How to Use Google Analytics: A Complete Guide

Google Analytics provides access to a massive amount of data related to how users find and interact with your site. Advertisement SEJ  ⋅  MarketingAnalytics AnnaCrowe October16,2020 ⋅ 19minread AnnaCrowe AssistantEditoratSearchEngineJournal Bio Follow 1.7K SHARES 110K READS PeterDruckeroncesaid,“Ifyoucan’tmeasureit,youcan’timproveit.” Withoutdata,itisimpossibletoshowwhateffectyourSEOstrategiesarehaving. Trackingperformanceandprogressmakesanalyticsinvaluabletomarketers. AccordingtoHubSpot,61%ofrespondentssaygeneratingtrafficandleadsistheirmostsignificantmarketingchallenge. WhentheC-suiteisn’tgettingtheleadstheyexpect,theystartquestioningifyourworkisvaluable.Thatiswheredatabecomescrucialtodigitalmarketers. ThisguideisanoverviewofGoogleAnalytics,themostrobustfreeanalyticsplatformavailable,andhowSEOprosandmarketerscanuseittotheiradvantage. HowCanGoogleAnalyticsHelpMySEO? GoogleAnalyticsprovidesaccesstoamassiveamountofdatarelatedtohowusersfindandinteractwithyoursite. Forexample,youcanseehowmanypeoplevisitedaspecificpage,howlongtheyremainedthere,whereyouruserslive,howcertainkeywordsperform,andsoforth. GoogleAnalyticscanbeintegratedonyourwebsitethroughcodeorthroughtheirWordPressplugin,SiteKit. ThisinformationisvitalindetermininghoweffectiveyourawesomeSEOstrategiesare–andtouncoverareasyoucanmakeimprovements. WhatYou’llLearnAboutGoogleAnalytics NowthatyouknowwhyGoogleAnalyticsisessentialtoSEO,let’stalkaboutwhatyouwilllearninthisguide. ThisarticleisbrokenupintofivesectionsbasedonthereportsinGoogleAnalytics. Reports: Real-Time Audience Acquisition Behavior Conversions Then,wewillcoverhowtosetupyourGoogleAnalyticsdashboardandhowtodoabasicauditofyourGoogleAnalyticstoseeifyouraccountisuptopar. Real-Time Thisreportoffersreal-timedataaboutwhoisonyoursiteandwhattheyaredoing. Didyoupublishanawesomepostandwanttoseehowmanypeoplearereadingit?Ordoyouwanttofindoutifusersarewatchingthevideoyoujustuploaded? Withreal-time,youcan. Toaccessdataasithappens,click“Real-Time”intheleftsidebarofyourGoogleAnalyticsdashboard. Inmostcases,real-timeshowsactionsthathaveoccurredonyoursiteinthelastfiveminutes.Afewreal-timereportswillallowyoutoviewdatainthelast30minutes. Let’slookatthedifferentreal-timereports. Locations Dotheyliveinadifferenttimezoneorevenspeakadifferentlanguagethanyou? Inthisreport,youcanseewhereyourcurrentusersarelocated,whatpagetheyareon,andhowlongtheyhavebeenthere. TrafficSources TrafficSourcestellsyouhowusersfoundyoursite. DidtheyclickalinkonFacebook?TypeyourURLindirectly? Thissectioncanbeextremelyusefulinreal-timeifyouwanttoseehowmuchtrafficanewsocialpostisgeneratingorseehowabrand-spanking-newlandingpageisperforming. Content Thissectionprovidesinsightintowhereusersarelandingonyoursiteandhowlongtheyarestayingthere. Youcanseethepagetitle,URL,andthepercentofactiveusersonaspecificpage. Events Inreal-time,eventsallowyoutotrackcustomizableinteractionsusershavewithyoursite. Thismightincludeadclicks,whitepaperdownloads,orvideoviews. Youcanfurthercustomizedatabyviewing“Events(Last30min)”toseeeventsinthepasthalfhourorclickaneventcategorytoseeactivityspecifictothatcategory. Conversions