Once a website has been created, it is extremely important to plug in analytical tools that will allow you to track organic traffic to the site, analyse goal achievement and find those places that cause users to leave the site most often. In other words, these tools allow for constant improvement of the website. This is especially important if one of your tasks is to generate leads and convert them into customers.
Google Analytics on the website
The basic tool for traffic tracking and data analysis is offered free of charge from Google Google Analytics. It offers very powerful functionalities for examining the situation on the site. You can check not only sources of highest trafficbut also to analyse:
- demographic data of users,
- the path they take when visiting the site,
- sides, which are most often the end of the road and do not encourage people to go further.
The tool shows the average time spent on a page, the rejection rate and much more. The analysis of the possibilities provided by GA is a topic for a separate article. Here, however, we only want to show this tool in combination with the other one, namely Google Search Console.
Google Search Console for your website
Google Search Console is the second tool offered by the giant that allows you to analyse the situation on the website. Thanks to it, you can check links The results of the research include: the number of clicks on links from other websites leading to the researched website, queries for which the website appears in search results, which led to a click. It is also possible to check how many impressions actually end with a click on a link referring to the website. At the same time, the tool also provides data on CTRIt calculates the average percentage of clicks in relation to impressions for the user. You can also check positionon which the web page is displayed on certain enquiries. Skilful analysis of the data presented is a source of valuable information.
Combination of GA and GSC
The best situation is when the data collection codes for GSC and GA are installed on the site simultaneously, and the accounts for these tools are linked. It is then possible to collect results via these two solutions at the same time. This gives a much broader spectrum of information, allows the tools to complement each other, and gives the site operator much more data to help improve the site.
Indeed, some of the information collected by GA is incomplete, such as queries that lead to a website (not provided - the least liked information by analysts). Meanwhile, the GSC does not have these shortcomings, so when not only the tools but also the data are combined, these shortcomings can be significantly minimised.
The query given in the example, which is referred to in GA as "not provided", can be deciphered to a large extent precisely thanks to the GSC.
Discrepancies in data from
However, it happens that the data in GSC and GA are not consistent with each other. They will always be close to each other, but they may not be consistent.
This is because the two tools work slightly differently. The GSC, for example, collects traffic from the Google browser and works regardless of whether the page is only displayed in the search results or is clicked on. Meanwhile, users are looking for information that is important to them not only on this search engine, but also on others. GSC will not provide data from those sources. They can only be found in GA. The GA tracking code is implemented on. So the tool only collects data when the code is called. What does this mean? Data can only be acquired when the page is loaded.
Information on the ratio of impressions to clicks can be very helpful in design of website strategy and analysing seo optimisation activitiesTherefore, limiting the information only to events on the website will not help to improve the website on entry.
The issue of calling the GA code can also cause differences in click-through rates. For GSC, it is sufficient that the user clicks on the link and will be taken to the page. Such a click will be counted as an entry. If the page takes a long time to load, the user will abandon it or the servers will suddenly go down, the GA code on the page will not be calledand thus GA will not count these visits.
The source of the differences there may also be downloads. If a website offers its users certain files for download, then for GSC a visit directly from a search engine to such a file will be counted as a click. For GA, the visit will not be counted because the code cannot be embedded in the file, and the page may not be loaded, so the code will not be called.
How to interpret these differences
Definitely, you need to use both tools. However, their efficient application and use requires experience, knowledge and constant research. When running a business that is based on a website, it is worth to pass on the data analysis to specialists. This could be a web design studio, a marketing agency, an SEO person, for example. They will not only place codes in the appropriate placesbut in addition they will be able to read the data they have collected and present their conclusions to the layman.
It is always necessary to compare the results obtained and contrast the data collected. Where GA shows deficiencies, you should refer to the GSC, which should know the answers. Conversely, where the GSC is unable to provide satisfactory answers, the GA should help. Only a coherent, combined data report will allow conclusions to be drawn that refer to reality. On the basis of these conclusions, it is possible to implement changes and improvementswhich in the following period should produce better results and generate other statistics.
Running a business with a website as a sales tool cannot be done without data analyses. This analysis, on the other hand, must be carried out on the basis of information from various sources, among which the aforementioned Google Analytics and Google Search Console form the basis.
Article prepared by Mateusz Hauer from Krakow studio hauerpower.com. Studio dealing with creating useful and functional websitesThe company has a strong focus on cleanliness, minimalism and original graphic creations while keeping up with modern trends.
Tonight I received an email from the creators of the popular Kadence theme, which I also use myself on How to Make a Website, containing information about upcoming price changes.
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