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The beginners guide to Google Analytics

Updated on November 21st, 2022 at 06:46 am

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Google Analytics has been one of the best and powerful analytical tools for advertisers by Google to make things easier for customers, both service holders and website browsers.

You have designed a great website for your business, but have you any idea about the visitors on your site, so you might lose millions of expenses as well as resources on targeting the irrelevant audience. You should ask questions such as:

  • From where they come?
  • Who are your visitors?
  • Which pages are mostly visited by the customers?
  • How much time do they spend on your website?
  • When do the customers leave your site and why?
  • Number of conversions
  • Number of popular pages

Don’t waste your budgets on wrong audience targeting and hence you need to know the answers to the above questions for proper optimization of your website and turn out effective.

Do you want to know about the performance of your website online? Surely, you do. Signing up on Google Analytics can allow you to know anything and everything about your website- site traffic, rankings, potential customers and much more.

For those who already have set up Google Analytics, don’t just set up and forget or leave the tool as you are confused about how to get the data from your analytics tool. You need to give some time to understand the importance of its analytics reports.

And this is why Google Analytics is really helpful to provide you with a clear insight into your site traffic. You can pick out ways for improving your website performance and ensure to increase your conversions. Google analytics serves you with the comfort of observing your site traffic.

In this post, we are going to discuss Google analytics and look at it from the beginners’ point- why it is important for you, when do you need it, how to use analytics tools and several other aspects.

Why is Google Analytics Important?

Google Analytics is one of the most popular and all-inclusive tools for analysis of your website in the market situation. This tool offers you valuable insights regarding your website visitors and this helps in your business growth.

Google Analytics helps you to track your website visitors- who they are, how did they land on your website and their way of interaction with your website content. Through analysis of this data, you will be able to make data-driven decisions which in turn enhance your growth in site traffic, sales, and revenues.

Why do you need Google Analytics?

Many of you might not know about Google Analytics or have not installed it yet on your website or it might be the case that you have installed it, but never gone through the data it provides. In fact, there are a lot of websites that are not using Google Analytics or any other analytics tool for measuring their site traffic.

Do you own a website? A blog? If yes, then Google analytics is definitely needed, be it a personal website or a commercial one.

You can get the answers to the below-mentioned questions can be answered if you have Google analytics:

  • Number of website visitors
  • Where do the people live?
  • Is a mobile-friendly website necessary?
  • The websites that send traffic to the website
  • Marketing tactics to drive maximum traffic to your website
  • Most popular pages on your website
  • Number of visitors converted into leads and customers
  • From where conversions come?
  • Where did the converted leads go to on your website?
  • How to improve your website speed?
  • Most loved blog content by your visitors

Also, there are several other questions that can be answered by Google Analytics, and you can get the most important information regarding your website as an owner.

Some of the things you can track with the help of Google analytics:

  1. Geographic location: the location of the website visitors can be identified.
  2. Source of site traffic: find out the websites that send traffic to your website.
  3. Content sources: check out the most popular blog posts or pages of your website
  4. E-commerce trends: you can check the shopping behavior of your consumers and get detailed reports on sales and revenues.

You should understand your website visitors, their behaviors, preferred content type, how they found your website and accordingly you should customize your strategies to grow your traffic more and more. For instance, your Google Analytics data would help you to find out which days and time slots bring you maximum visitors on your blogs or pages. You can also reach out to more new customers with the publication of new posts and rich content. You can also find out that your Facebook page fails to get much traffic as desired despite spending more hours on it or updating it, so you may decide to switch to any other social media platform that will send you more traffic and save time as well as attract greater number of visitors.

When your website strategies are based on insights from Google Analytics, you can grow your site traffic more effectively and save time as well.

You must have market research for all your business data from blogs, website content, articles, designs or layouts to gather data about customers’ preferences, their fondness and what are they looking for. The next step is site reconstruction with your target audience in mind. But after all, this, what if you don’t get enough traffic you expected?

Planning and construction are undoubtedly necessary for your website but besides that, it is also crucial that you keep on observing the changing aspects and find out the reasons behind them. And for this, Google analytics is important to provide you with that insight.

Google provides you an absolutely free tool for web analytics to help you gauge your website traffic and extract important information regarding your site traffic. Google Analytics provides you with all the answers to the above-mentioned queries and enables you to view the actual performance of your website.

If you get to know what works best for your website and what is worse, you can determine the steps to take for proper optimization of your website and the type of content you should keep on your website to engage with your customers more and provide them with the information they demand. Google Analytics provides you with a clear picture of the required changes for implementation for performance enhancement, website improvement and conversion maximization. Hence it is evident that you should opt for this tool for the best website experience.

Google analytics tool is free of cost and it provides you whatever happens on your website with immense guidance to make your online marketing campaign results beneficial and ultimately bring improved results in the bottom line. You will have the understanding and be fully aware of the happenings in your website that will help you take better directions for company growth.

 What does Google Analytics tell you?

