What Does Google Analytics Do?


As the number of internet users globally continues to grow year on year and consumers spover more time researching & making purchases online, businesses of all sizes are paying greater attention to lớn digital marketing opportunities. For any business with an online presence, the company trang web is at the core of all digital marketing activities. But how can you tell if your trang web is attracting the right people? How bởi you know if social media and Pay-Per-Clichồng (PPC) campaigns are driving enough traffic khổng lồ your site to lớn make the investment worthwhile? Google Analytics (GA) is the most popular miễn phí tool for analysing trang web traffic. It provides a wealth of data that businesses can use to evaluate how their trang web is performing, enabling them to plan an effective sầu digital kinh doanh strategy & change tactics as necessary khổng lồ achieve the best results.

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This beginner’s guide khổng lồ Google Analytics will provide an overview of how this tool works, what it can vì, the key terms you need khổng lồ know và how it can benefit your business by informing your future decisions.

How Does Google Analytics Work?

Google Analytics works via a piece of Javascript code placed on every website page the business wants khổng lồ measure. If you have an admin account in your website’s Content Management System (CMS), it’s easy khổng lồ install the Analytics tag following Google’s instructions, or you can ask your developer lớn help.

When a user visits the website, the code collects various data, including the HTTPhường request of the user, the browser they use và the first-các buổi party cookies they agree for you to collect. This may sound complicated, but essentially, this data is used khổng lồ provide insight into lớn user demographics và behaviours, such as their language, location, age and gender. The code sends this data khổng lồ Google Analytics, which aggregates it into four levels:

User Level (the actions of each user)Session Level (the individual visits)Pageview Level (the individual pages visited)Event Level (Clip views, button clicks & similar actions)

The aggregated data then appears in the various dashboard reports.

Once the Analytics tag has been added lớn your web pages, this process will take place automatically, leaving you to focus on reviewing and analysing the data collected.


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What Can Google Analytics Do?

Google Analytics is a huge platsize that tracks how people interact with a website. The dashboard contains five standard reporting areas, each of which is split into further sub-sections that allow you to lớn dive sầu deeper inkhổng lồ the data collected. These pre-set reports are listed in the left-h& thực đơn of the dashboard.


Real-time reports show current activity on your trang web. They provide a snapshot of engagement with a website at any particular time. If a visitor has triggered an sự kiện or page view within the last five minutes, they will be included in this report. Sub-sections of this report provide further data on the visitors’ location, the traffic source (where they came from), interactions that lead lớn a conversion & more.

Real-time reports are a good way lớn thử nghiệm that Google Analytics is phối up & working correctly. This is useful when you first use the platsize and for testing whether the platsize accurately records a conversion when you add a new Event. It’s also the most suitable report for real-time monitoring of chiến dịch performance và identifying trending topics.


By mặc định, Audience Reports provide insight inkhổng lồ the people who have visited your site in the past week. Use the calendar drop-down in the top right of the screen to change the duration to look at a longer or shorter period. You can also use this to compare against previous periods to lớn monitor progress. The data in this report includes the number of chất lượng users, sessions, page views, bounce rate & more. These terms will be explored further in the next section.


There are 15 sub-sections in this category, which demonstrates the depth of data available. Cohort Analysis segments users inlớn a group based on a date, such as the date of their last visit or the date a user completed a particular goal. Demographics provide details such as the age và gender of visitors. Take your time to look through all sections of this report & identify a handful to focus on while you’re getting used to lớn the platsize. Going forward, you can use these insights khổng lồ inform your customer personas và better align your content lớn the types of visitors coming to lớn your site & taking meaningful action (such as subscribing lớn your newsletter, submitting a liên hệ size or buying a product).

Acquisition Reports show where your visitors are coming from. There are five sầu sub-sections in addition khổng lồ the overview, which shows the top channels driving traffic to your site — organic search, referral, social, direct, paid tìm kiếm and .


