Changes Come to Google Analytics
November 4, 2014 - Google Algorithm
Google Analytics is a tool that every website can use to understand their audience. Recently Google made some improvements to the tool for its users. The most recent update enhances one old and essential part of Google Analytics and introduces two new features that open up the power of Google to more users than ever before.
Audience Demographics and Interests Go Mobile!
The enhancement that was mentioned earlier deals with audience demographics and interests. Now, businesses have had access to this information for quite a long time, and it really makes sense as to why they would want it. Seeing what kind of people are attracted to your website and what interests they have allows you to track who your main audience is and market yourselves better to that specific demographic. As you tailor more to the fan base, they go to you more and more often until you suddenly have a strong foundation on which you can expand outward.
Universal Analytics can segment reports based on user behaviors and helps the user figure out who converts, who bounces, and who comes to them from different sources. It not only substantially widened the field of interest for members of the Google community, but also made it easier for businesses to quantify their search engine marketing strategy.
Dynamic Remarketing Expands to All Verticals
One of the new additions to Google Analytics is dynamic remarketing. While not a proper addition in and of itself, it was formerly available only for top tier verticals, which organize businesses based on industry and needs. It used to be that when dynamic remarketing was introduced, only certain businesses in certain industries, such as retail and health care, had access to this powerful tool. But now, every business in every vertical is able to use this option from Google, allowing hundreds, perhaps even thousands, of Internet businesses to perform their marketing strategy.
Remarketing is a tool that enables a website to reach out to previous visitors. Studies have shown that ROI increases by up to 30% among previous visitors. In other words, it means that people who visit a site and are reminded of it are more likely to return and buy from it. Numbers like this prove that it is relatively easy to retain visitors when you reach out to them and tell them, “Hey, we are still around. Remember why you visited us in the first place?” This is what dynamic remarketing achieves. When a visitor goes to a site using dynamic remarketing, a cookie is set on their IP from the site, which enables the business to track their activities. When an Internet user continues to search and they look at competitors, an ad will appear on the search page regarding the prior site they visited.
Dynamic remarketing is a powerful tool that encourages customer retention and helps a business build a loyal community. The fact that it is finally being opened to all verticals rather than exclusively high-traffic ones is a major step for many industries, especially small businesses that cannot afford to market massively in the same way that large competitors can. Though it is a little expensive, it is based primarily on the overall quality score and rank of the website, so it is possible to make a big splash in the ever-expanding Internet market.
Benchmarking Finally Arrives
The other major addition to Google Analytics is benchmarking tools. One would think that it’s a simple matter to introduce this tool to a system as advanced as Google Analytics. However, this has not been the case. But after much work and deliberation from Google, it is now possible for an Internet business to track and predict their Internet presence, the quality of their efforts, and where they need to improve.
The new benchmarking tool takes many factors and puts them all together into a single readable figure that gives businesses the tools they need to measure marketing efforts. The metrics used in the benchmarking tool include: channel data from your website, location of the user, the type of device used (tablet, smartphone, or PC), the length of the session, the bounce rate, the number of pages views per session, the number of sessions overall, and how many users were first-time.
Each of these metrics provides evidence as to the strength of your page and the success of your search engine marketing.
Data is taken straight from your website as well as from other websites. The results are then color coded so you can easily see where you are exceeding competitor performance and where you are lagging behind. This allows you to directly compare your performance against the competition. The only thing about benchmarking is you are unable to see specific competitors and how well their efforts are going.
These new changes to Google Analytics give new power to small businesses and their websites to improve traffic and conversion. See how they help you improve your own performance, and check out the updates today.