GOOGLE ANALYTICS

DEFINITION
Google Analytics is a web analytics service offered by Google that tracks and
reports website traffic, currently as a platform inside the Google Marketing
Platform brand.

Google Analytics is the most widely used web analytics service on the web.[4]
Google Analytics provides an SDK that allows gathering usage data from iOS and
Android app, known as Google Analytics for Mobile Apps
FEATURES
Google analytics is used to track the website activity of the users such as session
duration, pages per session, bounce rate etc. along with the information on the
source of the traffic. It can be integrated with Google Ads[6], with which users can
review online campaigns by tracking landing page quality and conversions (goals).

Google Analytics' approach is to show high-level, dashboard-type data for the

casual user, and more in-depth data further into the report set. Google Analytics
analysis can identify poorly performing pages with techniques such as funnel
visualization, where visitors came from (referrers)
BEBEFITS

Here’s are some of its benefits:

● 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 track data?

Google Analytics tracks all of its data by a unique tracking code that you install on
every page of your website. This code is a small snippet of Javascript, or a coding
language that runs in viewers’ browser when they visit those pages.

The Javascript code works with a larger JavaScript file on the Google server to
collect information on the user’s activity on the site. Each time they visit the site,
the code tracks information about their visit. The code also sets a cookie on each
visitor’s computer, which provides anonymous information to create user i.d.s.
What does Google Analytics measure?

The building blocks of Google Analytics reports are dimensions and metrics.

Dimensions are the attributes of your data, such as the city where traffic is
coming from, the page you’re measuring, or the social media channel you’re
evaluating.

Metrics are the quantitative measurements for those dimensions. For example, if
you’re looking at how your ads are performing in Paris (the dimension), the 2,000
paid sessions you’ve recorded would be your metric.
What can you do with Google Analytics?

Google Analytics categorizes data into the ABCs:

● Acquisition
● Behavior
● Conversions.

Additionally, you can use it to break down your Audience & Real Time
traffic. I’ll break these down a bit more.
Acquisition
Acquisition refers to how you get website traffic. Simply put, you can use acquisition reports to see how
your traffic arrives to your site.

Acquisition reports are a great way to look at which avenues are best for bringing traffic to your site and
getting certain actions to happen. Using the other views will allow you to look at different types of traffic.

For example, say you want to know which search engine is driving the most organic traffic. By using the
Source/Medium view, you can drill down to see the individual sources and mediums acquired the most
customers (such as google/organic vs. bing/organic

The great thing about Google Analytics is how it integrates with other tools. The Acquisition section can
integrate with your Ads account so you can track how your campaigns are performing in terms of acquiring
customers.
BEHAVIOUR
The Behavior reports all about seeing what visitors are actually doing on your website. By using these
reports, you can asses the performance of your website content and determine if your visitors are taking
the actions you want them to.

You’ll also see pageviews, unique pageviews, average time on page, bounce rate metrics, and percent
exit metrics.

After the Overview tab, you’ll find the Behavior Flow view. This shows the path visitors commonly take
when they visit your site, from entering to exiting. Use this to see where it is that people tend to enter and
drop off.
CONVERSATIONS
The Conversions section of Google Analytics is all about understanding how people convert on your
website, which is essential to improving your conversion rate.

Conversion reports are broken into four sections: goals, eCommerce, multi-channel funnel, and attribution.
Let’s take a look at what these all entail.

Understanding Goals

The Goals section starts off with an Overview tab, like the rest of the sections. In the overview, you’ll see a
quick summary of the number of goal completions made on your website, which is the total number of
conversions.