Analytics tools are important to measure the effectiveness of campaigns and website user data. A great part of having this data at your fingertips, is the ability to adjust to your audience's needs and desires to maximise interaction and engagement, by examining their behaviours.

To get a better understanding of needs and desires we need to understand how users are currently interacting with you - which platforms, which devices, which apps. Do they hear about you in the physical world through a friend, networking event, or business card. Are they searching for you on Facebook, LinkedIn, or via search engines. Do they use several different devices when researching you - desktop, phone and/or laptop? Do they share your content? What is it that they want - to see, do, achieve? How often do they interact?

These kinds of questions start the process of examination. Are we delivering content of value? What is the best mode of delivery for this customer or group of customers? Is there a way we can guide them with more valuable content delivered in a way that better meets their needs and desires, while ensuring we also meet our conversion goals?

Google Analytics

Why do we need to look at data? I get it. Managers are way too busy most of the time to figure out what they need to do with their Google Analytics account. Life as a manager can be thrilling and challenging as every day varies with immediate tasks and planning for every area of the business. It can be going great one day, then issues arise the next. That's why it's called management, after all. The only thing is, managers like personal and family time too and deserve it like anyone else. That leaves little time for reading material or watching videos about how to get the most out of GA. Once we have the basics set up, it is easier for a manager to run a report and get the numbers on web traffic. That's a good start. However, there are more features available when you are ready for more detailed reports, when you set up A/B testing, or run advertising, social media or email campaigns. A tracking tag or pixel can be added to ads to sort which traffic came from where. In GA, set goals/targets on your campaigns.