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All About Analysis Of Google Analytics

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When it come to digital marketing, analytics play a major role in determining the result of a campaign. Many digital marketers think a successful campaign is decided by numbers. The concept “numbers don’t” is too old, in digital marketing numbers do lie. How to know number lie? This article will clearly explain it. Before that every digital marketer should know some tools and some examples that prove numbers lie a lot.

There are many free, paid analytics tool and web-based analytics app(web app) to gauge the metrics. In the web analytics space Google Analytics is a free analytics tool that will give more data in various colors that you can download and show to your boss and impress him. But saying all data/metrics lie is a big lie. Google analytics gives you more results that will help in analyzing and filling the gap that a website has. It is easy to analyze the area where there is a customer fallout and origin of a customer. Apart from Google analytics there are some more analytics tool available in this space namely

1)Crazy egg

2)Kiss metrics



All are equally competent, but who will say no to a free product? Let us dig deep into Google Analytics, before that there are simple questions that everybody should know.

What Is Analytics?:-

In a layman language Analytics is data that helps in decision making.

What Is Web Analytics?

Collection of internet data that helps in understanding the web use, analyzing the behavior of a person in a site.

Different Types Of Web Analytics:-

There are three types of analytics namely,

1)Web analytics

2)Social media analytics

3)Text analytics

How To Install Google Analytics In A Website?:-

Integration a code is not a rocket science now. Login to you analytics dashboard and go to admin tab, add your site. Under the tracking info got to tracking code, copy the code and paste it after the opening <body> tag. Google will collect and show data only after 24 hours.

After installing Google analytics, there are some terms one should know and they are:

Visits: Number of time you website is accessed.

Visitor: A person who visits your website.

Cookie: Little data stored in browser from visit to visit.

Page view: Number of time a page is visited by a person.

Traffic: Total number of visits to a website.

Paid traffic: Visits coming to a page from paid campaigns that are run using Google Adwords etc.

Organic Traffic: Visit coming to a website by search engine or from unpaid networks.

Keywords: Words that are searched in search engine by a user to reach a website.

Landing Page: First page a person visits after entering a site.

Bounce Rate: Exit rate of a website is called bounce rate.

The main tabs in Google analytics are:

  1. Real time
  2. Audience
  3. Acquisition
  4. Behaviour
  5. Conversion

The above tabs will be explained in detail.

1. Real-time

The name itself says that the real-time data will be shown under this tab. In this tab you can get information pertaining to real-time locations, traffic source, content and events. With that data you can easily track the visitor who are online, from where they come and which is the landing page.

2. Audience

Active users and Cohort analytics are in beta stage so no comments on it. Demographics shows the age, gender of visitors. Interest tabs gives you the interest of people who visit a site. Other things are well known to even a new person who is getting into Google Analytics. The area that you need to check everyday is “user flow”. The user flow clearly shows the start and exit of a user. Watch that space and fill the gap.

3. Acquisition

It clearly says the traffic source of a website. Origin of traffic can be easily calculated under this tab. Where a user is coming from, paid or organic or social. Areas to watch, if you are running Adwords campaing keep track of the bid adjustments to keep your spending less, conversions and landing page in “social”.

4. Behaviour

In the behaviour tab it is easy to find how a site is working for a user and how a user behaves. It give a clean idea about site speed, site content and site search. The area to explore is experiment sub tab.

Do you know, Google analytics can create heatmap? In page analytics under experiment tab will create a heatmap. Don’t forget to make your hand dirty.

 5. Conversion

This tab will be more useful of e-commerce site owners. Multiple Goals and funnels can be created to get more data. Product and sales performance can be gauged with funnel visualization.

The above said is more important in Google analytics, which shows more data. But there is some thing called intuition, data only shows a customer behavior, but the product and marketing persons idea is very important. In the analytics space, do everything correctly results will flow automatically.

How to get results?

To get good result in selling a product, the team must understand the USP of the product, in which way they are better than their competitors, and should market that more specifically. The next phase is creating a marketing and execution and measurement plan. The last phase transferring the data as per business needs. To end up a clear strategy and goals will give more data to your business.

In B2C segment always understand the offline sales team requirement, create a strategy and execute it. Creating a report is always a problem in analytics, in Google analytics there is an option in every tab to download data in an excel sheet.

To all boss, please stop asking about metrics and ROI to your employee hereafter. It is all about intuition and marketing strategy. If both are followed sales will flow from funnel.

  • web-analytics

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