As a business owner, you have to spend a good amount of time and money to bring up your online marketing tools and put recurring investments into marketing on the internet. Most business owners concentrate on running their businesses forgetting the importance of online marketing. As a result, they are not aware of what’s working and what’s not.

The importance of digital marketing in today’s business world is unquestionable. It helps businesses engage with crucial players in their field such as agencies, who can help with the much-needed analysis. Irrespective of the size of business, there are certain parameters that you need to keep a close eye on in order to understand the actionable insights of online marketing.

The following article takes a look at the features of one of the most widely used web analytics tool; Google Analytics and how these features can be useful to business owners. As a business owner, you cannot afford to ignore these 5 important features of Google Analytics if you want to increase your revenues.

Traffic data

This is a very crucial feature that gives you information regarding source, location, medium and technology.

Source

This is another important option for any business owner. Traffic can come directly; (where the visitor enters the URL in their browser), organic or from paid results or even through referrals. It helps business owners to know where the traffic is getting through every channel and where they can invest in their next phases. If a lot of traffic is through the direct means, then this represents an increase in the business’ popularity and brand value.

If a lot of traffic is through organic search, then your SEO team is doing great, if not then you should tell then sayonara particularly if they have been working on it for some months. Additionally, you get details of how much traffic is coming in due to your search marketing campaigns.

Location

This is useful as it helps you to know the part of the world your visitors come from, to the city level. It is useful to business owners as they can identify where there is a potential for growth of their businesses. This way, they can come up with strategies and plans for their businesses for months and where they can minimize their efforts.

Conversions

This is one of the most important features for business owners, it is actually what they need the most. Business owners need to keep a close eye on the conversation rates; how they are increasing or should they be wary about the decrease and identify the problem?

The conversion tab is what tells business owners the number of people reaching their content and the leads. Conversions are simply sales, check-out for E-commerce site, newsletter sign up for a service website, a download of white papers or even an E-Book for information websites. Whatever the conversation, tracking is necessary for more optimization in order to drive better results. This feature brings continuous sales which is every business owner’s goal.

Browser and OS of Systems and Mobile Phones

This is one the features that most business owners fail to consider as important or they miss it and avoid it. However, it is a very important feature that can help them make smart decisions pertaining their businesses. If you have a website that is not compatible with any browser or OS or mobile device models, then you need to improve on this and do the needful to improve. You need to see whether your traffic is coming from iPhones, Firefox, Chrome or other browsers.

Bounce Rate

This is one of the most important features and it represents the percentage of the visitors who are leaving the website from the landing page. The reasons can be many; for instance, the page design or the content is not good enough to the readers or the expectation is not met.

Thanks to Bounce rate metric, you can know which web page is performing well, which one is not, thus, apt remedial cautions can be implemented immediately. In addition, bounce may occur if the landing isn’t the right one for the keywords being targeted.

You can improve your investment with immediate correction. There is however an exception in case a single page and blog site, where bounce rate is not a required parameter.