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Google Analytics for Beginners Guide

Google Analytics allows you to track key metrics about users and traffic on your website. It collects data through JavaScript tags added to pages. The data is analyzed to determine new vs returning users and organized into reports on acquisition, behavior, and conversions. Configurations can be set to filter data and define goals and custom metrics for segmentation and tracking performance. Remarketing also allows targeting ads to past visitors.

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Aavish Gupta
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32 views5 pages

Google Analytics for Beginners Guide

Google Analytics allows you to track key metrics about users and traffic on your website. It collects data through JavaScript tags added to pages. The data is analyzed to determine new vs returning users and organized into reports on acquisition, behavior, and conversions. Configurations can be set to filter data and define goals and custom metrics for segmentation and tracking performance. Remarketing also allows targeting ads to past visitors.

Uploaded by

Aavish Gupta
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as DOCX, PDF, TXT or read online on Scribd

Google Analytics: Beginners Notes

In marketing we have concept of purchase funnel.


Funnel has different stages namely Acquisition, Behaviour and
Conversion.
Acquisition involves building awareness and acquiring user interest.
Behaviour is when users engage with your business
Conversion is when a user becomes a customer and transacts with
your business.
GA collect data and compile it into a report.
You create a GA account first, then you add some java script to your
website.
It can gather information like language, type of browser, device,
traffic and operating system.
A session ends after 30 minutes of inactivity.
You setup configuration and once set, it send it to the data base
where it can’t be modified.
All accounts are managed under one Organisation and under account
you create a Property and under each Property you create Views.
Each GA has at least one property and can collect data independently
of each other using a unique tracking id appearing in tracking code.
View let you set goals.
Views does not include past data.
Only admins can recover a view within limited time.
Clicking admin will let you set user permissions.
Summary in report shows every right hand navigation.
Site Usage shows behaviour.
Goals show what you have set.
And ecommerce shows the conversions.
Campaign tags are of 5 types: Medium, source, campaign, content
and term.
“Medium” communicates the mechanism, or how you sent your
message to the user. You could include “email” for an email
campaign, “cpc” for paid search ads, or “social” for a social network.
“Source” communicates where the user came from. This could be a
specific web page or a link in an email. Source could also differentiate
the type of medium. So if the medium was “cpc” (or “cost per click”
paid traffic), the source might be “google,” “bing,” or “yahoo.” If the
medium was “email,” the source might be “newsletter”.
“Campaign” can communicate the name of your marketing campaign
such as “2015-Back-To-School” or “2015-Holiday-Sale”.
“Content” can be used to differentiate versions of a promotion. This
is useful when you want to test which version of an ad or promotion
is more effective. If you’re running a test between two different
versions of a newsletter, you might want to label these tags “v1-
10dollars-off” and “v2-nopromo” to help differentiate which
newsletter the data is associated with in Google Analytics.
“Term” is used to identify the keyword for paid search campaigns.
You would only use this field if you are manually tagging a paid
search campaign like Bing or Yahoo!. We’ll talk about the best way to
track Google Ads in a later lesson.
Google Analytics: Advance Notes

If we break down the URL string, you can see that it’s passing some
useful information to Analytics about the user that triggered the hit.
For example, we can see things like:

the language the user’s browser is set to

the name of the page they’re viewing

the screen resolution of the user’s device

the Analytics ID that associates that hit to the correct Analytics


account.

Three common hits are page view hit, event hit and transaction hit.

A “pageview” hit is triggered when a user loads a webpage with the


tracking code. This is the most common type of hit sent to Analytics.
Every time a user opens a page with the tracking code, a new
pageview hit will be sent.

An “event” hit lets you track every time a user interacts with a


particular element on your website. For example, you can track
whether users click a video Play button, a particular URL, or a
product carousel. Event hits pass four parameters of data in the URL:
event action, category, label, and value. You can use these to
categorize interactions in reports that are specific to your website.
We’ll go into more detail on event tracking a little later.

A “transaction” hit (also called an “ecommerce” hit) can pass data to


Analytics about ecommerce purchases such as products purchased,
transaction IDs, and “stock keeping units” (or SKUs).

GA first analyse the user as new or returning. Every time a user


appears, it creates a unique cid, through which it identifies the type
of the user. The only limitation is that these IDs are stored on the
basis of cookies. If user clears the browser cookies, the id is lost and
GA will identify it as a NEW user.

Sessions timeout after 30 minutes of inactivity. If a person visits the


opage after 30 minutes then 2 hits would be counted.
Configuration rules include data filters, goals, data grouping,custom
dimensions and custom metrics.

Segmentation helps to view subsets of data in report.

