Targeted Web Analytics: utilising valuable Data with Google Analytics

Madeleine Best (MB): What inspires you most about working with Google Analytics?

Maria-Lena Matysik (MM): I am particularly fascinated by the opportunity to use the data to get a bird's eye view of the entire marketing organisation and the company itself. I always find it exciting that the data helps to utilise the marketing budget efficiently and make well-founded decisions. There are insights in these figures and metrics that would otherwise remain hidden in everyday life.

MB: Why is web analytics so important for small companies and non-profit organisations in particular?

MM: Especially for small companies or non-profit organisations, which often work with limited resources, it is essential to get the most out of these resources. With targeted web analytics, they can identify and use optimisation potential to increase their impact. And the data also helps to get a clearer picture of the target group and customer journey.

MB: What are the arguments in favour of and against using Google Analytics or Google Tag Manager?

MM: The biggest advantage of Google Analytics is that it is a free tool that offers an incredible amount of learning material. Even beginners will find a wealth of guides and resources to help them get started. It also integrates seamlessly with other Google tools such as Google Ads, which makes it particularly attractive for advertising campaigns. However, Google Tag should only be used by slightly larger marketing teams who have the human resources to manage another technical tool and who have higher data requirements.

MB: Are there alternatives to Google Analytics for you?

MM: Definitely – every web analytics platform has its strengths and weaknesses. It depends heavily on the respective use case and data requirements. For example, companies in the healthcare or financial sectors often require solutions that fulfil particularly high data protection standards. Anyone looking for the right alternative should always clarify the specific requirements of their own project first.

MB: What are the biggest advantages of GA4 compared to Universal Analytics (UA)?

MM: With Google Analytics 4, we now have a tool at the cutting edge of web analytics. In my opinion, UA is already very outdated and many things were simply no longer up to date. For example, the tracking of interactions (page views, clicks, ...) is now much more flexible than it was with UA. If you have a lot of questions about your data, GA4 offers significantly more analysis options. These can also more easily lead to excessive demands than was the case with UA. However, GA4 has also introduced a solution for this. For example, automated insights reveal valuable patterns and warn us when data is conspicuous. That saves a huge amount of time.

MB: What three mistakes should people avoid at all costs when working with Google Analytics?

MM:

1. Over-ambitious tracking: many companies want to track everything straight away and build up a huge setup. This can quickly become overwhelming. My tip: Start with a small, focussed setup and expand it step by step.
2. Neglecting data quality: The best analyses are useless if the underlying data is incorrect. Regular checks of the setup and a focus on data quality are really important.
3. No routine: Integrating analytics alone does not bring any added value. Regularly working with the data provides the insights from the data and the added value.

You can find further information on training and registration on our website.

If you have any questions, please do not hesitate to contact Julia Sammler.