Google Analytics: role and benefits for businesses

For a more in-depth look and a comprehensive analysis, read our main article Google Analytics, which covers all the features and strategic considerations of the platform.

What is Google Analytics?

The fundamentals of web analytics

Google Analytics is a free tool developed by Google to help you analyse the audience and traffic of your website or mobile app. Available to any business with a Google account, it collects and organises vital data about your visitors, traffic sources and user interactions. It is a cornerstone of modern web analytics, turning raw data into valuable business insights.

Essential features of Google Analytics

Google Analytics 4 (GA4) uses an event-based model, providing a detailed view of every user interaction. Key features include session tracking, unique user identification and advanced audience segmentation. The platform distinguishes between different traffic sources and enables you to monitor conversions. API integration with the Incremys 360° SEO SaaS solution brings all this data together for cross-platform analysis.

Its role in your digital strategy

Google Analytics plays a crucial role in your digital strategy by offering a clear picture of your online performance. It helps you identify the most effective acquisition channels, understand visitor behaviour and spot opportunities for improvement. With centralised data, you can adjust your marketing actions in real time and maximise your return on investment.

Why use Google Analytics in your marketing analysis?

Understanding your audience and their behaviour

Google Analytics allows you to analyse where your visitors come from, how they navigate your site and how engaged they are. By examining bounce rates and the number of pages viewed, you can identify your best-performing content. This understanding is essential for tailoring the user experience.

Optimising your marketing performance

The platform measures the effectiveness of your marketing campaigns, whether SEO, SEA or social media. It enables you to compare performance by channel and allocate budgets according to results. Integrating this data into the Incremys platform streamlines automated reporting.

Improving your content with data

By analysing visitor behaviour, Google Analytics highlights the expectations of different audience segments. The insights gained help you optimise editorial content and strengthen the relevance of your key pages.

Frequently asked questions about Google Analytics

Is Google Analytics free?

Yes, Google Analytics is free to use for most of its features, making it an essential tool for businesses of all sizes.

What is the main purpose of Google Analytics?

The main purpose of Google Analytics is to turn raw data into actionable insights. It helps businesses understand the effectiveness of their marketing activities and optimise the user journey.

Who can use Google Analytics?

Any organisation with a website or mobile app can use Google Analytics. Digital marketing professionals rely on it to monitor and improve performance.

To further enhance your analysis and keep up with the latest digital marketing trends, explore all our resources on the Incremys Blog.