{"id":219755,"date":"2024-01-10T06:30:00","date_gmt":"2024-01-10T06:30:00","guid":{"rendered":"https:\/\/datascientest.com\/?p=219755"},"modified":"2024-01-04T10:46:00","modified_gmt":"2024-01-04T10:46:00","slug":"google-analytics-guide-complet","status":"publish","type":"post","link":"https:\/\/datascientest.com\/google-analytics-guide-complet","title":{"rendered":"Qu&rsquo;est-ce que Google Analytics ? Guide complet sur l&rsquo;outil"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"219755\" class=\"elementor elementor-219755\" data-elementor-post-type=\"post\">\n\t\t\t\t\t\t\t<div class=\"elementor-element elementor-element-7721a94 e-flex e-con-boxed e-con\" data-id=\"7721a94\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-ecaa34a elementor-widget elementor-widget-heading\" data-id=\"ecaa34a\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.15.0 - 02-08-2023 *\/\n.elementor-heading-title{padding:0;margin:0;line-height:1}.elementor-widget-heading .elementor-heading-title[class*=elementor-size-]>a{color:inherit;font-size:inherit;line-height:inherit}.elementor-widget-heading .elementor-heading-title.elementor-size-small{font-size:15px}.elementor-widget-heading .elementor-heading-title.elementor-size-medium{font-size:19px}.elementor-widget-heading .elementor-heading-title.elementor-size-large{font-size:29px}.elementor-widget-heading .elementor-heading-title.elementor-size-xl{font-size:39px}.elementor-widget-heading .elementor-heading-title.elementor-size-xxl{font-size:59px}<\/style><h2 class=\"elementor-heading-title elementor-size-default\">L\u2019utilisation d\u2019un site web est devenue indispensable pour toute entreprise qui souhaite d\u00e9velopper son activit\u00e9 en ligne, cependant, nombre d\u2019entre elles ne savent pas comment optimiser leur trafic afin d\u2019am\u00e9liorer leurs taux de conversion via leur site internet. <\/h2>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d7ec506 elementor-widget elementor-widget-text-editor\" data-id=\"d7ec506\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.15.0 - 02-08-2023 *\/\n.elementor-widget-text-editor.elementor-drop-cap-view-stacked .elementor-drop-cap{background-color:#69727d;color:#fff}.elementor-widget-text-editor.elementor-drop-cap-view-framed .elementor-drop-cap{color:#69727d;border:3px solid;background-color:transparent}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap{margin-top:8px}.elementor-widget-text-editor:not(.elementor-drop-cap-view-default) .elementor-drop-cap-letter{width:1em;height:1em}.elementor-widget-text-editor .elementor-drop-cap{float:left;text-align:center;line-height:1;font-size:50px}.elementor-widget-text-editor .elementor-drop-cap-letter{display:inline-block}<\/style>\t\t\t\t<p><span style=\"font-weight: 400;\">En effet, vous pourriez d\u00e9penser un budget important pour amener du trafic sur votre site web, mais souffrir d\u2019un faible taux de conversion en raison d\u2019une mauvaise optimisation de votre parcours utilisateur.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Google analytics \u00e0 \u00e9t\u00e9 sp\u00e9cialement con\u00e7u pour aider les entreprises \u00e0 optimiser le trafic sur leur site web gr\u00e2ce \u00e0 l\u2019<a href=\"https:\/\/datascientest.com\/data-analysis-tout-savoir\">analyse de donn\u00e9es<\/a>. Il s&rsquo;agit d\u2019un outil d\u00e9velopp\u00e9 par Google et sorti en 2005 permettant d\u2019analyser le trafic d\u2019un site web et de pr\u00e9senter les donn\u00e9es dans des dashboards pr\u00e9configur\u00e9s et personnalisables.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Une multitude d\u2019indicateurs peuvent \u00eatre utilis\u00e9s afin d\u2019am\u00e9liorer son trafic notamment les <\/span><span style=\"font-weight: 400;\">sources du trafic, les conversions r\u00e9alis\u00e9es, les terminaux mobiles utilis\u00e9s par les visiteurs, l\u2019optimisation du r\u00e9f\u00e9rencement naturel ainsi que les r\u00e9seaux sociaux font partie de la multitude d&rsquo;indicateurs nativement propos\u00e9s.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-ca75d35 e-flex e-con-boxed e-con\" data-id=\"ca75d35\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-3309b23 elementor-widget elementor-widget-heading\" data-id=\"3309b23\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Qui peut utiliser Google analytics ?<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-03f71ba elementor-widget elementor-widget-text-editor\" data-id=\"03f71ba\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Google analytics est disponible gratuitement, il suffit d\u2019avoir un compte Google pour utiliser l\u2019outil.