Whether or not you sell products or services directly via your website, you’ll also want lớn mix up goals in Google Analytics. This will allow you khổng lồ monitor conversions and identify which channels are the most profitable. It’s important to note that a conversion doesn’t just have to be a sale — you might also want to lớn trachồng downloads of a report or lead magnet, requests for a miễn phí consultation or sign-ups to a không tính tiền trial of your software. While these don’t directly lead to lớn revenue, they mark the entry point inkhổng lồ the sales funnel và allow you to quickly identify how many engaged users you’re attracting to your site, which can lead to lớn conversions that later result in a visit khổng lồ your physical location or an upgrade khổng lồ a paid tài khoản or subscription.

The “Channels” sub-section displays the acquisition data in a graph format, making it easy to lớn see spikes in activity. The “All Traffic” section shows the number of visitors from each channel. If the majority of your traffic is coming from one source, you can invest more resources into this channel to lớn capitalise on current success. “All Referrals” is a useful report for monitoring the success of content marketing & quảng cáo outreach campaigns. This sub-section of the report shows domains that have sầu referred traffic to lớn your site và excludes tìm kiếm engines & direct traffic. “Campaigns”, as you would expect, allows you lớn traông chồng your individual campaigns.

Behaviour Reports show how visitors move through your trang web. Where bởi vì people exit the site? What is a typical journey through different pages? How are key landing pages performing? These reports provide great insight into lớn the user experience and can help your team identify opportunities khổng lồ improve the conversion rate of your website. Behaviour reports can also show what type of content performs well và which pages mark the exit point of your site.

There are seven sub-sections in addition khổng lồ the overxem trang. The “Behaviour Flow” provides a visual demonstration of how visitors move sầu from one page lớn the next. If users tover to lớn drop off just before converting, perhaps there is an issue with the page. eCommerce websites that see a high rate of basket abandonment (the act of exiting the site before the purchase) can look at the behaviour flow to lớn identify sticking points. Are you asking users khổng lồ fill in multiple forms on separate pages before they can purchase? Is there a clear indication of the various stages — address, billing information, summary và purchase — that users need to go through so they can which stage they’re at? Can you condense the information you’re asking for onlớn one page lớn allow for a quick và easy transaction without sacrificing usability or cluttering the page?


“Site Content”, “Site Speed”, “Site Search”, “Events”, “Publisher” và “Experiments” sections khung the remainder of this report. The behaviour report contains valuable data for improving the user experience & plugging any gaps that may be leading to missed conversions và high bounce rates.

Conversions Reports are often the first place a new business user heads to lớn. You want lớn see results, và results mean sales, right? This report is also extremely valuable for businesses chasing new subscribers and leads. It contains three sub-sections: “Goals”, “E-commerce” và “Multi-Channel Funnels”.

To track conversions, you must first mix up goals. It’s then possible lớn see the journey visitors take from entering the trang web lớn converting via the “Funnel Visualisation” in the “Goals” sub-section. You can also use the “Goal URLs” tab lớn see the pages that conversions have sầu taken place on.


Like the Behaviour Flow, you can use the Funnel Visualisation lớn see how many users drop off at each stage of the funnel. The funnel will naturally become narrower — not every visitor who lands on your site will convert — but if you notice a harsh discrepancy between the number of visitors moving between pages in the centre of your funnel, for example, it’s a good indicator that there’s something on that page that’s not resonating with users và blocking them from going further.

Google Analytics provides detailed data, from shopping và checkout behaviour lớn product và sales performance. You can add more functionality by using the Enhanced Ecommerce plugin, which provides a detailed analysis of user interactions such as sản phẩm clicks & hàng hóa views.

The “Multi-Channel Funnels” report is a great tool for both marketers and sales teams. It allows you to drill down into lớn the data và understvà the paths khổng lồ conversion, including assisted conversions. These are conversions where one channel was not solely responsible for the conversion; for example, a user may come to your website via a PPC ad, leave the site, và then later come back to the trang web directly (by inputting the URL in the tìm kiếm bar) khổng lồ convert. In this case, direct would be listed as the conversion source, as this is where the conversion took place, but it would be classed as an assisted conversion, with PPC aiding the process. Tracking assisted conversions when you’re running a paid ads chiến dịch can help you get more accurate conversion & cost per acquisition data.

