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To measure is to know, why using Google Analytics should be a no-brainer for your company

Google Analytics is one of the most important tools on a marketer's tool belt. A digital marketing team without a proper Google Analytics set-up is like a ship without a captain. You're just throwing stuff at the customer and hope that, eventually, something will stick. That's where the data from your Analytics software comes in. It'll give you plenty of valuable insights that can help you fine-tune your (online) strategy.

These insights will allow you to optimise your entire marketing process, which will help you achieve better results in no time. That's because simply knowing how your users act online, will help you predict their next move. This, in turn, will make sure that you'll hit your goals and KPI's. In this blogpost, we want to give you even more reasons as to why you should install Google Analytics tool.

Data is power

With a Google Analytics tool, you possess a whole lot of data on the behaviour of your customers or website visitors. You can make decisions concerning your online communications based on this data, but you can also see if your current strategy is working as is, or if it requires a few adjustments. But that's not all! The data will also tell you whether or not those adjustments had a positive or negative effect on the results. Did the bounce rate of your website or a specific page go down after you made a change? Then you can conclude that the experiment was a success.

Aside from measuring the general data from your website, Google Analytics allows you to measure the results of all your online campaigns in real time. You can use UTM tags to track email campaigns to see exactly how much traffic and conversions every single email caused. This makes it a lot easier to compare campaigns, which will then allow you to take the best parts of each campaign to create your next campaign. You can also check if your current campaigns need adjustments, or whether or not they were successful. Which channels work? How much revenue does each channel bring to the table? Which goals did we achieve? Google Analytics will help you answer all of those previously difficult questions.

Data is growth

The data from your website will allow you to easily identify trends and new possibilities. But that's not all the data that you have at your fingertips. Even offline data, such as the data from your tills, can be hooked up to your Google Analytics account. This information will not only help you increase your sales, but it'll also help you distribute your marketing budget properly. Aside from this feature, you'll be able to easily compare this data to the previous periods to see whether or not you're doing a good job. Getting to know your customers has never been this easy.

Data gives you plenty of opportunities to help you grow your business. The more you trust your data and adjust your strategy accordingly, the better. If you keep that in mind, your company's website will be a success in no time.

More data is more knowledge

But there's more tools out there than just Google Analytics and Adobe Analytics. Tools such as Hotjar and Lucky Orange deserve their place in your organisation as well. Hotjar is a great addition to Google Analytics, as it catches data that Google Analytics misses. Google Analytics doesn't track what your visitors do while they are on the page, which is exactly what Hotjar does. Hotjar generates heat maps and recordings of your users' behaviour on your website.

That way, you can track the exact movements of your visitors, from where they click to where they hover their mouse. This information allows you to see where your website's UX or UI design hits the mark, or where it misses completely. While Google Analytics can give you a general idea of where your problem is located, Hotjar will help you zoom in and identify the exact page element that's causing you trouble.

The effectiveness of this combination cannot be understated. UI (User Interface) and UX (User Experience) design play an important role in the different parts of the customer journey. Both of them are important to the growth of a company. That's why it's important to track and use data to optimise your conversion rates. Something as simple as a faster page load time can result in more conversions. However, changing the design of your CTA button can have a positive influence as well. Hotjar is the perfect tool to help you gather these insights.

Data combined with AI

Data analysis can be one hell of a job. Artificial Intelligence can lighten your workload by making this process a lot smoother. Thanks to AI, you no longer have to trudge through all of your data for hours on end. It'll analyse the data for you and it'll do so in the blink of an eye. Tools like PaveAI will deliver the information right when you need it. They'll even throw in a few recommendations of their own that will help you increase your ROI!

PaveAI can tell you exactly which audiences are most likely to convert on which landing pages. They'll even subdivide your audiences based on which channel they were using. That way, you can focus on the right channels and allocate your funds accordingly. An example of one of these recommendations would be: "Visitors from your email, that accessed landing page X, are 97% more likely to convert". But they go even further than that, with recommendations like: "If you transfer 5,000 euro from Google Ads Campaign X to Google Ads Campaign Y, it'll result in a revenue increase of 35,000 euro. 


Google Analytics is a fantastic tool that is invaluable for every company. It gives you access to a breadth of information that you can use to further optimise and improve your website. Thanks to the data, you can stop guessing and start acting with confidence. When you combine the power of that data with AI, nothing will be able to keep your numbers down. Remember: Data is power, data is growth and data is knowledge.

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