Next up in our “What do they actually do?” series are Google Analytics Consultants. With the sunsetting of Universal Analytics and the (often panicked) implementations of GA4 the hunt for expert GA consultants is on the rise. These experts, armed with their in-depth knowledge of data, provide invaluable guidance to businesses aiming to find the golden nuggets within reports to help make data-led strategic decisions. Let’s delve into the roles and responsibilities of Google Analytics Consultants, and explore the pivotal role they play in driving success for digital agencies and brands.
Key Responsibilities of Google Analytics Consultants
Good GA consultants can create reports and comment on data whereas GREAT Google Analytics Consultants are adept at deciphering the data to unveil actionable insights. Their varied roles encompass a range of responsibilities that contribute to the enhanced performance of digital initiatives:
- Implementation and Configuration:
- Skilled in setting up Google Analytics on websites, working with developers and being adept at navigating Google Tag Manager to ensure the accurate collection of data.
- Given the versatility of GA4 it’s essential for reports to be configured correctly. Whilst goals are no longer used as GA4 automatically records events in a lot of cases where the old “goals” would have been used, it’s still critical to make sure advanced features such as e-commerce tracking and conversion funnels are recording correctly.
- 2.Data Analysis and Interpretation:
- Without doubt, being skilled and proficient in analysing complex data sets to extract meaningful insights about user behaviour and website performance is the most mission critical role of a GA consultant.
- Identifying trends, patterns, and bottlenecks that could impact conversion rates and user experience is where the real value lies. There’s one thing being able to identify anomalies in data but to communicate those anomalies into actions is a skill that many people have. When you find a GA expert who can do this, hold onto them!
- 3. Customised Reporting:
- Along with the analytics platform upgrading Google have put an extra spanner in the works and changed what was formerly Google Data Studio into Google Looker Dashboards. Crafting custom reports and dashboards tailored to the unique needs of clients requires skill and expertise in getting the dots to join; whether that be with API’s or connector tools.
- Once those connections have been established, creating data visualisation that aids in quick comprehension of key performance indicators is yet another skill that Google Analytics consultants need to be versed in. The key thing to remember is that when you’re presenting data back to either clients or internal teams you’ve often got a real mix of understanding and interest in the room. From CEO’s who just care about the financials through to eComm Directors who want to know the nitty gritty so being able to visualise data in a way that’s digestible for all parties is a tricky skill to master.
- 4. Strategy Formulation:
- Collaborating with clients to define data-driven marketing and business strategies.
- Aligning analytics insights with overall business goals to drive growth and revenue.
- 5. Continuous Improvement:
- Regularly monitoring and auditing analytics setups to ensure data accuracy and relevance.
- Iteratively refining tracking mechanisms based on emerging trends and technological advancements.
The Role of Google Analytics Consultants in Digital Agencies
For digital agencies, partnering with Google Analytics Consultants can be a game-changer. These experts bring a wealth of expertise to the table, enhancing the agency’s ability to deliver results and value to clients.
- Enhanced Client Services:
- Google Analytics Consultants amplify an agency’s ability to provide comprehensive data-driven solutions to clients.
- Accurate data interpretation allows for more informed decision-making and strategy adjustment.
- Efficient Campaigns:
- Consultants enable agencies to optimize campaigns in real-time by identifying underperforming aspects and suggesting improvements.
- Streamlining marketing efforts leads to better resource allocation and ROI.
- Client Education:
- Consultants can educate agency clients about the significance of analytics, making them more conscious of the impact of data-driven decisions.
- Building a data-oriented mindset within the client base can foster stronger, more collaborative partnerships.
The Valuable Contributions of Google Tag Manager Experts
In conjunction with Google Analytics Consultants, Google Tag Manager experts play a pivotal role in ensuring seamless data tracking and management.
- Tag Implementation Streamlining:
- Google Tag Manager experts streamline the process of adding and managing tracking codes, reducing the need for significant developer time. By being proficient in GTM consultants can cut out the middle man that is often hefty dev queues as you don’t need to know how to code to get tracking immediately via Tag Manager.
- Code Efficiency and Website Performance:
- By consolidating multiple tags into a single container code, the efficiency and load times of websites are improved.
- This speed improvement not only positively impacts user experience and reduces the risk of slow-loading pages but it also contributes to good engagement metrics (a ranking factor within Google’s algorithm).
The Versatility of Google Analytics Freelancers
In addition to agencies, brands also benefit immensely from the expertise of Google Analytics Freelancers. These consultants offer a flexible and specialised approach to analytics, and can design specific strategies across both lead gen and eCommerce websites:
- Cost-Effective Expertise:
- Whilst the day rate of a consultant often supersedes the daily salary of an employee, the flexibility that comes with consultants makes them an attractive option. In our experience we always recommend to clients when they don’t have a full-time need for a channel specialist, that they invest in a more experienced consultant on a project by project basis. The experience that senior-level consultants come with means they bring both the “doing” know-how and the “strategic” know-how which is the real USP for smaller agencies and in-house teams especially.
- Fresh Pair of Eyes
- We all know the feeling of not being able to see the wood for the trees when it comes to work and projects. By introducing the fresh pair of eyes that an Analytics consultant can bring helps identify areas of opportunity that have previously been missed.
In the world of digital marketing, data reigns supreme, and Google Analytics Consultants are the navigators guiding brands and agencies through its vast landscape. Their prowess in data analysis, strategy formulation, and technical implementation make them indispensable partners in driving business growth. Whether collaborating with Google Tag Manager experts to streamline tracking or leveraging the agility of Google Analytics Freelancers, brands and agencies alike stand to benefit from the insights and expertise these professionals bring to the table. Embracing their guidance could be the pivotal step towards unravelling the full potential of data-driven success.