Google Analytics

Google Analytics is a free analytics and reporting tool that can give you valuable insights into your business. Read more about Google Analytics here and learn how you can use the data you get from Google Analytics to strengthen your business.


Optimize your business with Google Analytics

Google Analytics is a free analytics and reporting tool that provides valuable insights into your business, your customers and your advertising campaigns. By understanding your customers' behavior and preferences, you can target your activities and increase your revenue. In this article, we will dive deeper into Google Analytics and its many possibilities to optimize your business and digital presence.

What is Google Analytics?

Google Analytics is a free tool that helps you analyze and report on your company's digital presence. With Google Analytics, you can, among other things:

  • Attract more customers to your website
  • Keeping customers on your website
  • Improve your conversion rate
  • Increase the impact of your Google Ads ads

By learning more about the behavior of your target audience, you can better target your activities towards them and improve your business performance.

Get maximum benefit from Google Analytics

At InboundCPH we are specialists in Google Analytics. We can help you set up and customize Google Analytics to suit your company's needs. We will guide you on how to retrieve data from Analytics, and we are always available if you have any questions. We can advise you on what data is important to focus on to achieve success and how to set up Google Analytics correctly and in a user-friendly way.

What you can get out of Google Analytics

With Google Analytics, you can achieve the following benefits for your business, among others:

Attracting new customers

Google Analytics can tell you exactly where your visitors come from. You can learn how many users find you through a search engine, what users search for to find your website, and how much traffic comes from social media. You can also get a wide range of demographic information about your users. You can use this knowledge to optimize your content and target your marketing.

Improving conversion rates

Google Analytics can give you detailed information about what your users do on your website. Among other things, you can see which products your users are looking at, which products have the highest conversion rate, and where in the buying process users drop out. Based on your insights into user behavior, you can make a plan on how to improve your website in order to increase conversion rate. For example, buttons need to be placed differently or made more visible, products need to be better described, or the buying process needs to be made more intuitive.

Optimization of Google Ads campaigns

By linking Google Analytics with Google Ads you can track the users who come to your website after clicking on one of your ads. Among other things, you can see what users do on your website and how many of the users from a given ad take a desired action (such as making a purchase or signing up for a newsletter). Based on your knowledge, you can identify the ads that are not profitable or do not have the desired effect and create new, value-adding ads based on which type of ads have the desired effect on your users. You can also assess in which cases search engine optimization is more profitable than Google Ads.

Retention of potential customers

If you have a search function on your website, Google Analytics can, among other things, provide you with information about how many users use the search function, what your users search for (and do not search for), and which keywords and search phrases users use in their search. This knowledge enables you to identify whether there are products or information on your website that users have difficulty finding and whether there are products that users demand and that you should therefore have in your regular product range.

Training in Google Analytics

Once we have implemented and set up Google Analytics, and once we have tested that everything works as it should, we will guide you on how to use the tool yourself. We explain how to display the necessary data, how to interpret the data, and how to act afterwards in order to strengthen your business. Of course, we are always available if you have any questions.

Google Analytics is a free tool, so there are no set-up costs and no running costs associated with it. We make sure that all data is tracked correctly and that all data is presented in a clear and user-friendly way that you can understand.

Frequently asked questions

Google Analytics 4 and future updates

In 2020, Google launched a new version of its analytics tool, Google Analytics 4 (GA4). GA4 was developed to meet the changing data privacy requirements and to help businesses gain more accurate and actionable insights into their customers' behavior. With GA4, data collection becomes more privacy-conscious and usability is improved to make it easier to extract valuable information from the collected data.

GA4 introduces a number of new features and improvements, including improved integration with Google Ads, new reporting options, machine learning and artificial intelligence. This makes it easier to understand customer behavior across different devices and channels and to optimize your marketing efforts. GA4 allows you to track conversions, audience engagement, and other important metrics more accurately and efficiently than previous versions of Google Analytics.

To get the most out of GA4 and future updates to Google Analytics, it is recommended to invest time and resources in understanding the new features and updates and to update your Analytics account to the latest version. This will ensure that your business continues to gain valuable insights and can adapt to the ever-changing demands of the digital world.

Below you will find answers to some of the most frequently asked questions about Google Analytics:

1. Is Google Analytics Illegal?

The Danish Data Protection Agency has assessed that the use of Google Analytics may be illegal without the implementation of additional measures. This has created uncertainty among users. The problem with Google Analytics is that personal data may be stored in the US without adequate protection and thus not comply with EU GDPR legislation. But there is no need to panic, as there are solutions.

Here are some tips to follow:

  1. Switch from Google Universal Analytics to Google Analytics 4 (GA4).
  2. Install a European proxy server to regulate data tracking and storage.
  3. Be selective with data collection and avoid raw data ending up on US servers.
  4. Delete data that is no longer in use.
  5. Get help from experts.

There are alternatives to Google Analytics such as Matomobut they may have the same personal data issues. Expectations for the future include a renewal of the Privacy Shield, which may be approved by the European Commission in March 2023 or later. This would make customer data exchange between the EU and the US possible again. Read also our in-depth article on the topic here

2. Why is it important to use Google Analytics?

Google Analytics is important because it gives you insights into how your visitors interact with your website and which marketing efforts work best for your business. You can use this information to make informed decisions about how to improve your online presence and increase your revenue.

3. How can I measure conversions and sales with Google Analytics?

To measure conversions and sales with Google Analytics, you first need to set up goals and e-commerce tracking. Goals allow you to track specific user behaviors, such as filling out contact forms, signing up for newsletters, or downloading files. Ecommerce tracking allows you to track sales and revenue from your website.

4. Can I see which keywords are driving traffic to my website?

Yes, Google Analytics can show you which organic keywords are driving traffic to your website. You can also see which Google Ads keywords generate clicks and conversions. This information can be used to optimize your search engine optimization (SEO) and paid search marketing (SEM) efforts.

5. How can I see which pages are the most popular on my website?

Google Analytics allows you to see an overview of the most popular pages on your website by going to 'Behavior' > 'Site content' > 'All pages'. Here you can see page views, average time spent on the page, bounce rate and other important statistics for each page.

6. How can I see which devices and browsers my visitors are using?

To see which devices and browsers your visitors are using, go to 'Audience' > 'Mobile' > 'Devices' in Google Analytics. Here you can see statistics for the different devices, such as smartphones, tablets and desktops, as well as which browsers are being used.

Google Analytics is an invaluable tool that can help you understand your visitors' behavior, improve your website and optimize your marketing efforts. By learning how to use Google Analytics effectively, you can take your company's online presence and revenue to new heights.

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Ian Rosenfeldt

Founder, COO & Chief AI Strategist

Se forfatter

Get help with Google Analytics

Need help with Google Analytics? Contact Ian Rosenfeldt for a no-obligation discussion on how you can make the most of Google Analytics.

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