Google Analytics | Beginners Guide – Chapter 4 Understanding How Google Analytics Works In order to use the collected data to make informed decisions in Google Analytics, you will probably want to understand how GA functions. In this chapter we will be covering the 4 components to how Google Analytics works, and become more familiar with some of the terms and concepts that will be essential for understanding the Google Analytics paradigm for businesses. 4 Components to Google Analytics 1. Collection 2. Processing 3. Configuration 4. Reporting 1. Collection The data collection process requires the installation of code on your website, app, or digital device. The tracking code installs a cookie on a visitor’s browser which identifies them with a unique visitor ID. Although Google Analytics can collect information from any digital device (such as anything from a fridge to a kiosk), we will start with website analytic tracking. • Website Collection GA uses JavaScript code to collect information. This code should be placed on every webpage that you want to track (for best practices track every page). Once the code is installed and Google Analytics is verified to your website, the code can send data tracking to the analytics servers and back to the user interface. This code can send 3 types of information when a user lands on the website a) information pertaining to the actual website visits like sessions and users, b) information pertaining to the visitors browser like device or operating system, and c) Information from the source that made the referral. The program will combine the data collected into what is known as a “hit.” When someone shows measurable action on your site, the new information will then be logged and sent to GA servers for processing. A hit is documented and updated every time a user navigates to a new webpage • Mobile Collection When using Google Analytics for mobile applications, you will need to set up SDK tracking code for actions or “activity” that you want the user to complete on your app. When a user takes an action analytics sends a hit to GA servers. The tracking will vary based on the device and their unique operating systems. Although applications are not always connected to the web, the information may be stored on the device until an internet connection is achieved. Then the stored hits can be sent to Google Analytics servers for processing. |Need Online Marketing? We Can Help| • Digital Device Collection Setting up Google Analytics for a digital device may require professional developmental help. The system of collection works much like a mobile app. When an action is taken, it will send a hit to the GA servers for processing Setting up the actions however, may prove difficult without a well-versed web developer. 2. Processing This component is where the raw data is transformed into usable data and separated into categories within the- Google Analytics platform. 3. Conf

1. Google Analytics | Beginners Guide – Chapter 4
Understanding How Google Analytics Works
In order to use the collected data to make informed decisions in Google Analytics, you will probably want to understand how GA functions. In this chapter we will be covering the 4 components to how Google Analytics works, and become more familiar with some of the terms and concepts that will be essential for understanding the Google Analytics paradigm for businesses.
4 Components to Google Analytics
1. Collection
2. Processing
3. Configuration
4. Reporting
1. Collection
The data collection process requires the installation of code on your website, app, or digital device. The tracking code installs a cookie on a visitor’s browser which identifies them with a unique visitor ID. Although Google Analytics can collect information from any digital device (such as anything from a fridge to a kiosk), we will start with website analytic tracking.
• Website Collection
GA uses JavaScript code to collect information. This code should be placed on every webpage that you want to track (for best practices track every page).
Once the code is installed and Google Analytics is verified to your website, the code can send data tracking to the analytics servers and back to the user interface. This code can send 3 types of information when a user lands on the website a) information pertaining to the actual website visits like sessions and users, b) information pertaining to the visitors browser like device or operating system, and c) Information from the source that made the referral.
The program will combine the data collected into what is known as a “hit.” When someone shows measurable action on your site, the new information will then be logged and sent to GA servers for processing. A hit is documented and updated every time a user navigates to a new webpage
• Mobile Collection
When using Google Analytics for mobile applications, you will need to set up SDK tracking code for actions or “activity” that you want the user to complete on your app. When a user takes an action analytics sends a hit to GA servers. The tracking will vary based on the device and their unique operating systems. Although applications are not always connected to the web, the information may be stored on the device until an

2. internet connection is achieved. Then the stored hits can be sent to Google Analytics servers for processing.
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• Digital Device Collection
Setting up Google Analytics for a digital device may require professional developmental help. The system of collection works much like a mobile app. When an action is taken, it will send a hit to the GA servers for processing Setting up the actions however, may prove difficult without a well-versed web developer.
2. Processing
This component is where the raw data is transformed into usable data and separated into categories within the- Google Analytics platform.
3. Configuration
This component also transforms raw data. However, it transforms the data based on the configuration settings that you have set. This could be a goal, filter, or any other custom settings that have been implemented in order to give you the best reporting for your online business objectives.
4. Reporting
You have a terrific selection of default reporting views to help you segment your data. You can also build your own dashboards or import them from the gallery. Typically you will visit www.google.com/analytics in order to access your GA accounts. However, developers can use Google Analytics Core API in order to access reports, and automate complex or redundant tasks.
Dimensions/ Metrics
We discussed in an earlier chapter about qualitative and quantitative data. When using the GA paradigm we will call the qualitative data (or descriptive data) Dimensions, and we will call the quantitative data (or data represented numerically) Metrics.
When you are in the reporting view you will see that the reports will often show dimensions in rows on the left, and these are segmented by metrics in columns along the top. For example, when you look at the Locations Report in Geo in the Audience Report, you will see a list of countries (dimensions) in the rows on the left. Then you will see columns segmenting the countries by metrics (such as sessions, new users, bounce rate, and so on).

3. Dimensions help describe the characteristics of a visitor or session, whereas metrics give you numerical insight into the audiences behavior. You can also set up custom metrics like goal conversions.
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Visitors (Users)
A visitor is a unique internet surfer or user accessing your website within a specified time frame. You can use this as a way to gauge your overall audience.
Visits (Sessions)
A visit or session is the consecutive time one visitor or user spends on a website or application. By default Google Analytics will timeout a session after a half hour. If you have content that your users are expected to interact with, you may want to extend your session timeout setting. You can change the session timeout in your settings in the Admin view > in the Property settings > in the js.Tracking Info > in the Session Settings. You can also change the campaign timeout settings here.
Pageviews
Every time a web page is loaded on your website within a session, it is considered a pageview. Loading a new page on your website will constitute a pageview, and extend the user’s session. If a visitors session has timed-out, it will count as a pageview in a new session.
Events
An event is a custom metric that you can implement and track whenever a visitor takes an action that you want them to take on your website. Triggering an event will also extend a user’s session. By tracking events you can see what steps your website visitors are taking, and if those steps are in line with your online strategies.
GA Time Calculation
The time on site (or session) is calculated by the time from the first interaction to the last interaction. This could be page load or event.
The time on page is calculated by pageviews and events. When a webpage is loaded it begins the pageview, and from then until the time of the next webpage load or event is the calculated on page.

4. Bounce
A bounce is when a user lands on your website and does not view another webpage or trigger an event. This is what the analytics community considers as someone who came to your site and left. The visit duration will be 0 for a bounce because there are no other trackable actions to measure the time on page against.
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