The document provides an overview of Google Analytics, detailing its importance for website owners in analyzing both qualitative and quantitative data to enhance the online experience and drive business outcomes. It describes key features like real-time tracking, audience insights, behavior analytics, and various report types such as audience, keywords, and traffic sources. Furthermore, it offers a step-by-step guide on accessing analytics data and highlights the significance of understanding user demographics and behavior for effective marketing strategies.

1. Google Analytics
By : Rohit Agarwal( IMM, Delhi)

2. What is Google Analytics ?
• “Google analytics is the analysis of qualitative and
quantitative data from your business and the
competition to drive a continual improvement of the
online experience that your customers and potential
customers have which translates to your desired
outcomes (both online and offline).”

3. • How many people visit my website?
• Where do my visitors live?
• Do I need a mobile-friendly website?
• What websites send traffic to my websites?
• What marketing tactics drive the most traffic to my website?
• Which pages on my websites 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?
• How can I improve my website’s speed?
• What blog content do my visitors like the most?
Why every website owner needs
Google Analytics

4. How to view Google Analytics data
To view data from your Google Analytics account in the
Google Publisher Toolbar:
1. In the top right of your Chrome browser, click the Google
Publisher Toolbar icon .
2. Click the gear icon and select Accounts.
3. In the "Enabled accounts" page, next to Google Analytics,
click Enable.
4. Check that the correct Google Account is selected in the
upper right corner of the "Google Publisher Toolbar" page.
5. Click Accept to grant the Google Publisher Toolbar access
to your Google Analytics account.
6. Browse to a page of your site and click the Google
Publisher Toolbar icon .
You can now see Google Analytics data for your current
page in the "Analytics for this page" section.

12. Shortcuts remember your settings so you don't have to
reconfigure a report each time you open it. Any setting
you apply to a report, like adding an advanced
segment or a new metric, stays applied in a shortcut
until you manually change the settings. The settings
are saved even if you sign out and sign back in to your
account. All report customizations and settings are
saved in a shortcut except the date range. Check the
dates each time you use a shortcut to make sure the
time period you need is applied.
SHORTCUTS

14. Google Analytics Intelligence Events are one of the
most powerful and underutilized tools in Google
Analytics.
Google Analytics is collecting data about your
website. And, if they detect something out of the
ordinary, it will register in your Google Analytics
Intelligence Reports.
INTELLIGENCE EVENTS

16. Real-Time allows you to monitor activity as it happens
on your site or app. The reports are updated
continuously and each hit is reported seconds after it
occurs. For example, you can see how many people are
on your site right now, which pages or events they're
interacting with, and which goal conversions have
occurred.
REAL-TIME

19. Audience Overview
The Audience Overview provides you a holistic view of
traffic in your community within defined date
parameters. The data available to you in the overview is
drilled down further in various sub-sections.

28. Google Analytics uses a metric called active users
which refers to real time users, when used in the
context of real time reports. Real time users are the
people who are on your website right now.
ACTIVE USER

31. A cohort is a group of users who share a common
characteristic that is identified in this report by an
Analytics dimension. For example, all users with the
same Acquisition Date belong to the same cohort. The
Cohort Analysis report lets you isolate and analyze
cohort behavior.
COHORT ANALYSIS

36. User Explorer
Isolate and examine individual rather than aggregate user
behavior. Individual user behavior is associated with
either Client-ID or User-ID.

39. Demographics
Understanding the age-and-gender composition of your
audience gives you an opportunity to precisely tailor
your content and advertising, from the graphics,
language, and technical sophistication you employ on
your site to the creative contents and placements for
your ads.

41. Interests
Interest information gives you context for expanding
your advertising into related markets (Affinity
Categories), and for focusing your advertising on exactly
the users who demonstrate a likelihood to consume
your content or purchase your products (In-Market
Segments, Other Categories).

42. Geo
It’s important to know whether you’re getting a
response from users to whom you direct different
language versions of your advertising, but you also want
to know what kind of traffic you’re getting from users
outside those targets. Maybe you’re advertising in
English and Spanish, but also getting high-conversion
users who speak French and Italian, indicating an
opportunity to localize your ads to those languages and
speak more directly to a lucrative market.
You want information from the areas you already target
in your advertising, but you should also know about
traffic from other geographic areas whose users exhibit
a natural interest in your products.

47. Behavior
Measure the gravitational pull of your site, and the
extent to which you’re encouraging first-time users to
return. You can also see the economic impact of new
vs. returning users (e.g., the 30% of users who are
returning account for 45% of total transactions).

52. Technology
Understanding the technologies users employ to reach
and consume your content lets you fine tune current
versions, and plan upcoming implementations. For
example, you want to be sure your site is fully
functional in current browsers, but you also want to
stay abreast of the extent to which users are migrating
away from desktop to mobile browsers and apps, and
plan your development accordingly.

57. Custom
You can use Custom Variables to extend the scope of
your Segments. User-level custom variables let you
identify users by aggregate behavior over a date
range rather than by discrete, single-session
interactions with your site.

62. Benchmarking
Benchmarking allows you to compare your data
with aggregated industry data from other
companies who share their data. This provides
valuable context, helping you to set meaningful
targets, gain insight into trends occurring across
your industry, and find out how you are doing
compared to your competition.

69. Users Flow
Users Flow is a graphical representation of the paths
users took through your site, from the source, through
the various pages, and where along their paths they
exited your site.

72. Acquisition, Google Analytics’ information on how
visitors arrive to your website.
Acquisition is broken down into 10 sub-categories:
Overview, Channels, All Traffic, Referrals,
Campaigns, Keywords, Cost Analysis, AdWords,
Social and Search Engine Optimization.
Acquisition

75. User behavior analytics (UBA) is the tracking,
collecting and assessing of user data and activities
using monitoring systems.
Behavior

78. Conversion tracking is a free tool that shows you what
happens after a customer clicks on your ads -- whether
they purchased a product, signed up for your
newsletter, called your business, or downloaded your
app. When a customer completes an action that
you've defined as valuable, these customer actions are
called conversions.
Conversions

89. Types of Analystics Reports:
• Audience Reports
• Audience reports on Google Analytics provide you with a broad
overview of who is visiting your site. You can analyze audience by
location and language, and determine how the audience connects to
your site – for example, through specific browsers or through mobile
devices. In addition, audience reports will give you an indication of the
loyalty and engagement of visitors. You can determine what percentage
of your visitors are repeat visitors, see how long they stay on the site,
which pages they view and the point at which they leave your site.
• Keyword Reports
• Keyword reports on Google Analytics can give you an indication of the
types of words and phrases that are leading people to your site. These
words and phrases may match well with your identified search terms
that you use in your search engine optimization efforts – or they may
suggest new words and phrases that you wish to add to your website.
Your analytics will tell you which words and phrases are being used the
most frequently and will give you valuable information that can help you
boost Web traffic to your site.

90. Types of Analystics Reports:
• Traffic Sources
• A review of traffic source reports will give you an indication of how
people come to your site – whether through direct traffic, or through
referrals. Direct traffic represents visitors who enter your URL into their
browser to come directly to your site. Referrals are visitors who accessed
your site through another site. This can help you determine, for instance,
whether an article you wrote, a tweet that you sent, a blog or a mention
on another website generated visits.
• AdWords
• If you advertise through Google, the AdWords reports will give you a good
indication of the effectiveness of your advertising efforts. Through these
reports you will be able to view individual campaigns and keywords to see
how widely accessed or used they have been. You will be able to analyze
response by day parts to determine the time of day when you get the
most traffic, and you will be able to see which areas of your website were
visited once these individuals responded to your ad.