While working with Google Analytics, you will be able to know:

  • Number of visitors on a regular basis- daily, weekly, monthly and yearly.
  • Where do your website visitors come from- Google’s search engine, social media or other sites?
  • Other website links linked to your site that brings more traffic
  • Web pages visited by maximum people
  • Duration spend by visitors on every web page
  • Number of people converted in some way or the other

All these data help you to understand the dos and don’ts for improving your website for better consumer experience. The first thing you should do is to find out the number of people visiting your website per day, per week, per month and per year basis.

Google Analytics for beginners:

While you are a beginner in Goo33gle Analytics, you need to learn

  • How to create an account in analytics
  • Implementation of tracking code
  • Set up of data filters
  • Google analytics interface Navigation
  • Reporting system
  • Dashboard set up

You will also know about the analysis of basic audience, behavioral reports, goal setting, and campaign tracking.

But while accessing Google analytics as a complete novice, you may feel everything to be overwhelming but we’ll try to take you to a walk along this complete guide to make you feel smooth. At the end of this guide, you will definitely get the hang of the Google analytics tool that would help you to maximize your website’s performance.

First, you should learn to install Google Analytics for your website.

For this, you need a Google Analytics account. You can use your Google account which you use for your Gmail, Google Drive, Google+ or YouTube for the set up of your Google analytics account. If not, you need to create a primary Google account first and then go to the next step. The Google account you create should be a permanent one and you should have access to it too for ever, for you will definitely not want anyone else to have access over your analytical data.

Set up your Google Analytics account

Step 1: Google Analytics account set up

 So, let’s get started with the set up of your Google analytics.

First and foremost, you need to create a Google account for it’s the only way that you can get access to Google analytics. So, you either create a new google account or use the existing one, but you should have access to it.

Once you have set up your Google account, go to Google analytics to set up a new account. Click on the tab ‘analytics’ and you will land on a new page and here click on the ‘Sign up for Free” button. On clicking this green button, you will get three steps to set up your Google analytics account. You get something like this:

Click on “sign up’ button and then you need to fill in the required information for the new account. Here you will get greeted by three simple steps that are required for the setup of Google analytics. You need to fill in this platform appearing on the GA platform.

You need to enter information about your new account in the suitable boxes.

  • Select the device type for tracking – website or mobile app
  • Enter your account name
  • Insert the name of your website
  • Enter your website URL
  • Select the industry type
  • Set time zones

After the time zone is set, you can see a number of options that are checked and marked as recommended. These are known as data sharing options. You can control your data by checking and unchecking the option boxes to set with whom you want to share your data.

  • Select the Get Tracking ID button

Click on the button “Get Tracking ID” and you will get a pop-up window that shows the “Accept the Terms and Conditions Service Agreement”. Click on accept and proceed to the further steps.

After filling out the necessary information, you need to go for the configuration of data sharing settings with the below options.

Next, you need to click on the tab ‘Get tracking id’ button and you will get a pop-up window on clicking it. The next step is click on the “Agree to Google analytics Terms and Conditions”.

P.S.: one can log in to the Google Analytics platform only through a Google account ID. You can create a new Gmail account or you can use your existing Google account. Many of the advertisers prefer their Gmail accounts or their Google IDs used for Google Drive or Google Play Store.

Step 2: Configuration of account settings

  • Set account properties: Google analytics properties such as blogs, websites, articles, etc. can be tracked. You can track up to 5 properties in Google analytics.
  • Setup views: there are a set of rules and specifications which mark different domains being tracked and also suggests the purpose of tracking. You may have multiple views on your website but Google analytics will show you only a single view at a time.

Step 3: Addition of tracking code to your website

Once you agree with the Terms and Conditions, you will land on the next page and here, you need to click on “admin tag” to get onto your tracking code. On the admin tag, you need to click on the column ‘Account” and choose your account from the drop-down menu appearing. Click on the “Property” column, select a property from the drop-down menu and then go on “Tracking Info” > “Tracking Code”.

You should install tracking code on every single page of your website which you want to track for Google Analytics to measure and report activities happening on your site. The installation of a tracking code depends on your website type as well as the CMS platform on your website.

In the WordPress website, you can use MonsterInsights, the best Google Analytics plugin for WordPress. This will enable you for the easy installation of your tracking code on any page of your website you wish to. In case, your website is built with HTML files, add your tracking code to the source code of your website pages by using any online HTML editor or text editor programs like TextEdit (Mac) or Notepad (Windows). You can also install your tracking code by adding it in front of the <head> tag on each page for tracking. After editing the code in the text editor program, you upload the coded files to your website pages through the use of File Transfer Protocol programs like FileZilla and WinSCP. But you need to know the basic HTML for handling FTP.

Step 4: Get your Tracking Code

Already, you have successfully completed the setup of the GA account, properties, etc. now all you need is the tracking code from Google analytics for applying on every page of your website to track the same.

  • Click on the admin section
  • Choose “tracking Info” under the column “property”
  • Select the option “Tracking code” that will appear as a window and display the tracking code. Copy and paste the entire code on your website pages to get tracking.