<\/span><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ), Sans-serif; text-align: var(--text-align);\">\u00c9tant compl\u00e8tement personnalisable, il s\u2019adresse \u00e0 toutes les entreprises qui utilisent leur site internet comme moyen de conversion et qui ont besoin d\u2019obtenir des informations sur leur <\/span><strong style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ), Sans-serif; text-align: var(--text-align);\">trafic web<\/strong><span style=\"color: var( --e-global-color-text ); font-family: var( --e-global-typography-text-font-family ), Sans-serif; text-align: var(--text-align);\">.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Bien que Google analytics soit gratuit, il existe une solution premium qui est \u00e0 destination des entreprises plus grandes. <\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-f2be907 elementor-align-center button-principale elementor-widget elementor-widget-button\" data-id=\"f2be907\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm elementor-animation-grow\" href=\"https:\/\/datascientest.com\/formation-marketing-digital-et-data\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-text\">En savoir plus sur Google Analytics<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-64c6b31 e-flex e-con-boxed e-con\" data-id=\"64c6b31\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a5a6887 elementor-widget elementor-widget-heading\" data-id=\"a5a6887\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Comment utiliser Google analytics pour optimiser votre trafic ?<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-74b6c33 elementor-widget elementor-widget-text-editor\" data-id=\"74b6c33\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Les dashboards de Google analytics (tableaux de bords en fran\u00e7ais) sont des outils de <a href=\"https:\/\/datascientest.com\/avec-la-data-visualisation-donnez-du-sens-a-vos-donnees\">visualisation de donn\u00e9es<\/a> qui servent \u00e0 analyser le trafic d\u2019un site web.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Google analytics propose des dashboards permettant d\u2019analyser les <a href=\"https:\/\/datascientest.com\/les-kpis-key-performance-indicators\">KPIs<\/a> les plus importants d\u2019un site web dans le but d\u2019aider une entreprise \u00e0 <strong>optimiser son trafic<\/strong>.<\/span><\/p><p><span style=\"font-weight: 400;\">Le parcours utilisateur est tr\u00e8s important pour convertir des leads en client, en effet, si les leads arrivent en grande quantit\u00e9 sur votre site internet mais ne vont pas plus loin que la page d\u2019accueil, la strat\u00e9gie marketing ne sera pas rentable.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Pour optimiser son trafic et \u00eatre s\u00fbr que les leads les plus qualifi\u00e9s soient convertis, <strong>il est n\u00e9cessaire d\u2019analyser les bonnes donn\u00e9es propres au parcours utilisateur.\u00a0<\/strong><\/span><\/p><p><span style=\"font-weight: 400;\">\u00a0<\/span><span style=\"font-weight: 400;\">Parmi les donn\u00e9es les plus importantes \u00e0 analyser, on retrouve :\u00a0<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Le nombre de visiteurs<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Le nombre de sessions<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Le taux de rebond<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">La dur\u00e9e de la session<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Les visites en direct<\/span><\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-e5b210f elementor-widget elementor-widget-image\" data-id=\"e5b210f\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<style>\/*! elementor - v3.15.0 - 02-08-2023 *\/\n.elementor-widget-image{text-align:center}.elementor-widget-image a{display:inline-block}.elementor-widget-image a img[src$=\".svg\"]{width:48px}.elementor-widget-image img{vertical-align:middle;display:inline-block}<\/style>\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"825\" height=\"550\" src=\"https:\/\/datascientest.com\/wp-content\/uploads\/2023\/10\/google-analytics-1.jpg\" class=\"attachment-full size-full wp-image-219782\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-ad003c5 e-flex e-con-boxed e-con\" data-id=\"ad003c5\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-7ed8ee3 elementor-widget elementor-widget-heading\" data-id=\"7ed8ee3\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Visibilit\u00e9 pr\u00e9cise des diff\u00e9rents canaux d\u2019acquisition du trafic d\u2019un site web<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-98864ff elementor-widget elementor-widget-text-editor\" data-id=\"98864ff\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">La performance d\u2019un site web ne se r\u00e9sume pas seulement au parcours utilisateur. En effet, la mani\u00e8re d\u2019acqu\u00e9rir des leads est aussi importante et l\u00e0 aussi. Google analytics permet d\u2019obtenir des donn\u00e9es pour aider l\u2019entreprise \u00e0 <strong>optimiser ses canaux d\u2019acquisition<\/strong>.