Google Analytics is a fundamental part of every marketer’s toolbox. That’s why we’ve got an awesome basics guide to get you started with this easy-to-use, all-encompassing essential.
Take a look at the tips below – or join us for our Google Analytics training – we are offering ½ day overview classes as part of our digital marketing training. Or schedule a customized class for your team for a deeper dive.
Tracking Code Set-Up
Once setting up your account, you will get a tracking code with a UA- at the beginning. This should be placed on every page of your website. Depending on your website platform (such as WordPress), there should be an area where you can edit the header and footer of your site – and add the code there. There are also plugins to allow you to do this easily.
Google Analytics goals are important! And very few of my clients have taken the time to set them. With goals, you can see how users are “converting” on your site. For example, if you have an e-commerce site, you might want to set a goal to see when the user gets to the confirmation page at the end of an order.
To do this, go to Admin>Property>Goals. Create a New Goal, and select “Custom.” Give your goal a name and select the type. Type in the destination URL, which in this case might be, “/confirm” To see the metrics from this goal over time, you can find it under the “Goal” tab on the left hand side of the Google Analytics interface.
An easy way to come back to your favorite reports is to create shortcuts for each page. You can find it in the menu bar of the individual page. Come back to your saved shortcuts at the top of the left-hand side menu.
Google Analytic Metrics Explained
Sessions: A group of interactions that one user does within a timeframe – Google Analytics defaults this to 30 minutes. This starts over when the user leaves the site.
Users: The analytics tool picks up a user based on an identifying cookie, so when they hit the site, they are counted as one user. If that user clears their cookies or data, then the tool will have no way to identify them, and they will be created as another user when coming back to the site.
Pageviews: A pageview is each time a page visited. This is a great indicator of how well users are able to navigate through your content. Remember one session can have multiple pageviews!
Pages/Session: An average of how many pages users went through each session, which directly correlates with pageviews.
Avg. Session Duration: How long users spend on your site, on average. Success in this metric depends on your content and industry. For example, if you are emergency plumber, your session duration may be short – just enough time for someone to give you a call!
Bounce Rate: This is the percentage of single-page visits or sessions, or when a user comes to a landing page without navigating to another page on the site. High bounce rates are not always bad – think of our emergency plumber example from above.
Of course, there is a lot more to learn about Google Analytics.
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