Google Analytics ROI and Conversion Tracking Agency

Optimize 360 Analytics and ROI & Conversions Tracking Agency helps you optimise your return on investment on the Internet.

Measuring the performance of your SEO and SEA campaigns is essential if you are to constantly improve them and have a clear idea of the return on your advertising investment.

As long as your technicians have set up the right conversion parameters with Google Analytics and the upstream ecosystem (Google Ads / Social Ads for example), and the downstream ecosystem (booking engines, shopping basket and online payment...) for example.

Call on Tracking Analytics specialists

Optimize 360 Analytics and ROI & Conversions Tracking Agency helps you optimise your return on investment on the Internet.

Measuring the performance of your SEO and SEA campaigns is essential if you are to constantly improve them and have a clear idea of the return on your advertising investment.

Call on Tracking Analytics specialists

What is Google Analytics?

Google Analytics is a free tool provided by Google which, among other things, allows you to measure your website's audience, the origin and source of connections (traffic sources), and gives you an indication of the sales conversions made (conversion rate) when you have an e-commerce site.

Far from being mastered by the average person, this tool needs to be set up properly from the outset to ensure that it can read reliable indicators.

That's why calling in tracking analytics specialists is far from a luxury when it comes to analysing the impact of your digital strategy, because if you don't get a clear picture of performance, or only get a partial picture, you won't be able to make the right management decisions and/or take the necessary corrective measures.

Calling on specialist technical teams allows you to set up a reliable data analysis tool, thanks to a perfectly parameterised tagging plan, and to obtain KPI management dashboards that are also reliable.

How do you measure the Google Analytics audience of a website?

Whatever your sector of activity, audience measurement and the various tools for measuring the performance of your website are essential.

Google Analytics is pre-formatted under 5 main headings:

Real time
Audience
Acquisition
Behaviour
Conversions

Real-time traffic and traffic source analysis

Far from being necessary for all websites, this indicator allows you to see live how many visitors are connected to your site, what their browsing behaviour is, where they are coming from, etc.
This is particularly useful for very large e-commerce sites, which may also need to communicate promotions and pop-ups in real time, linked to the behaviour of web users or to user interactions as a result of a web marketing action undertaken on the site.

Google Analytics audience

Undoubtedly the most frequently used part, this section helps you to analyse your audience over time, where it comes from (Google? Social Networks?...), whether or not it stays on your site (bounce rate), and to measure changes in dynamic analysis over time.

Any good digital agency will parameterise and analyse this basic data, which is the key to analysing your site's performance.

Call on Tracking Analytics specialists

Google Analytics acquisition

Among the analysis tools provided by the tool, any analytics agency will be able to configure and show you which acquisition channels have led to the achievement of your objectives and sales in the form of a dashboard like the one below, and then take the necessary measures to improve according to these channels.

In other words, what were the acquisition levers at the origin of your traffic?

In this same menu, and provided that Google Search Console has been connected to your analytics account, you can see which search expressions have been typed in by visitors and have led them to your site.

Particularly useful for SEO natural referencing to understand which search expressions, and therefore which keywords, have generated (or not) qualified traffic to your site.

When it comes to tracking, this dashboard is very useful.

Analytics behaviour on your site

In particular, the behaviour flow enables you to understand which page users are navigating from, and therefore to start analysing your conversion tunnel, and to find out if certain pages are only visited a few times, in order to improve the overall UX of your site.

Google Analytics conversions

URL tracking, measuring conversions from a button or form on your site, this is where you'll find valuable indicators, provided that your agency has drawn up a marking plan.
And provided that the conversion targets have been properly set.

What are the main Google Analytics metrics for a website?

We've looked at the 5 major KPIs above, but Audience, Bounce Rate, how they evolve and Conversion Rate are all essential for a good understanding of your digital strategy, at least for your website.

Once again, a perfect marking plan and tracking plan upstream are essential and can only be carried out by a digital communications agency with real analytics experts in its teams.

Web Analytics & ROI optimisation with Google Analytics and Google Tag Manager

Setting certain Google Analytics tracking parameters alone is not enough.

Analytics also needs to be linked to Google Ads accounts, Facebook pixels and third-party booking engines (e.g. hotel Booking Engine) so that the whole ecosystem is interconnected.

One of the tools that makes this possible, provided you have access to its various sites, is Google Tag Manager.

It has gradually replaced conventional UA-Analytics monitoring, which was not powerful enough to measure certain actions.

High-performance Web Analytics tracking and conversion measurement is now necessarily done via Google Tag Manager + Google Analytics.

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