Foreverystrategyyouimplement,someoneisgoingtowanttoknow“Butdiditincreaseconversions?” Thisreportgivesyouthatdatainrealtime. Viewthetopgoals,howmanyuserscompletedthatgoal,andthepercentageofuserswhocompletedthatgoal–allinreal-timeorinthelast30minutes. Audience Audiencereportsgroupuserstogetherbasedonsetparameters. Wanttoknowhowmanypeopleperformedasitesearch?Orhowmanypeoplemadeapurchaseinthelastyear,buthaven’tmadeapurchaseinthelasttwoweeks? Allthisinformationcanbeyours. Youcanusethisinfotobettertargetspecificsectionsofyouraudience. Therearetwocrucialfeaturestokeepinmind: Youhavetodefinetheaudiencesyouwanttotrack. GooglerolledoutanAudiencereportthatallowsyoutoseehowyouraudiencesarerespondingtoremarketingcampaigns. ActiveUsers Thissectionoftheaudiencereportletsyoutrackuserswhohavevisitedyoursiteinthelast1,7,14,or30days. Thisinformationhelpsyoumeasureaudienceinterest. Forexample,ifyouhaveahighnumberof1-dayactiveusersbutseeadrasticdecreaseat7,14,and30,thismightindicateadisconnectwithyouraudience. LifetimeValue Areyouwonderingiftheleadsyougainedthroughanemailcampaignarevaluable?Tryingtodecideifitisworthittospendmoreresourcesonsocialmedia? TheLifetimeValuereportcalculatesthelong-termvalueofusersacquiredthroughavarietyofmethodsincludingsocial,direct,organic,andreferrals. Youcanthensorteachacquisitionaudienceandseeaveragegoalcompletions,pageviews,revenue,andsoforth. CohortAnalysis Acohortisagroupofusersboundbyasharedcharacteristic,forexample,usersacquiredonaspecificday. Thisreportallowsyoutoanalyzeavarietyofdataaboutcohorts. Forexample,youcoulddefineacohortasthedayyoulaunchedanewcourse.Youcouldthenviewdataaboutuserswhorespondedtoyourlaunch–wheretheylive,iftheyusedatablet,iftheymadeapurchase,andsoon. Audiences Anaudiencereportinsideanaudiencereport?Yes,youreadthatright! Thissectionallowsyoutocreatemoregranularaudiencesandapplythemtoothersectionsofyouranalyticsreport. Youcancreateandapplyupto20audiencesatatime. UserExplorer Thisreportanalyzesthebehaviorofspecificusers,ratherthanprovidingabroadoverviewofuserbehavior,thewayyoudointhecohortanalysis,forexample. Howcanyouusethisdata? Aggregateddataisimportantif,forexample,youwanttounderstandhowusersinDenverrespondedtoarecentinitiative. User-specificdataprovidesinsightintowhatledaspecificusertomakeamuchlargerthanaveragepurchaseorwhatactionsausertookbeforeabandoningtheircart. Foreachuser,viewdatasuchasaveragesessionduration,bouncerate,revenue,andgoalconversionrate. Demographics Thissectionallowsyoutoviewdetailedinformationabouttheageandgenderofyourusers. Forexample,youcanseetheaveragesessiontimeofwomenbetweentheagesof25-34duringaspecificperiod. Youcanusethisinformationtobettertailorcontent,ads,andothermarketingefforts. Youcanalsocreatesegmentsbasedonthesecategoriesandcreateremarketingaudiences. Interests Wanttotargetuserswholovetechnology?OrwholoveEastAsiancooking? ThissectionofGoogleAnalyticsmakesitpossible. Togetstarted,youwillneedtoenableremarketingandadvertisingreportingfeatures. Onceenabled,youcanviewdataonusersbasedon: Affinitycategories:Broadlifestylecategories,suchas“FoodandDiningEnthusiasts”or“ValueShoppers.” In-MarketSegments:Product-relatedinterestssuchas“Travel/HotelAccommodations”or“Baby&Children’sProducts.” OtherCategories:Morespecificcategoriessuchas“HairCare”or“Pets/Dogs.” Thisinformationisparticularlyusefulforremarketingcampaigns. Geo