What separates digital marketing channels from traditional approaches like billboards and radio ads? Aside from the eye-catching designs and memorable messaging, what makes digital a dream for advertisers is data. It’s quantifiable, measurable, and provides access to a world of insights for business owners and marketers alike. Google Analytics has always been the hub for this gold mine of data. 

With the proper site tags in place, Google Analytics can glean demographic information, performance trends, and measure ROI by all sources of site traffic. But it’s possible that you may not be maximizing all of the potential insights your Google Analytics account has to offer. Or, that your business may not be prepared for upcoming changes to this software, such as the onset of Google Analytics 4. Here’s everything you need to know about Google Analytics and GA4.

How to Set Your Analytics Account Up for Success

The first thing that any marketer will look at when they’re auditing your website is if you set up your Google Analytics code properly across your site. The entire foundation of your website’s data log depends on this. Without these tags, all the years of data logged in your account are indefinable, incomplete, and effectively useless. It’s a difficult barrier to overcome for any business.

If you’re not sure what your Google Analytics tag is supposed to be, there’s a Chrome extension that can help. Download Google Tag Assistant to your browser, and then refresh your site. When you open the extension back up, you should see a tag labeled “Google Analytics,” that starts with a UA. There should only be one individual Google Analytics tag—any more than that, and your data may be misaligned. 

Screenshot of Google Analytics Tag Analysis

You’ll also want to make sure to install this same tag on any subdomains or one-off landing pages that may live on your site. Otherwise, any activity or conversions on those pages will not be counted. For example, if you’re sending users from 829llc.com to info.829llc.com, then these subdomains will both need to be tagged and have cross-domain tracking set up accordingly. Without this, the user disappears as far as Google Analytics is concerned when they navigate to info.829llc.com.

The second thing you’ll want to look at is whether your conversion goals are set up and firing. Are you tracking all of the main contact points that matter to your business? Are you seeing consistent results in your conversion reports? Do they line up with the backend results that your sales team is seeing? If not, you could be losing months of valuable performance insights, or collecting the wrong data that won’t provide anything helpful to your business. 

Both of these situations are relatively easy to fix, but also easy to miss without proper surveillance and expertise of Google Analytics specialists.

How to Make the Most of Your Google Analytics Account

Now that your Google Analytics tags are aligned and all your data is tracking correctly, you’re presented with an ocean of reports and insights.

Start by focusing on your conversion insights. Where are your new customers coming from and how are they finding you? How long does it take them to convert after the first touch? Which channels have the highest return on new business? All of these answers will present themselves in the conversion reports of your accounts. Use them to determine the most profitable channels for reaching new business, and where you should be focusing your optimizations and investments.

Another valuable report in Google Analytics can reveal trends in onsite user behavior. The platform collects data about your prospect audiences with detailed insights on age and gender demographics between your different products and services. Here, you can discover your strongest and most promising markets with geo trends from the hyper-local to the global scale. You can also see which devices present the strongest user experience to new prospects.

Finally, you can use Google Analytics data to improve the health of your site with Behavior reports. You can see which pages receive the highest traffic volume, and which ones have the strongest engagement. The data will also reveal common behavior flows which could help identify the most promising content to direct users to after they enter your site. You can even review individual page speed reports to identify any high and low performers.

How to Prepare for Google Analytics 4

About two and a half years ago, Google launched its newest version of its platform, Google Analytics 4. Google positioned the update as a bridge between website and app analytics, but businesses and marketers have largely continued to rely on the Universal Analytics dashboard. Recently, Google threw a curveball into the world of digital marketing by announcing that they will retire Universal Analytics and its properties will effectively stop functioning on July 31, 2023. This is their final push to get developers and marketers to use the Google Analytics 4 platform. 

If you have not begun the process of setting up your analytics on GA4, now is the time. You have over a year to start gathering data in GA4 and put your business in a strong position for next summer. It will also give you time to familiarize yourself with the Analytics 4 dashboard and start taking advantage of all new insights and features.

The main benefit of using Google Analytics 4 is that it provides a complete view of user behavior across all touchpoints. GA4 will also provide a more complete understanding of the path to conversion by implementing data-driven attribution. Marketers will have a better understanding of how each step of the marketing path impacts the bottom line. 

Let 829 Studios Help You Set Up Your Google Analytics 

If you are concerned about your website’s Google Analytics tracking, or you are unsure of how to migrate into Google Analytics 4, 829 Studios has the best analytics experts in the business. Our team will happily help you make the most out of Google Analytics and bring your company to new heights. Reach out today and schedule a conversation to get started!