In mid-October, Google released a series of updates. It minorly affected the search algorithm. But a lot more attention went to Google Analytics. They say it has “machine learning at its core”, and allows anyone with it installed on their site to better track data which provides better ways to make data-driven decisions. 

Why update this now? Essentially because data is more important than ever. In a weird year where e-commerce has jumped 5 years into the future due to the pandemic, and more and more businesses are trying to find a way to survive in an uncertain future, you need to equip yourself with as much data as possible so you can make best decisions. Google says “The new Google Analytics will give you the essential insights you need to be ready for what’s next.”


What’s in the New Update

With machine learning right in the description, the new Google Analytics update means smarter information for you. It can automatically alert you to trends and changes in your website data. That means you’ll know what pages on your site suddenly start getting more traffic. It means you’ll learn instantly what products start to sell and grow in popularity. 

Google also gives an example that can really help when budgets are tight. Analytics can calculate churn. It shows you weak points when people leave the website so you can make better decisions to retain customers on the site longer.

Essentially, the new Analytics helps you get a better view of your entire customer base across the entire customer journey. This allows you to make better decisions on how to engage with them in the future. Read our more detailed analysis of the changes here. 


Do I really need Google Analytics?

So now that you know that you can get a lot of information from the platform, you might still be wondering if you really need it. Many people think Google Analytics is too complex or not needed. That it’s only for big businesses. But that’s not the case at all. Millions of websites use Google Analytics, both from enterprise business and small business alike. So here’s some of the best reasons why you need it for your website, no matter your business. 

It’s Totally Free

Did you know that all this data comes absolutely free? No really. Free information! Why wouldn’t you want to take advantage of data specifically about your business. You just need to sign up with a Google Analytics account and then implement it onto your website. After that, you can log in anytime, anywhere, and see who is on your site, where people come and leave it, demographic information, page views, time on page, and so much more. 

There’s a wealth of information you can gather from this free tool. You just need to know how to use it. Then it’s game on to help you make these crucial data-driven decisions for your business.

Always Working to Collect Data

Once you install Google Analytics, it’s always running. It’s always working to get data on those who visit your website, which should spark ideas on how to optimize it. While it doesn’t give information on specific users, it can give you a good idea of the customer touchpoint and their journey with your website and your business in general.

The acquisition section lets you learn which search terms bring in traffic. It breaks down every query on Google that then directs people to your site. While sometimes technical to understand, this section is invaluable as you create new content around the keywords that people often search for. It also tells you which social media platforms bring in the most traffic so you can gear advertising dollars in the right place. 

Google Analytics also allows you to create custom reports to refer to more often. You can pick the specific metrics and dimensions then decide how you want to view them. This tool works great for sets of data you know you want to refer to frequently. And you can build as many reports as you want. 

Better Understand Your Customers & Audience

This is probably one of the most important bits of data you can pull to better understand your customer. A better audience picture allows you to target your messaging, advertising, and products to those who actually come to your site. Or if you’re attracting others that you might not want to, then you can make changes and pivot your strategy accordingly.

Google Analytics allows you to understand which geographic areas bring in the most customers and traffic. It can work at both a local and national level to help you see what searches and traffic comes from which areas. 

Better Monitor Goals

Goal setting can be one of the best ways to feel a sense of accomplishment for your business. You can set goals right in the platform through the Conversions section. These goals can include things like filling out a lead gen form, downloading content, making a purchase, or signing up for a service. 

Even if you don’t set up official goals through the platform, you can still track your own metrics to see if the changes you make to your site are working or if you need to continue to adjust your strategy. Because you can track by date parameters and compare year over year, you can see your progress in real time. 


How to Get Started

You can install Google Analytics on your website with just a little bit of code. You first need to create a Google Analytics account, then claim your website by adding a tracking code. Or on WordPress, you can install a plugin.

As part of our white label SEO program, we can help you take care of this for your own website and your clients. And taking it a step farther, we’ll help you understand the reports and capabilities within in Google Analytics so you can better serve your clients needs. you’re not sure how to best proceed, let us do it for you! Boostability includes Google Analytics installation with every SEO campaign. Learn more about our SEO partner program today!



Kristine is the Director of Marketing at Boostability. She brings a decade's worth of communications strategy work to the company. Kristine has a Masters Degree in Leadership and Communications from Gonzaga University and graduated from BYU with her undergrad in Broadcast Journalism. She's worked in television news, public relations, communications strategy, and marketing for over 10 years. In addition to being a part of the marketing team, Kristine enjoys traveling, sports, and all things nerdy.