As the digital world continues to thrive, data is becoming one of the most valuable commercial resources on the planet. With over 53% of the world's population using the internet, data is now more important than ever. Tracking and understanding user behavior lays the foundation of your company's strategy. With tools such as Google Analytics, you can tell which pages on your website are performing best and the ones you need to improve.
Google Analytics and Drupal websites can now cooperate successfully thanks to a purpose-built module. The dedicated community has created powerful solutions for dealing with both development and organisational tasks. Every business has a target, purpose and well-defined aim. Google Analytics is a great tool to know where visitors came from and how to convert them.
Measure the Traffic
Understanding your referral traffic is key to creating a great marketing strategy. Say you've set up an online store with Drupal Commerce and you want to know what kind of marketing strategies or technology you need to invest in. For this, you'll need to know what your customers are looking for. Setting up Google Analytics will take you down to the grassroots of where your visitor source is from. Is your online store witnessing a lot of mobile traffic? Then investing in an optimised mobile app can help draw in more customers.
Keywords
To attract traffic you need to have visibility on Google. And to do this you need to have the right keywords and search terms embedded within your content. GA allows you to see which keywords are attracting visitors. The acquisition section gives you a breakdown of each search query that is directing users to your site.
Create and Track Campaigns
As a business, you'll be constantly looking to acquire more customers. To draw attention to your business, you need to create measurable and actionable campaigns to reach out to your customers. If you've created an email campaign to target a customer segment, you need to keep a track of which emails are really bringing in customers to your website and which aren't. Accordingly, you need to shape your email's content so it can garner more leads/customers. Goals on Google Analytics helps you track how much your business is progressing. You can assign a number of goals and shape the funnels to help you track the customer's journey based on behavior flows.
Use the Weaknesses to your Advantage
Most businesses encounter a large visitor traffic but not enough conversions. This means users are coming across your website, visiting it, but not finding what they're looking for. If you've seen a high bounce rate you'll need to dig in to find out why. Google Analytics provides a detailed report of pages that are experiencing a high bounce rate. It could be that your site is not optimised properly and is attracting irrelevant traffic, or the above fold does not include the necessary CTAs to capture leads.
Want to find out how to integrate Google Analytics in Drupal? This step-by-step guide on how to install Google Analytics in Drupal will help you improve your website in a few minutes! 1. Create your account on Google Analytics and log in. Log in to your account or create one if you have not used GA before. 2. Connect your GA account and your website. The next step is to connect your website to the GA account. At this stage, you also get the script and user ID. Add this information to your website and continue to the next step. 3. Complete the login process on your website. Now, pay some attention to your website. Open the login page and put in the needed credentials to proceed. 4. Install the module. Open the Google Analytics installation page and start the process. Make sure you have picked the one that supports Drupal 8 version. 5. Embed the Tracking ID. Return to the Google Analytics page and get your Google Analytics event tracking on Drupal. Open Property Settings and insert data into the Web Property ID field. 6. Deal with the extra settings. Use your website to access Google Analytics and set up the needed configuration on the dashboard. 7. Test it. To make sure everything works well, you must perform the following actions: visit the Google Analytics website, log in to your account, go to the real-time tab and pick the Overview option. In this section, you will be able to tell if you successfully integrated Google Analytics in your Drupal website. You can access all the traffic-related data, important details and infographics. You can export the relevant KPIs to Google's Data Studio, so that you can measure and benchmark your website’s efficiency and performance.
The importance of data tracking is that business is centered around your customers’ decisions. Drupal is a world class CMS, suitable for both developers and end–users. This great Google solution provides insight into your visitors’ actions and caters to their needs. By integrating Google Analytics into your Drupal web solution, you can propel your business to the next level.
Did you know? Google Ad Manager Workspace is a module contributed to the Drupal community and proudly developed by Tabs and Spaces which aims to integrate Google Ad Manager and the Drupal CMS in a seamless and efficient manner. This module aims to make adding Google Ads to any Drupal 8 website a simple and effective process. Fire your questions on Twitter @T_SEngineers
