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Google Analytics is a freely available and popular web traffic analysis tool. It not only offers data but also helps you to understand the metrics you should focus on for more value. This article aims to discuss how healthcare digital marketers benefit more from using Google analytics. Before diving into that topic, let’s first understand what google analytics is.
What Is Google Analytics?
Google Analytics is an effective tool offered freely by Google. It helps you track website visitors, assess their behavior, measure the outcomes of digital marketing campaigns, discover what topics work best for your audience, and more.
By providing accurate performance metrics on your campaigns, you can optimize campaigns for better results. Google Analytics uses tracking codes to determine user characteristics (age, gender, hobbies, etc.) or activities and feed them to the server as the users leave your site.
What is the major objective of using Google Analytics?
You can use Google analytics to achieve the following goals such as:
- Analyze Organic Search, Direct, Social, as well as Referral
- Check search volume data using Google Trends and Adwords
- Track brand mentions on social channels
- Establish brand awareness metrics and check if there is any peak, trough, or fluctuation
- Track the number of users and keyword usage to find out who’s searching your practice, and from where
- Track landing page traffic and conversion metrics
- Acquisition metrics such as Direct, Organic Search, Referral, and many more, offer insights into what’s bringing in the maximum leads followed by their conversion
- Check the source medium to figure out the source of conversion traffic
Sales and revenue:
- The sales performance report evaluates total sales and revenue over a specific period
What are the major services offered by Google analytics?
By providing more data, Google Analytics tells you things such as:
- Your website visitors’ information
- Geo-location – the origin of your website traffic
- The mode of entry to your website
- Pages they access more and liked more
- The retention rate on every page
- Understanding sessions as well as bounce rates
- Visitors navigation
When it comes to Search Engine Optimization (SEO), analytics reveals the list of effective keywords. Similarly, for advertising campaigns, tracking highlights the performance of leads followed by their conversion.
Key metrics in Google Analytics for digital marketing
Although there are hundreds of metrics in Google Analytics, we’ve zeroed in on 6 major metrics so that you can use them to make data-driven decisions.
- Audience: To explore your target customers including their location, age, sex, and device technology. It can track the number of users, sessions, average session duration, average pages per session, ratio of new users to returning users, and bounce rates.
- Acquisition: To determine the efficiency of your website and marketing campaigns in getting website visitors. It can also track organic vs. paid sessions and detailed analytics on organic searches.
- Social relationship: To track on-site engagement, social media impressions, and whether your content is being shared
- Traffic: To list your traffic sources, such as goal conversions, sessions, time spent, and bounce rates
- Engagement and behavior: Tracks your website’s engagement ability, average time on page, top queries in search, pages with the most traffic, and convert visitors into potential customers.
- Conversions: GA helps you to track goal conversion rates (landing page performance, blog performance, and conversions to potential customers).
These metrics are just the tip of the iceberg. Google analytics offers many more metrics for tracking. It’s completely up to you or your healthcare digital marketer to determine which of them really matters.
Now you know how Google Analytics can help you at a preliminary level. However, there is more to healthcare digital marketing than this. To get more assistance in this regard, contact HealthSoul.