Google Analytics

1. GOOGLE ANALYTICS

2. INTRODUCTION Google Analytics acquires user data from each website visitor through the use of page tags. A JavaScript page tag is inserted into the code of each page. This tag runs in the web browser of each visitor, collecting data and sending it to one of Google's data collection servers. Google Analytics is a platform that collects data from your websites and apps to create reports that provide insights into your business. Google Analytics provides valuable information about your website — the foundation of your brand's online presence — that you can use to guide your campaigns and assess the effectiveness of your marketing efforts. It’s a powerful tool for grow up the business. Google Analytics is a web analytics service that provides statistics and basic analytical tools for search engine optimization (SEO) and marketing purposes. The service is part of the Google Marketing Platform and is available for free to anyone with a Google account.

3. A quick explanation of the Top 50 terms you'll come across when using Google Analytics. 1.Acquisition. Reports that show how visitors arrived on your site. 2. Analytics Intelligence. Google’s machine learning feature that identifies trends and changes in your data. 3. Attribution. Determines how credit for sales and conversions are assigned to touchpoints on the conversion path. 4. Audience. Reports that provide insights into the characteristics of your users (age, gender, interests, devices etc.) 5. Average Session Duration. The average amount of time users are spending on your website. 6. Average Time on Page. The average amount of time users spend viewing a specific page or screen, or set of pages or screens. A higher average time of page indicates to contents on the page are very interesting to visitors. 7. Behaviour. Reports that provide insight into the behaviour of users on your site, e.g. entrance pages and exit pages. 8. Benchmarking. Allows you to compare your data to companies in the same industry. 9. Bounce. When a user’s session only contains a single pageview, e.g. they land on a website and then immediately "bounce" away. 10. Bounce Rate. The percentage of single-page visits. If the success of your site depends on users viewing more than one page, then a high bounce rate is bad. 11. Campaign Tags. Parameters added to destination URLs to help you determine which marketing campaigns are driving the most traffic. 12. Channel. Top-level groupings of your traffic sources, e.g. Organic Search’, ‘Paid Search’, ‘Social’ and ‘Email’ 13. Conversion. A completed activity that is important to the success of your business, e.g. a completed sign-up for your email newsletter or a purchase . 14. Conversion Rate. The percentage of sessions that results in a conversion. 15. CPC. Cost-per-click can be seen in the Acquisition reports and typically refers to people clicking through to your website from paid ads.

4. 16. Custom Dimensions. Used to import company specific data (like client ID's from WordPress /Salesforce) and combine it with Google Analytics data. 17. Custom Metrics. Used to import company specific metrics and combine it with Google Analytics data. 18. Custom Report. A report that you create. You pick the dimensions and metrics and decide how they should be displayed. 19. Demographics. Reports that provide information about the age and gender of your users, along with the interests they express through their online travel and purchasing activities. 20. Dimensions. Attributes of your data e.g. the dimension City indicates the city, for example, "Paris" or "New York", from which a session originates. 21. Direct. Visits from people who typed your website’s URL into their browser or clicked a link in an email application (that didn’t include campaign tags). 22. Events. Used to track a specific type of visitor interactions with your web pages like ad clicks, video views, and downloads. 23. Filters. Let you include, exclude, or modify the data you collect in a view. 24. First-click Interaction. Assigns credit for sales and conversions to the first channel on the conversion path. 25. Funnel Visualisation. A visualization tool that maps the steps/pages a customer takes when visiting your website.

5. 26. Goals. Measure how well your site or app fulfills your target objectives, e.g. subscribing to your email newsletter, submitting an inquiry or making a purchase. 27. Google Ads. Google's advertising platform that helps advertisers reach new customers online. 28. Google Data Studio. Google's reporting and dashboarding tool allows you to present and visualize data from Google Analytics, Google Sheets and other data sources. 29. Google Tag Manager. Google's tag management tool which allows one to easily alter code on a website created to track marketing analytics, e.g. Google Analytics tracking code, Facebook Pixel. 30. Keywords. The search terms people use to discover your website. 31. Landing Page. The first page viewed during a session, or in other words, the entrance page. 32. Last-Click Interaction. Assigns credit for sales and conversions to the last channel in the conversion path. 33. Medium. The general category of the traffic source, e.g. ‘organic’ for free search traffic, ‘cpc’ for cost-per-click and ‘referral’ for inbound links from other websites. 34. Metric. Typically a number or a percentage presented as columns of data within your reports. 35. New User. People that visit your website for the first time in the selected date range. 36. Not Provided. Since 2010, Google no longer provide the keyword data done on the secure version of Google (e.g. https://www.google.com) to protect the privacy of the searcher. 37. Not Set. A placeholder name that Analytics uses when it hasn't received any information for the dimension you have selected, e.g. Google Analytics was unable to determine someone’s exact geographic location. 38. Organic. Visitors who come to your website after searching Google.com and other search engines without clicking on a paid search ad. 39. Pages Per Session. Indicates how many pages visitors view when browsing through a website. 40. Pageview. Reported when a page has been viewed by a user on your website.

