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Google Analytics Basic Essentials


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Important essentials of Google Analytics for any beginners, making a career in Digital Marketing.

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Google Analytics Basic Essentials

  1. 1.   1     What is “Google Analytics”?1 Google   Analytics   is   a   free   web   analytics   service   or   tool   offered   by   Google   that   can   track   &   report  the  performance  of  any  website  traffic.   Benefits of Google Analytics: • It’s  completely  free   • Analyze  source  of  traffic   • Information  about  visitors   • Specific  page  popularity   • Website  bounce  rates   • Traffic  flow   • Review  historical  data     How does Google Analytics work? Google  Analytics  works  by  the  action  of  a  block  of  JavaScript  code  on  pages  of  your  websites.   When  users  to  your  website  view  a  page,  the  JavaScript  code  references  a  JavaScript  file  which   then  executes  the  tracking  operation  for  Google  Analytics.  The  tracking  operation  retrieves  data   about  the  page  request  through  various  means  &  sends  this  information  to  the  analytics  server   via  a  list  of  parameters  attached  to  a  single  pixel  image  request.     Conclusion: Google  Analytics  gives  you  a  large  amount  of  information  &  data  about  who  is  visiting  your  site,   what  they  are  looking  for  &  how  they  are  getting  to  your  site.   -­‐-­‐-­‐   What are “Cookies”? Cookies  are  small  piece  of  data  sent  from  a  website  &  stored  in  a  user’s  web  browser  while  the   user  is  browsing  that  website.  It  is  also  called  as  web  cookie,  Internet  cookie  or  browser  cookie.     Advantages of Cookies: • Cookies  do  not  require  any  server  resource  since  they  are  stored  in  the  client   • Cookies  are  easy  to  implement   • You  can  configure  cookies  to  expire  when  the  browser  session  ends  (session  cookies)  or   they  can  exist  for  a  specific  length  of  time  on  the  client  computer  (persistent  cookies)                                                                                                                                
  2. 2.   2     Disadvantages of cookies: • User  can  delete  a  cookies   • User  browsers  can  refuse  cookies   • Cookies  exist  as  plain  text  on  the  client  machine  &  they  may  pose  a  possible  security  risk   as  anyone  can  open  &  temper  with  cookies.   How does cookies work? A  cookie  is  a  text  file  or  text  information  that  is  transferred  from  the  server  to  your  browser  via   the  HTTP  protocol  &  the  stored  in  your  hard  drive.   Conclusion: • Cookies  are  user  friendly   • Cookies  are  not  harmful  to  your  system   • Cookies  store  data/information  which  you  can  privately  access  later   • Cookies  remains  alive  in  your  system  with  your  information  as  long  as  it’s  expiry  time  or   get  deleted  after  browser  closed.   -­‐-­‐-­‐   How to set up a Google Analytics account for a website? Follow  the  steps:   Go  to   Log   in   through   your   Gmail   account   or   else   create   a   new   account   (if   you   don’t   have   Gmail   account).   Once  you  have  signed  up,  you  will  find  a  setup  screen  (refer  image  below).   Then  you  have  to  fill  up  the  following  details  as  mentioned:   • Account  Name  (You  can  use  your  company  name  &  also  you  can  have  multiple  websites   in   one   Analytics   Account,   so   make   sure   this   name   will   be   appropriate   if   you   plan   on   adding  multiple  websites).   • Website  Name  (you  can  use  your  URL  also)   • Website  URL     • Industry  Category  (Optional)   • Reporting  Time  Zone  (This  is  key  for  making  sure  the  way  Google  Analytics  counts  day’s   lines  up  with  your  own  business  day)   • Data  Sharing  Setting  (Optional)  
  3. 3.   3     After   filling   the   details   click   the   blue   button   below   mentioned   as   “Get   Tracking   ID”,   which   completes  half  of  your  account  setup.           After  you’ve  signed  up,  you’ll  see  a  screen  displaying  a  unique  Tracking  Code  &  Tracking  ID,  as  example   shown  in  the  below  image.    
  4. 4.   4         Copy  the  code  Google  displays  for  you  (unique  UA  code).   Paste  the  code  exactly  before  the  ending  head  tag  in  your  HTML  code  of  your  website.   And  your  account  set  up  is  done.     Integrating Adwords with Google Analytics: Follow  this  steps  to  link  your  Adwords  account  with  Google  Analytics:   • Sign  in  to  your  Google  Analytics  Account   • Click  the  Admin  tab  at  the  top  of  the  page   • In  the  “Account”  column  first  select  the  analytics  account  that  contain  the  property  that   you  want  to  link  with  one  or  more  of  your  Adwords  account.   • In  the  “Property”  column,  select  the  Analytics  property  you  want  to  link  &  then  click   Adwords  Linking.   • Select  the  checkbox  next  to  any  Adwords  accounts  you  want  to  link  with  your  Analytics   property.   • Click  the  “Continue”  button  mentioned  below.   • And   you   see   a   message   “Link   Configuration”   which   means   Adwords   is   linked   to   the   Analytics.   • Refer  below  images        
  5. 5.   5          
  6. 6.   6     How to setup “Goals” & “Funnels” in Google Analytics? Goals  –  In  Google  Analytics  goals  represent  a  completed  activity  which  can  also  be  called  as   conversion  or  money  transaction  that  contributes  success  to  the  business.  Usually  goals  can  be   defined  on  basis  of  the  objective  of  a  business.    Funnels  –  A  funnel  or  also  called  as  goal  funnel  is  a  series  of  pages  leading  up  to  the  goal  URL.   Follow  this  steps  to  setup  “Goals”  in  Google  Analytics:   • Click  the  Admin  tab  at  the  top  of  the  page   • In  the  “View”  column  section  you  can  find  “Goals”   • After  clicking  the  “Goal”  option,  you  find  a  new  page  where  you  can  define  or  set  your   goals.     • You  can  set  up  to  1  -­‐  20  goals  for  an  account  &  each  goals  are  assigned  with  a  numeric   ID.   • You  can  also  customize  your  goal  setup  according  to  your  requirements  with  the  option  called   “Custom”  as  mentioned  in  the  below  image.   • The  goal  setup  consists  of  3  parts:  (Refer  below  images)   1. Goal  setup   2. Goal  description     3. Goal  details      
  7. 7.   7     • Once  you  have  setup  your  goals  then  comes  the  “Goal  description”  part.  (Below  Image)                                                                           • And  the  final  part  comes  the  “Goal  details”  &  this  is  where  the  role  of  “Goal  Funnel”   comes  as  you  can  see  in  the  below  image.    
  8. 8.   8         • The  main  purpose  of  implementing  funnel  is  to  specify  or  track  the  path  by  which  you   are  meeting  with  your  goals.   • When  you  specify  steps  in  a  funnel,  Analytics  can  record  where  users  enter  and  exit  the   path   on   the   way   towards   your   Goal.   This   data   appears   in   the  Goal   Flow   and   Funnel  reports.   • This  helps  you  to  keep  a  watch  on  which  of  your  specified  paths  are  performing  or  not   performing  well.     • Below  is  an  image  of  “Funnel”  for  reference.    
  9. 9.   9         After   you   have   successfully   set   up   your   “Goals”   &   “Funnels”,   you   can   view   your   defined   “Goals”as  shown  in  the  below  image  and  if  you  want  to  create  more  goals  further  then  there  is   also  an  option  called  “New  Goals”  where  you  can  define  up  to  maximum  20  goals.    
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