Digital Marketing

What Is Google Analytics And Why Is It Important?

Understanding what Google Analytics is and its importance in a digital project is essential to take advantage of one of the most important features that the digital environment offers. It is about the possibility of measuring in real-time, and thus being able to adapt to those results obtained.

Google is the most important search engine in the world, and in many countries, it has up to 95% of users. It is a very powerful search engine and has multiple platforms and tools that enhance and help you get the most out of it.

Google Analytics is a service offered by Google since 2006. It is free and generates hundreds of analytics, it is a tool that allows you to track websites, blogs and applications.

In addition, it offers multiple predetermined (and customizable) reports, with which you can obtain data related to the number of visits, their duration, and your sociodemographic data (such as the language of the browser used, location, or your Internet provider).

Also very important are the metrics that record your behaviour within the website (such as the traffic sources from which visits come, the pages visited, the preferred sections, or the keywords used).

Likewise, it offers technical results, such as the analysis of the loading time or the technical details of the visitors’ devices (browser, operating system or the reference of the mobile phone used to access).

They are real-time reports, which include social network analysis, content, conversions or results of advertising actions. It is one of the fundamental tools, which must be installed in every digital project.

In addition to offering you the possibility of understanding how users act within your website, Google Analytics goes a long way. It is compatible with the rest of Google’s tools and its use can be combined with Google AdWords (Google’s advertising platform), Blogger (Google’s platform for creating blogs), or YouTube.

Its operation is quite simple, you must install a Java Script tracking code within the web page. From that moment on, Google Analytics collects data using a combination of cookies, browsers and the tracking code entered. It collects this data thanks to the cookies that are generated when a user enters the website, recording the user’s activity from the moment he enters the page until he leaves it.

It is a 3-phase process: user navigation data is collected, and processed and reports are generated. You cannot understand what Google Analytics is, without taking into account the importance of installing it correctly, as well as configuring it according to the measurement needs and objectives of each project.

It is a necessary tool in a digital strategy, with which we can squeeze the behaviour of users on a website. Act on many of its areas, adapting the page and its content to the real needs of its users.

Know, Measure and Analyze the Success of Your Website

Data measurement and analysis are fundamental aspects of the digital world. To be successful in your marketing strategy, it is crucial to understand the behaviour of your users, evaluate the performance of your actions and make decisions based on concrete data.

In this sense, Google Analytics has become an essential tool for any online business. In this article, Maiden Stride will explore in detail the capabilities of Google Analytics and how you can make the most of them.

Know your users

One of the main advantages of Google Analytics is that it allows you to obtain detailed information about the people who visit your website. You can find out what country they access from, what devices they use, their language, gender and age, among other demographic data.

In addition, you will be able to discover their interests and affinities, which will help you develop personalized campaigns and create more precise user profiles.

Explore behavior

Google Analytics gives you the ability to study how users interact with your website. You will be able to know what content they consume, how much time they spend on the site, how many pages they visit and at what point they leave the site. You’ll also be able to access real-time data to monitor the immediate impact of your campaigns and adjust your strategy accordingly.

Measure interactions

With the right setup, you’ll be able to measure the key interactions that occur on your website. You will be able to track which buttons are clicked by users, such as those for playing videos, subscribing to lists, requesting information or downloading content.

This will allow you to evaluate the effectiveness of your calls to action and better understand the interests of your users. Additionally, measuring interactions can help you identify technical or design issues on your website and optimize the user experience.

Analyze the performance of your actions

Google Analytics offers you the possibility of analyzing the performance of your marketing actions in different channels. You will be able to segment the data to analyze visits that come from social networks, email marketing, search engines, paid ads, other websites and direct traffic. This will allow you to evaluate the effectiveness of each channel and make adjustments to your strategy based on the results obtained.

In addition to these core features, Google Analytics integrates with other Google tools, such as Google Ads, Data Studio, and Search Console, giving you the ability to create comprehensive reports on your digital marketing strategy.


Google Analytics is a powerful tool that gives you the ability to understand in detail the performance of your website and your marketing actions. Through its extensive feature set, you will be able to obtain valuable data about your users, explore their behaviour, measure key interactions and analyze the performance of your actions across different channels.

By taking full advantage of the capabilities of Google Analytics, you will be able to make informed decisions and continually improve your digital strategy.

Remember that the key is in strategic planning for monitoring, measurement and analysis. Don’t fall into the common mistake of wanting to measure everything without a clear focus. Identify the goals and metrics relevant to your business and focus your efforts on obtaining meaningful, actionable data.

Take advantage of the potential of Google Analytics and take your digital strategy to the next level!

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