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Il est important de conna\u00eetre les sources exactes de son audience afin d\u2019optimiser son trafic et par extension son taux de conversion. Parmi les sources que Google analytics peut analyser on retrouve :\u00a0<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Les sources organiques;\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Les r\u00e9seaux sociaux;\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Les sources Direct (l\u2019internaute a cherch\u00e9 votre site directement);\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Le r\u00e9f\u00e9rencement (via un lien externe);\u00a0<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Autres sources (emailings, tags).<\/span><\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-9c1447a elementor-widget elementor-widget-text-editor\" data-id=\"9c1447a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Au-del\u00e0 d&rsquo;acqu\u00e9rir un trafic important, il est capital pour une entreprise d\u2019<strong>attirer la bonne audience<\/strong>. Pour cela, il faut \u00eatre capable d\u2019analyser son audience afin de d\u00e9terminer si elle correspond \u00e0 la cible vis\u00e9e.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Pour cela, Google analytics permet d\u2019<strong>obtenir des informations d\u00e9taill\u00e9es sur l\u2019audience de votre site<\/strong> <strong>web<\/strong> comme :\u00a0<\/span><\/p><ul><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Les centres d\u2019int\u00e9r\u00eat<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">La g\u00e9olocalisation<\/span><\/li><li style=\"font-weight: 400;\" aria-level=\"1\"><span style=\"font-weight: 400;\">Le type d\u2019appareil utilis\u00e9<\/span><\/li><\/ul>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-faaf242 elementor-align-center button-principale elementor-widget elementor-widget-button\" data-id=\"faaf242\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm elementor-animation-grow\" href=\"https:\/\/datascientest.com\/formation-marketing-digital-et-data\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-text\">Ma\u00eetriser Google Analytics<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-2c0c2f3 e-flex e-con-boxed e-con\" data-id=\"2c0c2f3\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-08e7fd4 elementor-widget elementor-widget-heading\" data-id=\"08e7fd4\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Comment Google analytics peut vous aider \u00e0 am\u00e9liorer votre ROI ?<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b86d364 elementor-widget elementor-widget-text-editor\" data-id=\"b86d364\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Savoir si le budget que nous allouons \u00e0 nos campagnes marketing est rentable peut s\u2019av\u00e9rer assez compliqu\u00e9 et il se pourrait qu\u2019une entreprise utilise mal les diff\u00e9rents canaux sans s\u2019en rendre compte et donc perdre de l\u2019argent dans des campagnes marketings mal cibl\u00e9es.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Le ROI permet en marketing de calculer le retour sur investissement d\u2019une campagne. Google analytics permet de<strong> calculer le ROI dans le but d\u2019optimiser les campagnes marketing futures<\/strong>.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Google analytics permet aux utilisateurs de cr\u00e9er des objectifs et d\u2019analyser leurs compl\u00e9tions.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">La premi\u00e8re \u00e9tape pour calculer son ROI gr\u00e2ce \u00e0 google analytics est de fixer des objectifs.<\/span><\/p><p><span style=\"font-weight: 400;\">Dans le cadre d\u2019un site marchand, vous pouvez par exemple fixer comme objectif un taux de conversion de 20%. C&rsquo;est-\u00e0-dire que 20% des leads arrivant sur votre site finissent par faire un acte d\u2019achat sur le site marchand.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Autre exemple avec une entreprise de services, vous pourriez fixer comme objectif que 80% des leads qui arrivent sur votre site finissent par prendre un rendez-vous.<\/span><\/p><p><b>IMPORTANT : les objectifs doivent \u00eatre challengeant mais r\u00e9alistes, intelligents et atteignables.