GOOGLE ANALYTICS AS A STRATEGIC TOOL IN DIGITAL MARKETING

Abstract

Media strategies in the digital environment have been consolidated through Marketing and the use of Google Analytics, which provides important indicators to detect the effectiveness and monitor the performance of electronic sites. The purpose of the article was to identify some ways in which Google Analytics can be used as a strategic tool in Digital Marketing. The methodology used was a bibliographical research in different databases of Google Scholar, Scielo, using the descriptors: Tool, Google Analytics, and Digital Marketing. The results showed that from the construction of the profile of the companies using the Google Analytics platform, observing the general characteristics, such as gender, age, location, demography, language, access platform, average number of views, average page time, more accessed and navigated, origin and also, the interconnection and practicality of the Google Analytics platform. It is concluded that the platform assists in filtering the data that the public is consuming, thus generating data so that Marketing of the company's products and services can be carried out in a more satisfactory way, organizing the data into categories, and using the Google Analytics to store and fetch this information.