{"id":183367,"date":"2024-04-01T01:25:00","date_gmt":"2024-04-01T00:25:00","guid":{"rendered":"https:\/\/liora.io\/en\/?p=183367"},"modified":"2026-08-08T13:58:50","modified_gmt":"2026-08-08T12:58:50","slug":"what-is-google-analytics-complete-guide-to-the-tool","status":"publish","type":"post","link":"https:\/\/liora.io\/en\/what-is-google-analytics-complete-guide-to-the-tool","title":{"rendered":"What is Google Analytics? Complete guide to the tool"},"content":{"rendered":"\n<p><strong>The use of a website has become essential for any company wishing to develop its business online, but many of them don&#8217;t know how to optimise their traffic in order to improve their conversion rates via their website. <\/strong><\/p>\n\n\n<p>In fact, you could be spending a large <a href=\"https:\/\/liora.io\/en\/growth-marketing-definition-and-differences-from-growth-hacking\">budget to drive traffic<\/a> to your website, but suffering from a low conversion rate due to poor optimisation of your user journey.<\/p>\n\n\n<p><strong>Google analytics<\/strong> has been specially designed to help businesses optimise website traffic through data analysis. Developed by Google and released in 2005, it is a tool for analysing website traffic and presenting the data in pre-configured, <strong>customisable dashboards.<\/strong><\/p>\n\n\n<p>A host of indicators can be used to improve traffic, including traffic sources, conversions achieved, mobile devices used by visitors, natural referencing optimisation and <a href=\"https:\/\/liora.io\/en\/google-search-console-the-essential-seo-tool\">social networks<\/a>, to name but a few.<\/p>\n\n\n<h2 class=\"wp-block-heading\" id=\"who-can-use-google-analytics\">Who can use Google analytics?<\/h2>\n\n\n<p><strong>Google analytics<\/strong> is available free of charge, all you need is a Google account to use the tool, which is<strong> fully customisable and is aimed at all businesses<\/strong> that use their website as a means of conversion and need to obtain information about their web traffic.<\/p>\n\n\n<p>Although <strong>Google analytics<\/strong> is free, there is a premium solution for larger companies.<\/p>\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex is-content-justification-center wp-container-core-buttons-is-layout-5ee10de4\" style=\"margin-top:32px;margin-bottom:32px\"><div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/liora.io\/en\/courses\/data-ai\/analytics-engineer\">Find out more about Google Analytics<\/a><\/div><\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"how-can-you-use-google-analytics-to-optimise-your-traffic\">How can you use Google analytics to optimise your traffic?<\/h2>\n\n\n<p><strong>Google analytics dashboards<\/strong> are data visualisation tools used to analyse website traffic.<\/p>\n\n\n<p>Google analytics offers dashboards for analysing the most <a href=\"https:\/\/liora.io\/en\/kpis-key-performance-indicators\">important KPIs of a website<\/a> in order to help a company optimise its traffic.<\/p>\n\n\n<p>The user journey is very important for converting leads into customers. If a large number of leads arrive on your website but do not go any further than the home page, your<a href=\"https:\/\/liora.io\/en\/digital-strategy-definition-development-implementation-2\"> marketing strategy<\/a> will not be profitable.<\/p>\n\n\n<p>To optimise your traffic and ensure that the most qualified leads are converted, you need to analyse the right data about the user journey.<\/p>\n\n\n<p>The most important <a href=\"https:\/\/liora.io\/en\/web-analytics-what-is-it-why-is-it-important\">data to analyse<\/a> includes :<\/p>\n\n\n<ul class=\"wp-block-list\"><li>Number of visitors<\/li><li>Number of sessions<\/li><li>Bounce rate<\/li><li>Session length<\/li><li>Live visits<\/li><\/ul>\n\n\n<figure class=\"wp-block-image size-full\" style=\"margin-top:32px;margin-bottom:32px\"><img alt=\"Illustration for How can you use Google analytics to optimise your traffic?\" decoding=\"async\" height=\"550\" loading=\"lazy\" src=\"https:\/\/liora.io\/app\/uploads\/2023\/10\/google-analytics-1.jpg\" style=\"width:100%;height:auto\" width=\"825\"\/><\/figure>\n\n\n<h2 class=\"wp-block-heading\" id=\"precise-visibility-of-a-website-s-various-traffic-acquisition-channels\">Precise visibility of a website&#8217;s various traffic acquisition channels<\/h2>\n\n\n<p>The performance of a website is not just about the user journey. The way in which leads are acquired is just as important. Google analytics provides data to help companies optimise their acquisition channels.<\/p>\n\n\n<p>It is important to know the exact sources of your audience in order to optimise your traffic and, by extension, your conversion rate. The <strong>sources that Google analytics<\/strong> can analyse include :<\/p>\n\n\n<ul class=\"wp-block-list\"><li>Organic sources;<\/li><li>Social networks;<\/li><li>Direct sources (web users have searched for your site directly);<\/li><li>Referencing (via an external link);<\/li><li>Other sources (emailings, tags).<\/li><\/ul>\n\n\n<p>As well as acquiring <strong>significant traffic,<\/strong> it is vital for a company to attract the right audience. To do this, you need to be able to analyse your audience to determine whether it corresponds to your target audience.<\/p>\n\n\n<p>Google analytics provides<strong> detailed information about your website&#8217;s audience, including :<\/strong><\/p>\n\n\n<ul class=\"wp-block-list\"><li>areas of interest<\/li><li>Geolocation<\/li><li>Type of device used<\/li><\/ul>\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex is-content-justification-center wp-container-core-buttons-is-layout-5ee10de4\" style=\"margin-top:32px;margin-bottom:32px\"><div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/liora.io\/en\/courses\/data-ai\/analytics-engineer\">Master Google Analytics<\/a><\/div><\/div>\n\n\n<h2 class=\"wp-block-heading\" id=\"how-can-google-analytics-help-you-improve-your-roi\">How can Google analytics help you improve your ROI?