The Definitive Guide to Google Analytics in 2020

Guide to Google Analytics in 2020

I don’t think that there is any website available which is not using Google Analytics.

But, I think most of beginners don’t look at the data because they believe that data shown in Google Analytics is little confusing.

Yes, it is but only for beginners. When you able to use it and have information about it’s features then it will give you the reports of campaigns for traffic and leads.

In this post, you are going to learn that why every website needs it, how to install it, different features of Google Analytics.

Need of Analytics:- As I told before most of beginners don’t use it and may be think that we don’t need this.

I can’t understand that how do you know that which strategy works for you until you measure the traffic and leads.

There are some types of data provides by Google Analytics: –
• How many users are active right now?
• No. of peoples visit on your website?
• Age & Gender of website visitors
• Location of your visitors
• Traffic from different devices (Desktop, Mobile and Tablets)
• Source of website traffic (whether it’s from Google or from Social Media or referral)
• From which page they entered in your website (Landing pages)?
• From which page they left your website (Exit pages)?
• For how long they stay on your website?
• How deep they go in your website?
• For which keywords or phrases your website get traffic?
• No. of new and repeated visitors
• How many visitors converted into customers?
And many more.

How to Install it for your Website:- Firstly, you need a Google account and keep that account for forever because if you change the account after some time the data would go with account and you have to start it from the beginning.

So, use your permanent Google account for Google Analytics.

You can share it others by adding multiple accounts in Google Analytics. If you already installed Google Analytics you can skip this step.

Set up account:- Once you select an account, Go to Google Analytics and Sign in with your selected account.
After Signing in it redirecting you to the welcome page of Analytics.

Front page of Google Analytics

Click on “Set up for free”. Then fill some info about your account. Name of your account, for which you want to measure the data ( is it for website, for app or for both app and website), and then information of your property (like name of the website, URL, Industry and Time Zone).

Infomation tabs in Google Analytics

After this when you click on create it would show the “Google Analytics Terms of Services Agreement” in which they added terms of Data Processing and Controller Data Protection Terms.

Terms of service agreement

Tracking Code :- After accepting these terms Google Analytics give you a code which is your Tracking code and you have to added this code to your website.

Tracking code of Google Analytics


According to Google Analytics this code must install on every page of your website and how to add this code to your website is depends upon the type of your website.

For example if I have a WordPress website and I will add this script to header.php file.

To add it Login into WordPress and go to Appearance from the sidebar menu and then go to editor or theme editor. Then select header.php file from left and paste the code before the tag in the header.php.

Tracking code of Google Analytics

Another way to add this script is using Insert header and plugin. Go to Plugins and install “Insert header and footer” Plugin and activate.

After activating the plugin go to settings from right sidebar menu. Then click on Insert header and footer and paste the tracking code in header. It will automatically added to header of all pages and your Google Analytics is ready to use.

Tracking code in head

Different Features of Google Analytics:- There are five options in the left hand menu bar of Google Analytics with some confusing names.

Reports in Google Analytics

Realtime:- This is the first option of reports. As the name, Realtime it gives the no. of users active on the website at this very moment. In other words, what is happening on the website.

Realtime Report of Google Analytics


For example if you just upload a blog post on your website and want to see how many users are reading your blog?

You can check this with Realtime report. Go to Realtime and then Overview.

The other options under Realtime report:-

Location:- The Location of your current users and on which page of your website they active and for how long they have been there.

Traffics Sources:- This tells that which source doing well for you in Realtime? Are they coming from Social Media or by typing your URL?

Also, gives you the report of your brand new or your new social media post that how it works in Realtime.

Content:- On which page of your website they are landing and for how long they are staying there.

You can see the URL, title of that page and also the percentage of users active on that page.

Events:- This provides you the report that how many users interact with your site?

It might include ad clicks, PDF download and video views.

Conversions:- Every website has a goal whether it is signup to your newsletter, buy your product or service. If you want to know that how many users completed the goal of your website?

This feature helps. It gives that how many users completed goal all in realtime and in 30 minutes.

Audience:- The second main option from the Google Analytics. Audience reports gives you the amount of traffic your website got in last one week, in one month and one year.

