Importance of Google Analytics for Internationalisation

Who is visiting your website, where are they based and how are they interacting with your content?

Footprint Digital is a Digital Marketing Agency based in Colchester and London. The team are experts in Search Engine Optimisation, Pay Per Click Advertising, and Conversion Rate Optimisation. Footprint Digital’s purpose is to humanise and demystify digital through constant education and support so these terms are no longer an alien concept for colleagues and clients.

Reuben Marshall, one of the team’s Tech SEO specialists, delivered a webinar on the importance of Google Analytics for internationalisation for the Export Academy programme which is run by the Department for International Trade (DIT).
If you missed the session here are the main takeaways.

Without data and analytics, an online business is rudderless.
There are various web analytics platforms, but Footprint Digital specialises in Google Analytics (GA).

But, why Google Analytics?

● It is a well-established platform
● Setting it up is really easy
● It has wide usage & a large community
● It provides a rich and comprehensive toolset
● It can be directly integrated with key Google services (Google Ads & Google Search Console)
● It is also free!

Analytics are very important for growth because they allow a business to understand what traffic their website receives, who their audience is, where they come from, when they arrived, and what they did.

But, how does Google Analytics work?

Getting to grips with GA might seem scary at first but it’s not hard if you follow the following steps:
1. Find your GA tracking code in the admin panel of Google Analytics, and install it on every page of your website
2. The user comes to the website
3. Google Analytics JavaScript runs once the page loads
4. The data is sent to Google servers
5. The data is gathered and processed
6. You are then able to review the data through your GA interface

AABC Model for Google Analytics

To help you navigate the platform in a more efficient way you should follow the AABC model.
This is relevant when looking at the Google Analytic reports.

AABC stands for:
Who is visiting your website?
Where did they come from?
What happened when they got there?
What outcomes signify value delivered to the business bottom-line?


How can I use Google Analytics reports for internationalisation?

Whether you are in the first planning stages of internationalisation, or your business has already gone international, there are lots of ways that data from Google Analytics can help you make decisions about where to operate and who to target.

GA reports can help you to:
● Discover demographic information about your users, such as their age, gender, and wider interests.
● Identify any technical issues such as poor mobile performance, or worse performance from a specific browser (some browsers/devices are used more in specific countries).
● Find out where your users are coming from, down to the city they are closest to. This may help you understand which products/services are most popular in which areas.
● Find out which languages your users speak. If they are speaking a different language to the language your website uses, you may want to think about translation.
● Find out how users are visiting your website, and how this has changed over time.
● Find out if users from different countries are finding your website in different ways. This should help you build out different marketing strategies for different locations.
● View the performance of your paid, social, or SEO campaigns in different countries & use data to determine their performance / ROI.

Want to learn more?
Footprint Digital is offering a discount on their Online Course ‘Shoot The HiPPO: How to Be a Killer Digital Marketing Manager’ for all Export Academy members. Use the code DIT50 at the checkout for 50% off.

Footprint Digital are also on hand to help you make the switch from universal analytics to GA4, the new Google Analytics system which launched in 2020 and will become the primary analytics in 2023.

Follow Footprint Digital on their LinkedIn and Instagram for regular updates on training and future opportunities.