5/12/2020 Welcome to Google Analytics for Beginners - Analytics Help

Welcome to Google Analytics for Beginners

Introduction
Hi, I’m Justin Cutroni. And I’m Krista Seiden. We’re Analytics Advocates at Google. Welcome to Google
Analytics for Beginners. In this course we’ll take you through a basic understanding of Google
Analytics.

We’ll show you how to create and implement an account, set up views and lters, read basic reports,
set up dashboards, perform basic analysis, and set up goals and campaign tracking.

De ning Digital Analytics

To begin, let’s start by de ning “digital analytics” and why it’s important. So Krista, what’s the deal with
digital analytics?

Well Justin, people usually purchase goods in stages.

In marketing, we have the concept of a purchase funnel. There are different stages within the funnel
that describe customer interactions. A basic purchase funnel includes the following steps:

• Acquisition involves building awareness and acquiring user interest

• Behavior is when users engage with your business
• Conversion is when a user becomes a customer and transacts with your business

In the o ine world, this process can be hard to measure. But in the online world, we can measure
many different aspects of the funnel using digital analytics. We can track what online behavior led to
purchases and use that data to make informed decisions about how to reach new and existing
customers.

Digital Analytics in Practice

Think about an online store, such as the Google Merchandise Store. It might have a goal to sell more t-
shirts. Using digital analytics, the store could collect and analyze data from their online advertising
campaigns to see which are most effective and expand those marketing efforts.

For example, the store could analyze geographical sales data to understand if people in certain places
buy a lot of shirts and then run additional advertising campaigns in those areas. They could also use

https://support.google.com/analytics/answer/6383002?hl=en 1/2
5/12/2020 Welcome to Google Analytics for Beginners - Analytics Help

analytics to understand how users progress through their online shopping cart. If they notice that
users have trouble with a particular step on their website, they can make changes to the site to resolve
the problem.

Different kinds of businesses can bene t from digital analytics:

• Publishers can use it to create a loyal, highly-engaged audience and to better align on-site
advertising with user interests.
• Ecommerce businesses can use digital analytics to understand customers’ online purchasing
behavior and better market their products and services.
• Lead generation sites can collect user information for sales teams to connect with potential leads.
While we’ve primarily talked about collecting data from a website, Google Analytics can also collect
behavioral data from a variety of systems such as mobile applications, online point-of-sales systems,
video game consoles, customer relationship management systems, or other internet-connected
platforms.

That’s right. This data is compiled into Analytics reports, which you can use to perform in-depth
analysis to better understand your customers and their purchase journey. Then you can test out new
solutions to improve your business.

Was this helpful?

Yes No

https://support.google.com/analytics/answer/6383002?hl=en 2/2