Nowadays, data is increasingly important. Beyond its collection, it must be valued. Indeed, there is a lot of data to collect on a website or web application. The objective is to extract useful information to develop and maximize its marketing and sales strategies.
Before you even start collecting data, it is essential to ask yourself the right questions, in order to determine what information will really be useful to you.
Let's start by introducing you to the two main types of indicators that exist:
- Engagement indicators: pages/visit, bounce rate, average visit duration...
- Conversion indicators: conversion rate, average basket and basket abandonment rate (if e-commerce), customer acquisition cost, etc.
Analytics, Data Studio, Tag Manager, we present you the Google tools to collect and analyse your data!
Google Analytics, an indispensable tool for data collection
Google Analytics is a free tool that allows you to collect different types of data on your website, web application...
With Google Analytics, you can see different indicators, collect many elements to have relevant information on your visitors, their profile and their behaviors.
Here are the 4 axes of information you can collect:
- Audience: profile of your site visitors, share of traffic on mobile, location, demographics.
- Acquisition: acquisition channels, connection with ad campaigns...
- Behaviour: pages visited, average time spent on the page, loading time,
- Conversion: the rate at which visitors are transformed into prospects (e.g. by filling in a form), and prospects into customers (by purchasing a product or service)
Google Analytics allows you to collect a lot of very rich and interesting data to analyse the performance of your website.
One of the big advantages of this software is that it allows you to combine data from different channels. For example, you can link the information from your website with your CRM or the results of your Google Ads campaigns.
But the data that Analytics offers to collect by default is not always sufficient or is inaccurate. On the other hand, Google Analytics offers many tables and graphs that can be complex. This is why there are additional tools to go further in the collection of information and to clarify the data.
Google Data Studio, a data visualisation tool
Google Data Studio allows, from the elements collected in Analytics, to create synthesized dash boards. This makes it possible to present the information in a clearer and more practical way. These dashboards are automatically updated according to the evolution of the data in Google Analytics.
The benefits of Google Data Studio :
- Better visualisation of the data collected
- Simplified information analysis
- Creation of customised data analysis materials
We strongly recommend that you use Data Studio to get a better visualization of your data and to make their analysis easier and more optimal.
Google Tag Manager, a tool for personalising the data collected
Google Tag Manager is a free tool that is an essential complement to Analytics. It allows you to create and manage specific indicators to be deployed on your site. It allows you toadd indicators not proposed by Analytics. Thanks to Google Tag Manager, you can add or modify tags on your site in order to track specific data according to your objectives.
GTM allows you to go further in the collection and analysis of data from a web medium.
Finally...
To sum up, to collect and produce interesting visit data, we advise you to start by defining your objectives precisely. These objectives can be diverse: to sell, to acquire new customers, to make a product or service known, to gain notoriety, etc. This will allow you to target the relevant indicators.
Through these three different complementary tools, you will be able to collect essential data and data specific to your objectives, and to format them in a simplified way. You will thus be able to produce the clearest and most readable visitor data to analyse your information and adapt your various digital strategies.
Our team takes care of the management of your Google Analytics account and creates simple and relevant dashboards. Do not hesitate to contact us!