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5 Significant Features Of Google Analytics

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Google Analytics is the buzz word today. Marketing your brick and mortar store on the internet is modern business’ need. Consumers have web connectivity, and those businesses who are not marketing on the internet are losing chunk of business. Marketing is supportive only when appropriate analysis is done. Google Analytics is a free way to do so. It collects data (traffic) from your website.

The popularity of Google Analytics can be understood by the following statistics, out of 10,000 websites, nearly 55% of them use Google Analytics as main Analytics tool.

Google Analytics offer email reports, sub-domain management, outbound links, mobile statistics , search statistics ,social reporting and revenue tracking, making it a very powerful marketing and statistics tool available for increasing the effectiveness of our online presence  especially as its free.

Analytics will enable you to determine the weaknesses and strengths of your website.

The data collected might be overwhelming, but Google Analytics provide powerful tools. It is essential to know what people do after coming on the website. It deals with visitors, user activities, dwell time metrics, search terms on the website etc.

Metrics collected are of no use if it can’t be used in correct manner.

Here are few questions about your website that Google Analytics will answer:

  • How many people visit the website?
  • Which pages are visited most?
  • How can website’s speed be improved?
  • What is the geographical location of the users?
  • How many users revisit the website?

There are N number of ways to use Google analytics but here are top 5 vitals that need to be monitored.

The analytics are bifurcated into 4 tabs, namely: Home, Reporting, Customisation and Admin.


The left side bar gives the menu:

left side bar

  1. Dashboard

The first important metric we need to follow is Dashboard. It allows you to see specific subsets. These subsets are New Users, Users, Sessions, Sessions by browser, Avg. Session Duration, Bounce Rate, Revenue etc.

This report tells you about pages/visits (the average amount of pages a single visitor views before leaving the website), Visits (how many times a user has visited your website)


It gives you an idea of behavior of users on your website.

  1. Admin:


The next analytic that you would like to manage is Admin. In this Admin section, you can choose permissions you would like to give.

It has subcategories viz., Account, Property and View. Here you will find Account settings, User management, Goals, Filters etc.

For example, you can add filter for specific countries, IP address, Demographics, User Age group etc. Be careful while using filters.

For example:

filter country

  1. Overview

This menu on left side contains overwhelming options.

demographics overview

This data collected is invaluable. You can have clear idea about following options. The options it has are: Demographics, Interests, Geo, and Behaviour etc.

Under this menu, you can find New vs Returning users. These reports allow you to understand better who your website users are. These insights let you refine users for ad campaign strategies. You can know location of the user, technology used by the user etc.

Audience –> Interests –> Overview

This “Audience” menu will tell you about the traffic spikes. In other words, when did maximum people arrive on the site, how long did they stick around?

  1. Behaviour:

It is imperative to understand behaviour of users visiting the website. It notifies about the search terms that users have tried to search on the website. These reports will tell about the content. It tells about the site speed, the speed at which the individual pages of the website load.

Site search can help in finding out

Behaviour–> Site speed –> Page timings

Behaviour –> Site Content –> All Pages: this metric can be interpreted as the count of visitors, average measure of time for which the visitor stays on a particular page, % of visitors visiting only 1 page (Bounce Rate). These metrics will help to benchmark how people are reading your web pages. A bounce rate over 50% is generally considered bad. This report gives the effectiveness of the website pages.

Bounce Rate= total number of visits only viewing 1 page /total number of visits


behaviour report

  1. Reporting tab:

You don’t have to share Google information with anybody for analysis, Google Analytics gives the facility to send the report data by email. You can also export it to Excel format for offline analysis. You can add widgets to the dashboard as per your requirement. It gives the snapshot of all the metrics. You can choose like a pie chart, a timeline of 1 or 2 metrics, a table showing some

Now it’s your turn, please leave your feedback below, it would be great to know what methods you find successful and which ones don’t work for you.

About the blogger: Mrs Harshal Varkhedkar

Harshal is BE, MBA, PMP and computer faculty by profession. Owns a computer institute in Pune and budding blogger. She enjoys reading and listening to music! Learn more on You may want to connect with her on twitter @harshal_LE

  • web-analytics

  • There are 2 comments

    • 3 years ago

      Pramod   /   Reply

      Good information. How can one be trained in Google Analytics?

      • 3 years ago

        Harshal Varkhedkar   /   Reply

        Sorry for delay in reply.. Google analytics is part of the course- Web Analytics..

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