How to use Google Analytics to understand and improve your business performance
Tools & Resources
Key learnings
- Google Analytics helps you understand how visitors find and interact with your website, so you can improve customer experience and marketing ROI.
- GA4 offers advanced tracking features like scroll depth, clicks, and video views, giving you deeper insights into user behaviour.
- Using analytics data can reveal drop-off points, audience segments, and new growth opportunities to shape your strategy.
- Combining GA4 with tools like Google Search Console and competitor analysis platforms helps you optimise performance across the full customer journey.
Whether you're just starting out or have been running your business for years, understanding how people interact with your website is one of the most powerful ways to improve your marketing and grow your business. In this guide, we’ll walk you through how to use Google Analytics to better understand your audience, improve your website’s performance, and make smarter marketing decisions.
Getting started with Google Analytics
If you’ve never used Google Analytics 4 (GA4) before, or you’ve only scratched the surface, this section will help you understand some basics and get started.
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