At HdK we often get asked about implementing google analytics on websites, what this does and why it’s important for you and your organisation. Although I deliver in-house training sessions to help clients achieve a deeper understanding of google analytics, I wanted to give an introduction to the topic here for all of you who are unable to come in and chat with me in person. So here it is, the wizardry of Google 101!
What is Google Analytics?
As said by Google: Google Analytics is a free service offered by Google that tracks and reports website traffic. Google Analytics is now the most widely used web analytics service on the Internet.
In a performing arts context, this basically means that it’s a very handy tool for improving understanding of your online audience and hopefully with these insights you can attract more people to appreciate your art, buy tickets, attend performances and engage with your work.
What is it used for?
The primary purpose of Google Analytics is to track and report how people use a website. When you understand this you can develop your website to attract a larger, more relevant audience.
Why does every website need Google Analytics?
Here are just a few of the most common questions Google Analytics can help you answer:
- How many people visit my website?
- Where do my visitors live?
- How are people finding my website?
- What age and gender are my visitors?
- What device do people use my website on?
- What marketing tactics drive the most visitors to my website?
- Which pages on my website are the most popular?
- Which pages on my website are the most unpopular?
- How can I improve my website’s speed?
Why is it helpful to know these answers?
Create Stronger Content
By learning what content gets the most traffic and gives you the strongest results you are able to create similar content to this and therefore attract and retain more customers.
Study Behavior Flow
Learn the ‘Behavior Flow’ of your customers. This tool in Google Analytics gives you visual insights of how your customers interact with your website, which pages they click onto first and which pages they leave the site from. Not only does this give the admin a fast understanding of customers behavior, it will also help them create a detailed strategy on optimizing their website for user enjoy ability.
Examine Trends
Through Google Analytics the user is able to examine trends; what infographics are getting the most attention, which search terms are the most competitive and which are getting ranked. Monitoring these trends over a period of time – weekly, monthly, annually – will help you appreciate what words, topics, and content is most popular throughout the year and therefore will assist you with planning an effective annual marketing strategy and will assist with SEO throughout the year.
Discover Sources Of Traffic
Google Analytics also shows where traffic comes from, showing how individuals came to your site – whether using a click through ad, a link on another website or through previous knowledge etc. Knowing where customers are coming from and how effective these people are for you can help with the understanding of which paid adverts and sponsored content is worth the investment, which brands you may benefit from building a relationship with and which markets you should invest more of your time and finances in to grow a customer base in, amongst other things. This is essential for developing your business and engaging with its natural customer base.
In short, Google Analytics is important for you if you want to understand and grow your digital audience, strategically tailor your online content and attract more potential ticket buyers!
If you have any questions after reading this or want to book a bespoke training session with me at HdK, please get in contact via our contact page.