Understanding Google Analytics and it’s Components

Understanding Google Analytics and it’s Components

Q. What is Google Analytics?

Ans. Google Analytics is a web investigation service offered by Google that tracks and reports site traffic, as of now as a part of the Google Marketing Platform brand. It is Google’s free web analytics service that enables you to investigate top to bottom insight concerning the guests on your site.

Google launched the service in November 2005 after acquiring developer Urchin. It gives important bits of knowledge that can assist you in shaping the success strategy of your business.

3 Steps to get registered on Google Analytics

Step 1: Sign Up/ Login to your Gmail Account

To get registered on Google Analytics, go to www.analytics.google.com. If you have a Gmail account then, login to the desired account. If you don’t have a Gmail account then click on Sign up option on the right side of the analytics page.

Google Analytics Sign up Page

Step 2: Enter Account Details

After clicking on the signup option, the New Account page will open. Fill all the account details like account name, website name, industry category, etc. and then read and accept Google’s Data Sharing settings.

Then click on the Get Tracking ID button on the end of the page. A dialog box will appear stating the Terms and Conditions of Service by Google. Read and accept the terms of service.

Google Analytics Account Form

Step 3: Copy the Tracking ID or Tag

After receiving the Website Tracking ID or Tag, copy the Tracking ID or Tag and paste it in the header section of your website.

After pasting the Tracking ID or Tag in the coding section of your website click on the update button and wait for a few minutes to get analytics activated on your website.

Google Analytics Tracking ID

Understanding the components of Google Analytics

A) Home

The home option of the analytics menu shows a user his/her website’s statistics including the users, sessions, session duration and bounce rate. The home option also shows a short report of the active users on the website in that timeframe itself, it also shows from which source/ medium traffic has been acquired or directed to the website.

It also shows the user retention figures, at which time of the day the website has maximum users, location of the website clients, etc. The data shown on this page is by default of the last 7 days.

Google Analytics Home Menu

B) Customization

The customizations menu includes the following sub-menus:

i) Dashboards

The dashboard is similar to any other analytics report. You can create the desired number of dashboards by clicking on create on the dashboard page.

After the creation of a dashboard, you can compare the no of users, traffic sources, etc. of different dates, add widgets, change dashboard title, etc as desired.

ii) Custom Reports

The custom reports are a lot similar to the dashboard reports. The only difference between a dashboard report and the custom report is that the user can apply any filter or dimension of his/her choice and can view reports according to that filter.

iii) Saved Reports

A saved report remembers the settings, filters, customizations that are applied by a user on a specific report. The saved reports also allow a user to save his analytics report and open it anytime with the same settings that were applied earlier.

iv) Custom Alerts

The customer alerts trigger an alert whenever the set alert condition is met. The limits of these alerts are set by the user itself.

Google Analytics Customization Menu

C) Real-time

The real-time menu includes the following sub-menus:

i) Overview

The real-time overview includes showing the users that are visiting the website in the actual time during which a website owner is checking his website analytics.

ii) Locations

The Locations menu shows the geographic location i.e. the country, state, city, etc of the user visiting in the real-time.

iii) Traffic Sources

This option shows the sources/ medium from which your website’s real-time user has landed on your website. Here are some traffic sources Direct, Social, Organic, etc.

iv) Content

This option shows the website’s page(s) that are opened by the user in real-time.

v) Events

This option allows a website owner to record the interactions of the user with the elements of the website in real-time.

vi) Conversions

A conversion refers to a completed activity online or offline. This activity includes signing up for the newsletters or purchase of a product/ service etc.

Google Analytics Real-time Menu

D) Audience

The audience menu includes the following sub-menus:

i) Overview

The audience overview includes showing the number of new and old users, sessions, page views, average session duration, the bounce rate of the total users that have visited the website from the beginning of the website to the current date. Analytics also provides an option to set a custom date range to view data for a particular date.

ii) Active Users

Active Users are those users that interact with your website on a frequent/ regular basis. The active users report also allows the website owner that how well he is able to retain his customers.

iii) Cohort Analysis

A cohort is a group of people who share common characteristics. This characteristic can be found in a Google analytics report. For example- Users that visit a website from India form a cohort.

iv) Audiences

The audiences option in the audiences menu shows the demographics and interest reports of the users visiting a website.

Google Analytics Audience Menu

E) Acquisition

The acquisition menu includes the following sub-menus:

i) Overview

The acquisition overview shows the traffic channels from where the website users visit the website and it also shows the behavior flow of the users.

ii) All Traffic

The all traffic option shows the channels, treemaps, sources, etc. of the website users which helps the website owners to analyze the pages to which more traffic is attracted.

iii) Google Ads

This option shows the campaigns, search queries, keywords, hour of the day, etc. of the advertisements that are running on the website. Google Ads is also a free tool provided by Google to place ads on various websites.

iv) Search Console

The search console option shows the landing pages, countries, devices, queries, etc. The search console lets you find out any errors, problems in the website that can cause problems in search engine ranking.

To know more about Google Search Console you can visit the following link:


v) Social

This includes referrals, landing pages, conversions, user flow, etc. This option helps you to track the traffic from various social media platforms.

vi) Campaigns

This option shows the progress reports of campaigns, the keywords that are attracting more traffic to the website, etc.

Google Analytics Acquisitions Menu

F) Behaviour

The behavior menu includes the following sub-menus:

i) Overview

This option provides an overview of the behaviour of the site users i.e. after landing on the home page, which page the users prefer the most etc. This option also shows the exit percentage of the users.

ii) Behaviour Flow

This option shows how visitors are behaving or interaction with your website. This option show which page is most popular and which page is most visited, which blog post is read by most users etc.

iii) Site Content

Site content shows the most popular pages, popular links, etc. But it also shows which pages need improvement, exit pages, etc.

iv) Site Speed

This option provides the analysis of site speed i.e. how much time does it take to load a page, suggestions for improving the page loading time, etc.

Google Analytics Behaviour Menu

G) Conversions

The conversions menu includes the following sub-menus:

i) Goals

This option allows the website owner to set realistic goals/ target for his website that he needs to achieve in a specific time period.

ii) E-commerce

The e-commerce option comes into play when you are selling a product/ service through your website. This option allows you to track the product and sales performance.

iii) Multi-channel Funnels

This option allows a website owner to track the channels from which most conversions are happening.

H) Settings

The settings option allows a website owner to edit his account settings, filter settings, property settings, tracking information, product linking, analytics Gmail account settings, etc.

Google Analytics Settings

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