The Importance of Google Analytics

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Google Analytics is a very important digital marketing tool but seriously underused by most businesses. It allows you to measure the results of individual campaigns in real-time, compare the data to previous periods, and so much more. Here are some of the reasons that you should be using Google Analytics to measure the success of your website.

Analytics shows you data from all channels that are directing traffic to your website, including:
    Organic Search (SEO)
    Paid Search (PPC)
    Social Media
    Referrals (Backlinks)
    Direct Traffic

Conversion Tracking
It's all good knowing how many people have visited your site, and where they came from, but how do you know if those users are actually converting? Google Analytics allows you to set up goals to track when a user completes a certain action on your site. Regardless of how many users each channel is driving to your site, you need to know that this traffic is converting.

Device Overview
With the introduction of mobile first rankings, this section has become even more important. As your website now needs to be mobile friendly if you want them to be included in rankings for relevant search results. Google Analytics allows you to monitor which devices your users are coming from, giving you some indication as to how well your mobile site is working in comparison to the desktop version.

Combining Data With Business Goals
Google Analytics data on its own can tell you a lot about website performance. This information can be very helpful. However, if you don't know what you are trying to achieve, it's just that: information. True performance tracking and improvement come from comparisons on KPI's against previously set goals.

source: https://www.fifteendesign.co.uk/blog/the-importance-of-google-analytics/