You can customize dates according to your need. It will also show you new users who have come first time in the time period you set.

Google Analytics audience report


Active Users:- This section from Audience reports will provide you the data about active users in last 1, 7, 14 or 28 days.

For example, if you have higher number of 1-day active users and you see a decrease in 7, 14 and 28 days active users, It means you are disconnecting with your users.

Lifetime Value:- It calculates value of a user you gain from different sources and help you to decide that spend more time on which source is worthy.

This report started in March 2017 so it will give you a value of a user from March 2017 to present date.

Cohort Analysis:- The next report is cohort analysis which looks confusing when you see its name. This report gives the number of users acquired by your website and how many of them return back to your website after one day, two-day, three day and so on.

For example if a user visited on your website first time on 10th December and after 5 days if that user again visit your website then cohort analysis will show that user in the report.

Also it has three metric per user, retention and total for Cohort Analysis.

Audiences:- Add another Audience segment in Audience Report. You can create up to 20 different audience reports.

For example if I want to check that how many visitors of your website use Mobile and Tablets to visit my website then I can add a separate audience report for them.

For this Go to Audiences option in Audience report then Click on Add Segment and select Segment for new Audience report. You can also create Audience report for Paid Traffic, Converted users, Direct Traffic and many more.

User Explorer:- This report gives you that data about specific users rather than all the users. When a user visit to your website Google Analytics give him a Client ID and then add all the data of that user.

It analyze the acquisition date, source(how that user find your website), sessions, date of visits, device and other data of a specific user.

This report gives you the data of top ten users of your website.

Demographics:- This section gives you the data about the age and gender of your website visitors. It will let you know if you are getting wrong audience.

For example if your target audience age is between 22-35 years male and you are getting visitors between the age of 40-50 years then it means you are getting wrong audience.

Interests:- The report about the interests of your audience. It will help you to figure out the Interests of visitors and then you can create content which is related to their interest.

Geo:- Want to target visitors from different countries and with different languages then this report will help you. This report provides you the data that from which country and city they came and which language they speak.

Behavior:- The data about the new and returning users of your website. With this report you can determine that no. of new users your website got in a month and how many of them returning back.

Technology:- This report tells you about the browser and network your users use to visit your website. Whether they use Chrome, Firefox and Opera Mini or other browser.

Mobile:- Which device they use to view your site whether they use Mobile, Desktop and Tablet.

This report also gives you the device name like iPhone 5s, Samsung S9, Apple iPad or any other which helps you to understand if your website is optimize for these devices.

If they are not then you need to fix this.

Cross Devices:- This section shows the users which view your website from different devices. You can figure out that how many visitors use both mobile and desktop to visit your site. You can improve optimization of your website for different devices.

It also shows the acquisition device means from which device a user first time visit your website.

Custom:- This is called comparison area of the Google Analytics. With this option you can compare different metrics of your traffic. You can get extremely detailed data about your traffic by doing different comparison.

For example, Bounce rate vs sessions for different days.

Benchmarking:- Do you know you can compare your analytics data with your competitors?

This section of GA provides you the data about the performance of your website or blog in different mediums (Organic Traffic, Referral, Email marketing etc.) and compare that data with others websites in your industry.

This report tells you that in which section your competitors doing good but you are not and you should focus on that.

User Flow:- Want to know how deep user are going to your website? Location of users which are leaving your website from first or second page?

Well, this area of GA gives you the flow of website visitors from different locations. It show that from which page they leave and you should work on that page.

Acquisition:- The next option from Analytics report is Acquisition. A report which provides the data that how your users find your website and which campaign doing well for you.

Google Analytics Acquisition report


All Traffic:- It shows you that from which source you are getting most of the traffic.

You can see the data about the users which are came from different channels and then what they do after visiting to your website.

For example Pages per Visit, Bounce rate, New users, Average Duration and other data about the users which are coming Social Media, Direct and from Organic Search.

Google Ads:- If you use Google Ads then this report will help you a lot. It shows you that how many clicks or traffic your website getting from Google Ads.

