If you are a business owner with a website, you understand the importance of gaining insight on how potential and current customers interact with your site. If you have had an online presence for several years, you know that retrieving that insight was not always as easy as it is now.

Thanks to Google Analytics, now over fifteen years old, website owners have access to all kinds of information as it pertains to their site and who they are reaching. Google Analytics is an online system that gives website owners the ability to follow and study the effectiveness of their marketing and SEO tactics all on one platform. This software is available to anyone with a Google account and users may choose between a free or paid version.

How does Google Analytics for Construction Pros work?

In simple terms, Google places several lines of tracking code into your website’s code. This code then records the activity of the users that visit your site. Not only does the tracking code keep track of what users do on your website, but it also takes note of user attributes such as age, gender, location and interests. Once a user leaves your site, all the information collected is sent back to the Google Analytics server.

Next, GA (Google Analytics) will aggregate the collected data from your website in four primary levels:

  1. User level (related to actions by each user)
  2. Session level (each individual visit)
  3. Pageview level (each individual page visited)
  4. Event level (button clicks, video views, etc.)

What data does it show me?

  • Real time data: The “Real Time” tab in GA provides website owners with a digital read of activity on their site at any given moment as it is currently happening. This data includes how many people are on your site at that second, how many are visiting your site on a desktop and how many are using your mobile site. It will also tell you the number of pageviews that happen per second, which pages are the most viewed and where in the world people are viewing them. The real time data also helps you better understand which marketing strategies are working for you by showing you what percentage of website users are coming from search engines as well as what percentage comes from referral traffic, traffic from paid ads, and direct traffic.

  • Audience overview: In order for a website owner to best serve their audience, it is important for them to know as much information as possible about that audience. This is why GA provides information such as how many visitors your website has, how many sessions each user completes, how many pages users view per session and the average session duration. They also offer charts that display the percentage of new vs. returning visitors to your site and how traffic fluctuates over a specific time period. GA even goes in depth, showing you what percentage of visitors speak a certain language, what country your visitors are from, the browser they use and the operating system of their mobile device.

  • Adwords Management: Though organic marketing tactics such as SEO are growing in popularity, PPC (pay-per-click) ads are still a popular way to drive traffic to your website. Without Google Analytics, it would be pretty much impossible to track the results and effectiveness of your efforts. GA shows you information like the number of clicks on each ad, the cost of each campaign and the cost per click.

  • Web page interactions: Google Analytics offers a “Behavior” tab that covers things like which pages are the most popular and how much traffic they get over time. You can enter a specific URL from your website to see new users, bounce rate, average session duration, conversion rate of that page, site speed and exit page analytics.

  • Goal tracking and completion: Every website will have different goals based on whatever would be considered a conversion for that site. For instance, if you are a construction pro, a conversion may be someone submitting a project inquiry form. Whatever those goals are for you, Google Analytics will help you track them by showing you how many of your goals were completed and the monetary value of each conversion. Other examples of conversion goals include newsletter signups, contact form completions, guide downloads or webinar signups.

Why is it important?

A construction pro’s Google Analytics account is so mission-critical because your website serves as the central location of your online presence. This means that even if you are running separate marketing strategies such as paid social media and search ads, your potential customers are bound to visit your website at some point. As your website is the central hub of your digital presence, it is the best way to really obtain a holistic overview of the effectiveness of your online marketing campaigns.


Anyone with a website can benefit from Google Analytics’ tools. All you have to do is set up a GA account to get started. Whether you opt for the free or paid version, you are sure to gain great insight about your audience and how they interact with your website. It’s important to understand how your website is creating new leads for your business. Your analytics will tell you exactly how people are finding your site and what they are looking for when they end up on your page. Learn more about using your website to grow your business with our guide on website traffic.

Your trades.org website come with all the analytic tools you need to understand how your website is working for you. Easily understand where your website traffic is coming from, what they are searching for and the actions they take on your site so you can better serve the needs of your audience.