Google Analytics is working behind the scenes. It’s implemented on websites through a small block of JavaScript code by digital marketers, small business owners, and front end developers. Don’t worry, you don’t need to know how to code to use Google Analytics. Most features of the plug-in are free, too.
A Digital Marketer uses Google Analytics to track and plan their client’s advertising campaigns across multiple platforms. Digital Strategist makes strategies for websites and advertising efforts. They use Google Analytics in a similar way. A Marketing Manager combines both of these strategies to manage the advertising efforts of an entire company or multiple companies.
A Digital Analyst relies on Google Analytics to gather data on businesses and advertising campaigns. They transform that data into insights that the company can use to improve their efforts. A Marketing Analyst serves a similar role but also uses that data to perform market research.
A Web Optimization Specialist uses Google Analytics to determine which aspects of a website need to be optimized and whether the changes they make are effective. Their primary goals are to rank the website in searches, drive traffic to the website, and sometimes to sell products. Paid Search Managers harness the information that Google Analytics gathers to create advertisements for a target audience based on data. They only create advertisements that a client pays for to show up on search engines.
A Social Media Strategist combines the roles of Digital Marketer, Digital Strategist, Marketing Manager, and sometimes Paid Search Manager to create a multi-platform advertising campaign primarily through social media. This role also requires knowledge of social media algorithms.
Most Front End Developers would also benefit from learning Google Analytics and how it functions because they’ll most likely add it to every website they build. It’s important to understand the tech you’re adding to your stack as a developer and how to explain it to your client or company.
While Google Analytics is a great way to dip your toes into the waters of each of these careers, it’s not enough to land you a job on its own. You’ll need to specialize in social media, search engines, or advertising to niche your skills and succeed. You should also learn the other skills these positions use such as basic graphic design, digital marketing strategies, SEO, Excel, and Photoshop or Illustrator.
Google Analytics Career Options
Here are a few career paths for which you’ll likely need Google Analytics skills in order to succeed. We also include additional info about their average salaries, their day-to-day responsibilities, and a link to learn more about each career.
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Digital Marketer
Digital marketers are responsible for designing, managing, and reviewing digital marketing campaigns. Using their expertise in search engine optimization (SEO), social media, backlinks, and digital ads, digital marketers provide data and demographic-driven marketing strategies. They may also help companies develop content marketing strategies through the use of blogs. Digital marketers also use data analytics to review digital marketing campaign results and provide guidance for future campaigns.
Learn about becoming a Digital Marketer -
Web Optimization Specialist
Web optimization specialists are experts at analyzing web traffic and making targeted recommendations to increase user engagement. Acting as user-surrogates, web optimization specialists analyze data on user behavior and advocate for new features or functionalities to improve the end-user experience. Web optimization specialists often work with web developers and designers to create funnels, web applications, and marketing campaigns. These professionals must have experience with data analysis, user-testing, prototyping and digital marketing development.
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Digital Analyst
Digital analysts work with a marketing team to analyze the effectiveness and reach of digital marketing campaigns. They use Google analytics and site tagging tools to harvest user data. This data is analyzed and interpreted to provide insights into how to improve the user experience and the effectiveness of the digital marketing campaign.
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Paid Search Manager
A paid search manager is tasked with leading search marketing campaigns, generally on Google and Bing Ads. The manager leads the day-to-day strategy, reporting, analysis, and optimization of paid search campaigns. Day-to-day campaign management includes updating bids, adding/removing keywords, monitoring profitability, and more. Strategy and optimization include designing and adjusting paid search strategy to align with overall business goals, running tests to improve performance, and working with other digital partners to develop omnichannel marketing campaigns.
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Marketing Analyst
A marketing analyst brings marketing expertise to companies and organizations to assist with their marketing initiatives. Depending on the type of role and company they are working for, the marketing analyst's job can vary in channels and the type of work. In some cases, the marketing analyst will be in charge of providing analytical support for a specific channel or set of marketing channels. The marketing analyst may also be involved in coming up with strategies, finding the right audiences, performing competitive analyses, and optimizing channels.
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Digital Strategist
Digital Strategy is the work behind digitally rich projects like websites, social media, SEO content, digital marketing, and more. Digital Strategists identify opportunities for growth and make plans for new website releases, content for their client with a specific end goal in mind, or an advertising campaign.
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Social Media Strategist
Social Media Strategists design social media blueprints to achieve a client's or company's marketing targets. They also create content and manage client or company accounts.
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Marketing Manager
Marketing Managers oversee a team of marketing professionals who find ways to grow the business they're working for, execute those growth ideas through campaigns, and analyze and report on those campaigns.
Learn about becoming a Marketing Manager