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Is Google Analytics A Market Research Tool?

Updated: Nov 17, 2023

Google Analytics is a powerful tool that can be leveraged for market research to gain insights into user behavior on a website. While we actively use Google Analytics we do believe that it needs to be used in conjunction with our website feedback surveys to gather insight into the why? In short Google Analytics can provide a lot of useful information such as the "who" and "when" and "where," it does lack the ability to provide answers to the "why?" Here are several ways you can use Google Analytics for market research:

Audience Demographics:

  • Google Analytics provides information about the age, gender, location, and interests of your website visitors. This data can help you understand the demographics of your audience and tailor your marketing efforts accordingly.

User Behavior Analysis:

  • Analyze user behavior on your website, such as the pages they visit, the time spent on each page, and the actions they take. This information can help you identify popular content and areas where users may be dropping off.

Acquisition Channels:

  • Understand where your website traffic is coming from by analyzing acquisition channels. This can include direct traffic, organic search, paid search, social media, and more. Knowing which channels drive the most traffic can guide your marketing strategy.

Conversion Tracking:

  • Set up goals and conversion tracking to monitor specific actions on your website, such as form submissions, product purchases, or newsletter sign-ups. This helps you measure the success of your marketing efforts and identify areas for improvement.

E-commerce Insights:

  • If your website includes e-commerce functionality, Google Analytics can provide detailed insights into product performance, transaction details, and customer behavior. This information is valuable for optimizing your online sales strategy.

Custom Reports:

  • Create custom reports to focus on specific metrics and dimensions relevant to your market research goals. This allows you to tailor the data you analyze and extract insights specific to your business.


  • Use benchmarking reports to compare your website's performance against industry standards. This can provide valuable context for understanding how well your website is performing relative to competitors.

Event Tracking:

  • Implement event tracking to monitor specific interactions on your website, such as clicks on buttons, video views, or downloads. This can provide insights into user engagement and help you refine your content and user experience.

Mobile Analytics:

  • Given the increasing use of mobile devices, Google Analytics allows you to analyze the performance of your website on different devices. This information can guide your mobile optimization efforts.

Feedback Integration:

  • Combine Google Analytics data with other sources of feedback, such as surveys or user interviews, to gain a more comprehensive understanding of user preferences and challenges.

By using these features, Google Analytics can be a valuable tool for market research, providing actionable insights to improve your website, enhance user experience, and optimize your overall marketing strategy. While Google Analytics provides valuable quantitative data for understanding user behavior and optimizing website performance, it falls short in explaining the qualitative aspects and motivations behind that behavior. In the next blog post we will be covering how to combine Google Analytics with Website Feedback Surveys to get a fuller picture.

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