Nowadays, data is more and more important. Beyond the harvest, 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 commercial strategies.
Before even getting interested in data collection, 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, etc.
- Conversion indicators: conversion rate, average basket and basket abandonment rate (if e-commerce), customer acquisition cost, etc.
Analytics, Data Studio, Tag Manager, we present the Google tools to collect and analyze your data!
Google Analytics, an essential tool for data collection
Google Analytics is a free tool that allows you to collect data of different types on your website, web application, etc. With Google Analytics, you can see different indicators and collect numerous elements to have relevant information on your visitors, their profile and their behavior. Here are the 4 areas of information that you can collect:
- Audience: profile of visitors to your site, share of mobile traffic, location, demographics.
- Acquisition: acquisition channels, connection with ads campaigns, etc.
- Behavior: pages visited, average time spent on the page, loading time,
- Conversion: rate of transformation of visitors into prospects (filling out a form for example), of prospects into customers (purchase of a product or service)
Google Analytics allows you to collect a lot of very rich and interesting data to analyze the performance of your website.
One of the big advantages of this software: it allows you to group data from different channels. For example, you can couple your site information with that of your CRM or the results of your Google Ads campaigns.
But the data that Analytics proposes to collect by default is not always sufficient or is imprecise. 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 collecting information and to clarify the data.
Google Data Studio, a data visualization tool
Google Data Studio allows, from the elements collected in Analytics, to create summarized dashboards. This then makes it possible to present the information in a clearer and more practical way. These dashboards are automatically updated based on changes in data in Google Analytics.
Les avantages de Google Data Studio :
- Better visualization of the data collected
- Simplified information analysis
- Creation of personalized data analysis supports
We strongly recommend that you use Data Studio in order to have a better visualization of your data and make their analysis simpler and more optimal.
Google Tag Manager, a tool for personalizing collected data
Google Tag Manager is an essential free tool in addition to Analytics. It allows you to create and manage specific indicators to deploy on your site. This allows you to add indicators not offered by Analytics. Thanks to Google Tag Manager, you will be able to add or modify tags on your site in order to track specific data according to your objectives. GTM allows you to go further in collecting and analyzing data from web support.
To finish…
In summary, to collect and produce interesting visit data, we advise you to start by clearly defining your objectives. These objectives can be diverse: sell, acquire new customers, raise awareness of a product or service, 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 format them in a simplified way. You will thus be able to produce the clearest and most readable visit data to analyze your information and adapt your different digital strategies.
Our team takes care of managing your Google Analytics account and creates simple and relevant dashboards. Do not hesitate to contact us!