TheGeoreportprovidesinformationaboutthelocationandlanguageofyourusers. Youcanusethisinformationtobetterinformnewinitiativesorlookfornewopportunities. Behavior Thisreportcanhelpyoudetermineifnewusersarereturningtoyoursitetoengagewithyourcontent. Viewdatabasedonthreesub-categories:NewvsReturning,Frequency&Recency,andEngagement. Youcanleveragethisdatatoreportwhether,forexample,anewbuyer’sguideisencouraginguserstoreturn,indicatingtheyaremovingthroughthebuyingcycle. Technology Thisreportletsyoulearnmoreabouthowusersareviewingyoursite,includingwhichbrowserandOStheyuseandwhatnetworktheyusetoconnecttotheinternet. Mobile Thisreportallowsyoutoviewwhetherusersviewyoursitewithatablet,desktop,ormobiledevice,aswellaswhatspecificdevices,suchasanAppleiPad,SamsungSM-G950GalaxyS8,orSamsungSM-T800GalaxyTabS10.5. Youcanusethisinformationtodetermineiftheirsiteisoptimizedforthespecificdevicestheyusersareusing–andmakechangesaccordingly. ThisisparticularlyimportantasGooglehasstartedtheswitchtomobile-firstindexing. Custom ThisareaofGoogleAnalyticsletsyoubetterdefineandcompareusersegments. Forexample,comparethebouncerateofmobileuserstothosewhomakeapurchase,orseehowmuchofyourorganictrafficarenewusers. SortdatabyCustomVariablesorUserDefined. Thisdataallowsyoutoviewextremelydetailed,customizableinformationabouthowyouraudienceinteractswithyoursite. Benchmarking Thissectionallowsyoutocompareyourdatatoaggregateddatafromothersinyourindustry. Compareyourselftotherestofyourindustrybasedonsubcategories,suchasChannels,Location,andDevices. Youcanusethisdatatofindmissedopportunities. UsersFlow Whatdoyourusersdooncetheygettoyoursite? Thisreportprovidesavisualrepresentationofhowusersmovethroughyoursiteandcanbesortedbyusertype. Forexample,youcanseewhereusersfromNewYorkstartandwheretheydropoffinyourbuyer’scycle. Thisgranulardatacanshowwherespecificusersleaveyoursitesoyoucanmakeadjustments. Acquisition TheAcquisitionReportprovidesdetaileddataonhowyouraudiencefindsyoursite,whattheydooncetheygetthere,andiftheycompletedspecificactions,suchasfillingoutaform. Spoileralert:GoogleannouncedthatImageSearchreportswillsoonbeaddedtotheacquisitionreportsinGoogleAnalytics. AllTraffic TheAllTrafficsectionshowswhichsitessendyouthemosttraffic. Youcanthenviewdataabouttheactionsthoseuserstake,includingBounceRate,PagesperVisit,GoalCompletions,andsoforth. ThedatacanbebrokendownintosubcategoriesincludingChannelsandSource/Medium. IfyoukeepdiggingintotheSource/Medium,GoogleAnalyticswilltellyouhowmuchtrafficyou’redrivingfromimagesearchaswell. Tip:YoucanusethisinformationtoassignadollarvaluetoyourorganictrafficbycomparinghowmuchakeywordyourankfororganicallywouldcostinaGoogleAdsCampaign. GoogleAds IfyouareinvestinginGoogleAds,thisdataisvitaltounderstandinghowyouareperforming. First,linkyourGoogleAdsandGoogleAnalyticsaccounts. Then,youcanviewdataabout: Campaigns. Keywords. Searchqueries Thehouroftheday. FinalURLs. SearchConsole Thisreportisapowerhouseifyouwanttounderstandhowyoursiteperformsinorganicsearch. First,though,youneedtoconnectGoogleSearchConsolewithGoogleAnalytics.Thisarticlewalksyouthroughtheprocess. Onceconnected,you’llhaveaccesstoatonofdataandtheabilitytosortbasedonsubcategoriessuchasLandingPages,Countries,Devices,andQueries. Youcanusethistoprioritizeyourwork. Forexample,findpiecesofcontentthatrankwellbuthavealowclick-throughrate. Withafewtweaks,thatcontentcoulddriveatonoftraffic.Thisarticlegivessomegreatexamplesofhowtousethedata. Social