Google Analytics is a user-friendly tool allowing website owners to track user interactions and generate detailed statistics about website traffic, conversions, and sales. It functions through a code snippet implemented on web pages, enabling the collection and analysis of visitor data within the user's Google Analytics account. Additionally, users can set goals, measure metrics, and apply dimensions to gain insights into their website's performance and optimize content accordingly.

1. INTRODUCTION TO
GOOGLE ANALYTICS
Maneesh Choudhary

2. Introduction
• Google Analytics is a simple, easy-to-use tool that helps
website owners measure how users interact with
website content.

3. Why Google Analytics?
It generates detailed statistics about:
• A website's traffic (visits, unique visitors,
Pageviews, Avg. Visit duration, Bounce rate
etc.), visit location, device used etc.
• Traffic source (search engine or referrer)
& medium (paid or organic)
• Measures conversions (sign ups, form fills
etc.) &
• Measures Sales (for e-commerce
websites).

4. How does it work?
• Google Analytics works by means of a small snippet of code
that you include on all of your website pages.
• The tracking code contains a unique ID that corresponds to
each Google Analytics property.
• This code snippet activates Google Analytics tracking for your
site, which collects and sends visitor activity to your Google
Analytics account.

5. ACCOUNT, PROPERTIES & PROFILE
Accounts: You are required at least one
account to identify the properties you want
to track
Properties: In an account, you will have to
add a property of the site from which you
want to collect visitor data. After adding a
property you will be given a tracking
code/snippet which you will have to install
into your website.
Profiles: A Profile indicates a classification
of data from a Property
Account
Property
Profile

6. The Process
Visitor searches
on search engine
GA Code on landing
page gets executed
Google
Analytics
dashboard
Information gets stored in
secure google servers
Google makes
sense of the
information

7. How can you use GA?
• Microsite/ web page performance
• Campaign performance
• Key channels & mediums
• Optimize content
• Device statistics
• Geo distribution
• Track Goals

8. GOALS
• You can set up individual Goals to track discrete actions, like
form fill, transactions with a minimum purchase amount,
the amount of time spent on a screen & number of
pages/visits.
• Goals are limited to 20 per reporting view.

9. Metrics & Dimensions
• Metrics: Measure data
Metrics are individual elements of a dimension that can be measured as a sum or a ratio.
Eg. Visit, Pageviews, Pages/Visit, Avg. Time Spent, Bounce rate etc.
• Dimensions: Describe data
A dimension is an descriptive attribute or characteristic of an object that can be given
different values. Eg. Page, Source, Medium, Keyword, Country, Device, Browser, OS etc.
Dimension
Metrics