Introduction to Google Analytics

 


Google Analytics

Google Analytics is a tool developed for tracking and analyzing the behavior pattern and preferences of website users and reporting it to the website owners. Once the Google Analytics tracking code is installed on the website's HTML page, we can assess the website's performance. It helps to measure the Return on Investment from Google Ads and other SEO modifications along with tracking the social media and apps. Google Analytics provides data analytics of web traffic from all traffic sources such as:

  • Direct traffic Happens when a web user visits a website by directly using its URL address.
  • Organic traffic: When a website visit happens through the organic search result. The role of SEO is to increase organic traffic by optimizing the website.
  • Social Media traffic: Website visits happen through social media.
  • Referral traffic Happens when a web user visits through hyperlink recommendations from other websites.
  • Ad traffic: This happens when a web user visits through Google ads displayed in search results, other websites, mobile apps, and social media.

Google analytics tool was initially developed by a company called Urchin Software Corp. which was later acquired by Google in April 2005. A user can maintain different accounts to handle different website analytics from the same email ID. The difference between Google Analytics and Google search console is that the search console only reports analysis of web traffic from Google and also communicates website errors.



Why do you need Google analytics?


Campaign measurement

The important events and user interactions like sign-ups, downloads, purchases, etc are known as conversions. Google Analytics helps to measure these conversions and report them to you. Hence it can be used for further optimization of your website contents and also helps to make decisions regarding marketing campaigns such as; which platforms marketing has to be done to increase the web traffic. 

Tracking your goals

Google Analytics helps to set your goals for your conversion rate (like sales, downloads, etc) and track goals. Which includes the pages that helped for goal accomplishment and the percentage of the visitor to that web page where conversions happened, through which sources (social media, organic search) lead to more conversions.  

Flow visualization

Google Analytics helps to understand the customer life cycle through analyzing behavioral patterns and preferences right from acquisition to retention of web traffic. It also monitors the changes in navigation patterns regarding various sources, operating systems, devices, etc.

Audience reports

Google Analytics provides you data regarding the audience of the particular website and categorizes it based on various factors. These factors can be the devices or operating systems they use, gender or age, location or frequency of visits, etc.

Custom reports

Google Analytics helps to customize the report overviews i.e; tables or graphs, create a custom dashboard with total traffic, conversion rate, bounce rate, etc., adding a custom widget. It also helps to integrate Google Adsense and Google ads to monitor revenue and also helps to analyze the correlation between sources, keywords, and location that generates income.



Google Analytics Events



Steps to get started with Google Analytics


Step 1: Give account name and property name, and set the time zone and currency according to web site's location.

Step 2: Provide business information and preferences.

Step 3: Provide the URL stream name for the website and create a stream.

Step 4: Copy the global site tags and then paste them inside the website's  < head > section in the HTML file.

Step 5: Start using Google Analytics to view real-time reports, measure goals, etc.


 

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