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

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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)

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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
www.google.com/analytics
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)

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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.

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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

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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

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• 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.

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• 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.

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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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