When your company develops a website, it’s important to understand the visitors who come to the site. The most effective way to do this is to use Google Analytics. With this feature, you can find out how many visitors you had on your site in a given day, a breakdown on those visiting your site by demographics and how they found your content.

As you can see this is an invaluable way to learn more about your potential customers’ activities. If you are new to using Google Analytics, here are a few things to be mindful of.

Learn the Sources that Lead Customers to You

One of the best ways to create effective content is to understand how people find you. This can help answer questions such as: How visible is you company on search engines? Do you have an active social media following? Do you have a blog that provides a valuable resource for customers?

When you log on to Google Analytics you can identify your main traffic sources. For illustration purposes say people visit your website after seeing a link to one of you blog articles on Facebook. With this in mind, it helps you see how effective your Facebook page is in referring people to your website, which could lead to a deeper focus to leverage that resource even more going forward. It can also help you spot surprise sources such as referrals. This is when someone else shares a link to your website through social media or a blog posting.

Which Content is the Most Popular?

When planning content strategy, it’s vital to learn which articles are receiving the most views. Google Analytics is an excellent tool for this because it breaks down content by page and lists from most popular to least popular all the content people have seen in a given time frame. Using this information, you can shape future content strategy based on your most popular posts.

Where is my Audience?

Another important component is the demographics of those visiting your site. When you access Google Analytics you can find out which locations –specified in city, state format- are your most popular places. This information is crucial because it can show you where you most loyal customers are for product marketing/distribution purposes or when is the best time to post new content.

How are my Goals Performing?

Goals are important metrics to set up in Google Analytics because they can help you decide which areas of your website are working and which spots need improvement. To illustrate, say you have several landing pages on your site that conclude with call to actions such as a link to where customers can visit to buy the products. By assigning goals to the landing pages, it helps you pinpoint the engagement process of each visitor when they are on your website. If you notice many people disengaging on a specific landing page, it can help you reevaluate if that is the best course of action for your business.

Google Analytics helps you learn more about the visitors to your website, so you can market more effectively to them. By playing around with its features and setting goals, you can use this unique tool to make your content more user friendly, which enhances your brand by creating value in the eyes of your website visitors.