Google Analytics is the most accurate and sophisticated ways you can measure the success of your digital strategy and the various SEO methods you are using to drive traffic to your website. Alongside Google Search Console, it is probably the most important tool in the toolbox of any SEO.
Google Analytics measures and records the traffic coming into your website but that’s really only the tip of the iceberg. The data that Analytics captures is incredibly granular and can be broken down in – what can be at times – an intimidating number of ways. It is the job of a good SEO company to interpret this data, present it in the right way and adjust strategy accordingly. The efficacy of Google Analytics is really dependent on the individual who is using it. It’s easy to see a dip in traffic but using Analytics to understand why that has happened and taking action to address it, is what counts.