Digital Marketing Class

Digital Analytics is a key component of Digital Marketing. What is digital analytics you may ask? Well the definition of analytics is the process of measuring, collecting, analyzing, and reporting the behavior of visitors on a website, in order to understand and optimize web usage. This is important because it can help digital marketers to better understand not only their customers but also how the customers feel about the website and how effective the website is in accomplishing the marketers goals. One program that many businesses use to do digital analytics is Google Analytics.

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Here’s why:

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✓ It’s free
✓ It’s industry standard (98% of businesses/sites use GA)
✓ Simple to use
✓ Highly customizable
✓ Integrates nicely with other Google products (e.g., AdWords)
✓ Extensive online support and tutorials
✓ Sufficient for most marketers – but there is paid Analytics software
with more functionality

So how does Google Analytics work?

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Google Analytica uses a small piece of JavaScript code to collect information. This piece of code must be included in every page of your website. This code will collect information on the users who visit your page such as users browser, users behavior on the site, referring site, and much more.

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The Google Analytics report overview shows 4 different sections:

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• audience: who came to our site
• acquisition: how did they get here
• behavior: what did they look at
• conversions: were they successful

Using these 4 sections from the report can help show you a lot about your website and your website user and costumers. This is a great start to using digital analytics to help you with your overall digital marketing.

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