Google is the biggest search engine company which every single day they faced with billions of data coming in and out through their servers. With a lot of data transaction, Google uses those data to improve the quality of their services and to create new services needed by their users. One of the services provided by Google is Google analytics, which is one of the free tools from the Google Marketing platform that helps publishers like bloggers, web administrators, and digital marketing to maximize (SEO) Search Engine Optimization from a website or the content they create.
Google analytics itself is a machine learning created by Google that reads data about a condition, traffic, and user habits on a web application. From the data presented by google analytics, it can improve publisher insight in who their main audience is, make reports on web traffic/blogs within a certain period of time, optimize their web applications and estimate the money they will earn from their content.
Google analytics can search visitors based on referral information such as cookies on the user’s browser, activity on search engines, google ads, google pay-per-click / Ads network, email marketing and links contained in PDF documents. If it is integrated with AdWords, Google Analytics is also useful to analyze the effectiveness of AdWords ads that are installed on Google.
this time kotakData team will give a little tutorial on how to use Google analytics data to enhance build your digital business.
Index of content :
- The term that should be known in google analytics
- Integration your apps to Google Analytics
- Understanding Google Analytics Dashboard
- Customizing the dashboard
2. The term that should be known in google analytics
A session is a period of time a user is actively involved with a website or application. One session is calculated from users visiting from one page to another until they close the application or idle from the application.
- Bounce Rate – Beyond the basics
A bounce rate is a possibility of someone going to a site and going to another place, or not being active on that page for more than 30 minutes.
If there is a large bounce rate on one page, it is possible that the page has not been properly optimized. But in other cases, large bounce rates also do not mean bad, such as on the contact page or about us because users usually only visit the page for information that is certain and not followed by other activities
- Metrix and Dimension
A matrix is defined as a numerical measurement of a user who interacts with a website. Following are the characteristics of metrics:
- The matrix is always expressed in the form in the form of numbers
- Matrix is an independent entity that provides performance information for the entire site
- Metrics will form structure columns that are reported in Google Analytics.
While a dimension has the characteristics :
- Dimensions are non-numeric data fields
- Unlike metrics, dimensions are not stand-alone entities. The dimensions are generally not meaningful when viewed individually.
- Dimensions, when combined with metrics, provide meaningful contexts in the data.
- Dimensions can be used to group metrics
- Structure reports in general on Google Analytics
Google Analytics provides five main report categories. The following table provides an overview of the reports available along with their definitions and significance.
- Audience: This category provides information about your visitors such as location and language. You can also browse and see the characteristics of different visitor segments and examine the various factors that shape the quality of visits.
- Advertising: If you use Google AdWords, reports in this category help you analyze the effectiveness of your AdWords campaign.
- Traffic Source: This type of report will provide you with information in the form of a type of source that sends traffic to your site including organic and paid sources
- Content: This report will provide information on your content including a summary of the volume of page views and a list of pages that are often seen by users.
- Conversions: If your website is an e-commerce report conversion provides information about the conversion rates of regulated buyers and targets.
3. Google analytics integration
The main requirement in creating a Google Analytics account is only a Google account and of course a web application. Please open the google analytics website and sign using your Gmail account. But if you don’t have a website yet, you can use a dummy account from Google to monitor the Google merchandise website here
Then after successfully logging in the next step is to get a tracking code that serves to monitor the website that we have by filling out your website data form.
The next step is to embed the tracking script on the website you have and now your web is ready to be analyzed
4. Understanding google analytics Dashboard
The dashboard module, as seen in the screenshot below, allows users to create ways to view their data in a quick and concise way. On this page also data is displayed in real time so you can see changes in data directly.
The dashboard module has the following main elements:
- The dashboard is where you can review the most relevant summary information about the site that you want to see at a glance.
- The dashboard is fully customizable. You can choose the widget you want to add to your dashboard.
- You can develop several dashboards, and then share with others, as needed.
5. Customizing the dashboard.
You can set the look of the Google Analytics dashboard to display information that matches the relevance of your information needs quickly. For customization, you have to choose the + Create Dashboard. s seen from the picture below. You will see the option to start with a blank canvas or a beginner dashboard. With a blank dashboard, the blank canvas option has no limits to doing what you want. With the beginner dashboard, Google automatically gives widgets some popular widgets.
The following is an example of a customized dashboard
6. Understanding the Report Layout
The following example illustrates the common structure of all the reports found in Google Analytics. These elements are found on a majority of the reports on the Standard Reporting tab.
- Title of the report
- Active date range control panel
- Summary of the report
- Graph mode control panel
- Metrics for sorting the data
- Report visualization control panel
- Time scale control panel
- The advanced Segmentation control panel
- Sub-dimension control panel.
7. Digging Into Reports
It is important that you dig deeper into reports by slicing and dicing the data available in the default reports. Looking at a single metric is seldom helpful in deriving reliable business intelligence.
Here are some methods:
- Controlling Active Date Range
- Comparing Two Metrics
- Cross Segmentation Using Sub-dimensions.
- Pivot Tables Using Visualization Controls
Date range helps in viewing and comparing historical data. Controlling the active date range is helpful for the following reasons:
- When you want to identify particular trends/patterns in your data.
- When you want to identify the effects of business cycles on your website traffic.
- When you want to do before and after analysis (e.g., what happened after running an online promotion).
For comparing historical data, first, enable the Compare to Past option and then provide a set of valid date ranges.
Here is an example of setting the date range:
To begin, choose a ‘Web Property’ and associated Profile from the Accounts List menu, and then click on any desired report. Then click the Compare Metric link (top right of graph display) and select the secondary metric you’d like to compare. This method is helpful with respect to determining if two metrics share any sort of cause-&-effect relationship. For example, see the screenshot below where we’re looking to compare Visits with Unique Visitors.
You can cross-segment your data within a default report by using different sub-dimensions.
The following example illustrates how to use the cross-segmentation option to see the classification of U.S. visitors in reference to different mediums they used to reach your website.
- Select the Map Overlay report from the report navigation interface.
- Within this report, under the Site Usage tab select the United States as the country by clicking on it.
- Using the Secondary dimension drop-down menu, select Medium as the dimension. Google Analytics will cross-segment the map overlay data with the medium via which visitors came to your site.
The report visualization control panel offers different options to slice and dice your data. The following example illustrates the use of pivot tables for segmenting your data.
We are interested in knowing the amount of traffic each source is sending to your website. Also, we want to classify this traffic into New Visitors vs. Returning Visitors. Pivot tables will help in accomplishing this task.
- Navigate to the All Traffic Sources report using the report navigation panel.
- Using the report visualization control panel, select the View option.
- Using the drop-down menu set the Pivot By field to Visitor Type.
- New vs. Returning Report, with sub-dimension Country: shows which countries are sending what type of visitors.
- Keywords Report, with sub-dimension as Source: shows a list of the top five organic keywords and the search engine associated with each keyword.
- Top Landing Pages Report, with sub-dimension as Keywords: shows the top five landing pages and the respective keywords that were responsible for bringing traffic to these web pages.
- Content by Title, with sub-dimension as Source: shows specific web pages (e.g., web pages related only to Cisco Training) and also shows which sources (e.g., Google, Bing, etc.) brought traffic to these web pages.
Webmasters are generally concerned about the technicalities of the website and differentiating factors which can have an effect on browsing experience. Apply similar logic as described in the above example to create customized versions of the following modules:
- Browsers and OS
- Connection Speed
- URL Containing “error”
- Visitors Overview Report