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Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-anupamsrivastava-rahul viswakarmaBeginners guide to Google Analytics a step by step tutorial to Analysis is a step by step process of understanding analytics. It consists of the setting of the account to understand the details of it.

As a digital marketer, or even if you aren’t that – but if you own a website you will require Google analytics. This guide is a beginners level.

It contains the necessary information and details for your understanding with a practical approach to understanding this platform.

From site linking to AdWords or Google Ads linking to setting up of your goals and many more. This guide cum tutorial will teach you the essentials and base of Google Analytics.

Table of Content:

Starting Google Analytics
   -Filling the details
   -Linking it with the website
   -Date Range
What is the Story of Users, Sessions, and Pageviews?
Under Audience
   -Interest
   -Geo
   -Behavior
         *Frequency & Recency
         *Engagement
   -Technology
   -Mobile
        *Devices
        *User Flow
Product Linking
   -Adwords
   -Linking All Products
Acquisition
   -Adwords
       *Treemaps
       *Keywords
SEO (Search Engine Optimization)
   -Queries
   -Landing Pages
Site Speed
Page Analytics
Goals & Conversions
   -Parctical for goals and coversions
   -Funnel Visualization
   -Goal Flow
Google Analytics Attribution Model
   -Last Interaction
   -Final Interaction
   -Liner
   -Time Decay
   -Position Base
Segments and Filters
   -STP (Segmentation Targeting and Positioning)
   -Filters

Starting Google Analytics

GOOGLE ANALYTICS

Website for Google Analytics:

https://analytics.google.com

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-anupamsrivastava-rahul viswakarma

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-anupamsrivastava-rahul viswakarma

Fill in the details:

  • Account name
  • Website name & URL
  • Industry
  • Timing

We can have a max 100 accounts from 1 email account.

Linking It with the site:

Now click on the “Get Tracking ID” button.Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-anupamsrivastava-rahul viswakarma

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-anupamsrivastava-rahul viswakarma

Now go to WordPress and install the Google Analytics plugin by Yoast.

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-anupamsrivastava-rahul viswakarma

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts

Now go to Analytics > Settings:

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts

Then authenticate with your Google account and select your profile and save changes.

If a website is not built on WordPress then you will have to enter the tracking code inside the header of the website.

Now go into the Reporting section of Google Analytics.

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts

DATE RANGE:

You can select the date range from the top right corner to see the data of a specific period of time.

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts

What is the Story of Users, Sessions, and Pageviews?

Let us take an example – If  I have visited your site on May 2nd. Whilst I was there, I visited your homepage, your about page, and your contact page. If I was the only person to visit your site, this is how the Google Analytics profile is going to read:

Sessions: 1

Users: 1

Pageviews: 3

I was one user, who created one session, and I’ve viewed three pages.

Now let’s say that I revisited to your site (using the same device) on March 4th. And again, I visited your homepage, about page, and contact page. And wow this is how your total will be read (assuming no other activity on the site):

Sessions: 2

Users: 1

Pageviews: 6

A session gets  “resets” by default after 30 minutes of inactivity or at the end of the calendar day. This is because I revisited your site on different days, it’s going to register as two sessions.

Nonetheless, as long as I am not clearing my browser cookies and coming back from the same device, it will still fetch me as one user.

If however I look at your site on my desktop and then from my mobile, Google Analytics will likely show two users since (generally) it doesn’t do well tracking across devices.

(Reason being- it tracks individual IP addresses)

Finally, pageviews just count- the number of webpages actually loaded. Every time an individual or someone loads a page on your site, it is going to show a pageview.

Under AudienceBeginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-anupamsrivastava-rahul viswakarma

Demographics > Overview > Enable >

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-vitsmuniBeginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-vitsmuniInterests:

Overview >

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-vitsmuni

Affinity: Target for Branding

In-Market: Which you know might be converted.

Geo:

Languages & Locations. Over here one important term is NOT SET. If you have NOT SET in locations then you will have to understand this.

Let’s suppose if I am logged in any Google products then our search becomes secured search and our data is not shared with website owners. In this case, my location would be NOT SET.

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-vitsmuni

Behaviour:

New vs Returning >>  This tells you how many visitors are new visitors and how many are returning visitors.

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-anupamsrivastava-rahul viswakarma

Freq & Recency >>

Count of sessions is your frequency data & Days since the last session is your Recency data.

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-anupamsrivastava-rahul viswakarma

Frequency is how frequent the visit is.

Recency >> Days since the last session >> How recent the visit was

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-anupamsrivastava-rahul viswakarma

Frequency (count of sessions) keeps track of how many times the user has been to your site. On their first time visit, it fetches as 1, on the second visit it fetches a 2, and so on.

In the example shown, this means that 11,539 users had their first session on the site during the period. If you would check the New vs Returning visitors report, you would observe that the numbers match with the New Visitors number.