The entire tracking code setup process can be done in three ways:

  • DIY (do it yourself) if you have similar expertise in website development.
  • Create tags and triggers using your Google Tag Manager account
  • Go the easiest way- In case you have a WordPress website, install and activate the plugin and your job will be done quite easily and automatically.

If this seems hard, get a developer for you.

Step 5: Addition of tracking code to your WordPress website

WordPress is the most popular CMS widely used by 75 million website users. Install your Google Analytics code to your WordPress website through the following methods:

Procedure 1: Add your Google Analytics code manually

If you have the basic knowledge of WordPress and you know how to manage content by using templates, then you can go through the following steps.

1. once the tracking code given by Google Analytics is been copied, you need to log onto your website through the back end, through [wp-admin] to access the dashboard. Mouse over the tab “Appearance” in the left menu bar and then choose Editor.

2. open the “Edit Themes” page and you will see the section as “Templates” at the right-hand side of your screen. Look for the file “header.php” and click on it.

Also, you can press ‘CTRL+F’ and search the file name. Find it and click on it.

on clicking on “header.php”, the Theme Editor would open and you can edit it. Find the HTML tag <head> or you can find this quickly by pressing CTRL+F and type and search “head”. Click on the front of it, press ‘Enter’ and paste the tracking code above it.

4. after copy-pasting the code, click on the button “Update File” that is just below the file editing space.

5. now that you have completed the process, you need to go back and check if things are done correctly. Go to the tab where you have opened Google analytics, refresh it after a minute or two, and then you can see that your GA account is receiving data. If not, you can then click on the “send test traffic” button to see the results.

You can also be able to see the actual traffic data through access to the Reporting tab of Google analytics after 12-24 hours after you have updated the file “header.php”.

 Procedure 2: Google Analytics for WordPress by MonsterInsights Plugin

Add your Google analytics to your website through Google analytics installation and setup for WordPress by MonsterInsights plugin. This plugin has easy configuration and it allows you to start tracking of website traffic right after it is configured.

  • Mouse over the plugin options in the left-hand side menu bar and then click on ‘Add New’.
  • Type in Google analytics for WordPress by MonsterInsights in the search bar located in the upper right-hand side corner. Then, click on the button “Install Now”, then click on ‘Activate’. See the picture below:
  • Next, you need to configure the plugin that has been installed and activated. Mouse over the insights on the left-hand side bar and click on ‘Settings’ to access the settings. See the picture below:

The plugin settings page will open.

  • connect your Google Analytics account to the plugin by automatic authentication of it with your Google account. You can also manually enter the user account code.

Automatic authentication: sign in to Google Analytics and click on “authenticate with your Google account”. Go through the setup procedure to connect to your Google analytic account with the help of a plugin. The manual process is highly recommended as entering the UA (user account) code can prevent you from using the dashboard and report features of the plugin. Enter the user account code manually. Click on the “Click Here to Authenticate Manually” tab on the plugin settings page. Go to the Google analytics account, go to ‘Property’, ‘Tracking Info’ and search for Tracking code. Copy-paste the entire code including the user account code located under the tag ‘Tracking ID’.

See the picture below.

Go to the tab where the plugin settings are open, paste the code and then click on “save changes”. Check your website traffic data after a time-lapse of 12-24 hours. When you have automated authentication, you can be allowed to access MonsterInsights Dashboard through the wp-admin panel and you will be able to view all data that are pulled automatically from the Google Analytics account. But in case of manual entry of the tracking ID, you have to review all data by logging in to your Google Analytics account.

  • You have arrived at the step where you can track all the data you want, but it will take some time about (about 24 hours) for the account to be up and run. In the meantime, you can tackle several other aspects and most importantly, you need to learn how to use Google analytics to understand the information provided by you.

Step 6: Set up your Site search

Set up your site search is a crucial one. This can help you to know your customer choices and preferences when they visit your website. You get to know what your visitors look for while visiting your website.

You should follow the below steps for the setup of your site search:

  • Sign in to your Google Analytics account and go to the ‘admin’ tab
  • Go to the column ‘Views’, click on ‘View settings’ option and you a window will display.
  • Scroll though the open window and look for Site Search tracking toggle button, set in ‘ON’.
  • Set the site search tracking mode to ‘ON’ and enter the site search query parameters in the ‘Query Parameter Box’.

The query parameter is generally ‘s’ and ‘q’, but still you need to check yours through a search on your website. Whatever, you search in the site search box, you can always see your query parameter in your URL placed before the query.

For example, if you search ‘bags’ on Google, the search result will come like:


Hence, the query parameter would be ‘q’ before “=bags”).

  • Done that, all you need is just to press the ‘Save’ button so that Google Analytics would be able to track each and every search happening on your website.

Step 7: Setup of site goals

The next step is the setup of your goals that is the main reason for all this work you have done so far. Setup of goals will help you to monitor your site traffic in a more synchronized way to make you aware of what’s happening on your website and what you require to have.

