Google Analytics offers an open and flexible way to import a wide range of data sources to manage your lead generation reporting in one place.
There are many reasons to use Google Analytics for your digital marketing and advertising needs.
Here are some of my favorites.
By consolidating your data collection in one place, you reduce points of failure from having to interface between multiple analytics platforms. Software breaks. It’s simpler to manage your analytics data in one place.
Each data collection platform has their own way of applying an attribution model. That’s why sometimes data differs from one platform to another simply because each may differ in how it credits user touch points resulting in a conversion.
For example, if you’re running a Facebook campaign, the data in Facebook will wildly differ from what you see in Google Analytics. Each platform varies in how it collects data Facebook is user-based tracking versus Google Analytic’s cookie-based tracking.
Neither is right or wrong. However, if you’re depending on using one platform for your data analytics, pick the one that’s designed for multi-channel user tracking.
Google Analytics was designed to track touch points in the user journey across all channels, which gives you a wholistic view of your data to make better business decisions.
Data Import lets you connect data from different sources (CRM, CMS) and join it with data captured in Google Analytics so you have a comprehensive view in one place.
You can upload ad cost data from different ad networks like Facebook, LinkedIn, etc. and see your wholistic return on ad spend (ROAS) across all marketing and advertising channels.
Data Studio and Google Ads are some of the Google products that natively integrate with Google Analytics. Leveraging these Google services can help you enrich your data collection, turbo charge your Google Ads campaigns with automated bidding, and provide a clearer view of your campaign performance.
Most software-as-a-service (SaaS) tools I use integrate with Google Analytics at a minimum.