6. 41. Paid Search. Visitors who come to your website from a Google Ad or other paid search ad. 42. Property. Represents your website or app, and is the collection point in Analytics for your data. You can add up to 50 properties to each Analytics account. 43. Referral. When a user clicks through to your website from another third-party website. 44. Search Console. Tools and reports to help you measure your site's Search traffic and performance, fix issues, and make your site shine in Google Search results. 45. Segments. Analysis tool which allows you to isolate and compare various groups of users on your website. 46. Session. A single visit to your website, consisting of one or more pageviews, along with events, ecommerce transactions and other interactions. By default, a session ends after 30 minutes of inactivity or when a user closes a browser window. 47. Site Search. Lets you understand the extent to which users took advantage of your site’s search function and which search terms they entered. 48. Source. Communicates where the user came from. For example, if the medium was “organic,” the source might be “google.com”. 49. URL Builder. Google's tool to add extra bits of information (known as campaign tags, UTM tags or parameters) to the URL of your online marketing or advertising campaigns. 50. View. A defined view of data from a property. You can add up to 25 views to a property.

7. Set up Google Account: To set up Google Analytics, you simply have to follow these steps: Step 1: Set up Google Tag Manager - Google Tag Manager is a free tag management system from Google. It also allows you to easily update and add tags to your Google Analytics code without having to manually write code on the back end—saving you time and a lot of headaches down the road. Step 2: Create Google Analytics account - https://analytics.google.com/analytics/web/provision/#/provision link for create Step 3: Set up analytics tag with Google Tag Manager - Step 4: Set up goals Step 5: Link to Google Search Console. Set up tracking id : • On a computer, open a classic Google Sites. • Click Settings. Manage site. • Under "Statistics," click the Down arrow. Use Universal Analytics. • In the text box, under "Analytics Web Property ID," enter a valid Analytics Property ID. ... • At the top, click Save.The Google Analytics tracking ID is a unique identifier Google Analytics assigns to a property (like a website, blog, or mobile app). Google Analytics uses this ID in its tracking code to identify and collect your property's user traffic and behavior data.

8. Upgrade Google Analytics 4: Go to Data streams – Tagging instructions – Global site tag(Copy the code)- Paste as 1st item into head of every page that you want to measure and update to ga4 otherwise for the begginers we can use Google Analytics – create property – give property name – give details – click advance options – create a universal analytics property – then the option will come as Upgrade to GA4. Google analytics works: Google Analytics is a platform that collects data from your websites and apps to create reports that provide insights into your business. 1.Measuring a website: Every time a user visits a webpage, the tracking code will collect pseudonymous information about how that user interacted with the page. For the Google Store, the measurement code could show how many users visited a page that sells drinkware versus a page that sells houseware.

9. Processing and reporting When the measurement code collects data, it packages that information up and sends it to Google Analytics to be processed into reports. When Analytics processes data, it aggregates and organizes the data based on particular criteria like whether a user’s device is mobile or desktop, or which browser they’re using. Once Analytics processes the data, it’s stored in a database where it can’t be changed. To set up view: Sign in to Google Analytics..Click Admin, and navigate to the account and property to which you want to add the view.In the VIEW column, click the menu, then click +Create View. To create back up view: • Sign in to Google Analytics.. • Click Admin, and navigate to the view you want to copy. • In the VIEW column, click View Settings. • Click Copy view. • Give this a new view name. Use a distinct name, so you can distinguish it from the original view. • Click Copy View.