TheSocialtabshowshowpeopleareinteractingwithyourcontentonsocialmedia. Sortby: NetworkReferrals. LandingPages. Conversions. Plugins. UsersFlow. Usethisinfotoidentifyplatformswhereyouraudienceisalreadyinteractingwithyourcontent,measurehowsocialisimpactingsitebehavior,andmore. Campaigns TheCampaignsreportshowshowpaidcampaignsareperformingandhowtheycomparetootherinitiatives. Sortdataby: AllCampaigns. PaidKeywords. OrganicKeywords. CostAnalysis. Youcanevencomparemetricsfornon-Googlecampaignsifyouuploadthecostdata. Behavior TheBehaviorReportsprovidesdataabouttheactionsuserstakeonyoursite,includingusingsitesearch,thecontenttheyview,howfastpagesload,andsoforth. Thisinformationcanhelpuncoverareaswhereyoursiteisnotperformingasintended. BehaviorFlow Thisreportshowsthepathuserstakeonyoursite. Forexample,didpeoplewhoreadyourin-depthpostaboutwinterizingtheirswimmingpoolthenmakeapurchase? Tousethisreport,youmustsetupandtrackEvents. SiteContent SiteContentoffersin-depthdataincludingifuserswereonmobile,iftheymadeapurchase,ifthetrafficwasorganic,andsoforth. Thisdatahelpsyoudetermineifaspecificpieceofcontentisperformingwell. Ifyou’reacontentmarketer,thisGoogleAnalyticsreportisthemotherlode.Iusethisreporttodiscoverwhatblogtitlesareperformingthebest. Tofindthebestperformingtitles,followthesesteps: GotoGoogleAnalytics>Behavior>SiteContent>AllPages. ClickPageTitleasyourPrimaryDimension. Voila!Youhaveyourtopperformingpagetitles. Ifyouwanttolearnmore,Icreatedthisstep-by-stepvideoonhowtofindthetopperformingpagesinGoogleAnalytics. Thesamethinggoesifyou’relookingtorefreshyourcontent,IwalkyouthroughhowtofindthatcontentworthyofrefreshinginGoogleAnalyticshere. SiteSpeed TheSiteSpeedreportshowshowfastcontentloadsandcanbesortedbytrafficsource,showing,forexample,ifmobilecustomersexperienceahigherloadtime. Togetthemostoutofthisreport,Ihighlysuggestbuildingcustomreports,likethisonefromLunaMetricsthatshowswhichbrowsersslowdownloadtime. SiteSearch Thisreportshowshowsitevisitorsusethesearchfunctiononyoursite. Withthisinformation,youcanlocatekeytermsyoushouldbeoptimizingfororfindholesinyourcontent. Thisisanotherareawherecustomreportsarehelpful. Thisreport,createdbyJohnEkman,showsconversionratesforuserswhousesitesearch. Events GoogleAnalyticsdefinesaneventas“userinteractionswithcontentthatcanbetrackedindependentlyfromwebpageorascreenload.” EventsincludedownloadsofaPDF,viewsofavideo,formsubmissions,andsoforth. Sortthisreportby: Topevents. Pages. Eventsflow. OneminorlimitationofEventsinGoogleAnalyticsisyoucanonlyhave500uniqueeventnamesperdeviceandbrowser. Publisher ThePublisherReportgivesyouaccesstodataabouthowyoursiteismonetized,includingimpressionsandclicks. ThisreportrequiresaconnectionwithAdSenseorAdExchange. Then,youcanviewinfoonPublisherPagesandPublisherReferrers. Experiments TheExperimentsfunctionletsyoutestvariationsofyoursite–forexampledoesyournewwelcomemessageconvertbetterthanyouroldone? ThisfeatureisbeingreplacedbyGoogleOptimize,whichappearstobeamorerobustplatform. Conversions