Using Google Analytics To Analyse Redirects For Digital Marketing Purposes

If you haven't had Google Analytics installed on your website as yet, then you need to get it done quickly. If not Google Analytics, then select another platform that does a similar job. The website statistics garnered through these platforms are essential for measuring the success of your digital marketing strategy.

Google Analytics is a simple-to-use digital marketing tool. When you register online with Google Analytics, you will receive a code which needs to be pasted within the code of your website. After you paste the code, you will be able to view statistics, graphs and charts about the activity of Internet users on your website.

Website analytics are vital for digital marketing specialists, as they display useful information about the source of website visitors, their general location and the bounce rate. The 'bounce rate' helps you learn if visitors found the content on your page useful and stayed to read it, or bounced away. This metric will help you refine your digital marketing strategy to create user relevant content, with suitable keywords, so that users stay on a particular page longer.

Google Analytics lets you know from which online source your visitors came from - whether a search engine, referral website, redirects or a direct hit. This helps you analyse which digital marketing channels are working and which are not.

Types of Redirects

One of the acceptable methods of redirecting a web page is the 301 redirect. Even though people using this method may lose 20 percent of their 'link juice', it allows you to redirect visitors and search engines to the right link, without giving up the link juice from other pages that link to that page. With Google Analytics, you will be able to view how many visitors come from 301 redirected pages. Accordingly you can choose to increase or decrease the amount of such pages.

The other acceptable way of redirecting a web page is through Canonical Links. This method uses the 'link rel canonical tag' in the 'head' section of a webpage. This form of redirection is useful if you have a lot of duplicate content, especially with software that rewrites SEF links. The 'link rel canonical tag' tells search engines which page is the right one. In Google Analytics, by default, each URL of the canonical tag is counted separately, allowing digital marketing experts to analyse the effectiveness of each link better.

If a digital marketing professional is not using website analytics, they are missing a great opportunity to know their target audience better. Advertisers who are aware of visitor metrics, will be able to make appropriate changes to their digital marketing strategy, to increase the effectiveness of their advertising campaigns.

Qudos Digital is a leading digital marketing agency and can be contacted on 020 8891 2077 or info@qudosdigital.co.uk.

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