📊 Google Analytics

Updated at 2013-11-23 10:00

Google Analytics is the most used service for web analytics. It is free and used to figure out where visitors are coming from and how they behave.

  • Go to Google Analytics and sign up.
  • Admin -> Property -> Create new property.
  • Add tracking method, website name, URL, category and time zone.
  • Get your Tracking ID, following code snippet and add it to your side just before </head>.
<script type="text/javascript">
  var _gaq = _gaq || [];
  _gaq.push(['_setAccount', 'UA-XXXXX-X']);
  (function() {
    var ga = document.createElement('script'); ga.type = 'text/javascript'; ga.async = true;
    ga.src = ('https:' == document.location.protocol ? 'https://ssl' : 'http://www') + '';
    var s = document.getElementsByTagName('script')[0]; s.parentNode.insertBefore(ga, s);

Use advanced segments. Advanced segments allow you to group visitors to types.

All visitors that came from Facebook
All visitors that made a purchase.
All male visitors (with Google account).

Use goals. With goals, you can follow do users behave as you want, what parts of your website makes people leave or stay and from what channel do people complete goals the most. Your main destination and path to there is called the funnel.

Admin -> View -> Goals -> Create Goal.
- Destination: did user head to a specific page, possibly multiple pages.
- Duration: did user stay on the page for long enough.
- Pages per Visit: did user load a set amount of pages.
- Event: did user click a particular element.

Home > Catalogue > Product > Add to Cart
If you set a part as "required", only people that start from that page
will count.

Use dashboards. Hide all metrics you do not act upon. Check your dashboard daily.

Example set of metrics:
Active Visitors
Audience Overview
New vs. Returning Visitors
Traffic Sources
Average Visit Duration
Organic Keywords
Social Referrals
Top Content
Conversion Rate

Use campaigns. You can set up UTM parameters to your URLs so you can follow from which link people come.

Source:   Facebook, Google+, Twitter, LinkedIn
Medium:   Profile, Tweet, Update, Wall Post, Ad
Name:     Specific sale, website, launch

Traffic Sources -> Sources -> Campaigns

Check referral paths. Referral paths show where you have been linked. Inferior to UTM parameter, but you cannot include UTM to third party sources.

Traffic Sources -> Sources -> Referrals -> <DOMAIN>

Traffic Sources -> Sources -> Referrals ->

Google Image Search:
Traffic Sources -> Sources -> Referrals -> -> /imgres

Traffic Sources -> Sources -> Referrals ->

Find your keywords. Keywords help you to direct your content marketing, campaigns and search engine optimization.

Site Content -> Landing Pages -> Second Dimension -> Source -> "google"
You can see to what pages did people come to by search.

Admin -> View -> View Settings -> Site Search Settings -> Parameters "s, q"
After a few days you will start seeing keyword people used to find you
at Content -> Site Search -> Search Terms.