Google Analytics is the most widely-used analytics system for online businesses, but most don’t know that it is offered in three forms: Google Analytics, Google Analytics 360and Google Analytics for Mobile Apps, which covers Android, iOS, and other platforms that send data using the Measurement Protocol.

or paid subscription.

Google Analytics is a free-of-charge service that you can upgrade with a paid subscription to Google Analytics 360

Assembly Required.

Google Analytics only collects data from the time you set it up. Once data has been stored, it cannot be changed. It appears in Google Analytics as Reports, making it essential for you to choose the parameters you want collected ahead of time.

To set up Google Analytics, all you have to do is copy and paste a JavaScript tracking code in your webpage (before the closing </head> tag – if you’re wondering!)


According to a whitepaper by Harvard Business Review, ‘Businesses that integrated multiple sources of customer and marketing data outperformed competitors in sales by 23%’ With statistics like that, you’d be wise to consider adding Google Analytics to your business setup processes.

So what
can you do
with Analytics?

View your customers’ behavior at every step in the purchase funnel: acquisition, behavior, and conversion. Acquisition allows you to track how people discover your website, Behavior lets you see how users engage with your website, and Conversion allows you to see how many complete transactions.

Your Weakness.
Boost Your Strengths.

With this information, you can clearly identify which methods of acquisition convert more than others, allowing you to tailor your marketing strategy to what works, saving you time and money. Behavior lets you see which pages just aren’t working, allowing you to fine tune your approach.

Internal Traffic.

With Google Analytics, you can exclude your own internal traffic from your statistics, meaning your data won’t be overstated because of views from within your business.

By Device.
Provide Better Service.

Google Analytics, allows you to filter your web traffic by device, meaning you’ll easily find out whether your customers are mainly desktop users or mobile users, making your webpage development decisions easy!


Track all your marketing campaigns separately for ease of comparison. Your campaigns can consist of PPC (pay-per-click) text ads on search engine results, such as Google AdWords, banner ads on websites, or campaigns via social media or in direct emails.


All you have to do is add campaign tags to your website’s URL links or marketing material. When users click the URL with the campaign tag added, Google Analytics will link that action to your marketing campaign, letting you assess not only your campaign but also the places you choose to advertise, meaning if one source virtually converts nothing, you can cut it out and direct your advertising budget elsewhere.


Google Analytics allows you to integrate your standard Analytics account with your Google Adwords account, provided you use the same email and you have admin status across both accounts.

Google Adwords allows you to not only show as a potential option when customers search for your key business terms in Google, but it also offers geographical features, meaning you can set Adwords to show in a higher frequency to mobile users within a set km range of your premises.

You can even choose for your ads to run only during business hours – in my opinion the best use of Adwords. I’ll cover Adwords next week, so stay tuned for more!

Targeted Content
To Previous Users.

Remarketing via Google Analytics allows you to remarket your website to users who previously visited your site. These are broadcast on the Google Display Network (mobile apps, Google searches) and encourage customers to come and reconsider your products.


To set up Remarketing, head to your Analytics Property Settings > Tracking Info > Data Collection > Set Remarketing + Advertising Reporting. Change your ‘Remarking + Advertising Reporting’ setting from ‘off’ to ‘on’.

Next, you need to link either your Adwords or your DoubleClick Bid Manager account to Google Analytics. Once you’ve done this, you need to create Audiences based on common attributes. To do so, click Admin > New Audience > Select the View + Account you want the audience list attached > Define Audience (you will see an estimate of that audience size based on your data from the last 7 days) > Set up Durations.

Up to
540 days.

You can choose how long your Remarketing campaigns target visitors to your site. Campaigns can be as short as a day to as long as 540 days. Less than 30 days seems the optimum amount because let’s be honest, nobody likes a company that just doesn’t know when to go away!


Dynamic Remarketing allows you to target previous users of your website with ads based on the actual products or services they viewed when they first checked out your website. It requires a bit more setup than standard Remarketing; for a step-by-step guide to Dynamic Remarketing, click here.

All The Data.
Confident Strategy.

With Google Analytics set up from the start, you’re able to make confident decisions about marketing because you know exactly where your customers originated from; without Analytics, is just a guess!

It’s Never
Too Late.

It’s never too late to set up your Google Analytics account. To learn more about what Google Analytics can do for your business, visit the Google Analytics Academy. If you’re interested in finding out what a professional writer can do for your business, including setting up your Google Analytics, contact us today!

Further Reading

Over 10M Websites Now Using Google Analytics, Rip Empson,

Google Analytics Dominates The Top 500 Websites, TechBlog,

Adding analytics.js to Your Site, Google Analytics

Funnel Analysis: Finding and Fixing Conversion Problems with Google Analytics, Edin Šabanović,

4 Ways to Tailor Your Marketing to Each Customer, Pratik Dholakiya,

The Measurement Protocol: What is it and how should I be using it? Paige Flanagan,

What is Google Remarketing And How It Works,


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