ThissectionofGoogleAnalyticsisallaboutcompletedactions. Howmanypeopleregisteredforyouremaillist?Howmanyusersmadeapurchase? TheanswerstothesequestionsprovidetonsofinformationaboutthehealthofyourbusinessandthesuccessofyourSEOefforts. Goals Goalsareactionsyouwanttotrack. Thisreportgivesgranularinfoaboutuseractionsbasedonthegoalsyoucreate. Youcansetbothmicroandmacrogoalstounderstandwhatactivitiescontributetolargeractions. Forexample,didreadinganewsarticleonyoursitecontributetopurchasinganewcomputerchair? First,createaGoal,thenyoucanviewthedatabasedon: TheGoalURL. ReverseGoalPath. FunnelVisualization. GoalFlow. Ifyou’restilluncertainabouthowtoset-upagoalinGoogleAnalytics,Icreatedthisvideotutorialforyou: JoshMcCoysharesmoreadvancedtipsonsettingupgoalsinGoogleAnalyticsinthisarticle. Ecommerce TheEcommercereportcanbesortedby: Product. Sales. Transaction. TimestoPurchase. Youmustaddtheecommercecodesnippettoyoursiteinordertoaccessthisdata. Multi-ChannelFunnels Withsomanywaystocommunicatewithyouraudience,itcanbehardtotellwhatisactuallyworking. Thisreportdigsintohowdifferentchannelsfeedintoyourfunnel. First,addtheecommercesnippettoyoursite.Thenyoucantrack: AssistedConversions. TopConversionPaths. PathLength. Iliketousethemulti-channelfunnelsassistedconversionsreportisusefulforecommercebrandstrackingsocialmediaconversions. CoreyMorrisdivesdeeperintohowtotracksocialmediaconversionsinGoogleAnalytics. Attribution Attributionreferstotherulesusedtoassigncredittopointsontheconversionpath. Forexample,didabuyerreadyouremail,thendownloadawhitepaper,thenmakeapurchase? Theattributionmodelyouchoosedetermineshowthecreditfortheconversionissplitbetweentheemailandwhitepaper. TheModelComparisonToolallowsyoutocomparehowdifferentmodelsassigncredit. HowtoSetUpYourGoogleAnalyticsAdminDashboard Severalreportsaboverequireyoutoconnectdifferentplatformsoraddingsnippets. Manyofthecustomizationswilldependonthetypeofbusinessyourun,butIhighlyrecommendthesesettingsformostsiteowners. 1.PropertySettings First,makesureyou’veenabledthosespecialtyreports. SignintoGoogleAnalytics,thennavigatetoAdmin>PropertySettings.Thencheckthefollowing: IstheURLcorrect? EnableDemographicsandInterestReports>ON Useenhancedlinkattribution>ON EnableUsersMetricinReporting>ON IsGoogleAdslinkedandisPPCdatapopulating? IsGoogleSearchConsolelinkedcorrectly? 2.ViewSettings Now,let’schecksomeofthebasicsettings. NavigatetoAdmin>ViewSettings. Now,checkthefollowing: EcommerceTracking>ON SiteSearchTracking>ON(makesuretosetyoursearchqueryparameters) VerifyURLiscorrect Verifytimezoneandcurrencyarecorrect Tofilteroutmostofthereferralspam,scrolldownto“BotFiltering”andcheckthebox. Youcantakeadeeperdiveintohowthebotfiltersoutthetraffichere. 3.AddFilters Filtershelpensureyougetthemostaccuratedatabyfilteringspamtrafficandtrafficfromyourandyourclient’sIPaddresses.Thiswayyouaren’twastingtimefiguringoutwhyyoucan’tconvertyourself.🙂 HowtosetafilterforyourownIPaddressinGoogleAnalytics: SignintoGoogleAnalytics NavigatetoAdmin>ViewSettings>Filters>AddFilter Namethefilter Choose“exclude” Choose“trafficfromtheIPaddresses”andaddtheIPaddress Choose“equalto” AnnieCushingofAnnielyticsalsorecommendscreatingan‘includefilter’andaddingyourowndomain.Thiswillpreventmostreferralspambutisn’trightforallsites. Tocreatetheincludefilter,followthestepsabovethrough#3,thenchoose“IncludeOnly”>“trafficfromtheISPdomain”andaddyourdomainname. 