Setup of goals is one of the most important aspects of Google Analytics for tracking important activities happening on your website. Like, you should have a confirmation page for the customers of your eCommerce website where they would land after completing their purchases. Or, you can also use a contact information form for the generation of leads and create a “Thank You” page for the website visitors to land upon after their subscription to your email lists.

While you set up certain goals, Google Analytics can help you to track your conversions and offer you useful information to help you determine the efficiency of your website. Configuration of actions as goals is important and when your website visitors would take these actions, Google analytics would take them as conversions and you get a clearer picture of every single effort. You can know which activities are fruit-bearing and what are the losing ones with the help of the information you receive and this would help you to make the implementation of modifications wherever required to maintain and improve your website. You can create a maximum of 20 actions or goals and Google Analytics will measure each specified activity when triggered and would provide you with a detailed report.

Setup of goals: For the setup of goals, you need to click on the tab ‘admin’ of Google Analytics and select the ‘View’ column, and then click on the option ‘Goals’. Setup of goals includes three steps:

  • Click on the button +New goal to add your goal.
  • A new window will open with an option to ‘set your goals’

After this, you will be provided with three steps for continuing with the setup of the goals method- using a template, creation of custom goals and create smart goals. Your choice of option depends on the type of your website and your business objectives.

  • Template: you will see a number of predefined fields as well as configurations. You just need to select what is required by you. Under the option ‘Template’ you get four categories likewise:
  • Revenue
  • Acquisition
  • Inquiry
  • Engagement

Templates help you in the setup process of goals and they are aligned to your business objectives. You will be able to create a goal for every single category that, in turn, will help you to learn much more about your website visitors those who interact with the content provided by your website.

  • Custom: Google analytics is a platform where you are free with your ideas and decision-making. You can customize your goals whenever you wish under this option. One should choose the ‘Custom’ category, if not the other two options and then simply click on the ‘next’ button.
  • Smart Goals: smart goals help Google AdWords advertisers use the Google ads optimization tools for tracking and increasing their conversions. When you choose this category of “Smart goals”, you will get scores by Google analytics for each and every website visit. This will help you to determine the visits that would be possible conversions and hence those visits turn into smart goals. You just need to name your smart goal and proceed to the next step.

Goal description

You need to name your goal and choose the goal type. Four types of goals are available:

  • Destination
  • Duration
  • Event
  • Page/screen per session

You need to naturally name each and every goal to get a clear understanding of all information in the Google Analytics reports. You can change your existing goals but you can never delete any of them. You need to highlight all the details for your goals including what you track and your aims. But first, you need to name your goals so that they help you to know what are the reports for.

Type 1: destination

When you want to gauge the success of your subscriptions as your goal or you want to consider the page views as conversions, you should choose ‘Destination’ as your goal type. Then click on the “Next” button.

Type 2: Duration

If you want to treat time spent on specific pages of your website as conversions you can choose ‘Duration’. In this way, you can track the level of audience engagement on your website.

Type 3: Events

When you wish to consider audience interaction with your website as conversions, keep ‘Event’ as your type of goal. Like, if you want your audience to watch a video after they have completed the penultimate step of conversion, you can create a goal that helps you to measure these types of conversions. Specify the details of event goals in the next steps after selecting the event type, and then click on the button “Next”.

Type 4: Pages/Screens per session

In case you want to treat the number of pages or screens per session as conversions, you should choose Pages/Screens per session as your goal type and move to the next step.

P.S.: ‘Screens’ refer to the mobile app screens you want to use Google analytics for measuring the performance of a mobile app.

Goal Details

In goal details, you need to fill in the details for the goal you decide. When you select ‘Destination’ as the goal, you must mention the website URL which you want to set as your destination. You can also assign a monetary value to the conversion.

You can see an optional tab named ‘Funnel’. When you want to track the path to know the source of your website traffic incoming, you can set the funnel for the same purpose.

Now, you are ready with your account setup. You only need to know the auto-generated reports for using it. Google analytics offers you tracking results in the form of reports specific to tracking purposes set by you.

When you choose your goal type as ‘Destination’, you should enter the page URL or screen page name in the stated field. For example, if you want to end a specified action with a ‘Thank You’ page’, you must enter “/thank-you” or “/thank-you.html” and then choose the desired match type from the drop-down menu on the page. The primary three match types are: “equals to”, “begins with” and “regular expression”. You can also assign a monetary value to your conversions, this is optional. But this can help you in the comparison of your conversions as well as track and gauge the changes made to your website. But if you work with Smart Goals, you will not be able to assign a monetary value while setting up your goals.

You can choose a funnel for your goal that shows the path for your website visitors in order to reach your specified destination. When you decide to create a funnel, you should enter a page name for the inclusion of every single step similar to the Destination field.

While choosing ‘Duration’ as the goal type, you should mention the minimum amount of time on specified pages that you wish to track and this would help you to indicate goal conversions.