But this requires a clarification: It does NOT mean that 11,539 users had only 1 session on the site; it means they had their FIRST session.

They might have visited twice, thrice or five times during the period, and those data would be represented in the chart for Count of Sessions 1, 2, 3, 4 and 5.

It’s because their cookie would increment for each visit. There are better chances of a huge amount of duplication in the report or none.

Days since last visits indicate the number of days between the visitors’ latest visit and the visit before that.

Engagement >> It is all about how engaging is your content. How much data-driven or informative your website is? How good your content is for the visitor?

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-vitsmuni

In this image, if we see for 0-10 sec we have 8,483 sessions out of 15,673 sessions.

Benchmarks for a couple of types of website

Blog > 2 min

E-commerce > 5 min

Coupon or an affiliate website > 10 – 30 sec

YouTube 10 – 30 minutes.

Technology:

Technology >> Browser & OS >> We can see the leading browser from which most of the people are browsing our website. The main thing is the bounce rate.

Anything above 35% or 40% is considered to be a warning signal. So if suppose Opera is given me higher bounce rate I will check my website inside the browser and see what all options or components of my website are not working properly and resulting into a higher bounce rate.

However, for a standard website, the bounce rate is between 40-70%. So, it’s fine, nonetheless, ensuring that we must take measures to reduce the bounce rate.

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-anupamsrivastava-rahul viswakarma

Mobile:

Mobile >> Overview

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-anupamsrivastava-rahul viswakarma

Suppose you are getting maximum traffic from Mobile then you should be optimizing your mobile campaigns more and work accordingly on other platforms.

Devices: Similarly if I have targeted according to our devices. As seen in the image below I am getting more sessions from Apple iPhone so we will optimize our campaigns accordingly.

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-anupamsrivastava-rahul viswakarma

User Flow: It’s all about looking into the trend which is being followed on your website. What people are actually searching or looking for on your website?

You must be having traffic from Facebook, Google, SEO and Email Marketing. Further, you might use referrals and banner media.

You need to analyze the traffic by seeing where the traffic going and which all pages are being visited and exited the most.

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-annupam srivastava-rahul viswakarma

Select Source/Medium where it says country on the top.

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-annupam srivastava-rahul viswakarma

Now go to ADMIN on the top to interconnect a couple of accounts now before we move further.

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-annupam srivastava-rahul viswakarma

Product Linking

Once you are on the admin page, select the account and you will see something called PRODUCT LINKING in the Property section as shown below:

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-anupamsrivastava-rahul viswakarma

Adwords Linking:

Click on Adwords Linking >>

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-anupamsrivastava-rahul viswakarma

And click on Continue.

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-annupam srivastava-rahul viswakarma

Click on Link Accounts

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-annupam srivastava-rahul viswakarma

Now if you go back to your Property and once again click on your Adwords Linking then you will see something like this:

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-annupam srivastava-rahul viswakarma

Link All Products:

Now under Product Linking, click on All Products >>

Now on the next page, you will have to link Search Console with your Google Analytics for all the SEO reports.

Google Webmaster = Google Search Console.

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-anupamsrivastava-rahul viswakarma

Acquisition

Now go back to Reporting and click on Acquisition.

We would be able to see the Adwords data inside this section now. Click on Adwords.

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-anupamsrivastava-rahul viswakarma

Treemaps > Which campaign has generated how much traffic.

Keywords > We can see which all keywords are performing well for us.

The benefit comes when we see into Search Queries & Hours or day.

Google Adwords would only report you about Conversion part, while Analytics gives you a much more data like behaviour, revenue and many others.

Then we have Display Targeting. This is related to the Display campaign.

SEO (Search Engine Optimization)

Then we have SEO:

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-anupamsrivastava-rahul viswakarma

Queries:

Then go inside Queries > If you have not linked your Search Console with your Google Analytics then you will see something like the image below.

Landing Pages:

Landing Pages > People coming to our website from different sources and where are they first interacting on to your website.

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-annupam srivastava-rahul viswakarma

So all the site content is all about the pages which people are coming on and what all pages people are exiting from and how well they are performing.

Site Speed

Next is Site Speed:

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-anupamsrivastava-rahul viswakarma

You can see the overview of the speed of your website. Also, if you want to see the suggestions to increase the website then you should click on “Speed Suggestions” and Google will give the suggestions which need to be fixed for increasing the speed of the website.

Page Analytics

In-Page Analytics:

We can see which part of our webpage is getting more clicks. So we can put our major call to actions or something which is very important to our website in that particular region of the webpage.

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-anupamsrivastava-rahul viswakarmaBeginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-anupamsrivastava-rahul viswakarma

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-anupamsrivastava-rahul viswakarma

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-annupam srivastava-rahul viswakarma

Goals & Conversions

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-annupam srivastava-rahul viswakarma

Practical for goal & conversion

Go to Admin on the top of the page.

