Key Metrics Google Analytics Cannot Measure

Google Analytics

Google Analytics is the most popular tool used by digital marketers to monitor traffic coming to their blog and website. It is free and can be used by anyone out there trying to map the kind of audience coming to a website.

At its heart, Google Analytics was designed to help content and e-commerce websites monitor traffic coming to them. It’s very important in Digital Marketing to learn this tool. The model was based around telling websites which pages were visited the most, key audience demographics, source of the traffic, and other factors like retention rate and traffic growth.

While these metrics are helpful in present times too, they are not enough. Content creators look for more insight besides those offered by Google Analytics. While their other tools like Search Console that also help, there are other traffic analysis metrics that often go under the radar. In the current marketing climate, even the advantage of knowing one small metric can make all the difference in beating a competitor.

Knowing important metrics that Analytics doesn’t evaluate is important. This is important for two reasons. One, digital marketers are aware of important metrics not apparent to others. Second, by knowing these metrics, marketers either look for tools that offer unfound insights or develop these tools for themselves by working with a robust tech team.

In this article, we will discuss some important metrics not provided by Google Analytics. The model was based around telling websites which pages were visited the most, key audience demographics, source of the traffic, and other factors like retention rate and traffic growth.

Impact of Content                                                                            

There is no way a digital marketer can determine the impact the content on his/her website is having on a reader. In modern times, this is a huge deficiency no blogger or digital marketer has been able to fix.

Google Analytics cannot offer this important insight either. Understanding the feelings of a user towards a piece of content and the brand by extension can help marketers understand how they can enhance their content further.

An accurate estimation of the impact content has on an audience is difficult to evaluate. Encouraging people to share content on social media and commenting can work, but it is not an overarching way of evaluating content impact. there are other traffic analysis metrics that often go under the radar. In the current marketing climate, even the advantage of knowing one small metric can make all the difference in beating a competitor.

Audience Behaviour

Another metric Google Analytic sheds no light on is how a typical reader behaves on a website. This data is often what marketers need to understand parts of pages users like.

Google Analytics, as a platform, tracks pageviews as being the defining metric. While this strategy is not wrong or lacking substance, it still leaves areas digital marketers wish to know more about. In order to create the content users wish to consume more, understanding audience behavior is important.

Data on Half-Fulfilled Customers

This data is especially useful for lead generation and remarketing purposes.

If a customer fills up an enquiry form and doesn’t submit at the end, there is no way Google Analytics will be able to track it. This means there is a sizable segment of the audience that has shown an interest in the brand, but not followed through. This segment of the audience can be targeted through remarketing campaigns. However, since Google Analytics doesn’t offer such a metric to digital marketers, there is no way of knowing.

In Conclusion

In conclusion, this article covers three incisive metrics Google Analytics does not track.

About the Author – Sheen Ben Philip is a content developer and blogger who like to help other fellow writers build a sustainable blog. He currently writes for DelhiCourses.in, a top name institute known for its best digital marketing training in Delhi.