Submitted by: Hafsa Habib

Submitted to: Ma’am Sana

Roll # 2020-BCS-016
Digital Marketing
Assignment 1

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Q#1: What is google analytics and how it works?
Google Analytics (GA) is the most popular free tool for analyzing website traffic. It provides a
wealth of data that businesses can use to evaluate how their website is performing, enabling them
to plan an effective digital marketing strategy and change tactics as necessary to achieve the best
results.
For instance, let’s say you own an E commerce store and want to know how many users visit
your website. With the help of Google Analytics, you can see the number of visitors on your
store, where they are coming from, which device they are using, and much more.

What are Google Analytics used for?

Google Analytics tracks a wide range of data about your website and site visitors. This data
includes:
 How users arrive on your website.
 How users interact with your website content.
 The characteristics of your website’s audience.
 How many of your website visitors convert?
 Measure your website’s performance.
 See if your marketing efforts are working.
 Which type of content to create or products to list on your website.
 Divide users into different segments (like age, gender, country, device, etc.)
 Optimize website pages to boost conversions.

How does Google Analytics work?

Google Analytics works by placing a small tracking code on your website. This records various
bits of information about your visitors, such as who they are (age, interests, etc.), where they
came from, which pages they visited, and whether or not they converted. Google Analytics then
aggregates the data and presents it in reports relating to three broad themes:
 Acquisition – How users got your website
 Engagement – What users did on your website
 Conversion – Which users are contributing to your business’s success
You can also create custom reports to see precisely the data you want to see in Google Analytics.
That’s another reason it’s so powerful because it’s so versatile and customizable. You have to
put a small amount of JavaScript code on your website's pages if you want to monitor your
website using Google Analytics.

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When a user visits a page that contains this code snippet, the code starts recording data and sends
it to Google Analytics using a JavaScript file. The data will populate the reports in Google
Analytics once it has gathered sufficient information from your website.

Advantages of Google Analytics:

Google Analytics cookies may not have chocolate chips, but these cookies have other impressive
advantages in terms of marketing, lead generation and monitoring return on your digital
marketing spend. Here are the three main ones I will dive into today:
 It measures users across browsers
 It measures users across devices
 It allows you to gain insights on user behavior through customer-centric reports

The cookie tracking in google analytics.

A cookie is a small bit of information that gets stored on your computer. Cookies are browser-
specific, which means Chrome and Firefox will not be able to access each other’s cookies.
Cookies are also site-specific, which means that Amazon.com will not be able to view the
cookies that you have saved on Facebook.com.
Google uses cookies to capture data and track each visitor that comes on your website, providing
you with valuable website analytics to. I will elaborate more on what they are in order to fully
explain them:
 What are the first-party cookies?
 How to set up cookies for Google Analytics

 What are first party and third-party cookies?

The World Wide Web is made up of two types of cookies: first- and third-party cookies. Google
Analytics only uses first party cookies, to capture data about its web visitors.
What is the difference?
It lies in the domain. When you access any website for example, the Glide Agency (website
name) domain will set cookies on your browser. Those are called first party cookies.
On the other hand, third-party cookies are set by a domain name that is not the one that appears
in your browser address bar.
In other words, first party cookies are linked to the site you, the user, visits. Whereas third-party
can be anything from pop-ups to any external assets. Third party cookies can often be blocked by

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browsers, as they can appear spammy. Because of this, Google Analytics only uses first party
Analytics cookies.

 How are Google Analytics cookies set up?

Setting up Google Analytics is relatively straightforward: when you start with Google Analytics,
you will first generate a tracking code, which you will have to embed on your website. This code
will set the Google cookies, and allow website analytics.
To record the maximum amount of information, Google Analytics uses several types of cookies,
each for a different purpose. Each of those cookies records and remembers different types of data
about website visitors. So, whereas one cookie focuses on tracking unique visitors, another
records the time each visitor spends on each page. This, in turn, allows you to have a detailed
report of your visitors’ online behavior.
Google Analytics uses four main cookies to capture the full picture of your customer journey:
o utma: for unique visitors

o utmb: to keep track of each visit

o utmc: to manage your sessions

o utmz: to have a better visibility on your different channels

Each of these has a different role, as well as a different way of expiring. Every cookie, not only
Google Analytics cookies, either expires when the browser closes or when it reaches its
expiration date.