Digital Analytics comprises all the programs and methods that are used to collect, analyze and measure the data collected from a website. Google Analytics is a tool that helps in implementing the processes and methods. To make optimum use of Google Analytics, it is important to have a good understanding of digital analytics.
Digital analytics in marketing is of four types and each one helps in creating a comprehensive strategy.
Competitive landscape analytics:
It deals with tracking and analyzing the business competitor’s social media content, marketing strategies and product offers. It also analyzes how competitors attract and retain customers.
Customer behaviour analytics
This analysis deals with analyzing all the fine details about a customer’s online behaviour. Studying customer behaviour provides answers to several marketing questions.
Performance analytics helps to analyze the brand’s performance on social media platforms along with key performance indicators like sales value, profits, etc.
Predictive analysis helps to foretell the customer’s next move by using data and statistical algorithms. It also helps in identifying future outcomes to help businesses stay ahead of the curve.
Also Read: Digital Marketing and Google Analytics
Digital analytics tools are the software that enables real-time collecting and reporting of digital data, thus eliminating hours of tedious manual work. But the success of digital analytics depends on how well digital tools are used.
The best digital analytics tool is Google Analytics. Additionally, there are social media analytics and free versions of paid tools. Mix Panel, Heap Analytics, KissMetrics and Piwik are some of the popular choices for digital analytics.
Google Analytics helps to increase revenue and maximize ROI. To make it work to the brand’s advantage, there are four ways to track the goals:
Through URL destination goals.
Each time a user visits a particular URL, they trigger that goal. They are ideal for PDFs, thank you pages and confirmation pages.
With visit duration goals.
Google Analytics tracking code assesses how much time a visitor spends time on a website by sending a timestamp to the Google Analytics servers. The servers track two timestamps
: one when the user visits the first page and the second when the user clicks on the second page.
With the number of pages or visit goals.
This goal tracks the number of pages each visitor visits before they leave the website.
Event goals have to be set up to let Google Analytics know when an event has occurred. This allows to track events like external links, time spent on watching videos, downloads, widget usage and social media buttons.