You just need to link your Google Ads with Google Analytics. Different options in this reports are:-
• Campaigns
• Keywords
• Search Queries
• The hour of the day
• Final URLs

Search Console:- Like Google Ads you need to link your Google Search Console with Google Analytics if you want to use this report. Check this article if you are not familiar with the procedure.

This section helps you to understand the performance of your website in Organic SERPs. It will show the devices, country and queries of your Search engine traffic.

Along with that you can identify the landing page of your site who have good CTR but showing very low position in SERPs. Also, you can find some keywords which rank well in SERPs but their Click through rate is very low.

Social:- This report provides you the amount of traffic your site getting from Social. This looks very similar to the Source/Medium section of Acquisition report, but here you do get data with more detail.

This section divide all the traffic which you got from Social into different Social Platform means how many users came from Facebook, Pinterest, Instagram and so on.

If you publish several links on Social Media then you can get the data about no. of users came from different links. For example, if you post 10 pins on Pinterest it will show you no. of clicks for every link.
Campaigns:- The Campaigns section is also similar to the Campaign section of Google Ads account again here it will provide more detail about your different campaigns.

Again if you use PPC service of Google or any other search engine it can help you to understand which campaigns are giving more ROI.

Behavior:- Another report which help you to understand the performance of your website. This report focus on the pages/content of your website and gives you about content which attracting most of the users and which content is not doing well.

google analytics of behavior report


The new terms called pageviews and exit rate helps you more to understand about the value of your content for users.

Behavior Flow:- The flow of users on your website like from which page enter into the site and which path they take.

It also show that at which point how many users drops off and in the last where they exit your site.

Site Content:- Like I said it shows the performance of your content. In this report firstly they show the top pages of site which are getting most of the traffic.

Then we have Content Drilldown which shows the activity on the different pages at the folder level for example if you have blog folder on your website it will show the traffic for all blog posts.

Then the landing pages (page from which they land on your site) and exit pages( the last page they viewed when they leave your website).

Site Speed:- The another useful report in this section is site speed. It measure the speed of all the pages of your website for different browsers, country.

You can check the speed for different pages and which pages have higher loading time. It also gives you the suggestions to improve the speed of different pages.

Site Search:- This report is very useful if you have your own Search Engine on your website. From this report you can figure out the key phrases used by vistiors on your website to find something.

You can collect the data and then create the content around that keywords if they are related to your niche.

Events:- This feature of Analytics is used to track the interactions of visitors with your content whether it’s ad clicks, download a PDF and form submission.

It can provide the data about the flow of events and which events is doing well.

Publisher:- The very useful report for them which are used AdSense and Ad exchange. This gives you access to data about the impressions and clicks of Ads which are placed on your website.

Experiments:- The statistics about the experiments you do with content of your website like Change the text of Call-to-action, change the color of Sign up button, etc.

Conversions:- This report section is about the success of the your business.

Google Analytics convertions report


Like how many users made a purchase? How many visitors signed up for newsletter? How many visitors converted into Customers?

Means it all about the results.

Goals:- Firstly you need the set the Goals for your website. Then you can the see the data about the completions of your goals.

As I said the Goals could be anything like adding a product to the cart, registration for new account or for email list.

By using this you can track that which strategy is helping you convert more customers.

Ecommerce:- Like the name ecommerce it is very helpful for Ecommerce site or if you are selling a products.

By this You can determine the performance of different products, no. of sales, transactions, time of purchase and many more.

Multi-Channel Funnels:- Another report for Sales and Ecommerce sites. This data show you that how your marketing channels are working together for generating sales and conversions.

You can check conversions path to track the path of your conversions like from where they came and made a purchase.

For example, how many users which coming from Social media making a purchase?

Attributions:- It measure the contribution of different marketing channels to complete your goals and conversions.

For example, many people purchase your product by searching your brand on Google, however they may have been introduced your brand via a display ad or blog.

This comparison tool is also used to compare the different channel for sales credits.

Wrapping Up:- I think now you totally agree with me that If you really want to become sucessful in SEO then you need to learn as much as you can about Google Analytics.

It help you to understand which and why a strategy is working and you can use the data to grow your business.

Now it’s depends upon you that how you use this data.

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