Thanks to analytical tools such as Google Analytics, we have the ability to track user behavior on the Internet. In this article, you will learn about the benefits of website traffic analysis, and the advantages and disadvantages of the most frequently used analytics tool.
The main advantage of running analytical activities on the website is support in making decisions. Data collection and analysis is very useful in the case of marketing activities. By tracking traffic on a given site and sales results, we can accurately calculate the rate of return and costs incurred on the advertising campaign.
The main benefits of website traffic analysis
Collecting and analyzing data on website visits is very helpful when using various marketing communication channels. A good example of using analytical data will be an inbound campaign, which aims to gain the attention of a potential customer. User engagement is gained by creating content, for example delivered in the form of blog posts.
Thanks to the use of analytical tools, we can examine the level of interest in the content provided. Accurate information about people visiting the blog, allows you to determine the so-called target group, people potentially interested in our product or service. Data obtained from analytical tools may provide information on e.g. age, location or source of the user’s visit.
The information collected during the inbound campaign can also be used for more precise actions in paid advertising campaigns. However, the benefits of measuring website traffic are many more. The most valuable are:
- Ability to know the target group in detail
- Understanding user behavior
- Assessment of actual customer activity
- Create forecasts based on user trends and patterns
- Control of spending on advertising campaigns
- Improved conversion rate and higher return on investment
Free Google Analytics tool
The analytical tool provided by Google is the most widely used and works great for most websites. It is perfect for measuring both organic and paid traffic. Google Analytics has many advantages, although it is also not completely free from disadvantages. Below are some examples of GA’s strengths and weaknesses.
Advantages of the Google Analytics system:
- easy to implement and easy to use
- free in the standard version
- has a clear interface
- the ability to generate additional reports
- access to many options, basic and advanced
- provides integration with other Google webmaster tools
- provides a lot of valuable data on the behavior of website visitors
Weaknesses of Google Analytics
- the free version is limited to 10 million views per month
- collected data is not 100% precise
- data in reports appear with some delay
- limited customization options
However, despite a few weaknesses, the free version of Google Analytics is a very effective web analytics tool in most cases. For more demanding users, Google has prepared a paid Google Analytics 360 tool. The commercial version of the application offers more functions and provides more precise reports.
Summary of the benefits of website traffic analysis
The first web traffic monitoring tools appeared with the rise of the Internet. The benefits of website traffic analysis are difficult to overestimate. Based on the data collected by analytical tools, many serious decisions are made.
However, it should be borne in mind that incorrectly interpreted data can lead to wrong decisions. Sometimes it’s more important than data or information to be properly interpreted.
Data analysis is also not a one-off project, but an ongoing process. In today’s world, current trends or user preferences can change very quickly. So you have to keep your finger on the pulse all the time. Continuous data analysis will help us in this. You can read about more digital marketing tools in my other blog posts.
Read this article in Polish: Korzyści mierzenia ruchu na stronie.