Introduction
Digital marketing is now a survival strategy for continued enterprise growth and creates brand services. With almost everyone searching from products or services online, organisations have realised the importance of websites as it helps in tracking data related to the users. The issue of Google Analytics was developed to help organisations track users’ interactions. Interactions incurred are traced with the help of tracking code, thus enabling an organisation to gather vital information. The data obtained can be compared with historical data, hence being easy to watch how the website performs and even see demographics related to the targeted users in the marketplace. With the help of these analytics, goals can be achieved because an organisation can customise conversations that google needs to log. The point of argument is that google analytics provide robust data supported by multiple reports that provide a concise insight into how the entire website performs. Concerning this information, this discussion analyses google analytics obtained from the Foodbank Australia website. The whole analysis was conducted from 1 February 2021 to 28 February 2021. The report includes multiple Google Analytics metrics observed from the targeted organisation.
Section of the report
Users
In Google Analytics, this includes people visiting the website. Users are categorised into two groups that are new and returning users. According to,,,,,,,, new users are the people visiting the website for the first time, while the returning individuals include people who have visited the site more than once. Google Analytics has cookies that help in distinguishing the data, but this is not 100% accurate. The users’ issue includes sessions, new users, average session duration, bounce rate, and the number of sessions per user.
Channels /sources analysis
This is based on the acquisition, channels and traffic incurred by users when accessing a website. It is described as a significant part of Google Analytics as it helps organisations see how much traffic is coming from paid channels versus unpaid channels. This includes channels like a direct, referral, social media, organic and paid channels. From the analysis of this data, the organisation can see who visited, how long they stayed, the number that visited a specific page and how users converted site to the site based on the set goals of tracking. Knowing all these statistics helps in understanding channels to optimise.
Landing pages analysis
This includes report obtained from behaviour, site content and landing pages. The organisation wants to see the pages that are often landed on and where the users are coming from. The aim is to capture information such as several goal conversations gained when a user lands on the first page. Besides, one can see those actively involved in the site and those who land on pages and leave right away. If users are going the right way, one needs to change the page and engage, thus increasing retention.
Page view and unique page views
This shows the total number of views on the website per page. The issue of page views occurs when the page is viewed by the same user more than once. On the other hand, when it comes to unique page views, this considers how many times a user views a website page within a particular session.
Key findings
Visits and engagement
Users
Considering the targeted website, one tends to observe the total number of users for this website was 6,022 (28%), new users were indicated as 5,599 (30.1%), unique page views (14,835(29.8%), sessions (7,993 (31.9%) and average session duration being 00:01:50 (3.5%).
Besides, it was observed that new vs returning visitors by sessions in this website was 78.7% and 21.3%, respectively.
Source /medium and channels
This includes where traffic to the website comes from. With the targeted website, aspects such as medium metric outlines where the exact traffic of this website originated. This includes organic search, direct, social media, emails, paid searches etc.
The findings show the direct sources had the highest values, with sessions amounting to 4,761. This was followed by Google, Facebook, CPC and email. On the other hand, in social network, there was a high engagement in Facebook with sessions of 456 followed by LinkedIn, YouTube and Instagram.
Recommendations
The organisation should focus on search queries. The reason behind this is that it will help in understanding keywords and language used by visitors. Besides, this will help in making the entire page appear at the top of any search engine.
Besides, Google Analytics should account for the devices. The data obtained failed to acknowledge standard instruments used by users when accessing the website. The use of devices helps tell what proportion of the targeted individuals uses tablets, laptops, phones and desktops. For instance, if a growing number of users use mobile phones, the organisation should be using mobile user experience when developing its content.
The organisation should focus on user engagement. This is based on bounce rate, time spent on the page and unique page views. If these pages have a small number of users, it means that users are not getting any helpful information; thus, the organisation should ensure content used is readable.
Explain how the organisation might use these insights in communicating with their key target audience via digital marketing channels, such as the website.
Google Analytics helps to segment the issue of customer base. By using these insights, organisations can classify their customers based on various factors. Besides, through these insights, organisations understand the type of content that is appropriate for their audience. According to,,,,,,,,,,, good content communicates the image of an organisation, and that is why most organisations create informative infographics to add value to their audience. Similarly, the insights aid in understanding the social platform to target. Google analytics help organisations to gauge the best platform that has more audience and the one with high engagement.
Conclusion
Google Analytics have valuable insights that help the organisation to shape their success strategy. Understanding the business aspect of digital marketing tools such as blogs and infographics helps organisations develop a helpful website that enhances engagement with users. Website aids in the understanding audience, thus being easy for an organisation to deliver better content. Also, through the insights obtained from Google Analytics, the organisation can understand the audience’s behaviour, what they are looking for, and whether the firm is addressing the audience’s needs. The fact remains that Google Analytics helps organisation use technology to study and dissect online activities, thus catering to appropriate services and products needed by the targeted audience.
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