4.Goals Sitetrafficisn’ttheonlydatathatmatters.Thereissomuchmoreyoucantrack,andgoalshelpyoudoit. GoalstellGooglewhatactionsyouthinkaremostimportantforyourbusiness. Tosetupgoals,gotoAdmin>Goals(underCreateView)>NewGoal. Thispost givesanin-depthbreakdownofdifferenttypesofgoalsyoucancreate.Isuggestcreatingatleasttwogoals,youcanaddlater. 5.Dashboards PartofwhatmakesGoogleAnalyticssopowerfulistheabilitytocustomize. Dashboardsprovideahigh-levelviewofthestatsanddatathatmattermosttoyourbusiness.Theycanbebasicorextremelyin-depth,dependingonyourneeds. Hereareafewexamplesofdashboardstoconsider: SEOdashboard,createdbyBrightonSEO Topcontentandkeytermsdashboard Trafficgrowthdashboard SampledashboardbyJennyHalasz(learnhowtocustomizeithere) 6.Alerts Analertwillsendyouanotificationifcertainparametersaremetinyouraccount. ForanyonewhomightnotbeinGoogleAnalyticseveryday,thisisacriticalstep. Tostart,Isuggestsettinganalertforwhenorganictrafficdecreasesby20%onthesamedayandanotherwhenorganictrafficincreasesby20%onthesameday. Thiswillalertyoutomajorchanges. Here’show: SignintoGoogleAnalytics NavigatetotheAdmincontrolpanel ClickonCustomAlert>NewAlert Now,addanameandsettheparametersforyouralerts. 7.GoogleAnalyticsHealthChecklist ThebestwaytounderstandhowGoogleAnalyticsworksistodiveinanddoahealthcheck. Startoffwiththis10pointchecklist: Areadditionalplatformsconnected?(GoogleAds,etc.) Issitesearchenabled? Haveyousetalertsforanymetricchangesthatwouldrequireimmediateaction? DidyouaddfilterstoblockyourownIPaddressplusanyspamsitescurrentlysendingtraffictoyoursite? DidyouenabletheDemographicsandInterestReports? Arepeoplefindingwhattheyneedinyoursitesearch? Whatisyourbouncerate? Hastrafficincreasedordecreaseddrasticallyinthepastweek?Ifso,fromwhatsource–organic,paid,referral? Whatkeytermsareyourankingfor? Whatisthemostpopularpieceofcontentonyoursite?Why? Ifyou’rejuststartingoutwithGoogleAnalytics,IhighlyrecommendfollowingAnnieCushingofAnnielytics.She’soneofthesmartestanalyticsconsultantsoutthereandpublishestonsofin-depthcontent.SheoffersafullGoogleAnalyticsauditspreadsheethere.Formoreadvancedhelp,shealsohasaself-guidedsiteaudittemplateyoucanpurchase. WrappingItAllUp ForanSEOprofessional,understandingandgettingthemostoutofGoogleAnalyticsisessential. GoogleAnalyticscanhelpyouunderstandnotjustwhatisworkingbutwhy.(Orwhynot.) Insomecases,youmightfindastrategywassuccessful,youwerejustlookingatthedatafromthewrongangle. Allofthisdataisavailableforfree–youjusthavetoknowhowtoleverageit. MoreResources: 6WaystoUseGoogleAnalyticsYouHaven’tThoughtOf 10GreatGoogleAnalyticsAlternatives WhyGoogleSearchConsole&GoogleAnalyticsDataNeverMatches ImageCredits FeaturedImage&In-PostPhotos:Createdbyauthor Allscreenshotstakenbyauthor Category MarketingAnalytics ADVERTISEMENT ReadFullBio AnnaCrowe AssistantEditoratSearchEngineJournal AnnaistheAssistantEditorforSearchEngineJournal.Overthelast10+years,Annahassuccessfullybeenrunningher... SubscribetoSEJ GetourdailynewsletterfromSEJ'sFounderLorenBakeraboutthelatestnewsintheindustry! 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