What is Google Analytics?


Google Analytics is a free Web analytics set that provides statistics and basic analytical tool for search engine optimisation (SEO) and marketing purpose. The service is available to anyone with Google account. Google bought Urchin Software Corporation in April 2005 and used that company’s Urchin product as the basis for its current service.

Google analytics features include:

• Data visualisation tools including a dashboard, scorecards and motion charts, which display changes in data over time.

• Email-based sharing and communication.

• Custom reports.

• Integration with different Google products, such as AdWords, Public Data Explorer and Website Optimiser. Google Analytics is geared toward small and medium-sized retail websites.



The Basic Interface


When you access the report for your website, you’ll first be brought to the visitors to view screen. This changes from the last version of analytics, at the top of the report, you’ll see a chart showing your traffic models for the past month. You can also use the drop-down to switch the date this graph and the base of your reports show (or you can choose to analyse two date ranges).


Here you had a review of your product on a primary industry site on an appropriate day. You could add an explanation to that day so that when you look back on your traffic patterns at a later date, you’ll know exactly what caused a spike in traffic.





The visitor’s overview is the failure screen you’ll see when you view the record for any of your sites. This screen gives you a plenty of visitors, page views and unique visitors (along with the average pages/visit). It also shows you the standard time spent on your website, the percentage, and the bounce rate of new places. That gives you an excellent, high-level overview of how your site is doing. High pages/visit, high average time on your site, and low bounce rate grant you an thought of how useful visitors are finding your place once they arrive.

You’ll also see that there are some basic demographics, system, and free reports at the back of the summary screen. You can view visitors by language, country/, or city.

The most useful reports here are the demographics reports (the system and mobile stories are more valuable in a design and programming sense, that in a marketing function, though you’ll want to make sure that your site is fit with all the favourite technical specs here)
You can view more detailed reports on demographics by clicking on it in the left navigation.



The next sub-report in the visitor’s section is behaviour. This article gives you more information about new vs returning visitors, how frequently and recently visitors are responding to your website, and user engagement. Looking at how many visitors you have returned often gives you an idea of how many real fans you have.


Traffic Sources

Your traffic roots overview is one of the most critical parts of your analytics account. Where your traffic is coming from, and it tells you a lot about the power of your SEO, your incoming links and AdWords. It also shows where your weakness is. Ideally, you need traffic coming from a type of sources so that your traffic isn’t attached too tightly to a single source that’s beyond your control.

For example, 80 % of your traffic comes from organic Google results, and suddenly Google swaps their algorithm, and your website ends up on page 10 instead of the top of page 1, you’ll see a massive drop in traffic. But if only 40 percent of your traffic is arising from the identical source, it’s easier to repay ( in this case you might increase your AdWords spending to compensate for lack of presence in organic search)

One of the most critical reports in your traffic sources is the keyword reports. Search sub-report also shows you which page visitors are landing on most often, and which search engine they’re coming from. You can see your paid(AdWords) traffic and organic traffic, or a mix of the two. You can also see traffic regarding campaigns, including traffic RSS, feeds.

If you use AdWords, you can see detailed reports of traffic driven by your ads, including campaigns, keywords, day parts, destination URLs, Keyword positions, TV ads and Placements. These reports show you the number of visits generated, how many pages/Visit, the average time consumed on the site, the percentage of new appointments, the bounce rate, your total goal completions, and the revenue generated from an individual. The last two are the most relevant metrics to view, as you want to make sure that the ads are generating sufficient revenue or conversions to gain them worthwhile. You may have some ads that only drive a small percentage of traffic, but a large number of those visitors convert. Without knowing the goal competition or revenue, you might disregard those ads and throw away essential revenue sources.




On the content overview page the graph represent the page views rather than visits, so you’ll notice the numbers used should be a lot larger than on the visit graph. Here both pageviews and unique pageviews are shown. The difference is the pageview is displayed every time a page is loaded, whereas an individual pageview is just logged once per browsing session.

At the bottom of the overview page, you’ll see options to review your website content by page or page title, to inspect your site search stats, to view your events and to view Adsense earnings by page.

Other reports included in the content section involve your more in-depth information about your pages viewed, as well as landing and exit pages. Pay close study to the exit pages as these can give clues as to where in your sales funnel visitors are getting fixed up. Landing pages can also be valuable, as you want to make sure that necessary data is included on the pages your visitors are viewing.

It’s a right approach to check your site speed report hardly to make sure there aren’t any pages that are incredibly lazy to load. Slow pages can stop visitors and can interrupt your conversion method. Be sure to review the page speed of any of your inner exit pages, too, as late loading times could be one reason people leaving your site.

The other reports here are a little more advanced, but if you use Google Site Search or Adsense, or you’ve entered events into your website’s code. You’ll be able to monitor those things here.





Conversions are broken down into 2 categories: goals and ecommerce. Targets are easy to set up. You can have up to 4 sets of goals, each with 5 individual goals. That can be valuable for tracking different kinds of actions on your site.

There are four different kinds of goals. Some are merely pages on your site you want visitors to reach. That could be a thank you page after someone has put an order. It could be a demanding product page. Or it could be something similar to your contact page or a request for a message. You can also set an aim for a length of the time used on your site, the figure of pages/visit, or an event.

 To set up a goal, just select which goal group you want to use, name your goal, and then define the goal type. It’s a good idea to at least setup goals for the last page in your conversion method. You can also arrange up a funnel, or series of pages starting up on your goal page. If you fixed this up, you could more easily monitor at what point user abandon the conversion process.


Intelligence is a new feature of analytics. There are automated alerts built into the app, including page views, average time on site, visits, bounce rates, and other metrics. But you can also generate custom alerts, for anything you define. Setting up a signal is simple: just set your alarm conditions and decide whether you want an email information if an alert is triggered, and you’re all set. Messages can be configured for all traffic or traffic segments, and you can set alarms for things like switches in visit numbers, goals or comparable metrics.

Intelligence can be a powerful engine for tracking potential problems on your site or sudden spikes in conversions. Getting close, fast information about changes to your website means you can react greater to settings and make sure visitors and customers are satisfied.

One of the essential advantages of Google Analytics is that it enables you to create custom reports. Custom reports let you separate results based on some factors, and then view any of the metrics involved in analytics. You can further add content drill down to segment your reports also. You’ll find the custom reports link in the top navigation.