What are Google Analytics and its role in Digital Marketing?

Google Analytics

Google Analytics is a web-analytic tool that offers a free service to analyze website statistics. It allows you to get aware of your website performance and user’s insights that help to understand them. This tool is generally helpful in enhancing search engine optimization and marketing plans. It simply guides them by providing visitor traffic, sales, impressions, and other related information.

Through this, you can check the structures and trends of visitors, which lets you know visitor data like demographics. Almost every other business uses this tool to collect and interpret the customer’s intentions, which eventually leads them to improve their marketing strategies.

It deals with how users reached your website, and how they get along with your content. One of its features is reports that deliver you the reports of your marketing strategy. You can also check your web-pages performance and help you to optimize them. Most importantly it makes it easy to choose content or topics that target particular users and track the conversion and sales. 

How does Google Analytics Track Website?

At first, you have to sign up for Google Analytics with your Google account. After the sign-in fill in the details like the website name, industry, and so on. This will end up with the get tracking ID option and you will get your Analytics account. 

Google Analytics Tracking Code

Then you have to get your tracking ID which you can get through the following steps:

  • Log in to your Analytics account. 
  • Go to the Admin, and then select an account.
  • Select the property from the drop-down column.
  • Below the Property go to the Tracking Info.
  • Your website tracking ID will show at the top of the page which starts with UA.

Then you have to get a tracking code snippet, which will be on the page of (gtag.js). It is the tracking code for your website property and you should copy and paste this code to every web page that you want to get the track. 

After copying the gtag.js replace the GA_Traking_ID with the tracking ID that is provided by Google Analytics. Paste the code snippet after the <head>tag on every page that you want to get tracked by analytics.

Google Tag Manager

Another Google tool that helps add Google Analytics code to your website. For doing this follow these steps:

  • In Google Tag Manager, go through create a tag and then Google Analytics.
  • Choose universal analytics.
  • Give a name to your tag and add your analytic property ID or a property code.
  • Select the track type option which must be page view.
  • Choose the Fire On option like All pages, which let it allows you to track every page of the website. 

Overview Report

From the dashboard go to the Insights < Reports < Overview where you can get the whole website data. The device breakdown report suggests which device users used to visit the site.  You can also check the top countries from where you are getting the most traffic. By using this data you can provide the content according to these locations.

After that, you can also go through the top referral reports. It shows the top websites that mentioned your website which gives your site more traffic. You can grow together by forming partnerships with them and keep working well.

Search Console Report

It gives data if your website is performing well in getting organic traffic. This feature let you know over which keywords your site is ranking. You can also take them as an idea for your new topic and start working on it.

What Is The Role Of Google Analytics In Digital Marketing?

Digital marketers and this analytic tool are interconnected with each other. Now, we will look at the advantages of this free Google tool to your website and overall to your business for digital marketers.

Traffic Channels

To improve your marketing campaigns, you must aware of the behavior of online interaction of users along with your website. It considers how much traffic your website is getting per day. From where did the users come and what was their motive. Let’s check how GA helps you to gather all of these answers and the ways by which you can improve through all channels:

Organic Searches: It means users came to your website directly. They have looked for your website on Google or any search engine platform or they may be reached through a link from the email. The more organic traffic you get shows that you have implicated strong SEO and content strategies.

In digital marketing, you can increase organic traffic by sharing your website with your known ones and asking them to type this URL straight to your browser which will boost the direct traffic. You should also cross-check your website’s on-page activity like everything related to SEO that will expand the possibilities of your web page visibility on the search engine page.

Paid Search: It is useful to track PPC, which is used to increase website traffic and sales. Like the AdWord campaign, which is available in GA through the Acquisition tab. 

You can drive more traffic through Ads by making them more relevant and by applying keywords that target people who must go through the ads.

Referral: This represents when users go through a link on another site that directs them to your website. Like before every traffic that was not organic came to the referral tab. But a few years ago, Google created another tab that counts traffic from social media.

To gain referral traffic you just start posting guest posting to other relevant and popular websites. It is one of the effective ways to increase referral traffic.

Social: A different tab that covers all traffic that derives from social media platforms. The data provided about your social media can you plan your further social media strategies that generate more traffic to your website.

