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Google Analytics - Overview
What is Google Analytics ?
Google Analytics is a free Web analytics service that provides statistics and basic analytical tools for search engine
optimization (SEO) and marketing purposes. The service is available to anyone with a Google account. Google launched
the service in November 2005 after acquiring Urchin. Google Analytics is now the most widely used web analytics service
on the Internet.
Google Analytics – What Does It Do ?
Google analytics is a powerful tool that analyzes:
1. Where visitors came from & How
2. How they are navigating through your website.
2. Page Views
Setting Up Your Account
Setting up Google Analytics for your
website is a simple two-step process.
First, sign up by entering basic information
for your account such as the name of your
organization, the website you wish to track,
and its URL.
verification and the collection of user browsing data. This is what tracking code will look like:
Insert this code manually into your website or use a plugin if you’re on WordPress. And that’s it, you’ve just set up
your Analytics account!
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.
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.
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
• 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 you site such as New vs. Returning Users, Engagement, and
• 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
• 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.
The Acquisitions report gives you a detailed overview of where your traffic is originating from such as organic search,
direct, social, referral, or email. Using the tabs inside the Acquisition report, you can dig deeper into the individual
traffic sources and view them by channel, source/medium, and more.
• AdWords & Campaigns, You can link your AdWords account to Google
Analytics from the Admin panel and monitor all the activity from within the
• Search Console tab shows the keywords/queries that users searched for
to land on your web pages, top country & devices.
• Social tab displays the traffic coming in via social networks such as
Facebook, Twitter, Reddit, and others.
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
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.
In analytics, conversions simply mean a certain action taken by the user that’s important to your
business; for instance, the completion of a purchase.
• Goals help you create and track micro and macro conversions.
• Ecommerce 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
• Multi-Channel Funnels shows how your marketing channels
(i.e., sources of traffic to your website) work together to create sales and
• Attribution allows you to assign credit for sales or conversions to touch points
in conversion paths.
Goal Creation – HowTo Set Up Goal.
Create a new goal
Navigate to your goals:
• Sign in toGoogle Analytics.
• Select the Admin tab and navigate to the desired account, property and view.
• In theVIEW column, click Goals.
• Click + NEW GOAL or Import from Gallery to create a new goal, or click an existing goal to edit its configuration.