Google Analytics is an immeasurably important tool. It allows marketers to transform technical data into effective and targeted marketing campaigns. However, there are some common misconceptions about the program, and defining what these are will lead to a better understanding of the site.
1. A visit is the distinct number of times someone interacts with your site, but if the person remains inactive for 30 minutes, the visit is over. If they come back it becomes a whole new visit.
2. A unique visitor actually means the unique number of cookies recognized.
3. Tracking traffic can be obscure, but there are supplementary tools, such as Google Analytics URL Builder, that help with this.
4. Social media can be measured using a feature that breaks down visits from social networks.
Data is the road to digital marketing success, and Analytics is the map that gets us there. As the Internet evolves, this program and others like it provide the answers to how marketers should react.