My first encounter with Google Analytics

Google analytics can be a daunting tool that most marketing students and even entry level marketers can find intimidating to say the least. To the untrained eye, Google analytics is a complicated machine spewing data in all directions. This data is important however, but only if you know how to use it. All this data without the knowledge to make use of it is the same concept as a diamond in the mine, useless.

Avinash Kaushik's Flickr Profile Photo. Portrait photo of Kaushik against a red background.
Avinash Kaushik, the digital marketing guru.

After reading Kaushik’s blogpost regarding how to successfully use google analytics, I decided to follow his advice and sign up for the free Google analytics course. After completing the course I signed in to google analytics and retained the results and reports of my website and once again I was back where I started, completely dumbstruck. There was too much data, I didn’t know where to start, but then I realised that all this information is answers, so I just have to start asking the right questions.

Using Google analytics became much easier for me after I established what my questions were and what specific data I was looking for. I scanned through my website, decided what I was unhappy with and what needed to change, determined my goals,  determined my key performance indicators that influences whether or not I reach those goals, kept track of the analytical data that measured the KPI’s and adjusted my efforts and website accordingly.

Google analytics is an excellent tool to keep track of site activity and other valuable metrics, but I still have a long way to go before I can use this tool efficiently. What are your thoughts on Google Analytics?


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