\u00a0<\/b><\/p><p><span style=\"font-weight: 400;\">Une fois les objectifs cr\u00e9\u00e9s, il est important de valoriser les actions de vos leads sur votre site internet. Par exemple, si sur 100 prises de rendez-vous, 30 prospects ach\u00e8tent un produit \u00e0 350 euros, vous gagnerez 10 500 euros. En moyenne, un lead qui prend rendez-vous \u00ab\u00a0vaut\u00a0\u00bb donc 105 euros.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">En calculant ensuite le prix d\u2019un lead qui prend un rendez-vous, vous aurez une bonne id\u00e9e de la rentabilit\u00e9 de votre strat\u00e9gie marketing.\u00a0<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-b6e1f4d elementor-widget elementor-widget-image\" data-id=\"b6e1f4d\" data-element_type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"825\" height=\"550\" src=\"https:\/\/datascientest.com\/wp-content\/uploads\/2023\/10\/google-analytics-2.jpg\" class=\"attachment-full size-full wp-image-219783\" alt=\"\" srcset=\"https:\/\/datascientest.com\/wp-content\/uploads\/2023\/10\/google-analytics-2.jpg 825w, https:\/\/datascientest.com\/wp-content\/uploads\/2023\/10\/google-analytics-2-300x200.jpg 300w, https:\/\/datascientest.com\/wp-content\/uploads\/2023\/10\/google-analytics-2-768x512.jpg 768w\" sizes=\"(max-width: 825px) 100vw, 825px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-b00872c e-flex e-con-boxed e-con\" data-id=\"b00872c\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-fed7861 elementor-widget elementor-widget-heading\" data-id=\"fed7861\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Analyser les diff\u00e9rentes sources de conversion<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-ee7ba9c elementor-widget elementor-widget-text-editor\" data-id=\"ee7ba9c\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Certaines sources sont plus rentables que d\u2019autres en mati\u00e8re d\u2019acquisition et Google Analytics vous permet de <strong>calculer le pourcentage de conversion par sources<\/strong>.<\/span><\/p><p><span style=\"font-weight: 400;\">Par exemple, une entreprise pourrait convertir 80% des leads provenant d\u2019une source \u00ab\u00a0paid search\u00a0\u00bb mais seulement 1% de la source \u00ab\u00a0social network\u00a0\u00bb. Une analyse plus pouss\u00e9e permettrait de d\u00e9cider de <strong>mieux cibler la publicit\u00e9 sur les r\u00e9seaux sociaux<\/strong> par exemple.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Google analytics peut aussi permettre de juger la qualit\u00e9 d\u2019une source car il permet d\u2019obtenir des informations sur les leads acquis comme les centres d\u2019int\u00e9r\u00eat, ou encore la g\u00e9olocalisation.\u00a0<\/span><\/p><p><span style=\"font-weight: 400;\">Par exemple, une source pourrait obtenir des leads qui prennent des rendez-vous sur votre site internet en grande quantit\u00e9 mais le taux de conversion pourrait \u00eatre faible, car les leads acquis ne sont pas dans la bonne r\u00e9gion g\u00e9ographique. Google analytics pourrait donc permettre de <strong>mieux cibler l\u2019audience<\/strong>.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-e838e20 e-flex e-con-boxed e-con\" data-id=\"e838e20\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-108a4c5 elementor-widget elementor-widget-heading\" data-id=\"108a4c5\" data-element_type=\"widget\" data-widget_type=\"heading.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<h3 class=\"elementor-heading-title elementor-size-default\">Conclusion<\/h3>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-060b68a elementor-widget elementor-widget-text-editor\" data-id=\"060b68a\" data-element_type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t<p><span style=\"font-weight: 400;\">Pour conclure, en utilisant Google Analytics de mani\u00e8re strat\u00e9gique, les entreprises peuvent prendre des d\u00e9cisions \u00e9clair\u00e9es <strong>pour optimiser leur parcours utilisateur, cibler les bonnes audiences et am\u00e9liorer leur rentabilit\u00e9<\/strong>. C&rsquo;est un outil essentiel pour toute entreprise qui souhaite exploiter pleinement le potentiel de son site web et maximiser ses r\u00e9sultats en ligne.<\/span><\/p>\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-d2b0485 elementor-align-center button-principale elementor-widget elementor-widget-button\" data-id=\"d2b0485\" data-element_type=\"widget\" data-widget_type=\"button.