Google Analytics is a controversial topic in todays digital privacy conscious world. With Apple, Inc. announcing new tracking transparency in Safari, customers are becoming more aware of how their information is being used. This brings a new set of considerations when answering the question, “should I use analytics?” This post is intended for beginners/aspirational entrepreneurs and will attempt to present a few scenarios when Google Analytics would be beneficial and/or detrimental.
To present a working knowledge of what Google Analytics is, I will reference HubSpot. “Google Analytics is an analytics tool that gives you an extremely in-depth look at your website and/or app performance. It integrates with all of Google’s marketing products (including Google Ads, Search Console, and Data Studio) making it a popular choice for anyone using multiple Google tools.”
Now that you know the basics of what Google Analytics is, you may be asking yourself, “do I need it; or, where do I start?” The first question I would ask is, “What image do my customers expect around privacy?” If you’re a company like Apple, Inc. who is focused on privacy, adding trackers to your site would blur that brand image. If your customers don’t care either way, analytics may be for you.
Analytics can open a world of information that can take your business to the next level. This next level requires a time commitment. While it is worth every minute to implement, if your business won’t use the information it is not worth it. Just remember these three questions:
- Does my brand expressly represent privacy?
- Do I have an ethical path for utilizing data?
- Does the time commitment = your individual gains?
(Chris Tip) Analytics are like money. They are not inherently good or bad, but what people do with them can be. If you use analytics to trick people into buying your products or influence public opinions with false information, that is bad. If you use analytics to find creative solutions to your customers problems, that is good. Not only good, but something worth paying for and can help improve your customer service.
If you would like to learn more about implementing Google Analytics and/or drawing conclusions from analytics data, like this post and leave a comment down below. Analytics would also factor into your budget so check out our post Step-up your social media budgeting game with these 5 easy tips!