5 Ways to Use Google Analytics to Help Your Brand

At Proof Strategies, we’re not just shooting in the dark when it comes to making communications recommendations to our clients. Our approach is driven by measurable results tied to a client’s specific business objectives, and Google Analytics is one of the ways we get that information. Integrating this data into everything we do, allows us to fully understand both the big picture and the micro-level details.

So What is Google Analytics?

Google Analytics is Google’s own back-end data gathering tool that provides insights into user behavior on websites and mobile apps. Google Analytics gives us free insight into how a user came to your website, what keywords led them there, how long they stayed and more. At Proof, we monitor and track the platform for a plethora of data for all our clients, but how can you use Google Analytics to help your brand or organization?

Must-Know Google Analytics Terms

Before we dive into how you can use Google Analytics for your website there are a few terms everyone needs to know to understand these reports. View the full glossary from Google here.

  • Source – the origin of your traffic, such as a search engine (for example, Google) or a domain (getproofusa.com)
  • Medium – the general category of the source, for example, organic search (organic), cost-per-click paid search (CPC), web referral (referral)
  • Session – The period of time a user is active on your site or app. By default, if a user is inactive for 30 minutes or more, any future activity is attributed to a new session. Users that leave your site and return within 30 minutes are counted as part of the original session.

Now that you’re familiar with the essential Google Analytics jargon, here are five ways that Proof Strategies uses Google Analytics to achieve client success.

1. User Acquisition

One of the most basic and helpful Google Analytics reports is called Acquisition. This report helps us understand how people find your website based on the source and medium. Tracking these data points gives us a more holistic view of website performance and traffic.

2. Audit Trends

Proof Strategies uses Google Analytics to audit trends on your website traffic, audience behavior, and social media. By tracking website trends, we are able to see both peaks and valleys in activity and analyze the reasons for each. These data points help us repeat our website successes and not the failures.

3. Identify Keywords

Have you ever wondered what your audience searches for to find your website? We can help you find that answer. Google Analytics identifies the keywords used to find a website from a search. Once keywords are learned, we can work to incorporate these prominently across your site to boost your SEO rankings to increase overall page visibility.

4. Pinpoint Sources of Traffic

Website traffic can originate from many places such as organic search or social media. At Proof Strategies we use UTM tagging; special codes added to the end of a URL, what platform, campaign, and media type drove users to a website. Why is this important? Now you know what social platform drove the most clicks to your site during your awareness campaign.

5. Distinguish Resonating Content

Not all content is created equal; that is why we use Google Analytics to distinguish what content resonates with your users. This tool allows us to track which pages people stay on the longest or where they click through to, after reading a particular blog post, event post or news item.

Digital Services at Proof Strategies

Are you still overwhelmed by the world of Google data? We can help. Reach out to us with any questions at any time. And ask for any of us by name. By using our integrated capabilities – social media, digital advertising, influencer marketing, or others – we deliver results. Learn more about our digital services at Proof Strategies.



Shelby Burns

Digital Strategist

Shelby’s love for communications and the digital world has blossomed into a passion for the public relations industry as a digital content creator. A native Floridian, Shelby spends her spare time exploring the DC area. She loves planning outdoor adventures in the nearby National Parks, discovering new restaurants, and visiting all of the local museums.




About Proof Strategies

With 275+ awards for client work and industry leadership, the independently owned Proof family of companies (Proof Strategies, Inc., Proof, Inc., Proof Experiences, Inc.) has over 165 staff members in offices in Toronto, Montréal, Ottawa, Vancouver and Washington, D.C., and annual fee income of $30 million. As a brand steward to some of North America’s most respected and well-known companies, the firm’s strategic approach is guided by data-driven research, deep subject expertise, smart creative and meticulous measurement. A corporate leader in the age of climate change, Proof Strategies, Inc. has been carbon neutral since 2008.



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