You can create user or session segments.

User segments can span multiple session upto 90 days.

You can create seperate user segment for age, gender, date etc or a
combination.

Session segments create single session like Goals completed,


revenue generate etc.

You can apply upto 4 segments.

Cohort Analysis Report groups an audience based on acquisition date


and compares behavior metrics over several weeks.

Active User report shows users who initiated sessions over 1-day, 7-
day, 14-day, and 30-day periods.

Flat Table is a Custom Report shows a static, sortable table with rows
of data.

Remarketing is a powerful tool that lets you target ad content to


users who have already visited your website.

Dynamic remarketing let you target users more precisely.

Advertising report features and google ads and video 360 account
linking must be enable to enable remarketing.

540 days is the maximum days a user can be included in remarketing.

1000 user cookies does an audience list require to be eligible for


Google Ads Search Ad remarketing.

Common questions

Powered by AI

Google Analytics categorizes the user journey into three main stages: Acquisition, Behaviour, and Conversion. The Acquisition stage involves building awareness and acquiring user interest. Behavior occurs when users engage with the business, such as browsing the website or interacting with content. Finally, Conversion is when a user completes a transaction or desired action on the business's website. Google Analytics allows the tracking of these stages through data collection and reports, helping businesses understand user interactions and effectiveness of marketing strategies .

Custom dimensions and metrics in Google Analytics allow for enhanced data analysis by enabling businesses to collect and analyze data specific to their needs, tailored beyond the standard dimensions and metrics offered. Custom dimensions provide additional contextual information about users or sessions, while custom metrics allow for unique quantification of user actions. By aligning these customizations with business goals, organizations can derive insights that are highly relevant to their strategies and performance indicators .

In Google Analytics, user identification relies on unique client IDs (cids) stored in cookies. These IDs help the system distinguish between new and returning users. However, if cookies are cleared from the browser, the unique identifier for a returning user is lost, and Google Analytics will treat the user as new during their subsequent visit. This reliance on cookies poses limitations in accurately tracking user data over time, potentially skewing user engagement statistics .

Google Analytics can track three main types of hits: pageview hits, event hits, and transaction hits. Pageview hits are recorded whenever a webpage with the tracking code is loaded, providing basic insights about page traffic. Event hits monitor interactions with specific elements, capturing details like action, category, label, and value. Transaction hits (ecommerce hits) convey information regarding ecommerce activities, such as purchased products, transaction IDs, and SKUs, essential for sales analysis .

The maximum duration for including a user in a remarketing list in Google Analytics is 540 days. For Google Ads Search Ad remarketing to be eligible, an audience list must contain at least 1,000 user cookies. This ensures a sufficient user base can be targeted with remarketed ads, enhancing the precision and effectiveness of advertising strategies .

Campaign tags in Google Analytics play a crucial role in marketing analysis by enabling detailed tracking of how users arrive at a website. There are five primary tags: Medium (the channel, such as email or social media), Source (the provider, like Google or Bing), Campaign (the specific marketing effort), Content (for differentiating versions of a promotion), and Term (keywords for paid search). These tags allow businesses to measure the effectiveness of different marketing channels and campaigns, aiding in strategic decision-making based on user acquisition data .

Google Analytics tracks user engagement through event hits by monitoring interactions with specific elements on a website. Each event hit captures data through four parameters: event action (the interaction type), event category (the object interacted with), event label (additional information for categorization), and event value (quantitative value for the event). These parameters enable detailed reporting on how users engage with website components, assisting in understanding user behavior in context .

The Cohort Analysis report in Google Analytics provides insights into customer behavior by grouping users based on their acquisition date and comparing behavior metrics over several weeks. This report structure allows businesses to identify and analyze trends within specific user groups, understand retention patterns, and assess how different marketing initiatives influence user behavior. By evaluating cohorts over time, organizations can refine their strategies to improve user engagement and retention .

In Google Analytics, views serve several key functions. They allow you to set specific goals, which are critical for tracking the effectiveness of marketing efforts and measuring conversions. Views also enable the application of data filters and configurations without altering the raw data, as past data is not retrospectively included once changes are made. Thus, views affect data analysis by providing tailored insights while protecting the original dataset's integrity. Only administrators can recover a view, ensuring control over data management .

Segmentation in Google Analytics enhances data reporting by allowing users to analyze specific subsets of data, providing focused insights on user behavior. User segments span multiple sessions, up to 90 days, and can include criteria such as age, gender, or acquisition date. In contrast, session segments focus on single-session data, such as completed goals or revenue generated. This differentiation enables detailed analysis on user-level or session-based metrics, tailoring data reporting to specific analytical needs .

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