You get three fields:

  • Hours
  • Minutes
  • Seconds

A conversion is generated when the website visitors spend more time on your website than your desired time span.

If your selected goal type is Pages or Screens per session, you must specify the number of pages indicating a conversion. This suggests that you will get a generated conversion each time when a visitor will view a greater number of pages on your website than what you have stated.

While choosing an ‘Event’ goal type, you will get ‘Event conditions’ to help you configure the components of all your events. But you should create at least one event to measure your ‘Event’ goals.

After all these steps completed, click on the blue button “Create Goal” and you are ready to go.

One can have a limit of 100 accounts in Google Analytics so you can create new ones. You just need to click on the tab “Admin” and then click on the column “Account” and go to the dropdown menu. Select the “Create New Account” option.

You can create a new property also, which is a new website under the existing account. In fact, you can add up to a limit of 50 websites into your account on the ‘Admin’ tab. Go to the column “Property” and select the option “Create New Property” from the drop-down menu.

Done that, you can now be able to use Google analytics for a new website with the help of the steps mentioned above.

The perfect way to use Google Analytics

Once your Google Analytics account is done and is running, you start getting a number of reports that help you to know the areas of your website that requires improvement. For beginners, these reports or pie charts might be a bit confusing, but by the end of this guide, you will be able to understand it all.

You will get to know the information provided by your reports along with details about the key metrics. This will help you to find an easy way around your Google analytics dashboard.

There are mainly 4 main tabs in the Google Analytics account, namely:

  1. Home
  2. Reporting
  3. Customization
  4. Admin Tab

Find out what you can do in each of them for a better understanding of your data.

  1. Home Tab

In the ‘Home’ tab, you can view the quick overview of your Google Analytics account. When you have more than one website under your Google Analytics account, you can see a list of all your websites. You can then easily choose the website for which you want the reports on your website traffic.

Also, in this tab ‘Home’, you will be able to gather significant data about:

  • The sessions
  • the average duration of sessions
  • the bounce rate for each website
  • the conversion rate of goals for each single website

now, let us make you understand what you get from the quick overview of these sessions:

  • Sessions: the column ‘Sessions’ displays the sum of all interactions occurring on your website within a specific time frame.
  • The average duration of sessions: you can see the average duration of all the sessions that happened on your website within a specific time frame in the column ‘Average Session Duration’.
  • The bounce rate for each website: this column of ‘Bounce Rate’ shows the percentage of users who have bounced back from your website. This means that they have left your website at some point in time or the other.
  • The conversion rate of goals for every single website: the column of ‘Goal Conversion rate’ displays the overall total conversion rates of your website.

 2. Reporting Tab

When you have only one website under your account, Google Analytics can take you directly to the ‘Audience Overview’ report under the tab ‘Reporting’ every single time you will log into your account.

In case you have more than one website in your Google Analytics account, you will land on the ‘Admin’ tab and then on the column ‘Property’ to help you select the website for which you want to view reports and after this, you will be taken directly to the ‘Audience Overview Report’.

However, the ‘Reporting Tab’ in Google Analytics provides you with dashboards as well as important reports to offer you valuable insights of your website; your actual website performance to guide you to make improvements wherever necessary.

  •  Dashboards

On clicking on ‘Dashboards’, you can take a look at the overview of the most vital reports. You will be able to create or customise your dashboards much easily. Also, you can add as many widgets as you wish. You can also keep track of all the important things happening to your website, for instance, the success of your social media campaigns as well as your content performance, etc.

  •  Shortcuts

Shortcuts offer you quick access to the reports used most by you. These shortcuts are much handy and even help you to save time; they also save the changes made by you.

For instance, if you add new metrics to any specific report, the setting will be kept applied in ‘Shortcuts’ till you change the settings. Even if you sign out from your account, the ‘Settings’ applied in ‘Shortcuts’ will remain unchanged.

But, however, the date range will not be saved in ‘Shortcuts’ so you should check the dates every single time whenever you use your shortcuts to be sure that you are viewing the accurate reports which you require.

  •  Intelligence Events

You can see a clear overview of the statistical variations in your website traffic through Intelligence events. Whenever any variation occurs, you will get an alert by Google analytics to let you know. You click on ‘Overview under Intelligence Events’ and you get two tabs:

  • Automatic alerts
  • Custom alerts

In the tab ‘Automatic Alerts’, you can see the alterations detected by Google analytics in the course of statistics of your website traffic. You also receive alerts on the tab ‘Custom Alerts’ and you get notified when your website traffic will reach a particular threshold specified by you earlier. You can also take a look at the events- daily, weekly and monthly events besides the ‘Intelligence Events Overview’.

Types of Reports

Let us now learn more about the various types of reports in Google analytics.  After the setup of the Google Analytics account, you can see various reports that would help you to read your market visibility as well as the areas that require improvisations.

For all you beginners, these reports may get a bit complex or seem confusing but we’ll try our best in providing you insights about the reading of reports.

