How Google Analytics Marketing Helps Meet Business Goals?


  • Jan 03, 2022

Google Analytics Marketing is introduced for helping businesses meet the challenges of an ever-evolving landscape and generate better ROI from marketing in the longer run. In the past, the properties of Google Analytics 4 offered privacy-safe solutions. They helped measure customer journey, predict outcomes with Machine Leaning and automate insight discovery. Moreover, they also made the activation of those insights in the advertising platform of Google quite easy; to enhance the marketing campaign performance.

Since then, at Xcentric Services, we have used features like support for user consent choices and improved advertisement reporting for helping our clients in achieving their business goals. Interested in knowing more about it before we get along to help you leverage the tool? Keep reading the blog!

Using Google Analytics For Your Business – THE FOUR BENEFITS

Now that capabilities like a better search integration and smart attribution are brought in Google Analytics, businesses get detailed insights. The insights help optimize the performance of marketing campaigns across multiple channels. On top of it, by leveraging such capabilities, we can help you close the gaps in data and future-proof performance measurement. To encourage you more for using the new Google Analytics as a primary analysis solution, let us take you through the benefits it offers going forward.

1.     Search Insight Access

Search Console is where detailed information on the organic search performance of a website is provided; including its ranking on SERPs. Alongside, it also shows the count of queries leading to clicks and post-click data such as conversions and engagement sessions. Hence, with our help, integrate the new Search Console for better understanding the role of the organic search in driving engagement on a website by driving traffic.

Search Insights

2.     Data-Driven Attribution

Building on its two attribution reports – Model comparison and conversion paths, earlier this year, Google introduces data-driven attribution. Compared to the Google Analytics 4 properties, it enables attributing without any minimum threshold requirement.

So, for Google Analytics Marketing of clients at Xcentric Services, we now use data-driven attribution models. They help in understanding how the marketing activities are affecting conversions collectively. Thus, ensuring that none of the channels are under or over-valued.

Unlike the last-click attribution that credits everything to the final interaction, the attributes that are data-driven credit every touchpoint of marketing no matter what the conversion rate is. Moreover, by using such attributions, we also improve the marketing ROI and help our clients make better decisions about investments. Thus, driving higher conversions at a lesser cost.

Thanks to Machine Learning used in Google Analytics, data-driven attribution is now durable and delivers results even when observing conversions is difficult. To give you a practical example, one of our clients running an E-Commerce store also claims that Google Analytics 4 is a must-have for measuring strategy performance. So, let us make the feature available for you and get to see the attributed conversions and revenues in real-time.

Driven Data

3.     Addressing Measurement Gaps

Using the advanced modelling technology, Google Analytics Marketing allows users to fill gaps between understanding customer behaviour when identifiers like cookies are not available.  It helps analytics HUGE silos of historic data, analyzes correlation, and keeps an eye on the trends in key data points. Our team uses all these insights for making predictions about the journey of the client’s audience.

Other than that, Google Analytics 4 also has some more modelling capabilities. Firstly, the conversion modelling will be used for attribution reporting now. Additionally, it will also be used for allocating conversions to the right channel, such as paid social, search Ads, and emails.

Secondly, now, reporting will also support behavioural modeling which uses validated and tested machine learning for filling gaps in data, such as average revenue per user and daily active users. Counting on all of the above, our team conducts never-ending measurements across platforms and devices for answering questions like – how many users did the campaign acquire? Thus, ensuring the addressing of measurement gaps.

Grow your business with data

4.     Meeting Marketing Objectives

Using brand-new Google Analytics, we successfully achieve the key marketing objectives. They include acquiring new users, generating leads, and driving sales both ways – online and offline. Grocery retailers like Walmart are also driving in-app purchases by using predictive audience and metrics.

For one of our clients, we have also marketed to a “7-day purchasers” audience. Analytics helped generate them – based on the purchasing behaviour predictions. Therefore, increasing the conversion rates by double for the audiences and decreasing the cost-per-action for the campaigns. Besides, one of the globally popular brands like L’Oreal also uses Google Analytics; to adapt future measurement foundations and simplify business insights generation.

Ready To Use Google Analytics?

Given the current trends, NOW is the time for you to have a measurement foundation for your business. We at Xcentric Services can help you make use of the Google Analytics Conversion and put it at the focus of measurements as an alternative to universal analytics. To get started, contact us at connect@xcentricservices.com TODAY!







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