How Google Analytics can help companies grow
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How Google Analytics can help companies grow

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by Chris Smith
How Google Analytics can help companies grow

If professionals view Google as nothing more than a tool to help them conduct online searches, it may be time for them to explore the wide range of services the corporation provides. Those who hope to increase traffic to their company website will especially want to become more familiar with Google Analytics.

What is Google Analytics?
When individuals take Google Analytics classes at the American Graphics Institute, they will acquire a greater understanding of the effectiveness of their website. Those who use Google Analytics receive detailed statistics on who is visiting their website, as well as what these individuals do while there.

Why is Google Analytics helpful?
While anyone is welcome to pursue Google Analytics training, marketing professionals can especially benefit from having a grasp on this service.

With an understanding of Google Analytics comes a better sense of who a company's goods and services appeal to - something that's very important to professionals responsible for an organization's marketing strategies. According to Google Analytics' website, the service helps users paint a full picture of their audience, based on data such as website traffic.

At the same time, the service's In-Page Analytics tool allows professionals to see how visitors interact with each page of a website. Knowing what these individuals are looking for or what appeals to them can help companies decide if it's time for a website overhaul.

"If you find that posts about celebrities generate more revenue than posts about soccer, you might consider writing more about celebrities," Daniel Waisberg, an advocate of the service at Google, told Entrepreneur.

How can Google Analytics grow a company?
Ultimately, knowledge is power in business. This is especially true when it comes to knowledge of customers and what they want. When companies know what's working and what's sending individuals away from a website, they can stop throwing money away on ineffective marketing strategies.

"Google Analytics has reduced our customer acquisition costs by 30 percent," said Daisy Downs, chief marketing officer at Urbansitter, as quoted by Google Analytics' website. "Our media spend goes right to our best-performing channels."

What marketing professionals learn from website interactions can also help them shape their offline strategies. With all this in mind, it should be easy for people to see that having a handle on Google Analytics can set them up for professional success, whether they wish to land a job in marketing or advance within an organization.

About the author

Christopher Smith is president of American Graphics Institute. He is the co-author of Adobe Creative Cloud for Dummies and more than 10 other books on design and digital publishing. He served as publisher and editor of the Digital Classroom book series, which has sold more than one million books on topics relating to InDesign, Photoshop, Illustrator, After Effects, Premiere Pro and other Creative Cloud apps. At American Graphics Institute, he provides strategic technology consulting to marketing professionals, publishers designers, and large technology companies including Google, Apple, Microsoft, and HP. An expert on web analytics and digital marketing, he also delivers Google Analytics classes along with workshops on digital marketing topics. Christopher did his undergraduate studies the at the University of Minnesota, and then worked for Quark, Inc. prior to joining American Graphics Institute where he has worked for more than 20 years.