  • Real-time reports

Google analytics has millions of monthly limits for the page views for each website for its fee users and also premium users. Google analytics offers custom deals for business owners who have more than a billion hits in a month. The Real-time reports of Google analytics offer you with information about the present visitors to your website. You get your reports in real-time, as the name suggests. Real-time reports of Google analytics are divided into sections such as ‘Overview’, ‘Locations’, ‘Content’, ‘Traffic Sources’, ‘Events’, ‘Conversions’, etc. to view all corresponding data about your active users.

In a real-time overview report, you get the exact number of active users on your website, the number of website pages being viewed per minute and per second, the top active pages, the number of active users for each of the pages.

For other categorical information, you need to check other Real-time reports.

  •    Audience report

One should know his audience for the growth and sustainability of your business. hence the reporting section would provide you with detailed audience reports and you can be able to know anything and everything about your website visitors.

  • The demographics report will let you know the age and gender of your audience.
  • The geographic reports can help you to depict language as well as the location analysis of the visitors.
  • The behavior reports analyze the frequency of the visitors coming to your website.
  • You can also track the technology used by your audience while visiting your website-whether it is a desktop, a laptop or a mobile device.
  • You can also know the number of sessions on your website in a specific time frame. One can select to view these reports on an hourly, weekly and monthly basis.
  • You can also know the number of users
  • Number of page views
  • Number of pages per session
  • The average duration of sessions
  • Bounce rates
  • Percentage of new sessions
  • The ratio of new website visitors to the returning ones
  • You can get to know the original from where your website visitors come from- their city or country
  • What browsers they are using to visit your website
  • Operating systems and service providers used by the audience while visiting your website

Go to the right-hand side top corner of the tab ‘Audience Overview’, you can change the date range and then select your preferable time period for which you want your reports to be shown. Click on the tab ‘Compare to’ to compare the reports from one date range to another. You can also see an overview of all the sessions for a specific period of time or you can hover over the graph line to see the number of sessions for a particular day. Besides, the ‘Overview’ tab you can also find a number of tabs that will offer you some additional information regarding your website visitors. Other tabs include:

  • Demographics
  • Audience interests
  • Geography
  • User behaviors
  • Technology
  • Mobile
  • Benchmarking
  • Custom
  • User flows

The ‘Demographics’ tab provides you with the age and gender of the website visitors

‘Audience interests’ tab comprise other areas such as technology, news, movies, travel and much more.

The ‘Geo’ tab enables you to view the locations of your audience and different languages spoken by them.

The tab ‘Behaviour’ displays the audience’s behavior of your audience that is audience interaction with your website. Find out if they are first-time visitors or returning visitors or how often they visit your website.

In the tabs ‘Technology’ and ‘Mobile’, you can see platforms used by your audience while they visit your website- what browsers, operating systems, devices and networks are used by the website visitors.

The ‘Custom’ tab allows you to add custom variables and you can be able to learn more about your audience for a specific date range.

The ‘Benchmarking’ tab helps in the comparison of data with that of your competitors and helps you get valuable insights into the market trends and you can do better audience targeting. One can also use benchmarking for the comparison of data with only those companies who share their data.

While using benchmarking, you can select from three types of reports:

  • Channels
  • Locations
  • Devices

The tab ‘Users Flow’ offers you a graph showing the journey of your audiences through your website- on which page they have landed, the pages they viewed and the time they leave from your website.

  •  Acquisition report

You might have a strong continuity in your website traffic and, therefore, your business might grow along with it. Are you contented only on getting the good traffic? Don’t you wish to know the source of your website traffic?

This is why Acquisition reports are needed. They can provide you with detailed reports about how the visitors end up coming on to your website. This helps you to categorise your website traffic classified according to their channels, social networks and sources from where you are getting the maximum visitors on your site.

This acquisition reports actually make you aware of how do the visitors actually land on your website. You will get an overview of your direct, organic, referral, social traffic as well as email traffic incoming.

While using Google AdWords, you can be able to see how your PPC campaigns perform. You just need to go to the ‘Admin’ tab and link your Google Ads account to the Google analytics account. You can also know about the keywords that are searched by your website visitors for coming to your website. But you need to have a Google Webmaster account and link it to your Google analytics account to use this ‘Acquisition report’.

  • Behavior Report

Behavior reports offer you much control over your website content. You can be able to track the top entry and exit pages of your website. With the site mode kept ‘ON’, you can see the most searched keywords as well as pages in your website. Also, you can track your website speed and make it run faster if required. Behavior reports help you to know the way of interaction of your website visitors on the website to let you know how your content is performing. You can see important reports in the below tabs:

  • ‘Behaviour Flow’:

You can see the pages navigated by the visitors, right from the landing pages to the exit page. You can see the occurring experiments that allow you to conduct A/B testing to check the best performing landing pages. This helps you to optimize your conversion goals as well as manage on-page analytics that allows you to view your web pages and your Google Analytics data. While using in-page analytics reports, you have to install the Page Analytics extension for Google Chrome that will help you to access real-time data.