10. Add Reporting view in google analytics: • Sign in to Google Analytics.. • Click Admin, and navigate to the account and property to which you want to add the view. • In the VIEW column, click the menu, then click +Create View. • Select either Website or Mobile App. ... • Enter a Name. ... • Select the Reporting Time Zone. • Click the toggle ON to create a User ID view. For a reporting view, leave the toggle set to OFF. • Click Create View. Adding Goals to Google Analytics in 4 Steps • Sign into your Google Analytics account. • Navigate to Admin » Goals. • Click the + New Goal button. • Enter goal details

11. How to set up Google Analytics Ecommerce Tracking in 5 steps • Click on the Admin button. In your Google Analytics account, click on the Admin button in the bottom left corner. • Navigate to the correct view. ... • Click on Ecommerce Settings. ... • Enable Ecommerce. ... • Add the ecommerce tracking code to your site. Ecommerce measurement allows you to measure the number of transactions and revenue that your website generates. On a typical ecommerce site, once a user clicks the "purchase" button in the browser, the user's purchase information is sent to the web server, which carries out the transaction. If successful, the server redirects the user to a "Thank You" or receipt page with transaction details and a receipt of the purchase. You can use the analytics.js library to send the ecommerce data from the "Thank You" page to Google Analytics. https://developers.google.com/analytics/devguides/collection/analyticsjs/ecommerce - detailed link. Google analytics support several tools such as Google Tag Assistant, RegExr, Google Analytics URL Builder and Real-Time Reporting, Mobile traffic behavior and Audience Location for efficient analytics.

12. Analyse real time reports: Monitor activity as it happens on your site or app. 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.To see Real-Time: • Sign in to Google Analytics.. • Navigate to your view. • Open Reports. • Click Real-Time. The Realtime Overview shows the top-ten pages on which users are active, the source for the users on each page, and the number of active users on each page. Active users are those who have sent a hit to Analytics within the last five minutes. Analyse Audience reports: The benefits of using Google Analytics audiences. By segmenting your Google Analytics data by audience, you can determine which path led users to take action toward your desired conversion goal (e.g. a purchase or sign up), which helps you choose where to focus your marketing efforts and optimize your funnel. • Sign in to Google Analytics. • Navigate to your view. • Open Reports. • Select Audience > Audiences • Analyse the reports.

13. Analyze acquisition reports: User acquisition report to get insights into how new users find your website or app for the first time. View the report • Open the Google Analytics mobile app. • From the top left, tap . • In the Reports section, tap Acquisition. • Open the User acquisition tab. Analyse behaviour report : Behaviour Flow report visualizes the path users travelled from one page or Event to the next.To access the Behaviour Flow report: • Sign in to Google Analytics. • Navigate to your view. • Open Reports. • Select Behaviour > Behaviour Flow. Segments analyse: To see a segment in Google Analytics, open your Analytics account and the View you wish to see. If you open the Audience Overview, you will see the All Users segment.

14. Campaign Tracking: • Type in your landing page URL. • Add campaign source. • Add campaign medium. • Add campaign name. • Click “Generate URL” • Copy URL for use in your ad (this will be your “landing page URL”) To track your marketing campaigns, you need to build a custom campaign URL with UTM codes. Navigate to Insights » Tools and then go to the URL Builder tab. In the URL builder, enter your website URL and other campaign details. Except for the Website URL and Campaign Source, all other fields are optional. Enable Benchmarking : • Sign in to your Analytics account. • Click Admin. • Under ACCOUNT, click Account Settings. • Select the Benchmarking checkbox. • Click Save. A benchmark report is a type of business report that allows you to see how your product, performance, or company compares to similar products or companies Select benchmarks and see how your property outperforms or underperforms them. To access the Benchmarking reports, navigate to your view, select the Reporting tab, then go to Audience > Benchmarking.

15. Creating Dashboard: Analytics dashboards help track a marketing campaign or analyze the marketing funnel or your website’s traffic and conversions and evaluate your business’s overall health status. A dashboard can answer a clear set of questions that you can choose based on your business goals.  create a custom dashboard in Google Analytics: • Log into Google Analytics, expand Customization in the left-side menu and then click on Dashboards. • Click on the Create button in the main view.  • Choose Blank Canvas from the pop-up menu, write out your chosen name for the new dashboard and click on Create Dashboard.  • Click on +Add Widget to add a new widget to the dashboard. • Choose your preferred data visualization option (timeline, geomap, table, etc.) 6. Add all the metrics you want displaying in that particular widget.  7. Save the widget and repeat all the steps for a new one until you have a complete dashboard.  To create an efficient dashboard in Google Analytics from scratch, you will need to know how to navigate the numerous metrics and filters. You might consider this overwhelming as it requires advanced knowledge of reports and widgets.

