Google Analytics

By : Rohit Agarwal( IMM, Delhi)

What is Google Analytics ?

• “Google analytics is the analysis of qualitative and quantitative data from your business and the competition to drive a continual improvement of the online experience that your customers and potential customers have which translates to your desired outcomes (both online and offline).”

• How many people visit my website?• Where do my visitors live?• Do I need a mobile-friendly website?• What websites send traffic to my websites?• What marketing tactics drive the most traffic to my website?• Which pages on my websites are the most popular?• How many visitors have I converted into leads or customers?• Where did my converting visitors come from and go on my website?• How can I improve my website’s speed?• What blog content do my visitors like the most?

Why every website owner needs Google Analytics

How to view Google Analytics data

To view data from your Google Analytics account in the Google Publisher Toolbar:1. In the top right of your Chrome browser, click the Google Publisher

Toolbar icon .2. Click the gear icon and select Accounts.3. In the "Enabled accounts" page, next to Google Analytics,

click Enable.4. Check that the correct Google Account is selected in the upper right

corner of the "Google Publisher Toolbar" page.5. Click Accept to grant the Google Publisher Toolbar access to your

Google Analytics account.6. Browse to a page of your site and click the Google Publisher

Toolbar icon .You can now see Google Analytics data for your current page in the "Analytics for this page" section.

Shortcuts remember your settings so you don't have to reconfigure a report each time you open it. Any setting you apply to a report, like adding an advanced segment or a new metric, stays applied in a shortcut until you manually change the settings. The settings are saved even if you sign out and sign back in to your account. All report customizations and settings are saved in a shortcut except the date range. Check the dates each time you use a shortcut to make sure the time period you need is applied.

SHORTCUTS

Google Analytics Intelligence Events are one of the most powerful and underutilized tools in Google Analytics.Google Analytics is collecting data about your website. And, if they detect something out of the ordinary, it will register in your Google Analytics Intelligence Reports.

INTELLIGENCE EVENTS

Real-Time allows you to monitor activity as it happens on your site or app. The reports are updated continuously and each hit is reported seconds after it occurs. For example, you can see how many people are on your site right now, which pages or events they're interacting with, and which goal conversions have occurred.

REAL-TIME

Audience Overview

The Audience Overview provides you a holistic view of traffic in your community within defined date parameters. The data available to you in the overview is drilled down further in various sub-sections.

Google Analytics uses a metric called active users which refers to real time users, when used in the context of real time reports. Real time users are the people who are on your website right now.

ACTIVE USER

A cohort is a group of users who share a common characteristic that is identified in this report by an Analytics dimension. For example, all users with the same Acquisition Date belong to the same cohort. The Cohort Analysis report lets you isolate and analyze cohort behavior.

COHORT ANALYSIS

User Explorer

Isolate and examine individual rather than aggregate user behavior. Individual user behavior is associated with either Client-ID or User-ID.

Demographics

Understanding the age-and-gender composition of your audience gives you an opportunity to precisely tailor your content and advertising, from the graphics, language, and technical sophistication you employ on your site to the creative contents and placements for your ads.

Interests

Interest information gives you context for expanding your advertising into related markets (Affinity Categories), and for focusing your advertising on exactly the users who demonstrate a likelihood to consume your content or purchase your products (In-Market Segments, Other Categories).

Geo

It’s important to know whether you’re getting a response from users to whom you direct different language versions of your advertising, but you also want to know what kind of traffic you’re getting from users outside those targets. Maybe you’re advertising in English and Spanish, but also getting high-conversion users who speak French and Italian, indicating an opportunity to localize your ads to those languages and speak more directly to a lucrative market.You want information from the areas you already target in your advertising, but you should also know about traffic from other geographic areas whose users exhibit a natural interest in your products.

Behavior

Measure the gravitational pull of your site, and the extent to which you’re encouraging first-time users to return. You can also see the economic impact of new vs. returning users (e.g., the 30% of users who are returning account for 45% of total transactions).

Technology

Understanding the technologies users employ to reach and consume your content lets you fine tune current versions, and plan upcoming implementations. For example, you want to be sure your site is fully functional in current browsers, but you also want to stay abreast of the extent to which users are migrating away from desktop to mobile browsers and apps, and plan your development accordingly.

Custom

You can use Custom Variables to extend the scope of your Segments. User-level custom variables let you identify users by aggregate behavior over a date range rather than by discrete, single-session interactions with your site.

Benchmarking

Benchmarking allows you to compare your data with aggregated industry data from other companies who share their data. This provides valuable context, helping you to set meaningful targets, gain insight into trends occurring across your industry, and find out how you are doing compared to your competition.

Users Flow

Users Flow is a graphical representation of the paths users took through your site, from the source, through the various pages, and where along their paths they exited your site.

Acquisition, Google Analytics’ information on how visitors arrive to your website.Acquisition is broken down into 10 sub-categories: Overview, Channels, All Traffic, Referrals, Campaigns, Keywords, Cost Analysis, AdWords, Social and Search Engine Optimization.

Acquisition

User behavior analytics (UBA) is the tracking, collecting and assessing of user data and activities using monitoring systems.

Behavior

Conversion tracking is a free tool that shows you what happens after a customer clicks on your ads -- whether they purchased a product, signed up for your newsletter, called your business, or downloaded your app. When a customer completes an action that you've defined as valuable, these customer actions are called conversions.

Conversions

Types of Analystics Reports:

• Audience Reports• Audience reports on Google Analytics provide you with a broad overview of who

is visiting your site. You can analyze audience by location and language, and determine how the audience connects to your site – for example, through specific browsers or through mobile devices. In addition, audience reports will give you an indication of the loyalty and engagement of visitors. You can determine what percentage of your visitors are repeat visitors, see how long they stay on the site, which pages they view and the point at which they leave your site.

• Keyword Reports• Keyword reports on Google Analytics can give you an indication of the types of

words and phrases that are leading people to your site. These words and phrases may match well with your identified search terms that you use in your search engine optimization efforts – or they may suggest new words and phrases that you wish to add to your website. Your analytics will tell you which words and phrases are being used the most frequently and will give you valuable information that can help you boost Web traffic to your site.

Types of Analystics Reports:• Traffic Sources• A review of traffic source reports will give you an indication of how people come

to your site – whether through direct traffic, or through referrals. Direct traffic represents visitors who enter your URL into their browser to come directly to your site. Referrals are visitors who accessed your site through another site. This can help you determine, for instance, whether an article you wrote, a tweet that you sent, a blog or a mention on another website generated visits.

• AdWords• If you advertise through Google, the AdWords reports will give you a good

indication of the effectiveness of your advertising efforts. Through these reports you will be able to view individual campaigns and keywords to see how widely accessed or used they have been. You will be able to analyze response by day parts to determine the time of day when you get the most traffic, and you will be able to see which areas of your website were visited once these individuals responded to your ad.