps a business to identify at which point of the funnel the customers are getting dropped out.

Using this data, a business can identify any issues that might be present on the site or particular pages of the site that are leading to drop out of customers from the funnel and thus solve these issues so that maximum number of customers in the funnel is successfully converted.

8. Data Reporting

Refining and optimization of data are necessary before its use. Using Web Analytics, a business can not only refine the data but helps in the visual representation of this data so that it can be easily understood.

Google Analytics has a variety of viewing options like:

a. Data View: Tabular representation of data

b. Percentage View: Representation of data as a pie graph

c. Performance View: Bar graph representation of data.

d. Comparison View: It allows to see whether each metric in the table is performing above or below average.

e. Pivot View: Creates a pivot table.

Besides this Google Analytics allows creating custom reports a report that can be customized based upon needs.