Undoubtedly one of the most insightful aspect of digital marketing is the ability to master using Google Analytics. Mastering Google analytics will move you away from a guessing game and help you understand who actually is visiting your website and various ways in which you can make improvements to your digital marketing strategy.

Creating Google Analytics Account: To get started with Google Analytics, you will first need an analytics account. Use your Gmail credentials to log in to Google Analytics dashboard. After you sign up you need to fill out the necessary information for your website.  Once you’ve done with filling website properties, click Get tracking ID button to avail your Google analytics tracking code. This code must be installed in the head section of each and every page of your website. In case of a WordPress website, insert the code just above the </head> HTML tag in header.php file ( Appearance >> Theme Editor >> header.php )

Site Content:

  • Users: People who visited your website. (new and repeat visitors)
  • Bounce Rate: Percentage of people leaving your website from the same page they land without exploring the rest of your website.
  • Sessions: Amount of time user is engaging with your website.
  • Page views: Number of times the page was viewed.
  • Unique page views: How many unique (new) sessions per page.

Traffic Channels:

Direct Traffic:

  • Entering your domain directly in the search bar
  • Using a bookmarked link
  • Clicking on a link in mobile messaging, email etc.
  • Organic Search: Visitors who land on your website through a relevant search query on search engines. Higher organic search is a sign of strong search engine optimization.
  • Social: Incoming visitors from various social media channels like Facebook, LinkedIN, Twitter Etc
  • Referral: Visitors coming from your website link from some other website.
  • Paid Search: Incoming visitors from your paid ad campaigns (AdWords)
  • Other traffic: Traffic coming from online advertising outside of search and display ads.

Goals: These are something that you set for yourself.  Within goals you can measure conversions to find out how well your site is performing. Goals can be:

  • URL: Most popular goal used to measure how many people see a confirmation page.
  • Time on site: If your goal is to make users stay on your website for at least 10 seconds through some infographic compelling content, then you may track all visitors over 10 seconds as a goal accomplished.
  • Pages/Visit: If you want to track how many pages users view per visit you can set your target as a goal.

Google analytics is a very powerful tool for digital marketers. By utilizing various sections inside Google Analytics you can have a clear understanding what audience your website is attracting, what they want and how do they find you.


Neil Patel’s Blog On Using Google Analytics To Shape Your Marketing Strategy

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