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.
