An Overview of Google Analytics


Our Google Analytics guide has all the information you need to get started with it. Consider this post a crash course on Google Analytics for those unfamiliar with the service.

Google Analytics

When launching a new website, one of your first priorities should be to install some kind of analytics-tracking software to monitor traffic and other relevant data. Numerous resources exist on the web to facilitate this action. Google Analytics is used more than any other service.

A lot of the information available online concerning Google Analytics is written from the perspective of an advanced user. This Google Analytics primer is meant to provide as a high-level overview of the service for those who are just getting started. It will explain Google’s inner workings and the kinds of data you may expect to see when using Google Analytics. This is true whether you have just purchased your first domain name or have utilized a website builder to create your first website.

What exactly is Google Analytics?

Google Analytics’ primary function is to record and report on the activities of website visitors. From broad demographics like where people are coming from online (e.g., Facebook or Google) to fine-grained details like how much of a page’s content was actually seen, the data it may gather is comprehensive.

Google Analytics compiles this information into digestible reports complete with graphs and statistics. It’s OK that many users will only ever look at the tool’s primary reports. Google Analytics simplifies this problem immensely. The sophisticated aspects of Google Analytics lie in its advanced features, which are used by specialists to glean even more information.

In the following sections, we’ll go further into the Google Analytics data collection process, data processing, and the available reports.

Collecting Information

As was previously discussed, Analytics may be used to track your website’s demographics and interests. It keeps track of data like the number of visitors and what they do while they’re there. A little code placed on your site is what makes this possible. You’ll want to include it on every page, but that’s a topic for a subsequent entry.

A cookie will be dropped in each visitor’s browser by Google Analytics thanks to this code. Analytics can monitor the user’s actions on your site thanks to the cookie. The Cookie alerts Google Analytics whenever a user takes an action while on your site. A hit is what you do when you do something like that.

You should expect one of three major kinds of hits while working with Analytics:

The most typical occurrence is a hit on a page. When a user views a page on your site, the information is transmitted to Google Analytics. The data will include such things as the URLs of the pages viewed. In addition to the visitor’s browser and device type.
When a user takes an action on your site, you get an “event hit,” which is a notification. Some examples of such actions are watching a video, visiting a certain page, or completing a form.
Hits related to online shopping are known as E-commerce or Enhanced Ecommerce Hits. What kinds of goods are bought are revealed. Another useful feature is that they may keep track of which pages a buyer saw just before making a purchase.
Seeing the many kinds of clicks that Google Analytics can track gives you a taste of the data at your disposal. So that’s the process of data collection in Google Analytics.

Data Processing

Google Analytics is responsible for analyzing the aforementioned hit data. The information is first sorted in the tool based on the users and the sessions.
Users’ information, as you would think, is unique to each person that accesses your website. Google Analytics assigns a random and unique tracking code to each of your site’s visitors. As soon as a visitor lands on your page, this occurs.
A user’s total time spent on your site prior to clicking away is measured in what is known as a “session.” The cookie remains in the user’s browser even after they’ve navigated away from your site. A return visitor is treated as a repeat visitor in Google Analytics.
Google Analytics is able to track more than just pageviews, events, and e-commerce transactions throughout a session. This will provide various details, such as the visitors’ length of stay and the number of pages they browsed.
After 30 minutes of inactivity, each user’s session will be terminated. Session data is collected so that you may learn about your visitors’ actions while they are on your site. A person is considered to be in the same session if they revisit your site within 30 minutes.
There’s a little more nuance to how Analytics handles data processing. The situation is more complicated than that, at least. There’s no use in getting too specific right now. Understanding users and sessions is the first step in analyzing the data provided by Analytics.

Google Analytics

Compiling Data into Reports

Google Analytics offers its data to you in the form of reports. Tables and graphs are the most basic forms of data visualization. All Analytics reports include both quantitative and qualitative measurements.
The user’s dimensions are a piece of information about that individual. One typical dimension is a user’s location, such as the city from where they reached your site or the kind of device they used to do so.
Numbers or measurements; metrics. Some examples of such data are the total number of users who have visited your site and the average time they have spent there.
Most table-based Google Analytics reports organize dimensions as row headers and metrics as column labels. For instance, here is how a report that combines the ‘City’ and ‘Sessions’ categories may appear.
Google Analytics provides you with a collection of common reports that, by default, combine dimensions and metrics to shed light on your site’s performance. You have the option of generating reports that are unique to your needs by combining dimensions and metrics in any manner you see fit.
It is hoped that you now have a general understanding of Google Analytics and the data available to you via the interface. Now, let’s talk about what you can do with this knowledge.

In What Ways Can Google Analytics Be Employed?

To learn how your website is doing, use Google Analytics. A few instances will best illustrate the kind of understandings you may get. Here are a few examples of the kind of insights that are often provided by Google Analytics. Although they are oversimplified, they should demonstrate the usefulness of the tool.
Is Your Marketing Bringing in Customers?
The success of your various marketing activities can only be gauged with the use of analytics. You can see, for instance, the website a visitor originated from in a report generated by Google Analytics. Google Analytics will conveniently sort visitors into subsets based on where they came from by default.
Three major channels of potential site visitors are:
The percentage of visitors who found your site via an organic search (such as Google) is shown here. If you’re receiving a lot of visitors, your SEO must be working.
A visitor was referred to your site by another website. Getting clicks from another site means they liked what you wrote enough to connect to it. Maybe you should try to be friends with them.
By entering your domain name into a web browser’s address bar, a user is said to be “going direct” to your site. If you have a lot of people coming to your site directly, you must be providing a valuable service or publishing interesting and informative material.
Social: People that have found your site via social networking sites like Facebook, Twitter, etc. You have a successful social media strategy if you are able to attract a sizable number of followers.

What do visitors like and dislike about your site?

It’s also a good idea to keep tabs on what visitors do on your site. Quality customer service is a must for every successful company today. Google Analytics may be used in a variety of ways to better serve your website’s visitors. Time on page analysis is a quick and easy method for this.
How long a user spends on a page is a decent indicator of how engaging and helpful the material is. It’s a positive indicator if users spend longer than a minute on a page. Indicating that readers find the material helpful. Alternatively, if people spend less than a minute and a half on a page, you may safely infer that the content is of little benefit to them.
By using this data, you may find out what parts of your site require fixing. If you make changes based on these observations, you can provide your users a more satisfying experience. This is one example of how you may leverage data from Google Analytics to determine user preferences.

How well does your site convert visitors into buyers?

You may monitor site-wide conversions and objectives using Google Analytics. Put simply, it allows you to evaluate how well your site leads visitors to make a purchase. Or any other step you deem appropriate.

Users’ paths across your site may be tracked and analyzed to better direct your content and design efforts. Once you know where people are dropping off, you can fix the problem. You may use that knowledge to help the procedure go smoother.


By this point, you should have a solid understanding of how Google Analytics works. If you’re lucky, you’ll also come up with some potential applications for its use.
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