It doesn’t matter if you run an HVAC business or a local plumbing team – contractors are always looking for smart ways to reach new clients. In most cases, that means learning to understand and use analytics for digital marketing.
With the advent of artificial intelligence in data analytics, contractors have more power than ever to understand how their websites are performing and where they can optimize. This is especially true when we look at how Google Analytics is using AI for data analysis.
Up to 86% of all websites that report using traffic analysis tools rely on Google Analytics. This is the go-to software for small businesses, including local contractors – and it’s only getting better as AI revolutionizes marketing.
In this blog post, we want to dive deeper into the importance of Google Analytics for contractor marketing. We also want to explore the role of AI in analytics – specifically how Google Analytics is using artificial intelligence to generate meaningful data.
Let’s take a look.
The Evolution of Google Analytics
Before we get into the nitty-gritty details, let’s go over a brief history of Google Analytics.
The platform was developed by Urchin Software Corporation in the late 1990s to help website owners track and analyze their website data. Google then acquired Urchin Software Corporation in 1997, laying the groundwork for the Google Analytics platform we know today.
It wasn’t until 2005 that the new “Google Analytics” was officially released to the public as a free service. It offered (and still does) a wide variety of features, including…
- Visitor tracking
- Traffic source analysis
- Pageview counts
- Bounce rates
- Conversion tracking
Since Google Analytics launched, its powerful data collection has helped businesses and website owners make informed decisions, optimize their websites, and improve user experience.
Of course, there have been many Google Analytics versions over the years. Most recently, we’ve been encouraging business owners to upgrade to Google Analytics 4 (GA4), which features a range of important updates and improvements added in 2019.
Today, Google Analytics is one of the most widely used web analytics platforms in the world – and it’s still evolving. Its latest updates have largely focused on offering new AI-powered insights and predictions through machine learning in GA4.
The question is, what is machine learning in analytics? Why should business owners like yourself care about using AI to improve their websites and marketing strategies?
Keep reading to find out.
AI-Powered Insights and Real-Time Reporting
Ultimately, artificial intelligence has empowered Google Analytics (and other analytics reporting tools) to offer enhanced data analysis and insights. The integration of AI algorithms automatically generates more actionable insights, allowing businesses to better…
- Understand user behavior
- Identify important consumer trends
- Detect setbacks impacting their conversions
When using Google Analytics data collection, contractors can set up customized goals and accurately analyze users’ behavioral patterns. This then allows them to streamline the customer journey, eliminating bottlenecks with real-time reporting tools.
Let’s get a little more specific. How does Google Analytics use AI to improve the experience and capabilities of its users?
Smart, Predictive Metrics
For starters, GA4 utilizes AI algorithms to analyze user behavior and website data. This allows the tool to detect trends, anomalies, and significant changes. GA4 then automatically digests these important insights and presents them in a way business owners can understand (and act on).
Better Cross-Platform Tracking
Next, Google Analytics 4 leverages AI to enable enhanced cross-platform tracking. This is a fancy way of saying that AI algorithms help analyze user interactions across multiple platforms, including websites, mobile apps, and offline data.
In today’s world, your clients are visiting your website from a variety of platforms – and you need a comprehensive view of their behavior and engagement so that you can deliver personalized experiences across all kinds of devices.
Event Tracking and Analysis
Thanks to artificial intelligence, GA4 also introduced intelligent event tracking. The platform automatically tracks and analyzes user interactions, such as…
- Video views
- File downloads
- Button clicks
Additionally, GA4 can do this without requiring an explicit tracking code for each event. AI algorithms automatically identify and classify these events, making it simple for businesses to understand user engagement and optimize conversion funnels.
GA4 also employs AI for audience discovery and segmentation. It categorizes users into different segments based on their behaviors, demographics, and interests – so you can target specific audience segments and better personalize your marketing.
Last (but certainly not least), automated GA4 customer reports highlight significant changes in metrics and offer recommendations for improvement. Its AI-powered predictive analytics can also forecast conversion rates and revenue potential.
Leveraging AI-Powered Analytics for Contractor Digital Marketing
At the end of the day, we know what you’re really wondering: how can contractors use AI-powered analytics to change the game?
Although artificial intelligence is a relatively new aspect of digital marketing, we’re already seeing the vast benefits that come from learning to use it – especially in analytics.
Here are the four biggest ways it’s helping contractors today.
(1) More Personalized Marketing
As a contractor, you’re largely marketing to individuals – and that requires heavily personalized strategies. AI-powered analytics can help you analyze customer data, behavior patterns, and custom metrics, then deliver tailored content, offers, and recommendations.
This level of personalization can dramatically improve customer engagement, as well as increases your conversion rates and overall customer satisfaction.
(2) Improved Lead Predictions
AI algorithms analyze historical data to predict lead quality and conversion potential. In other words, by assessing the characteristics and behaviors of a lead, AI can help you decide whether this a lead that’s worth prioritizing (or not). This then helps you optimize resource allocation and improve your business’s overall sales process.
(3) Conversion Rate Optimization
By analyzing user behavior, AI algorithms can quickly identify conversion setbacks, recommend improvements for your landing pages, and test different variations to increase conversions. This iterative process helps maximize your conversion rates and improve marketing ROI.
(4) Real-Time Performance Monitoring
Lastly, and perhaps most importantly, AI analytics helps contracting businesses better understand their customer’s journey. By analyzing data from various touchpoints, AI algorithms identify critical stages, as well as points of friction and opportunities for engagement.
This information enables businesses like yours to continuously improve the customer experience, refine specialized marketing tactics, and provide a truly seamless experience to potential and current customers.
Contractor Digital Marketing Services
You can’t improve what you can’t measure. That’s why, at All Contractor Marketing, we track every view, click, and call generated by digital marketing. This information fuels your future decisions about how to market your business – and it’s critical.
Artificial intelligence is only contributing to the importance of using tools like Google Analytics. It’s a big part of the reason we’ve been able to achieve over 2,500% in three-year revenue growth.
When we better understand your contracting customers and data, we can market to them in the most effective way possible.
The Wrap Up
By leveraging AI, Google Analytics 4 offers more advanced tracking capabilities, smarter insights, real-time data processing, and so much more. These AI-driven features enable contracting businesses to develop deeper insights and truly optimize their online presence in this ever-evolving digital landscape.
Of course, learning to use Google Analytics 4 can be a bit of a learning curve – and it never hurts to seek help from professional contractor marketing services.
Since 2006, the ACM team has zeroed in on marketing strategies that specifically benefit contracting businesses. We know what works for companies like yours, and we’re here to share our knowledge with you – including how to use Google Analytics.
From HVAC technicians and electricians to plumbers and handymen, we’ve worked with hundreds of businesses throughout the United States. It doesn’t matter what kind of contractor you are – you need digital marketing.
Let’s get your consultation scheduled today.