Getting to know your visitors using analytics [Podcast]

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Listen to the Podcast here: Getting to know your visitors using analytics

Representation of user experience and interface design on smartphone by Freepik

Transcript:

Welcome to getting to know your visitors using analytics, today we will dive right into the different types of analytics, what data you get from them and how this data can be applied to improve a digital communication strategy.

So firstly let’s understand the differences between web analytics and social media analytics. Gathering information from platforms such as Facebook, Instagram, TikTok or YouTube is social media analytics, this focuses on monitoring trends in real time, listening to what is being said about the brand, analysing user behaviour and understanding the audience (Nelson, 2014). Paid tools available for analysing social media include BuzzSumo, Sotrender, Rivial IQ and Unmetric (Smith, 2022). However, free tools like Facebook Insights, can be just as effective for social analytics (Smith, 2022). These tools measure metrics such as likes, comments, views and follower growth to see how users engage with content (Sprout Social, 2023). They also provide insight on user demographics to help better understand who the customer or audience is and their behaviours (Sprout Social, 2023).

In comparison, analysing data solely on a website is called web analytics. This focuses on how users interact with a website, tracking key performance indicators such as web traffic, to improve site design and the overall user experience (Nelson, 2014). One of the most widely used free tools for web analytics is Google Analytics 4, which can also be used to track Android and IOS mobile apps (Google, 2024). Setting up GA4 for activity analysis is quite easy, you can start by creating a new GA4 account online, then set up a property for the platform you want to start tracking. After that, set up the data stream by selecting the platform. Next you need to connect GA4 to your platform, if your platform provider allows, you can simply copy and paste the measurement ID directly into the Google Analytics option found in your providers settings. Otherwise, you will need to manually add the Google tag to your platforms code in the header section (Google, 2024). Once set up, GA4 will automatically track important data like page views, number of users and geolocation (Google, 2024). You can also create custom events to tack data specific to your business needs (Google, 2024).

This wide range of data collected through Social media and Web analytics helps businesses make informed decisions to enhance their digital communication strategy. Instead of guessing who the audience is and what they want, analytics allows for strategic adjustments based on real data, ultimately improving digital communication and increasing business success. 


References

Google. (2024). [GA4] Set up Analytics for a website and/or app. Google. https://support.google.com/analytics/answer/9304153?hl=en#zippy=%2Cadd-the-google-tag-directly-to-your-web-pages

Lidérc. (n.d). Aesthetic Boomopera - Podcast LoFi Lounge intro Music (15s) Seconds [Music]. From Pixabay. https://pixabay.com/music/beats-aesthetic-boomopera-podcast-lofi-lounge-intro-music-15s-seconds-149967/ 

Nelson, T. (2014). The Difference Between Social and Web Analytics. Medium. https://medium.com/@TaylorNelsonLR/the-difference-between-social-and-web-analytics-40072847d083  

Smith, K. (2022). The Best Free and Paid Facebook Analytic Tool. Brandwatch. https://www.brandwatch.com/blog/facebook-analytics-tools/

Sprout Social. (2023). Social media analytics: The complete guide. Sprout Social. https://sproutsocial.com/insights/social-media-analytics/




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