What is the role of Google Analytics in advertising?

If you have been in the marketing sphere at least a little, you might have heard about Google Analytics in advertising. If not, that’s okay too! Learning about the role of Google Analytics is very important for anyone interested in marketing or wanting to learn the backbones of how your actions online influence the type of advertising you see. It plays a very important role for any marketing agency to review their performance and show the result to their clients.

Using Google Analytics in advertising to learn more about what benefits your business the most is a crucial part of your marketing strategy. For example, suppose you’re running an ad that isn’t turning over the number of impressions or leads you want. You can learn through Google Analytics about who interacted with what and what demographics or audiences need to be reached better!

So What is Google Analytics?

When opening Google Analytics for the first time, looking at all the options and sidebars might be daunting, but here’s a simpler breakdown of what to look for!

In the backend of Google Analytics, there are eight main sections: Dashboards, Shortcuts, Intelligence Events, Real-Time, Audience, Acquisition, Behavior, and Conversions. And almost every one of those main sections has more detailed subsections that go into more detail and provide more data, but not everything is crucial for all marketers.

If you are unaware of more general terminology in Google Analytics, here are some basics!

  • Users: People that have visited the metric you measure at least once, including new and returning users.
  • Dimensions: Descriptive terms for objects you measure, like browser and session duration.
  • Metrics: The individual measurements or statistics of the dimensions.
  • Bounce Rate: This is the percentage of users that click onto your page or website and leave without interacting with it.
  • Sessions: The period of time that a user interacts with your website or ad.

With a little knowledge of what Google Analytics is and some terminology, let’s dive into what’s important for your Google Analytics strategy!

Also Read: 7 Benefits of Hiring a Marketing Agency?

What Really Matters?

Overall, there are three sections that truly matter for a marketing agency’s strategy, and those are audience, acquisition, and behavior.

  • Audience
    • As the title suggests, the audience section goes into great detail about the website or ad visitors! There, you will be able to find all about the different demographics you’re tracking—such as age, location, gender, and more about the visitors or users. You can also discover their interests and how they accessed your site, whether on a browser or mobile device.
  • Acquisition
    • While this section also deals with the audience, it focuses more on how the users got to your site. In a subsection titled “All Traffic,” you can see whether a user came from a search engine, social media, or a blog linked to your site!
  • Behavior
    • This section tells you how users are interacting with your site. For example, you’ll be able to see if people stay on the home page or if they go to an about tab and more!

Understanding and focusing on those three sections will help simplify your Google Analytics strategy and make it easier for beginners to understand! 

When using those three sections together, you will be able to learn more about your business as your audience sees it and they interact with you. Learning about your audience and how to use that information for your marketing strategy will greatly help your business.

How Do I Use Google Analytics Properly?

Now that you know what it is and what the different sections mean and their uses, it’s important to learn how to apply this to your business!

Find the right people to build your brand.

Below are some ideas on how to increase your traffic to your site:

  • Direct Traffic
    • Share this link with those around you; personal connections are very useful in marketing! Have them search you up in their browser and share with their connections too.
  • Organic Search
    • This is where a strong SEO strategy comes into play! Utilizing meta descriptions, page titles, keywords, and more is very important for organic searches.
  • Paid Search
    • Always keep your ad keywords and phrases up to date with the latest trends so that people will see your ad more and want to click on it!
  • Referral Traffic
    • Guest posting can be compelling when used correctly! Posting your blogs or site on other platforms will help your reach expand and find new people to interact with your site.
  • Social Media
    • Social media can be a potent tool when looking to expand your audience reach and want more impressions and interactions with your site and business! Work on a strong social media strategy that includes consistent and a high number of postings, a variety of information and posts, and dialogue that leads viewers to your website or your profile.
  • Email Traffic
    • A call to action is the most important aspect of email marketing! Ensure that your readers are given clear directions and a reason to check out your site and business.

Checkout: The 7 Ps of Marketing

After you’ve implemented some or all of the suggestions above, look at your impressions on Google Analytics! Figure out what works and what doesn’t work for your business so that you can thrive in the marketing world.

The Marketing Agency You Need

If you’re looking for a marketing agency that incorporates all of the 7 Ps of Marketing in their marketing plans, check out the Marketing Agency Utah and schedule a consultation today!

Marketing Agency in Utah is your end-to-end partner in creating a stellar brand, maximizing market share and scaling at speed.

Call Us Now


136 E South Temple, Suite 1400
Salt Lake City, UT 84111