In the Behaviour Flow reports, you can find additional reports that would be greatly useful and must include website content, speed, site search, events and Publisher reports. Website content reports will show the best performing content on your website- the top performers, top landing pages and top exit pages.

You can see the speed of your website- how fast it is through the site speed reports, as well as the pages that are slowing down in speed. You can also get suggestions for speeding up your website. The reports also let you know about the keywords used by your website visitors on your site hence you should set up site search to view these reports. The events reports enable you to track particular actions of your site visitors including:

  • Visitors downloading your eBook
  • Click on any link

Keep in mind that you need to have an AdSense account to link to your Google Analytics account in order to view your AdSense publisher data in publisher reports.

Conversion reports

  •  Conversion Report

The conversion reports allow having insights to know about the conversions, why and where it happened, the order of occurrence of the events and activities triggered before conversions. Conversion reports actually show you the actions by your website visitors before converting. The reports show you the entire path of your visitors towards conversion besides the number of total conversions on your website.

You can have four types of reports in the Conversion tab:

  • Goals: The Goals reports enable you to create as well as track your conversions by creating and tracking goals that would lead to conversions.
  • Ecommerce Reports: these reports provide you with insights about the activity of your audience, but obviously, you need to have an ecommerce website, of course, otherwise it is of no use.
  • Multi-channel Funnel reports: they show you the performance levels of your marketing so that you can easily lead to conversions.
  • Attribution Reports: the attribution reports allow you to assign credits for conversions to particular points on the conversion journey.

3. Customization tab

The tab ‘Customisation’ allows you to create as well as track custom reports depending on your specific needs. One can create several custom reports as many as they wish to and you can access them in this ‘Customisation’ tab.

You should choose a metric and a dimension for tracking for the creation of a custom report. Select the pageviews, metrics (bounce rates), countries and dimensions (operating systems).

4. Admin Tab

You can manage your account and switch to other accounts you have by the ‘Admin’ tab in the Google Analytics account. If you have more than one account and you need to see the required reports, it is the ‘Admin’ tab where you can choose to do that. By using this tab, you can also link your Google AdWords and AdSense accounts for measuring the performance of the campaigns.

You will be able to create user segments, set up alerts, attribution model specifications and setup of scheduled emails.  You can also set up account and property settings and management.

Step 8: View analysis and Reporting in Google analytics

For Google Analytics, you should take the guidance of experts while setting up your Google Analytics account along with other metrics. Experts can be helpful as you might not be aware of each and every detail of configuration. A small slip-up in the setup can bring in massive fluctuations of your results and you definitely don’t want that to happen.

Viewing the analysis report is no such a big deal. If you have a basic knowledge of graphs, then analysis reports can be a good one to start. But as you have only basic knowledge, you cannot guarantee that you cannot get the exact information generated out of analysis reports. The wrong information can lead to wrong decisions and this led to a mess. Hence, having the expertise or hiring specialized ones can get you the right information at the right time.

Learn to find about your Traffic Information with Google Analytics

Website traffic information can be found on the Home Page of Google analytics. The traffic information page is the first page you view on logging onto your google analytics account. On logging onto your Google Analytics account, you can see a sidebar on the left-hand side as ‘Home’. Click on ‘Home’ and you can see your Google Analytics Home.

[image- screenshot]

On the dashboard, you can see the following aspects:

  • Website traffic incoming for the last seven days
  • The time frame when most people visit your website
  • Number of people currently present on your website

On scrolling down a bit, you can see:

  • The source of the visitors coming to your website- if they are ‘Direct Search’, ‘Organic Search’ or ‘Other’.
  • Countries of the people coming to your website

Scroll down again, and you can check:

  • The most popular pages
  • The number of active visitors over a period of time
  • The type of devices used by the audience to visit your website- desktop or mobile devices

Come to the final section of ‘User Retention’ that shows the number of people coming back to your site. You can see a preview of everything you require to know about your website traffic. Delve deeper into the information about your site traffic. Scroll to the top of the page and you will see the traffic information of the last 7 days on the left-hand side corner of the section. Click on the arrow and see different time frames-

  • Today
  • previous day
  • last 7 days
  • last 28 days
  • last 90 days

you can also view the present range option and choose the date range like:

  • quarter to date
  • last 12 months
  • this year
  • last year

On clicking ‘Custom’, select specific date ranges and check the website traffic you have at that point of time.

If you wish to dive more deeper, your wish is granted. Click on ‘Audience Overview’ on the right-hand side bottom of the same section as above to get a better view of the traffic.

[image-screenshot: dashboard]

Choose to select your website traffic numbers for hourly, daily, weekly and monthly. Check the number of sessions of people, number of page views, average duration of sessions, bounce rates and the number of people returning to your site after their first visit.

