Module 5 Journal Google Analytics

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Southern New Hampshire University *

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Marketing

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Jan 9, 2024

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Lombardi 1 5-1 Journal: Analyzing Google Analytics Reports Anthony Lombardi Southern New Hampshire University MKT 311 Professor Finui 7/27/2023

Lombardi 2 Analysis Company & Product: Company ABC & New Widget Product Promotion Mobile Marketing Strategy: By analyzing Google Analytics Reports, companies can review and make decisions based on a wide variety of data. For example, they may use that data to determine the effectiveness of their current mobile marketing campaigns and to make any necessary changes to improve performance. From the Google Analytics Report for Company ABC, we can see that between June 3rd and June 7th, three separate users accessed their website accounting for four different sessions. The data shows that 75% of sessions were from new visitors while 25% were from returning visitors. Additionally, Google Analytics also shows that in the same time frame, the company had five page views in the four sessions, leading to 1.25 page views per session. Also, the average time spent per session was 27 seconds. Another statistic included in the report is bounce rate which refers to the percentage of people who visit the website and leave without clicking on any links or visiting a second page of the website (Zantal-Wiener, 2022). In most companies, the average bounce rate is between 26% and 70%, with an optimal rate being between 26% and 40%. According to Google Analytics, Company ABC’s bounce rate is higher than average at 75%. Google Analytics also shows information about the viewers such as demographic information and the type of devices being used. For example, 100% of Company ABC’s viewers were English-speaking and out of the three separate users who made up the four sessions, one of them used an iPhone. The iPhone user was a new viewer rather than a returning viewer, only viewed one page, and had a 100% bounce rate. Campaign Effectiveness: A huge benefit of Google Analytics for companies is that they can use the data to determine the effectiveness of their current marketing strategies and campaigns.

Lombardi 3 Additionally, it can make them aware of ways in which they are underperforming or where they are meeting or exceeding expectations and they can use that information to adjust accordingly. For example, if a company sees that its mobile device users have a much higher bounce rate than desktop users, it could suggest to them that there is an issue with accessing and navigating the website on mobile devices. Additionally, since marketing campaigns come with specific organizational goals, Google Analytics data can help a company determine if they are reaching those goals and can help them pinpoint specific areas where they need to make improvements to help them reach their goals. Overall, Google Analytics provides companies with a wide range of data that they can use to determine what changes need to be made as well as what is going well for them and then allows them to make the necessary changes to promote success. After reviewing the data for Company ABC, I have determined that their campaign has shown potential by driving more traffic to their site, however, I believe they have issues that need to be addressed involving accessing and navigating their website on mobile devices. Prior to June 3 rd , based on the information available the company did not have any users on its website at all. In the days following they were able to attract three separate users, who accounted for four sessions and five total page views. This is a sign that the promotion of the widgets has reached consumers and attracted a few people who haven’t visited the site prior to June 3 rd . However, the data also shows that users spend a very short amount of time on the site and had a very high 75% bounce rate. This shows that users are quickly leaving the site rather than clicking on other links and accessing other pages. Based on the iPhone bounce rate of 100%, the company may need to make changes to how the website is displayed on iPhones and other mobile devices if they want users to stay on the website and visit other pages. Overall, I believe the campaign has been successful in driving new customers to view the website, however, based on the high bounce

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Lombardi 4 rate, short session duration, and lack of repeat customers, I believe the company has a major issue with its website design that is annoying users and causing them to quickly leave without returning. Use of Google Analytics: Google Analytics Reports do a great job of informing companies of how they are performing but it also is a great tool to help companies determine what changes need to be made to their strategies or website. For example, as I mentioned above, Company ABC may have to make changes to its website to make it more mobile-friendly if they want to improve its bounce rate and session duration. If a company sees that it has a very high bounce rate it can determine that something on its website is causing people to leave quickly without clicking on other pages such as a “bad design, errors in tracking code, excessive bots, or browser incompatibility” (Zantal-Wiener, 2022). The company can then make the appropriate changes to see more success in their campaigns. Google Analytics also shows things such as user demographics which can help a company pinpoint the type of people who are visiting their site the most often and can make sure that their marketing efforts are focused on attracting and maintaining that target market. Overall, Google Analytics provides companies with information about the users that access their websites, what devices they are using to get there, how long they stay there, how many different pages they access, how many return to the website, and much more. Companies then use this information to determine their performance and to make any necessary adjustments to improve their campaign.

Lombardi 5 References Zantal-Wiener, A. (2022). What is a Bounce Rate? HubSpot. https://blog.hubspot.com/marketing/what-is-bounce-rate-fix#:~:text=The%20average %20bounce%20rate%20is,between%2026%25%20and%2040%25 .

Module 5 Journal Google Analytics

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