Report on Google Analytics

GM1127: Digital Marketing

Spring 2022

Date: 20th May 2022

Course Coordinator: Peter Zackariasson
Report on Google Analytics
GM1127 Digital Marketing

Getting analysed

When a consumer looks for a product or business, the website enables a business to be present
on the search result. As most consumers do not go past the first result page on a search engine
like Google, a business needs to strategize with content and keywords to rank on top of the
search results (Being found online, DM Lecture, 2022). In contrast to a Facebook blueprint
which specializes in social media platform analytics, Google Analytics (referred to as GA in
the report) enhances website visibility as a tracking tool. Additionally, web analytics tools like
GA are an unbiased method of user behaviour measurement (Barba, Cassidy, De Leon &
Williams, 2013).

Analytics inform what is going on with the website and its content (Ryan, 2020). GA is used
to track user interaction for instance video clicks as well as user information such as location,
type of browser, type of operating system, age, gender, and referral source (AGA, Google
Analytics, 2022). The tool can also differentiate between new vs. returning users and group
users based on time spent. Considerate planning, therefore, generates insight regarding
customer behaviour. The Google Merchandise Store, for instance, tracked clicks to evaluate
user navigation action. Moreover, a limitation of this store’s website was users searched for a
product that is not sold. Optimization in this case using “Search terms report” helps to eliminate
disconnection between user expectation and reality (ibid). GA is also beneficial for a business
to measure the success of the marketing campaign. Multi-channel attribution report provides
an understanding of what channel is suitable and facilitates conversion for the business.
“Device Category” helps to understand user response to the digital marketing campaigns across
devices (GAfB, Google Analytics, 2022). Remarketing in GA utilizes Google Display
Network, mobile apps, or Google Search to target consumers with relevant ads, if they don’t
purchase from the website. For more precise targeting, the dynamic remarketing feature allows
businesses to advertise content or products related to consumers’ previous interests (AGA,
Google Analytics, 2022). The bounce rate is analysed to determine if the content on the
webpage is relevant to the target audience (GAfB, Google Analytics, 2022). A higher bounce
rate occurs when either the website traffic is not the right audience for the content, or the content
published is not suitable for the target audience. Thus, marketers need to embrace creativity to
create content that matters to consumers (Content marketing, DM Lecture, 2022). Also
comparing users’ behaviour referred from search engines, referring sites or email marketing
contributes to the content and design development of a website (Plaza, 2011).

Consumers are an integral part of marketing; therefore, the business obtains data to examine
consumers' online presence and activity (Understanding programmatic, DM Lecture, 2022).
Correct data about the number of consumers completing the marketing funnel journey or in
which step of the funnel the business is losing or retaining consumers are significant to refine
and improve marketing practice. GA supports here with analysis and testing tools (AGA,
Google Analytics, 2022) which is difficult to measure in an offline world (GAfB, Google
Analytics, 2022). Moreover, with GA marketer receives insight into the most effective
advertising campaign and expand on similar marketing efforts (ibid). For an engaging and

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Report on Google Analytics
GM1127 Digital Marketing

compelling consumer experience through personalization, incorporating segmentation in

marketing is crucial (Ryan, 2020). It helps to better understand the influence behind purchase
intention along with making informed decisions about future actions and priorities.

A business new to GA should start by undertaking a measurement plan which aligns the
business objective with the GA platform (AGA, Google Analytics, 2022). Then specify the
business objectives through strategies, tactics, and key performance indicators (KPI). It can set
KPIs of micro-conversion such as signing up for a new product notification which may lead to
macro-conversion such as purchasing the product. Therefore, utilizing GA will provide this
business with a strategic advantage over its existing digital marketing and in symbiosis will
boost traditional marketing outcomes.

Reference List

Advanced Google Analytics. Google Analytics Academy. (n.d.). Analytics.google.com.

https://analytics.google.com/analytics/academy/course/7

Barba, I., Cassidy, R., De Leon, E., & Williams, B. (2013). Web Analytics Reveal User
Behavior: TTU Libraries' Experience with Google Analytics. Journal of Web Librarianship,
7(4), 389-400.

Google Analytics for Beginners. Google Analytics Academy. (n.d.). Analytics.google.com.

https://analytics.google.com/analytics/academy/course/6

Plaza, B. (2011). Google Analytics for measuring website performance. Tourism

Management (1982), 32(3), 477-481.

Ryan, D. (2020). Understanding Digital Marketing: A Complete Guide to Engaging

Customers and Implementing Successful Digital Campaigns. Kogan. 5th edition. EAN
9781789666014.

Zackariasson, P. (2022). Content marketing. Recorded Lecture. Digital Marketing. University

of Gothenburg. https://canvas.gu.se/courses/54093/pages/lecture-content-
marketing?module_item_id=657352
Zackariasson, P. (2022). Search: being found online. Recorded Lecture. Digital Marketing.
University of Gothenburg. https://canvas.gu.se/courses/54093/pages/lecture-search-being-
found-online?module_item_id=657351
Zackariasson, P. (2022). Understanding programmatic. Recorded Lecture. Digital Marketing.
University of Gothenburg. https://canvas.gu.se/courses/54093/pages/lecture-
understanding-programmatic?module_item_id=657353