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-annupam srivastava-rahul viswakarma

Click on “New Goal” >>

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-vitsmuni

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-anupamsrivastava-rahul viswakarma

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-vitsmuni

Once we are we click on “Save” and you will see something like the image below:

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-anupamsrivastava-rahul viswakarma

We can define multiple goals as well.

Now go back to Reporting & we go into Conversions > Goals as shown in the image below:

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-annupam srivastava-rahul viswakarma

Funnel Visualization:

Now go to Funnel Visualization:

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-annupam srivastava-rahul viswakarma

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-vitsmuni

So from the above image, we can know how many people are coming to cart, how many are adding to the cart, how many are reaching to further pages and finally ordering.

But all these results would depend upon your ability to set up goals and proper landing pages and thank-you pages.

Goal Flow:

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-annupam srivastava-rahul viswakarma

Google Analytics Attribution Model

An attribution model is a rule or set of rules, that determines how credit for sales and conversions is assigned to touchpoints in conversion paths.

If a  customer finds out your site by clicking one of your AdWords ads. The individual returns after one week by clicking over from a social network.

The same day, the persons come back a third time via one of your email campaigns, and after a few hours, it returns again directly and makes a purchase.

  • Last Interaction:

    The last touchpoint—in this case, the Direct channel—would receive 100% of the credit for the sale.

  • First interaction:

    The first touchpoint—in this case, the Paid Search channel your Adwords—would receive a 100% of the credit for the sale.

  • Linear:

    Each touchpoint in the conversion path—in this case, the Paid Search, Social Network, Email, and Direct channels—would share equal credit (25% each) for the sale.

  • Time decay:

    The touchpoints closest in time to the sale or conversion get most of the credit. For this particular sale, the Direct and Email channels would be receiving the most credits as because the customer had interacted with them within a few hours of conversion.

The Social Network channel would receive less credit than either the Direct or Email channels. Also, the Paid Search would receive significantly less credit as the interaction occurred one week earlier.

  • Position base:

    40% credit is assigned to each the first and last interaction, and the remaining 20% credit is distributed evenly to the middle interactions.

In this set of example, the Paid Search and Direct channels would receive 40% credit each, whilst the Social Network and Email channels would be receiving 10% credit each.

Segments and Filters

Now we will see SEGMENTS & FILTERS.

Go to Audience Overview.Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-annupam srivastava-rahul viswakarma

STP:

There is a concept of STP which Segmenting, Targeting & Positioning.

Segmenting is that you segment your audiences by geographical locations, interests, professions or by income or by age and so on.

Eg: ADVIAUX segmented into Entrepreneurs, working professionals, job seekers, starting a new business.

So you target these segments accordingly with relevant data.

Then positioning is something like how do you want people to see your brand.

Coco cola > They want that they should be known as somebody spreading happiness.

Pepsi > Youngistaan.

Just dial > Trust by taking Amitabh Sir as their brand ambassador.

Now click on “ADD SEGMENT”

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-annupam srivastava-rahul viswakarma

Now click on “New Segment”

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-annupam srivastava-rahul viswakarma

Once you have a segment, you can build an audience.

You can actually remarket to Google Adwords because it is linked with Google Analytics.

Dashboard: Just FYI

Watch this 7 min video on Custom made Dashboard in Google Analytics:

https://www.youtube.com/watch?v=I1b4GT-GuEs

Filters:

Go to Admin > View > Filters

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-annupam srivastava-rahul viswakarma

Let’s say Vitsmuni has 50 people working over here. So all these people would be going inside the website and must be tracked on this Analytics platform. So, I don’t want to record all those sessions.

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-annupam srivastava-rahul viswakarma

Click on Add Filter.

Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-annupam srivastava-rahul viswakarma

Similarly, you can select Filter type as CUSTOMER instead of Predefined.Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-annupam srivastava-rahul viswakarma

Example:Beginners guide to Google Analytics a Step by Step Tutorial to Analysis-digital marketing-seo-analytics-webmaster-hackertoasts-annupam srivastava-rahul viswakarma

And that’s it… Whatever is there inside this filter would not be counted inside your Analytics data.

That’s it! for now. Hope you enjoyed our beginners guide to Google Analytics cum tutorial. We’ll be again back with the advanced version of this guide. Till enjoy out other articles.

Stay AWESOME! ☺

Anupam Srivastava on FacebookAnupam Srivastava on Instagram
Anupam Srivastava
Digital Marketer and Consultant
A passionate Digital Marketer, Consultant, and Trainer love to interact with people and make an impact through works. A keen enthusiast and learner of advertisement, marketing, and management. Believe in creating value through work, most importantly believe in delivering the client expectation. Love to travel, bike riding, photography and exploring new places. A food lover and a great lover of technology.

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