<\/h2>\n\n\n<p>Knowing whether the budget we allocate to our marketing campaigns is profitable can be quite complicated, and it could be that a company is misusing the various channels without realising it and therefore losing money on poorly targeted <a href=\"https:\/\/liora.io\/en\/brevo-sendinblue-everything-you-need-to-know-about-this-multifunctional-marketing-tool\">marketing campaigns.<\/a><\/p>\n\n\n<p><strong>ROI<\/strong> is used in marketing to calculate the return on investment of a campaign. Google analytics can be used to<strong> calculate ROI in order to optimise future marketing campaigns.<\/strong><\/p>\n\n\n<p>Google analytics allows users to create objectives and analyse their completion.<\/p>\n\n\n<p>The first step in calculating ROI using<strong> Google analytics<\/strong> is to set objectives.<\/p>\n\n\n<p>In the case of a merchant site, for example, you could set a conversion rate target of 20%. This means that 20% of the leads arriving on your site end up making a purchase on the merchant site.<\/p>\n\n\n<p>Another example, for a service company, would be to set a target of 80% of leads arriving on your site ending up making an appointment.<\/p>\n\n\n<p><strong>IMPORTANT:<\/strong> the objectives must be challenging but realistic, intelligent and achievable.<\/p>\n\n\n<p>Once the objectives have been set, it&#8217;s important to make the most of your leads&#8217; actions on your website. For example, if out of 100 appointments made, 30 prospects buy a product for \u20ac350, you will earn \u20ac10,500. On average, a lead who makes an appointment is therefore &#8220;worth&#8221; \u20ac105.<\/p>\n\n\n<p>If you then calculate the price of a lead who makes an appointment, you will have a good idea of the profitability of <strong>your marketing strategy.<\/strong><\/p>\n\n\n<figure class=\"wp-block-image size-full\" style=\"margin-top:32px;margin-bottom:32px\"><img alt=\"Illustration for How can Google analytics help you improve your ROI?\" decoding=\"async\" height=\"550\" loading=\"lazy\" src=\"https:\/\/liora.io\/app\/uploads\/2023\/10\/google-analytics-2.jpg\" style=\"width:100%;height:auto\" width=\"825\"\/><\/figure>\n\n\n<h2 class=\"wp-block-heading\" id=\"analyse-the-different-sources-of-conversion\">Analyse the different sources of conversion<\/h2>\n\n\n<p>Some sources are more profitable than others when it comes to acquisition, and <strong>Google Analytics<\/strong> allows you to calculate the conversion percentage by source.<\/p>\n\n\n<p>For example, a company could convert 80% of leads from a &#8220;paid search&#8221; source but only 1% from a &#8220;social network&#8221; source. A more in-depth analysis would enable you to decide how best to target advertising on social networks, for example.<\/p>\n\n\n<p><strong>Google analytics<\/strong> can also be used to assess the quality of a source, as it can provide information about the leads acquired, such as centres of interest and geolocation.<\/p>\n\n\n<p>For example, a source could obtain a large number of leads who book appointments on your website, but the conversion rate could be low because the leads acquired are not in the right geographical region.<\/p>\n\n\n<p>Google analytics could therefore help you target your audience more effectively.<\/p>\n\n\n<h2 class=\"wp-block-heading\" id=\"conclusion\">Conclusion<\/h2>\n\n\n<p>In conclusion, by using<strong> Google Analytics<\/strong> strategically, businesses can make informed decisions to optimise their user journey, target the right audiences and improve profitability. It&#8217;s an essential tool for any business that wants to exploit the full potential of its website and maximise its online results.<\/p>\n\n\n","protected":false},"excerpt":{"rendered":"<p>The use of a website has become essential for any company wishing to develop its business online, but many of them don&#8217;t know how to optimise their traffic in order to improve their conversion rates via their website. In fact, you could be spending a large budget to drive traffic to your website, but suffering [&hellip;]<\/p>\n","protected":false},"author":76,"featured_media":183369,"comment_status":"open","ping_status":"open","sticky":false,"template":"elementor_theme","format":"standard","meta":{"_acf_changed":false,"editor_notices":[],"footnotes":""},"categories":[2433],"class_list":["post-183367","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-data-ai"],"acf":[],"_links":{"self":[{"href":"https:\/\/liora.io\/en\/wp-json\/wp\/v2\/posts\/183367","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/liora.io\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/liora.io\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/liora.io\/en\/wp-json\/wp\/v2\/users\/76"}],"replies":[{"embeddable":true,"href":"https:\/\/liora.io\/en\/wp-json\/wp\/v2\/comments?post=183367"}],"version-history":[{"count":3,"href":"https:\/\/liora.io\/en\/wp-json\/wp\/v2\/posts\/183367\/revisions"}],"predecessor-version":[{"id":210442,"href":"https:\/\/liora.io\/en\/wp-json\/wp\/v2\/posts\/183367\/revisions\/210442"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/liora.io\/en\/wp-json\/wp\/v2\/media\/183369"}],"wp:attachment":[{"href":"https:\/\/liora.io\/en\/wp-json\/wp\/v2\/media?parent=183367"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/liora.io\/en\/wp-json\/wp\/v2\/categories?post=183367"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}