Once you become familiar with Google Analytics’ standard reports, you can further customise them khổng lồ show the data that you most often refer khổng lồ. Google’s Solutions Gallery provides downloadable templates for the most popular custom reports.

If you’re running paid advertising campaigns, liên kết Google Analytics to your Google Ads trương mục lớn see the full customer cycle. Connecting your accounts will allow you lớn monitor ad and site performance in Google Analytics, rather than having khổng lồ flit between GA and the Google Ads interface. You’ll also be able khổng lồ improve your Google Ads remarketing campaigns with access lớn Google Analytics’ “Remarketing” & Dynamic Remarketing” features.

Key Terms You Should Know

First-time users of Google Analytics may feel overwhelmed by the sheer amount of data at your disposal. Where bởi vì you start? What bởi vì all the tables and metrics mean? Having a good grasp of the fundamental terms will help you navigate the platsize and makes it easier to follow Google’s guidance. This list is far from exhaustive, but it contains the key terms you’ll need to lớn get lớn grips with Google Analytics.

Acquisition: Acquisition is the number of users coming to lớn (and the sessions taking place on) your site. If acquisition increases month on month, for example, it means that more users are coming khổng lồ your site (or existing users are coming to your site more often).

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Channel: All traffic coming to lớn your website is grouped into a source, or channel. These channels are Organic Search, Direct, Referral, Paid Search, Social, Affiliates, và Display.

Let’s look at these in more detail:

Organic search: Organic tìm kiếm traffic is all traffic that comes via a tìm kiếm engine (such as Google, Bing & Yahoo!). If a user conducts a search, whether for your br& name or a keyword you’re targeting and ranking well for, and this user clicks on your website from the Search Engine Results Pages (SERPs), they will be grouped inlớn this channel.Direct: Direct shows you the traffic coming directly lớn your site by typing in your URL into the tìm kiếm bar. High levels of direct traffic indicate a healthy br& awareness & may be traffic that has seen a traditional advertisement of your business in a newspaper or on the television, or loyal users who have previously purchased from you và come back lớn you time and time again to lớn restoông chồng.Referral: This is traffic that comes khổng lồ your website from any website other than a tìm kiếm engine (organic). If you publish an article on a website that includes a backlink lớn your site and a user clicks on the link to lớn go to lớn your trang web, they will be classed as referral traffic.Paid Search: Paid search traffic is traffic from paid advertisement campaigns, such as Google Ads. It’s important lớn note that paid social traffic may not always align with the clicks you see from within Google Ads. This can be due lớn several factors, such as whether you’re also running Microsoft Ads (Bing), as Google Ads won’t trachồng this traffic, or whether some paid traffic is being misattributed into another channel.Social: The social channel groups any traffic that comes via a social network, such as Facebook, Twitter, Instagram, LinkedIn or Reddit. This channel includes only organic clicks from the platsize khổng lồ your trang web (such as via a liên kết in a post) — traffic from LinkedIn Ads, Facebook Ads or any other paid social chiến dịch will not be attributed khổng lồ this platform.Affiliates: The affiliate channel helps you see clicks khổng lồ your website via an affiliate links. tiếp thị liên kết sale works by offering relevant businesses or publications (an affiliate) a quality liên kết pointing to your trang web. The affiliate then earns a percentage of the total sales resulting from that affiliate links. tiếp thị liên kết marketing is a valuable kinh doanh strategy that increases your reach and lets you leverage established audiences for a small cut of your profits. Monitoring affiliate clicks in Google Analytics lets you pinpoint the best-performing affiliates.: traffic is any traffic that cannot be attributed khổng lồ another channel. traffic often makes up a tiny percentage of overall traffic và is largely negligible. However, if you’re seeing large amounts of traffic, there may be an issue with your attribution model; it may be, for example, that Google Ads traffic is being misattributed to rather than paid tìm kiếm.Display: Display ads are a size of paid traffic that shows banners promoting your business to lớn users across the mạng internet. The display channel, then, shows all clicks on ads shown across the Google Display Network, which websites can register lớn be a part of.

