A Guide To Google Analytics


Google Analytics is useful for a number of things when trying to market and promote your brand. Here’s a quick tutorial of Google Analytics so you can get started!

After signing into your Google account, you can then create an account with your own name and website data.



There are no right or wrong ways to set up your Google Analytics account — it’s just a matter of how you want to organize your sites. You can always rename your accounts or properties down the road. Note that you can’t move a property (website) from one Google Analytics account to another — you would have to set up a new property under the new account and lose the historical data you collected from the original property.


Set Up Site Search

Setting up site search will help you know what your visitors are looking for when they are checking out your website. Go to the Admin tab, where you will see three columns: Account Property, and View. Go to the View column and click on the View Settings. Here you will see Site Search Settings, where you will need to set Site search Tracking to on.



After that, you will be provided with the Query Parameter box, where you will need to enter your site’s search query parameter. (The box outlined in red.)

The query parameter is usually “s” or “q”, but you can check yours by running a search on your website. No matter what you search for in your site’s search box, you will see your query parameter in your URL placed right before your query. For instance, if you search for the word “mobile” on Google, the URL for your search result will look like this:

http://google.com/?hl=en&q=mobile…

Therefore, your query parameter will be “q” (right before “=mobile”).

After that, just click on the Save button and Google Analytics will be able to track every single search made on your website.


Set up goals


You will want to configure a small (but very useful) setting on your website’s profile on Google Analytics. Setting up your goals. Google Analytics needs this in order to track the important activity on your website. For instance, if you have an e-commerce website, you should have a confirmation page for your customers on which they will land after they have completed a purchase. Or, if you use a contact information form to generate your leads, you should create a “Thank You” page for your website visitors to land upon after they have subscribed to your email list, for instance.




You can find Goal Setting by clicking on the Admin link at the top of your Google Analytics and then clicking on Goals under your website’s View column.


Home Tab

On this tab, you will be provided with important data regarding your sessions, average session duration, bounce rate and goal conversion rate for each and every one of the websites you may have.



Reporting Tab

If you have one website under your account, Google Analytics will take you straight to the Audience Overview report under the Reporting tab every time you log into your account. The Reporting tab in Google Analytics provides you with dashboards and important reports that can give you an insight into how your website is actually performing so that you can know where and how to make improvements.

Link Google Ads to your Analytics account

Google Ads allows businesses to advertise in Google search, as well as on millions of other websites across the internet. If you’re not using Google Ads and don’t plan to in the near future, then you can safely skip this step.


For everyone else, I recommend linking your Ads and Analytics accounts to gain more insight into your ad performance.


By connecting your Ads and Analytics accounts, you’ll get access to metrics such as how long visitors stay on your site after clicking your ads, and you’ll also see how likely paid visitors are to complete your various analytics goals.


Of course, if you’re not already advertising, then you would need to first create a Google Ads account by going to https://ads.google.com/home/.

To link Google Ads to Analytics, log into your Google Analytics account and go to Admin > Google Ads Linking (see screenshot below).



Simply follow the directions to complete the link between the two accounts. Now, you’ll have access to more in-depth user behavior data for your Google Ads campaigns.


Reviewing SEO Traffic Reports

Search Engine Optimization reports can help you understand how people are reaching your site through Google’s search results.

The three types of SEO reports are:


Queries reports show which Google search queries resulted in the most impressions for your website. You can also see how many impressions resulted in clicks, giving you your organic search clickthrough rate.

Landing Pages reports show which specific pages of your site were most likely to appear in Google’s search results. This data can help you identify which webpages are ranked well in Google and which ones are more likely to attract visitors.

Geographical Summaries reports provide general SEO metrics from different countries, which may not be useful for small businesses with mostly local clients.

The metrics in these reports are for Google’s organic search results only. Traffic from advertising, email marketing, social media, or even other search engines like Yahoo or Bing is not included in the SEO reports.


To generate your SEO traffic reports, go to Acquisition > Search Engine Optimization > Queries and select an appropriate date range. It’s important to note that these reports can only pull data from the past 90 days. Then click the Landing pages report or the Geographical report links.




Advanced Tip: Use the search bar above the table to find specific keywords or landing pages. Then click the “advanced” link to the right of the search bar to help you view more meaningful stats with less clutter. For example, you can limit the report to show landing pages that are getting clicks and are ranked greater than 10 in Google. Those are pages you could likely edit to get on the first page of Google and significantly increase your traffic very quickly.


Review Google Ads Traffic reports

If you’re not advertising in Google Ads, then you can skip this step.


For everyone else, I recommend you check your Google Ads Traffic reports in Analytics in addition to using the reports within Google Ads. These reports are loaded with information that shed light on your visitors’ behavior after clicking on your ads.


By default your Google Ads report in Google Analytics shows both your ad clicks and your bounce rate (how often people leave your site after viewing just one page), which can help identify which of your ad campaigns are most effective.


Further, you can use Google Ads reports to see how users behaved once arriving on your site. Where does your paid traffic click after landing on your website? How long is your paid traffic staying on your site before leaving?


To generate a Google Ads Traffic report, go to Acquisition > Google Ads > Campaigns and select the appropriate date range




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