Understanding Google Analytics

Google Analytics

  • How many people visit my website?
  • Where do my visitors live?
  • Do I need a mobile-friendly website?
  • What websites send traffic to my website?
  • Which pages on my website are the most popular?
  • How many visitors have I converted into leads or customers?
  • Where did my converting visitors come from and go on my website?
  • What blog content do my visitors like the most?

Installing Google Analytics

First, you need a Google Analytics account


After you click the Sign Up button, you will fill out information for your website.


You can have up to 100 Google Analytics accounts under one Google account

You can have up to 50 website properties under one Google Analytics account.

Once you finish filling all the relevant information you will have to install the tracking code on your website

Install your tracking code

The tracking code will look something like this

This must be installed on every page on your website inside the header tag.

Dont forget to put analytics in the thank you page as well.


Setting up goals

You can find it by clicking on the Admin link at the top of your Google Analytics and then clicking on Goals under your website’s View column.


In Google Analytics, you will click on the New Goal button.

You will choose the Custom option (unless one of the other options are more applicable to your website) and click the Next Step button.


You will name your goal something you will remember, select Destination, and then click the Next Step button.

You will enter your thank you or confirmation page’s URL

You will then toggle the value and enter a specific dollar value for that conversion (if applicable) and click Create Goal to complete the setup.


You may create a funnel also to track the funnel conversions.


You can create up to 20 goals on your website. Be sure that the ones you create are highly important to your business. These goals (for most businesses) include lead form submissions, email list sign ups, and purchase completions. Depending on your website and its purpose, your goals may vary.


Note that this is the simplest of all conversion tracking in Google Analytics. You can review the documentation in Google Analytics support to learn more about setting up goal tracking.

Add additional accounts and properties

If you want to add a new Google Analytics account, you can do so by going to your Admin menu, clicking on the drop-down under the Account column, and clicking the Create New Account link.

Likewise, if you want to add a new website under your Google Analytics account, you can do so by going to your Admin menu, clicking on the drop-down under the Property column, and clicking the Create New Property link.


Viewing Google Analytics data

Standard report features

  1. At the top left, you can click on the drop-down arrow next to your website to switch to different websites within all of your Google Analytics accounts.
  2. In the report at the top right, you can click on the dates to change the date range of the data you are viewing. You can also check the Compare box to compare your data from one date range (such as this month) to a previous date range (such as last month) to view your data.
  3. You can hover over a variety of areas on your Google Analytics reports to get more information. For example, in the Audience Overview, hovering over the line on the graph will give you the number of sessions for a particular day. Hovering over the metrics beneath the graph will tell you what each one means.
  4. Beneath the main metrics, you will see reports that you can switch through to see the top ten languages, countries, cities, browsers, operating systems, services providers, and screen resolutions of your visitors.

You can click the full report link on each to see the full reports. Or you can click on any of the top ten links to see more details.

You can hover on the question mark to learn more about this metrics.



Sessions-> Visitors (Unique visitor from a unique ip address calculated in a 30 minute period)

Users->  unique Visitors (calculated once in every 24 hours)

Pageviews/Visits–> The number of pages viewed or number of times people visited your site.

Unique Pageviews–> If a visitor comes twice, it’s counted as an additional visit/view, so unique means the number of actual people that visit.

Bounce Rate–> the percentage of people that enter and exit your site from the same page (they’re coming to the site, then boomeranging off from the same page – you want this number to below)

Impressions–> The number of times your site appears in search results.

Types of Google Analytics reports

  1. Real time reports
  2. Audience reports
  3. Acquisition reports
  4. Behavior reports
  5. Conversions


Real time reports


You will get all the real time details on the websites like location, active pages etc.

Audience reports

These reports tell you everything you want to know about your visitors. In them, you will find detailed reports for your visitors’ age and gender (Demographics), what their general interests are (Interests), where they come from (Geo > Location) and what language they speak (Geo > Language), how often they visit your website (Behavior), and the technology they use to view your website (Technology and Mobile).


Acquisition reports


These reports will tell you everything you want to know about what drove visitors to your website (All Traffic). You will see your traffic broken down by main categories (All Traffic > Channels) and specific sources (All Traffic > Source/Medium).

You can learn everything about traffic from social networks (Social).

You can also connect Google Analytics to AdWords to learn more about PPC campaigns and to Google Webmaster Tools / Search Console to learn more about search traffic (Search Engine Optimization)


Behavior reports


These reports will tell you everything you want to know about your content. Particularly, the top pages on your website (Site Content > All Pages), the top entry pages on your website (Site Content > Landing Pages), and the top exit pages on your website (Site Content > Exit Pages).

If you set up Site Search, you will be able to see what terms are searched for (Site Search > Search Terms) and the pages they are searched upon (Site Search > Pages).

You can also learn how fast your website loads (Site Speed) as well as find specific suggestions from Google on how to make your website faster (Site Speed > Speed Suggestions).



If you set up Goals within your Google Analytics, you can see how many conversions your website has received (Goals > Overview) and what URLs they happened upon (Goals > Goal URLs). You can also see the path that visitors took to complete the conversion (Goals > Reverse Goal Path).

Speaking of goals and conversions, most of the tables within Google Analytics standard reports will tie specific data to your conversions. For example, you can see the number of conversions made by visitors from California in the Audience > Geo > Location report. You can see the number of conversions made by visitors from Facebook in the Acquisitions > All Traffic > Source/Medium report. You can see the number of conversions made by visitors who landed on specific pages in the Behavior > Site Content > Landing Pages report.

If you have multiple goals, you can use the dropdown at the top of that section of data to switch to the goal you want to view or all of your goals if you prefer.

Shortcuts and emails

You can export these report or email these report on selecting what all is required.

Sharing Google Analytics data with someone?

You don’t have to give your Google account information over to someone who needs access to your Google Analytics data. You just need to go to your Admin menu and under the Account, Property (website) or View you want someone to see, click the User Management menu.


From there, you can add the email address of anyone you would like to view your Google Analytics data and choose the permissions you would like them to have.


Google Analytics Custom Campaigns



What is Campaign Tracking?

Campaign tracking simply allows you to add special tracking code to your URL, also known as ‘tagging’ URLs, to identify how users are getting to your site.

Step 1: Enter the link you want to use to take visitors to your website.

Step 2: Add the three main parameters that you’ll want to track.

  • Campaign Source: This tells Google where traffic is coming from: march7-newsletter.
  • Campaign Medium: This tells Google what kind of source it’s coming from: email.
  • Campaign Name: This simply describes your campaign. We are using the blog post that we wrote on Google Analytics lies, so I used ga-lies as our campaign name.

The tagged link will be automatically be generated below.

Step 3: Copy the link that you just generated, and paste it into your email newsletter instead of your regular “untagged” link.

Step 4: Repeat these steps for all of the links that you want to track in your email marketing newsletter.

Where Do I Find My Campaigns in Google Analytics?

Acquisition > Campaigns







About the author


Hi, I am Archana, an aspiring Digital Marketing Professional. This blog is dedicated to helping people learn about Digital Marketing.

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