Google Analytics

What is Google Analytics?

Google Analytics is a cloud-based analytics tool that measures and reports website traffic. It is the most widely used web analytics service on the Internet.

How does Google Analytics work?

  • Establish a User ID and password at
  • Google then provides a “page tag” or Google

Analytics Tracking Code that needs to be added to each page of a website.

  • This tag collects data and sends it back to the Google servers for processing.


What does it do?

Google Analytics is a powerful tool that analyzes:

  • Website traffic

– Where visitors came from

– How they are navigating through your site

  • How they navigated from page to page
  • Which pages they stayed on longest or left from the most frequently (“bounce rate”)
  • Conversions
  • downloads
  • page views
  • registrations
  • E-commerce

– Volume of transactions

– The dollar value of the transaction

– Success of transactions

  • % complete and % dropped out of the sales funnel
  • AdWords Performance

analytics, blur, close-up

How can it help a website?

  • Helps with development and optimization of landing pages

– How relevant were they to the visitor?

  • Identifies navigation challenges that may prevent visitors from getting to your goal
  • Optimization of AdWords performance

– keywords

– timing

– geographic differences


Google analytics is a powerful tool that analyzes:

Website Traffic

  1. Where visitors came from & How
  2. How they are navigating through your website.
  3. Behavior

Track Conversions

  2. Page Views
  3. Registrations



Sessions: A session is a group of interactions that take place on your website within a given time frame.

Users: The Users metric indicates the total number of unique visitors who have viewed or interacted with your website.

Page Views: A page view is simply defined as a view of a page on your site that is being tracked by the Analytics tracking code.

Pages / Session: This is the number of pages that your users are visiting on average per session.

Avg. Session Duration: Average session duration is calculated as the total duration of all sessions (in seconds) / number of sessions.

Bounce Rate: When a user lands on a page of your website and then leaves it without browsing any further, the user is said to have

“bounced”. Bounce rate is the percentage of users who bounce from your website.

% New Sessions: Percent of new sessions is just the percentage of sessions generated by new visitors on your website.

Black Iphone 5 Beside Paper


Analytics Reporting

This is the section where you will possibly be spending most of your time tracking and analyzing incoming data and using it to optimize your website.

Dashboard: Dashboards are a collection of widgets that give you an overview of the reports and metrics you care about most.

Shortcuts: Shortcuts remember your settings so you don’t have to reconfigure a report each time you open it.

Intelligence Events: Intelligence monitors your website’s traffic to detect significant statistical variations and generates alerts when those variations occur.

Real Time: Real-Time reports the activity happening on your website right now.The overview tab page displays how many users are active on your site in real-time, where they’re from, and which pages they are browsing.

beverage, black coffee, business


The Audience report in Google Analytics gives you a detailed analysis of the users visiting your website.

The Overview tab gives you an overall picture of your website’s audience and their activity.

  • The demographic tab shows you the age and gender of your audience.
  • Interests tab shows you the dominant interests of the majority of your users

such as technology, TV, movies, photography, news, and more. It also shows you their in-market behavior and purchase intent segregated by categories such as consumer electronics, travel, and more.

  • Geo tab shows you the language and location of the users.
  • Behavior tab shows you the behavior of your audience based on their interaction with your site such as New vs. Returning Users, Engagement, and more.
  • Technology tab shows you the browser, OS, and network that your users are using to access your website.
  • Mobile tab shows from which gadget your website viewed/searched.
  • Custom tab to collect and analyze data that Analytics doesn’t automatically track
  • Benchmarking compares your site’s performance to previous results and to your industry’s average.
  • User Flow tab visually displays where users come from and how and to what extent they interact with your website



  • AdWords & Campaigns, You can link your AdWords account to Google Analytics from the Admin panel and monitor all the activity from within the

Acquisition report

  • Search Console tab shows the keywords/queries that users searched for to land on your web pages, top country & devices.
  • The social tab displays the traffic coming in via social networks such as Facebook, Twitter, and others.



  • Goals help you create and track micro and macro conversions.
  • E-commerce is a report that helps you analyze the purchase activity on

your site or app. You can see product and transaction information, average order value, eCommerce conversion rate, time to purchase, and other data.

  • Multi-Channel Funnels shows how your marketing channels (i.e., sources of traffic to your website) work together to create sales and conversions.
  • Attribution allows you to assign credit for sales or conversions to touch points in conversion paths.



The Behavior report captures and displays what visitors do on your website, the pages they visit, and what actions they take while on those pages. The Overview shows you how many Page Views your site received in the selected time range along with some other metrics.

Behavior Flow shows the paths users commonly take while navigating your site, from the first

the page they land on, to the page they exit from.

Site Content shows you the top performing content on your site, a folder view of the content

categorized by page views, and the top landing pages and exit pages.

Site Speed displays crucial reports that may help you identify any specific pages that are slowing down your site or other bottlenecks you may be unaware of.

Site Search displays the overall metrics for visitors who use the search box on your website, but you need to configure it once.

Events allow you to track specific actions that users perform on your website, such as clicking on an external link or downloading a file or adding a product to cart.

Publisher shows your AdSense publisher data right within Analytics.

Experiments help you to conduct A/B testing to see which landing page variations perform best at meeting your conversion goals.

In-page analytics lets you bring page stats to the front end of the website and even overlay data on individual links, you need to install a Chrome plugin for this.


beverage, black coffee, business


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