To improve traffic count from social media you should have consistent over-posting that contains the links to your web pages. This will easily bring more traffic, first keep working on a specific platform for a time like a month over posting on Facebook, then observe your performance it will be improved.

Email: The performance of your website traffic that generates through a link from an email.

You can gain this traffic by email marketing which is useful to generate leads. To gain traffic from email, you should start email campaigns that contain your website link.

Visitors Demographics

Checking out who is visiting your site means their age, gender, and location. It is the most effective way to figure out your audience’s interests and preferences. In Google Analytics go to the Audience tab where you will get the sub-section of Demographics and Geo.

You may find that every age group of visitors is interested in different types of services and products. Knowing the age and gender of your website audience makes this easy for you to optimize your website according to them. 

If any particular product or service is popular amongst an age group of users, then you must post and advertise related content to your website that keeps engaged users. Doing this also heightened the chances of getting leads. That is how you can use this Google tool to make way too easy your digital marketing strategies.

Site Content Drop-Down

After Visiting Your website, visitors may go to some pages like product, service, or any category that you have created. We should know on which pages users spent more time and which pages got the least user interaction and also how many pages they got redirected to. You can analyze the performance of your pages:

Home Page: It is also known as the landing page, which derives a hint of the conversion rate of a website. From, the home page users navigate to where they want to go. If the users follow this structure and go through your other website pages, then the home page converts them into users.

Exit Page: The page from where a user exit and is done with looking over your website. In digital marketing, you can use Google analytics to get aware of your website content’s performance. You can also analyze how long users stay connected with your website. By using all of the data you can work over your website content and get your website on the top of the search engine results page.

All Pages: All pages let you check the data of the pages that were viewed on a specific date and also the time of the user’s interaction. You can get the data for a week to a year by which you compare which page received the most traffic.

What Are The Benefits Of Google Analytics?

Check the following GA benefits that empowered your business by providing data related to your website. So that you may improve your digital marketing strategies:

Get Real-Time Data

There is a “real-time” tab in Google analytics that let you get the real-time data of your website.

It is much more accurate than you can check out how many users are on your website at present time. You can also look at the pageview of your website per minute or second. It also includes referring websites, top pages that are getting more traffic, and also the top location from where the website getting more views.

This Google analytics helps you to get to know the user’s behavior like the time of their visit, movement of users numbers, and how many of them make a conversion. With this data, you can get clear of where you get website traffic organic, referral, or paid, and on which factor you want to work.

Improved Ad Management

Another one of the benefits of Google Analytics is that you can track and work on Google Ads. PPC ads can enhance the traffic of your website and this analytic tool help you to get the numbers of clicks on ads, the cost of your campaign, and the cost per click.

By managing your ads you will get the idea that the money you have spent is beneficial or not and also the use of the right keywords. You can also observe what kind of ads are working well and receiving more clicks and the user’s activity with your home page.

Accurate Understanding Of User Behavior

The “Behavior” Tab of this tool offers information like sessions, new users, bounce rate, conversion rate, and average session. You can also check the site speed, exit page data, and many more.

There are various benefits of Google Analytics like you can get aware of the most popular content of your website and what are the factors that have engaged users on that page. You can also check those pages which are getting more conversions. You can also improve those pages’ content, which is not performing well by checking out the user’s interaction with your page content.

Google Ads & Analytics Reporting Issue

Recently, Yael consulting founder Lior Krolewicz and Ginny Marvin, Google Ads Liaison faced and confirmed a reporting problem on the Analytics and Ads on the 15th of July. Google does not give yet any affirmation over its fixing. If these bugs affect your GA account, then you may find incorrect or even no data on your analytics and Ads reports. For now, there is not any update on how long this issue will last. If you are also facing this issue, then stop doing any changes to Ads and Analytics.


Here, we have done by covering all of the aspects of Google Analytics and how it plays a useful role in digital marketing. Just by setting up an account on this free application, you can explore your website in-depth and work on it to improve it. Also, we have mentioned some of the benefits of Google Analytics, which helps you to understand users’ intentions and other various – information related to your website. All of that leads you to the growth of your website and overall your business.

Leave a Reply