The answer is yes. At no other time in the history of the field of marketing has so much actionable information been so easily accessible literally right at the tip of your fingertips.
What does it mean if someone clicks the BACK button? Where is your traffic coming from? Is 50% or more coming from mobile devices and you don’t have a mobile site? That translates into losing a lot of potential customers. What is your bounce rate in other words how quickly folks are abandoning coming to your site and leaving without action= how effective is the site in encouraging people to continue on to viewing more pages. Visitors may bounce one of several ways- typing in another url, clicking the BACK button, the session timing out or opening a new tab. How about what is the Exit Rate for a specific page? The Exit Rate is the percentage of visitors to a site who actively click away to a different site from a specific page, after possibly having visited any other pages on the site. The visitors just exited on that specific page. Rich digital information also will include your conversion rate- that is of those visiting your site how many convert from visitors to buying customers.
Is Google Analytics your sole go to resource?
Maybe and maybe not. Here’s a short list of alternatives and supplements to Google Analytics.
Clicky, Open Web Analytics, , Matomo, , Mixpanel, GoingUp, Crazy Egg, Mouse Flow, Foxmetrics, KISSmetrics, Woopra, Adobe Experience Cloud, ChartBeat, GoSquared and Moz Anayltics. Which one meets your site and marketing needs? That is for you to research assess and determine. It will depend on your budget, your goals and your business model and your business size. ChartBeat, for example may be more suited for blogs and other content focused models. Costs range from $6 a month up to $5,000 or more monthly. For some your best solution will be a hybrid using a combination of more than one of these options or in combination with Google Analytics. For example Moz Analytics is a tool for measuring your search, brand, social and content marketing but it does not measure your traffic.