GUIDE FOR GETTING STARTED WITH GOOGLE ANALYTICS

13 Oct 2015 | By RSK

Topics: GOOGLE ANALYTICS


What is Google Analytics:

Google Analytics is a FREE assistance that provides comprehensive statistics regarding the visitors to a website. Data available through this assistance consists of site visits, page views, bounce rate, average time on site, pages per visit and percentage of new visits. In addition to the data mentioned above, Google Analytics can also track referral traffic including search engine, direct visits, website referrals and marketing campaigns (Pay Per Click, Banner advertising, e-mail marketing etc.)

Quick Glossary: Metrics

Metrics are individual elements of a dimension that can be measured as a sum or a ratio. Screen views, Pages/Session and Average Session Duration are examples of metrics in Google Analytics.

  • Sessions—A session is the period of time a user is actively engaged with your website, app, etc., within a date range. All usage data (Screen views, Events, E-commerce, etc.) is associated with a session.
  • Users—Users who have had at least one session within the selected date range. Includes both new and returning users.
  • Pageviews—Pageviews means the total number of pages viewed. Repeated views of a single page are counted.
  • Pages/Session—Pages/session (Average Page Depth) is the average number of pages viewed during a session.Repeated views of a single page are counted.
  • Avg. Session Duration—The average length of a session.
  • Bounce Rate—Bounce rate is the percentage of single-page visits (i.e., visits in which the person left your site from the entrance page without interacting with the page).
  • New Sessions—An estimate of the percentage of first-time visits.
  • Goals—Goals let you measure how often users take or complete specific actions on your website.
  • Conversions—Conversions are the number of times goals have been completed on your website.
  • Campaigns—Campaigns (also known as custom campaigns) allow you to add parameters to any URL from your website to collect more information about your referral traffic.
  • Acquisition—Acquisition is how you acquire users.
  • Behavior—Behavior data helps you improve your content.

Google Analytics Dashboard

When you log in to Google Analytics, you will end up in a reporting page just like the screenshot given below: At the top of the screen, you’ll see the basic Google Analytics menu bar that allows you to go back and forth between the Home page, Reporting, Customisation (reports) and Admin section.

On the left sidebar, there is a search box to help you find specific reports and a list of links to important areas of your Google Analytics.

You can use the date range to see your data over any specified time period. You can also use it to compare the current time period to a previous time period to see the change in sessions, average session duration, bounce rate and goal conversion rate.

  1. Dashboards

Dashboards allow you to create customised views of your Google Analytics data using widgets. It’s a great way to see specific subsets of data without having to navigate through your standard reports.

  1. Shortcuts

Shortcuts are simply that—links to your favourite Google Analytics reports.

  1. Intelligence Events

Intelligence Events are alerts you can set up within Google Analytics that email you when a specific event occurs.

You can set up alerts for events like a dramatic change in a number of sessions, goal conversions or other metrics within a daily, weekly or monthly time frame.

  1. Real-Time

Want to know who’s on your website right now? Real-Time data gives you access to that data instantly.

You can see current visitors’ page views, active pages, locations and more.

  1. Audience

The Audience reports provide insight into characteristics of your audience.

Audience Overview is the option you mainly need. By clicking on that you will be getting a detailed page of the behaviour of your customers and can judge the performance of your site. Please see the glossary given at the beginning of this document to know what each term means. Try clicking each of the sections in demographics, system, mobile etc to get more precise information about the visits you are getting to your website. All Sessions in the top section and choose the required segments. And then click Apply to see the results.

6. Acquisition:

The Acquisition section tells you where your visitors originated from, such as search engines, social networks or website referrals. This is a key section when determining which online marketing tactics are bringing the most visitors to your website.

Acquisition Overview:

The Acquisition Overview gives you a quick view of the top channels sending visitors to your website, as well as the associated acquisition, behaviour and conversions details for each channel.

Below are a list and short descriptions of the top channels Google Analytics uses to track your traffic sources.

  • Organic Search— Visitors who come to your website after searching Google.com and other search engines
  • Paid Search—Visitors who come to your website from an AdWords or other paid search ad. 
  • Direct—Visitors who come to your website without a traceable referral source, such as typing your URL into their address bar or using a bookmark on their browser. 
  • Referral—Visitors who come to your website from another website by clicking on a link. 
  • Social—Visitors who come to your website from a social network.
  • Other—If you use UTM parameters for custom campaign tracking, the traffic linked to those campaigns is listed here. 

All Traffic

=>Channels:

The Channels section is similar to the Acquisition Overview, except it gives you a graph to go along with the acquisition, behaviour and conversions details.

=>Treemaps

This option provides you with a better analysis of your website in the form of nested rectangles.

=>Source/Medium This shows the source/medium from which you are getting the visits. 

=>Referrals Referrals leaves out search engines and direct traffic, and only shows website domains (including social networks) that have referred traffic to your website.

=>Adwords:

The AdWords section shows you data about the visitors who click through your AdWords campaigns. You need to connect your account to Google Adwords for retrieving this information.

=>Search Engine Optimisation: Here you’ll find a set of reports with data from Google Webmaster Tools, which is a free Google product that lets you monitor your website’s health in Google search. When you click on one of the three reports in the Search Engine Optimisation section (Queries, Landing Pages or Geographical Summary), you’re prompted to set up Google Webmaster Tools data sharing.

=>Social: The Social section gives you more in-depth details about social activity related to your website. The Social Overview starts by giving you a summary of conversions linked to social networks and traffic from specific networks.

=>Campaigns: Campaigns tracks visitors who come from campaigns you (or a third-party application) have set up. You will get the details of campaigns, keyword performance and cost analysis from this report.

  1. Behaviour

TheBehaviourr section reveals what your visitors do on your website. Specifically, the reports tell you what pages people visit and what actions they take while visiting.

  1. Conversion

This segment gives you the final reports of the goals you have set in admin phase. Goals help you track the data related to a user completing a specific action on your website.

The simplest goal type is the Destination goal. This type of goal allows you to say that when a user reaches a specific page on your website, a specific goal has been completed.

To set up a destination goal, click on Goals from the Admin panel, then click on the +New Goal button. 

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