Why Digital Marketing Analytics Important for Your Business in 2022?

Google Analytics (GA) is a service offered by Google that generates statistical details about the flow of visitors to a website, where that traffic is coming from, conversion metrics, and sales.

It offers amazing free reporting features. I know Google Analytics is not the easiest tool in the world to use. All of the reporting options quickly become overwhelming. Do not worry. You don’t have to be an expert to master Google Analytics to interpret digital marketing analytics!

So in this article, we’ll help you become a pro at navigating all the key features you need for your digital marketing. Our common goal is mastery of the tool, without the complexity.

Why Google Analytics is Important for Digital Marketing?

First of all, KPI’s, your performance indicators, are used to guide your decisions as a digital marketeer.

The more digital analytics for marketing you have, the better you will be able to make decisions about your overall content marketing strategy, as well as your upcoming campaigns.

The Most important Metrics for Your Business

Like any business or professional, you should analyze tips and signals to determine if things are going in the right direction for your site.

They bring you the most Google Analytics metrics that are vital for you as an entrepreneur to help you get started.

1. Number of Visits

This is the first and most important piece of data in Google Analytics. Aside from flattering our egos, all businesses are interested in knowing the number of visitors to their site, as this is the main ingredient in attracting potential buyers, followers, and customers.

There are two main types of visitors you should consider: Returning and new. Even without an explanation, it’s very simple. Google uses cookies on your visitor’s computer to determine if they have visited your site before.

The percentage of new visitors compared to those who have already visited can vary a lot between websites. If you have a news site with very specific content (like the one in the image above), you will have a lower number of returning visitors, since they came to your site purely to get specific information and then quit and never come back. However, if you sell products or have a news site that regularly brings new content, you will start to have followers and come back.

2. Average Number of visitors according to the pages viewed per visit

The average number of page views per visit is an important piece of information that lets you know how eye-catching your site is. The higher the number, the more likely it is that your site will be attractive enough to get people to browse other pages.

For a business site with only a few pages like an about, services, price, and contact us tab, any number above two is good, as that means people haven’t left your site. immediately and that they took the time to go through it, which gives you a better chance of making customers.

However, if you have seventy pages on your site and your number of pages viewed per visit is only 2.2, then Houston we have a problem!

3. Average Duration of a Visit

This data allows you to know how long on average visitors stay on your site. This measure is complementary to the number of pages viewed per visit.

The first interpretation you will give to this data is that the longer the visit lasts, the better. However, the first step to take into consideration is the type of content conveyed by your site.

For example, if your site has five pages with fifteen minutes of video on each and the majority of your visitors don’t stay longer than three minutes, then that probably means they’re not getting through to your content and they are a lot of information is missing, which can affect your conversion rate.

4. Bounce Rate

The bounce rate indicates the number of visitors who came to your page but left it immediately, without visiting its tabs, hence the name bounce rate. You want as low a bounce rate as possible to convert your visitors.

This rate can indicate several things:

Visitors were looking for specific information that they found on the single page they visited.
The design or layout of your site did not strike them interesting, and they don’t want to read what else you have to say.

5. Sources of Traffic

These statistics are presented based on four sources of traffic; search engines, referring sites, direct visitors, and other sources.

Search Engines – these cover everyone who comes to your site from search engines like Google, Yahoo, Bing, and more. This is possible if your site appears in their search results.

Referring Sites – Traffic attribute to a link found on websites other than your own.

Direct traffic – including visitors who are taken directly to your site by typing your URL in the address bar.

This data lets you see where you need to put more effort. For example, if search engines get you the most traffic, then bet on that. These different sources of traffic work for different businesses. It is very wise to check out what works for you.

6. Keywords

This data shows which keywords people have typed into Google to be directed to your site. This is essential information, as it highlights which keywords are bringing you the most visitors. For example, as your site owner, you can only use four main keywords, while your secondary keywords get you the most traffic. This can be a consequence of low competition or low succession, which is why you should focus on these rather than the ones you initially favored.

7. Landing Page

Your promotion strategy often determines what your landing page will be. Sometimes the one you take for granted and pay the least attention to is the one that gets the most traffic. It can be the result of shares, content, or some keywords among many others. Google Analytics has a list of every page on your site and shows their traffic sources, number of visits, and bounce rates.

8. Goal Conversion Rate

Objectives are unique website interactions that establish a goal. Typical goals might include buying or registering a user, however, a goal could be described as a user visiting several pages or downloading a piece of content. You may establish how well marketing activities result in goal conversions and use other user measures to learn which elements affect their successes or failures by measuring conversion rates over time. In Conversions> Targets> Overview, you will discover the target conversion rate; then click on the top of the graphs.


Marketing and website data analysis begins with the measurement of the importance to your organization and then uses technology to integrate them into a single repository where you can perform your analysis. Last but not least, you can benefit from the Google Analytics courses to master the metrics and be a successful digital marketer.