Scroll down more and you can learn about the demographics of your website traffic more and more. Click on the following options to get to know:

  • Language
  • City
  • Country
  • Browsers (Desktop or Mobiles)
  • Operating Systems (Desktop or Mobiles)
  • Service Providers (Desktop or Mobiles)
  • Screen Resolutions (Mobile)

You can also see the languages spoken by your visitors on the right-hand side of the dashboard. You can choose to include content in different languages for your website accordingly.

You can come to the Demographics section to learn more about your visitors.

Learn more about Demographics  

After browsing over the traffic information section of your Google analytics account, you can now learn more about your visitors through Demographics. You get three options:

  • Overview
  • Age
  • Gender

Check the left-hand side of the screen and you can see the sidebar, then click on Demographics. Again, you get three options:

  • Overview
  • Age
  • Gender

You can be able to determine whether you are targeting the right audience.

With the demographics, you can make various changes to your website for better targeting of the audience. For instance, you are selling women apparels but the maximum visitors you have on your website are men. This indicates that you are attracting the wrong consumers. Age groups can also help in the proper targeting of customers. These changes can make your website better performing and enables it to target better with the right audience.

Learn about your audience interests, audience location, customer behavior on your website. Click on these sections, click on any one of the drop-down ‘Menu’ option. By clicking on it, you can check the number of people visiting your website for each and every interest, where does the audience come from and what actions they take on your website. By this, you can know more about your visitors, their source of coming online.

 Let the people find more about your business

When you know where people can find your website, you can decide on the areas where you need to focus on online business promotion.

Go to the left-hand side of the sidebar, click on ‘Acquisition’, then you get a drop-down menu showing:

  • ‘Overview’ tab provides you with a screenshot of the top channels from where your audience comes. Check if they have searched your URL directly on the internet or found your website through organic search, social media platforms or any other channels.
  • Click on the ‘All Traffic’ tab on the left-hand side of your screen under the tab ‘Acquisition’ to get more information. You can see ‘Referrals’, that is, you can see which websites are bringing traffic to your site. This can help you in link building and see the external websites that have helped you to bring in the audience. You can also check the number of people visiting your website from every single channel, details of their visit, number of sessions, bounce rates, pages per session, the average duration of sessions, goal conversion rates, goal completion rates, and goal values. You can also select the date range given on the right-upper corner of the chart for which you want to see the information.
  • On using ‘Google Ads’, you can view your campaign performance and the audience visiting your website. Google Ads sections and Treemaps on the left-hand sidebar allows you to check the website traffic numbers and details of the incoming traffic on your site.
  • On clicking on ‘Social’ on the left-hand sidebar, you can check the performance levels of your social media campaigns. See the number of people who visited your site coming from every single social network, the number of pages visited, their duration of stay on your site and if they have converted into leads.
  • ‘Search Console’
  • ‘Campaigns’

Through these tabs, you can get the information about your visitors, from where they come in order to make adjustments to your marketing plans. You should know about customer behavior on your website to help you increase your chances of getting the new visitors converted.

Learn more about audience behaviors

Customize your website to meet the demands of your site visitors and spend some time in analyzing customer behavior data on your Google Analytics account. Google Analytics allows you to know the pieces of popular content on your website. Click on the tab ‘Behaviour’, then click on ‘Site Content’. Then go to ‘All Pages’ to view the list of pages visited by people. This list will first show the most popular pages.

Go back and click on ‘Landing Pages’ and see the performance level of your landing pages and see whether your landing pages are effective in bringing conversions. Click on the tab ‘Behaviour’ and then on ‘Site Content’ and ‘Exit Pages’ and click on the ‘Exit’ pages on the left-hand sidebar. You can check the pages that are abandoned by your audience and this information is useful to save your customers. You can find out if anything is missing out on your page or you can add attractive offers on your website page to help you make final decisions.

Get the most out of your Google Analytics account

Google analytics provides full information that would be helpful for the improvement of your website in regard to your consumers. You can get a slow start with this and take in all the data. When you get comfortable with Google Analytics, you can move on to more detailed reports. Google Analytics helps you to get a deep delve into understanding your audience- their activities on your website and your website’s contribution to the users. You get to understand why Google analytics is one of the crucial tools for advertisers in running successful marketing campaigns.


Google Analytics is the most excellent tool for gauging website traffic. GA helps you to gather the right information within a specific time frame for better decision making. Taking quick decisions with proper knowledge helps to drive your efforts and bring in results in lieu of the actions taken for the achievement of goals and conversions.

While using WooCommerce and seek solutions through Google analytics, use the plugin Analytics for WooCommerce to track your analytic insights for free.

Hope you find this guide helpful and suffice all your queries.


Still need help regarding Google analytics for your business? Get in touch with us anytime!

Google Analytics & GTM

Biplab PoddarView all posts

Avatar of Biplab Poddar

Biplab Poddar

Biplab Poddar is the Founder & CEO of Oxedent. He is a Google Ads Lover and CRO Strategist. He Helped 250 plus businesses to launch their first PPC campaigns as well as optimize the campaigns to get maximum out of their ad spend.

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