According to recent data, 54.2% of all websites use Google Analytics, including some of the world’s most popular, successful companies, and for good reason.

Domino’s Pizza, for example, saw a monthly increase of 6% in their revenue when using Google Analytics 360 Suite, demonstrating the value of actionable customer insights.

What does Google Analytics actually do?

In layman’s terms, Google Analytics allows websites to track who, what, where, when, how and why of people visiting and leaving said sites.

Doing so allows you to assess where you are getting success from things you’re doing on your site, and where you aren’t.

(you can find out more about Google Analytics here)

So what’s new?

Google is always updating and breaking new ground with what Google Analytics can show you about where you are achieving success, and this ultimately shapes decisions about your online activity.

In the past, marketers and business owners have had to undertake laborious data trawling in order to find their most successful actions.

Now, however, using the same natural language processing technology found in the Google search engine, users can simply ask Analytics a question like “what location did we get the most newsletter sign-ups from this month?” and receive the answer immediately.

What does it mean?

This update, called Google Analytics Intelligence, allows people from all across your business to get useful information about what is and isn’t working, and act upon it.

Not only this, but it also informs users, through automated insights, when different usage statistics such as conversions or session duration are dropping.

What can Google Analytics Intelligence do for me?

So, for example, if yours is an e-commerce site where the objective is for customers to buy when they visit, automated insights could tell you if people are leaving your site before making a purchase, despite having filled their baskets.

Action could then be taken to find out what is driving people away when they reach this stage and fix it, therefore improving the user experience, encouraging them to finalise the sale, and keeping the customer happy, which as we all know, is the real key to a successful business.