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t<div class=\"elementor-button-wrapper\">\n\t\t\t<a class=\"elementor-button elementor-button-link elementor-size-sm elementor-animation-grow\" href=\"https:\/\/datascientest.com\/formation-marketing-digital-et-data\">\n\t\t\t\t\t\t<span class=\"elementor-button-content-wrapper\">\n\t\t\t\t\t\t<span class=\"elementor-button-text\">Commencer une formation Marketing Digital et Data<\/span>\n\t\t<\/span>\n\t\t\t\t\t<\/a>\n\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-7894d82 e-flex e-con-boxed e-con\" data-id=\"7894d82\" data-element_type=\"container\" data-settings=\"{&quot;content_width&quot;:&quot;boxed&quot;}\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-c4c1078 elementor-widget elementor-widget-html\" data-id=\"c4c1078\" data-element_type=\"widget\" data-widget_type=\"html.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t<script type=\"application\/ld+json\">\r\n{\r\n  \"@context\": \"https:\/\/schema.org\",\r\n  \"@type\": \"FAQPage\",\r\n  \"mainEntity\": [{\r\n    \"@type\": \"Question\",\r\n    \"name\": \"Qui peut utiliser Google analytics ?\",\r\n    \"acceptedAnswer\": {\r\n      \"@type\": \"Answer\",\r\n      \"text\": \"Google analytics est disponible gratuitement, il suffit d\u2019avoir un compte Google pour utiliser l\u2019outil.\u00c9tant compl\u00e8tement personnalisable, il s\u2019adresse \u00e0 toutes les entreprises qui utilisent leur site internet comme moyen de conversion et qui ont besoin d\u2019obtenir des informations sur leur trafic web.\"\r\n    }\r\n  },{\r\n    \"@type\": \"Question\",\r\n    \"name\": \"Comment utiliser Google analytics pour optimiser votre trafic ?\",\r\n    \"acceptedAnswer\": {\r\n      \"@type\": \"Answer\",\r\n      \"text\": \"Les dashboards de Google analytics (tableaux de bords en fran\u00e7ais) sont des outils de visualisation de donn\u00e9es qui servent \u00e0 analyser le trafic d\u2019un site web. Google analytics propose des dashboards permettant d\u2019analyser les KPIs les plus importants d\u2019un site web dans le but d\u2019aider une entreprise \u00e0 optimiser son trafic.\"\r\n    }\r\n  },{\r\n    \"@type\": \"Question\",\r\n    \"name\": \"Visibilit\u00e9 pr\u00e9cise des diff\u00e9rents canaux d\u2019acquisition du trafic d\u2019un site web\",\r\n    \"acceptedAnswer\": {\r\n      \"@type\": \"Answer\",\r\n      \"text\": \"La performance d\u2019un site web ne se r\u00e9sume pas seulement au parcours utilisateur. En effet, la mani\u00e8re d\u2019acqu\u00e9rir des leads est aussi importante et l\u00e0 aussi. Google analytics permet d\u2019obtenir des donn\u00e9es pour aider l\u2019entreprise \u00e0 optimiser ses canaux d\u2019acquisition.\"\r\n    }\r\n  }]\r\n}\r\n<\/script>\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>L\u2019utilisation d\u2019un site web est devenue indispensable pour toute entreprise qui souhaite d\u00e9velopper son activit\u00e9 en ligne, cependant, nombre d\u2019entre elles ne savent pas comment optimiser leur trafic afin d\u2019am\u00e9liorer leurs taux de conversion via leur site internet. En effet, vous pourriez d\u00e9penser un budget important pour amener du trafic sur votre site web, mais [&hellip;]<\/p>\n","protected":false},"author":59,"featured_media":219757,"comment_status":"open","ping_status":"open","sticky":false,"template":"elementor_theme","format":"standard","meta":{"content-type":"","inline_featured_image":false},"categories":[2496],"tags":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v21.7 (Yoast SEO v21.7) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Qu&#039;est-ce que Google Analytics ? 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Guide complet sur l&#039;outil\" \/>\n<meta property=\"og:url\" content=\"https:\/\/datascientest.com\/google-analytics-guide-complet\" \/>\n<meta property=\"og:site_name\" content=\"Formation Data Science | DataScientest.com\" \/>\n<meta property=\"article:published_time\" content=\"2024-01-10T06:30:00+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2024-01-04T10:46:00+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/datascientest.com\/wp-content\/uploads\/2023\/10\/google-analytics.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1200\" \/>\n\t<meta property=\"og:image:height\" content=\"600\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Aur\u00e9lia Fellous\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"\u00c9crit par\" \/>\n\t<meta name=\"twitter:data1\" content=\"Aur\u00e9lia Fellous\" \/>\n\t<meta name=\"twitter:label2\" content=\"Dur\u00e9e de lecture estim\u00e9e\" \/>\n\t<meta name=\"twitter:data2\" content=\"6 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\/\/datascientest.com\/google-analytics-guide-complet\",\"url\":\"https:\/\/datascientest.com\/google-analytics-guide-complet\",\"name\":\"Qu'est-ce que Google Analytics ? 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