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How Google Analytics Can Help Your Small Business

How to use Google Analytics for your Small Business.
Picture of Bianca Devin

Bianca Devin

BD Digital Marketing - Founder and Owner

"Business has only two functions - marketing and innovation".

You may have heard the words ‘Google Analytics’ multiple times, and you probably already have it, but are you using it?

Google Analytics can provide valuable insights and data to help businesses make informed decisions, optimize an online presence, and improve overall performance.

Here are some of the key benefits that Google Analytics can offer for your business:

  1. Website traffic analysis: Google Analytics tracks the number of visitors to your website, their geographic location, the devices they use, and the sources that drive traffic. This information helps you understand your audience better and tailor your marketing efforts accordingly.
  2. Audience segmentation: You can segment your website visitors based on various criteria like demographics, behavior, location, and more. This allows you to identify high-value segments and target them more effectively.
  3. Content performance evaluation: By tracking which pages and content are most popular, you can gauge what resonates with your audience. This insight helps you create content that drives engagement and conversions.
  4. Conversion tracking: Google Analytics lets you set up and track goals, such as sign-ups, purchases, or lead generation. You can see how well your website is performing in terms of converting visitors into customers or achieving other objectives.
  5. E-commerce tracking: If you run an online store, Google Analytics can provide detailed e-commerce data, including transaction values, products sold, and shopping behavior. This information helps you optimize your product offerings and marketing strategies.
  6. Behavior flow analysis: You can visualize the path visitors take on your website, from the entry point to the exit. This helps you identify bottlenecks and areas where users drop off, enabling you to improve the user experience and increase conversions.
  7. Real-time data monitoring: Google Analytics offers real-time tracking, allowing you to see current activity on your website. This feature is particularly useful for time-sensitive campaigns and events.
  8. Mobile app analytics: If you have a mobile app, Google Analytics can provide insights into user engagement, retention, and behavior within the app, helping you enhance its performance.
  9. Ad campaign tracking: If you run online advertising campaigns, Google Analytics can integrate with Google Ads and other advertising platforms. This integration allows you to measure the effectiveness of your campaigns and optimize your ad spend.
  10. Benchmarking and comparisons: Google Analytics lets you compare your website’s performance against industry benchmarks, which can help you understand how well you’re doing relative to your competitors.
  11. Custom reporting and data visualization: You can create custom reports and data visualizations in Google Analytics, tailoring the data to your specific business needs and preferences.

“Analysis is the Critical Starting Point of Strategic Thinking” – Kenichi Ohmae

To learn more about Google Analytics, hop onto the Digital Marketing Institute’s free resources page. They explain it very well here.

Have you made the switch from Universal Google Analytics to Google Analytics 4 (GA4? ) and what is the difference?

GA4 is an entirely new version of Google Analytics, designed to address the changing landscape of digital marketing and data analytics. While Universal Analytics is still supported and widely used, businesses are encouraged to transition to GA4 for its enhanced capabilities and future readiness. Have you transitioned your business Google account yet? Here are the differences:


  1. Tracking Methodology:
    • Universal Analytics (ga.js or ga3): Universal Analytics uses a cookie-based tracking method to collect data about website visitors’ interactions, sessions, and user behavior. It relies on a hierarchical structure of data collection, including hits, sessions, and users.
    • Google Analytics 4 (GA4): GA4 uses an event-based tracking model, focusing on user interactions and events. It provides more flexibility in data collection, allowing businesses to track a wide range of events across various platforms and devices.
  2. Data Structure:
    • Universal Analytics: The data structure in Universal Analytics is organized into hits, sessions, and users. The primary dimensions are limited to specific predefined parameters like page URL, page title, and more.
    • Google Analytics 4: GA4 has a more flexible and user-centric data model. It introduces new concepts like events, parameters, and user properties, allowing businesses to define and track custom events and user attributes.
  3. Cross-Platform and Cross-Device Tracking:
    • Universal Analytics: While cross-platform and cross-device tracking can be implemented in Universal Analytics, it requires additional configuration and isn’t as seamless as in GA4.
    • Google Analytics 4: GA4 is designed to provide better cross-platform and cross-device tracking out of the box. It allows businesses to track user interactions across websites, mobile apps, and other digital platforms with greater ease.
  4. Machine Learning and AI Integration:
    • Universal Analytics: Universal Analytics has limited built-in machine learning capabilities.
    • Google Analytics 4: GA4 incorporates more advanced machine learning and AI features. It can automatically identify and surface valuable insights, predict user behavior, and provide more detailed analysis.
  5. Data Privacy and Compliance:
    • Universal Analytics: Universal Analytics requires businesses to manage data privacy and compliance manually, including cookie consent and data retention settings.
    • Google Analytics 4: GA4 is designed with data privacy in mind and provides more built-in options for handling user data, including simplified data deletion controls and support for Google’s privacy features like Consent Mode.
  6. Reporting Interface:
    • Universal Analytics: Universal Analytics has a traditional reporting interface, which many users are familiar with.
    • Google Analytics 4: GA4 offers a more modern and flexible reporting interface, with easier access to custom reports and analysis.

It’s important to note that GA4 is an entirely new version of Google Analytics, designed to address the changing landscape of digital marketing and data analytics. While Universal Analytics is still supported and widely used, businesses are encouraged to transition to GA4 for its enhanced capabilities and future readiness.

Feeling more confused? Need some more information on how to get set up or use Google Analytics for your business? Why not book a training session with BD Digital Marketing and we will help you get started! Get in touch here.


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