A business’ website alongside its social media  channels are central and intertwined with one another in driving traffic to the online activities of this business. In order find out the specific areas to improve on with regards to social media marketing activities, it would be great to conduct a test to measure the effectiveness of the marketing efforts. This is where a tool such as Google Analytic comes into play.

Google Analytics provides the business owner with valuable data that helps to track where the business’ website visitors come from and provides metrics to better understand the visitors’ behavior on the website.

I was not very familiar with how Google Analytics worked until I had to make use of it as part of the E-Marketing project that we had to do for our client of choice. Needless to say, I was initally confused as there was so many different tabs and functions to utilize on Google Analytics. However, after reading online short-cut manuals, I managed to grasp its functionality quickly and was amazed at its effectiveness in allowing one to gain proper insight into the how our client can improve or manage their marketing strategy for better website activity.