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How To: Google Analytics

7 Jan, 2015 McKell Naegle




Google Analytics is a service used by digital advertising agencies that tracks data and statistics that used to generate reports so you can see how your website is performing.

Google Analytics is a service used by digital advertising agencies that tracks data and statistics that used to generate reports so you can see how your website is performing.


To get started, you need to sign up for a new account through Google Analytics. Once you do that, you must set up the account properties. This setup process determines what appears in the reports, so be sure to set it up the correct way. Each Analytics account can have many properties associated with it. A property could be a website, app, point-of-sale system, etc. Users can be added to the account at various levels, which include “Account,” “Property” and “View.” Each account level allows for different permissions, which determine what is in the report. “Account” is the highest permission level, and “View” is the lowest


Once you have configured the accounts and associated levels, you will need to set up your tracking code, which is used to gather and send data to your account. There are two prominent ways to set up a tracking code. The first is to use Google’s Tag Manager, which inputs the codes in your website so information can be sent. This way is recommended because it streamlines the process and makes adding other tags simpler. The second way is to add the tracking code into the coding on every page of your website, which is more time consuming.


Once your tracking code is in place, you can begin to collect data and eventually run reports. The reports can be found under the “Reporting” tab at the top of the page. There are many types of reports that can be run, all of which let you know how your website is performing and how users are navigating on it. The types of reports and what they do for you are below:

  • Audience reports will show demographics, interests, location, behavior and type of technology used. Also, you have the ability to add custom variables to your report if you’re looking for a specific item.
  • Advertising reports allow you to see how your AdWords and PPC campaigns are performing. These reports allow you to optimize your search engine campaigns. These reports also let you better remarket and adjust your plan to your audience.
  • Acquisition reports give you the total number of sessions and conversions through a range of dates. Also, it shows you which channels acquired the most users, engagement and conversations. You can view the Cost Analysis report, which shows you your performance for non-Google paid marketing.
  • Behavior reports are designed to help you to improve your content and user utility. The Pages report shows page view frequency, bounce rates and exit rates. Site search reports display how users found your site. You can use the Behavior Flow report to see how users moved around your website and what kept them engaged. Page value can also be determined to see how each page contributed to revenue. Site speed reports can also be run. These show loading times, webpage response times to clicks and commands and how fast browsers analyze information and make them available.
  • Conversion reports show you if people are getting to the goals you set. A goal is a sale, contact form submission, etc. The reports will also show how they got to the goal and which channel was more successful.
  • Custom reports allow you to create reports based on metrics that you want to see that may not be available in one premade report. To create on, click on customization tab. Then, under “Custom Reports” click on “+New Custom Report.” Select the type or report, either “Explorer,” “Flat table” or “Map overlay.” From there, you will need to define your search metrics and add any filter you deem appropriate. Finally, save it.


These are the basic steps to establishing an Analytics account and running reports. The Google Analytics Help Center is a great place to go to solve and problems and learn about Google Analytics. Also, share your experiences with Google Analytics and other seo services in the comment section below!

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