Conversion: If goals are mix up in Google Analytics, a conversion is recorded whenever someone completes a goal. This could be making a purchase or downloading an eBook.

Page Views: This shows you the total number of pages viewed by all visitors (this is not the number of visitors or users).

Sessions (formerly “visits”): This tells you the total number of sessions — or individual blocks of time spent by users. If a user is inactive for 30 minutes or more, the session will be deemed finished. If this user then returns after the session is over, a new session will begin. As a result, you will often see more sessions than chất lượng visitors, as some users will return to complete multiple sessions over a period.

Unique Visitor: Every visitor to your site has their own IPhường address and is, therefore, chất lượng. If a user comes khổng lồ your site multiple times during a month, each visit will be treated as a separate session, but they will not contribute to lớn the chất lượng visitor count.

Hits: When a page is viewed on your site or a user completes an event, a “hit” is registered in Google Analytics.

Event: Event tracking lets you track interactions with your nội dung. This can be used lớn traông xã views of an on-site đoạn Clip (và the percentage of those who watched it until the end), clicks on a hotline to action or downloads of a PDF, for example.

Bounce Rate: A bounce is recorded every time a user leaves your website without interacting. Bounce rate is not only an indication of visitors who land on your trang web and immediately “bounce” off; a user may be highly engaged và spend seven minutes reading a blog post, but if they read your post & then leave without clicking on another page, Google Analytics will register the visit as a bounce.

tỷ lệ thoát rate, then, is a percentage of all users who leave sầu without interacting with you. To reduce your bounce rate, look at each page & consider whether it meets users’ needs & compels them to take action. Add engaging calls khổng lồ action lớn pages with a high bounce rate to specify the action you want them khổng lồ take.

Pages Per Session: This the average number of page views across all sessions. You can view pages per session at a total cấp độ (across all channels) or drill down into each channel to see how engaged each group of users is.

Average Session Duration: The average session duration tells you how long, on average, users are spending on your site. As with pages per session, you can look at this at a total level or by channel và use this to lớn insize the direction of your chiến dịch. For example, if organic traffic is spending an average of over five minutes on your site, your users are highly engaged và it may be worth investing more budget inlớn this channel khổng lồ increase your reach and potential for conversions.

Dimensions & Metrics: Google Analytics reports are made up of “dimensions” & “metrics”. A dimension is an attribute of your user, while metrics are quantitative measurements. For example, visitor X’s gender is female (the dimension) and the number of sessions from people of that gender is 10,000 (metric). These are useful terms lớn understand when creating custom reports.

For a more complete rundown of Google Analytics terms, check out the ultimate Google Analytics glossary.

Benefits of Using Google Analytics

You’re probably beginning to see what a powerhouse of website analytics this tool can be. Even using Google Analytics at the most basic level will deliver a whole range of business benefits, including allowing you to:

Trachồng & measure your website’s performance và adapt your digital kinh doanh strategy accordinglyIdentify successful sale activities và plough more resources into lớn these, and weed out campaigns that are not working and redirect resources elsewherePlan an effective sầu content marketing strategy by monitoring the success of individual blogs & articlesSegment your audience for more targeted sale campaigns that focus on groups at different stages of the buyer’s journey

Google Analytics is a fantastic không tính tiền tool for tracking the performance of a website, allowing you to lớn make informed decisions about your digital kinh doanh strategy. Once you’ve sầu got lớn grips with the basics, use your data to lớn increase leads & turbo-charge conversions. When used in conjunction with Google Ads, Analytics also gives you the tools you need to deliver awesome PPC campaigns. Analytics is a must-have sầu digital kinh doanh tool for any business.

Exposure Ninjas are experts at identifying how a business can grow and improve its digital sale efforts. Request your không tính phí marketing Reviews today & let us help set you on the path to lớn success.