One such tool that helps in analysis and execution of campaigns is Google Analytics. Every time a brand sets up a website, they set up Analytics for it. Analytics is a tool by google which helps you track all the information related to your website.
But how is it helpful to a media planner? Well, as an advertiser my objective is to drive traffic to the website by using various methods. How do I know whether the traffic is coming from? What is the source of the audience coming in from the website? This is where Google Analytics helps me.
It gives me more information about two things – my paid traffic and my organic traffic. Paid traffic is the traffic or audience which is coming on my website via inventories that I have bought on various sites. Whether they are coming from News18 where I had bought an inventory or Femina and also on any such site that is giving me more audience is given to me by Google Analytics.
It gives me a detailed data of how much traffic each of these sites is generating. Now why do I rely on this data? This is done so that I do not have to simply rely on the data given by these third parties and I have to track my own records as well. I give them a unique tracking code and other trackings to measure that I know how much traffic is actually generating on my website compared to the number that they give on their own.
Google Analytics is very helpful in terms of information like the kind of audience and the amount of audience coming on the website before or during a campaign.
It is used to track website activity such as session duration, pages per session, bounce rate etc. of individuals using the site, along with the information on the source of the traffic.