16. Event Tracking: Event tracking leverages a custom code snippet that you add to the elements that you want to track on your website. Whenever users interact with that element, the code tells Google Analytics to record the event. There are three primary components to this code—category, action and label.  • In Google Tag Manager, click Tags > New. • Enter a name for the GA4 Event tag at the top (e.g., "GA4 Event - Signup newsletter"). • Select Google Analytics: GA4 Event. • In Configuration Tag, select your Google Analytics: GA4 Configuration tag. • In Event Name, enter a name for the event (e.g. signup newsletter ). Snippet code: Template: onclick=”ga(‘send’, ‘event’, ‘Category’, ‘Action’, ‘Label’, ‘Value’);” Example: <ahref=”www.examplewebsite.co.uk/pdf/company_ brochure.pdf” onclick=”ga(‘send’, ‘event’, ‘PDF’, ‘Download’, ‘Company Brochure – PDF Download’);“Download PDF</a>

17. Replace the template fields: Replace Category, action,label and value fields to describe a user’s interaction on website. Template: onclick =“ga(“send’,’event’,’category’,’action’,’label’,’value’); Category(Required) Typically the object or group of objects that was interacted with e.g : “video”,”pdf”. Action(Required) The types of interaction e.g ‘play’,’download’ Label(Optional) Useful for summarizing what the event is about e.g ‘name of video’,’name of pdf’. Value (Optional) A numeric value associated with the event e.g ‘42’. Implement the Tracking Code : Manually add the link + event tracking code to your website.the highlighted text below shows an example of event tracking code configured to record the download of a company brouchure PDF document. <ahref = WWW.examplewebsite.co.uk/pdf/company_brouchure.pdf Onclick = “ga(‘send’,’event’,PDF’,’Download’,’CompanyBrouchure-PDF Download’);”>DownloadPDF</a>

18. Create custom alerts : Custom alerts tell Google Analytics to send notifications (email or text) when signals you've predetermined on your website are triggered. • Sign in to Google Analytics. • Navigate to your view. • Open Reports. • Click CUSTOMIZATION > Custom Alerts. • Click Manage custom alerts. • Click + NEW ALERT. • Alert name: Enter a name for the alert. Apply to: Select the reporting views to which you want to apply the alert. ... • Click Save Alert. Remove Spam : • Create a new filter called “Referrer Spam” at the view level. • Set it to “custom” type. • The field should be set to “campaign source” • Within the pattern field filter, enter the referral spam domain. • Make sure that you save it.

19. Machine learning used for data analytics: Machine learning analyzes and examines large chunks of data automatically. It automates the data analysis process and makes predictions in real-time without any human involvement. Example : Companies such as Amazon, Netflix, and Spotify use machine learning to predict what users might buy, watch, or listen to next. ML identifies patterns of speech and convert speech to text. ML helps identify patterns in user behavior and determine which ads are most likely to be relevant to individual users.

20. Add google ads with google analytics: • Sign in to Google Analytics.Note: You can also open Analytics from within your Google Ads account. Click the Tools & Settings icon , select Google Analytics, and then follow the rest of these instructions. • Click Admin and navigate to the property you want to link. • In the Property column, click Google Ads Linking. • Click + New link group. • Select the Google Ads accounts you want to link, then click Continue.If you have an Google Ads manager account, select that account to link it (and all of its child accounts).If you want to link only some managed accounts, expand the manager account, then select each of the managed Google Ads accounts that you want to link. Or, click All Linkable to select all of managed Google Ads accounts, and then deselect individual accounts. • Enter a link group title. • Turn linking ON for each view in the property in which you want Google Ads data. • Optionally, select Enable Google Display Network Impression Reporting to also include that data in each view. • If you've already enabled auto-tagging in your Google Ads accounts, or if you want to let the linking process automatically enable auto-tagging in your Google Ads accounts, skip to the next step. However, if you want to manually tag your Google Ads links, click Advanced settings > Leave my auto-tagging settings as they are. • Click Link accounts.

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