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Web Analytics

Web Analytics
Google analytics is a free analysis and statistics tracking that reports and tracks website traffic. Google launched it in 2005 and Google Analytics is now the most widely used service on the Internet. It’s the most easily understandable and easily navigated service than any other similar software. It’s ability to flag certain pages as ‘goals’ is beneficial for e-commerce websites. It helps your website do better.

When someone visits a website, a variety of information is stored on the server called as access logs which are simple text files formatted in a specific way that allows programs to analyze the stored information and present in a more understandable way. The data includes the IP address of the computer, the amount of data transferred, the visited URL, visit’s time and date, the operating system and the browser used by the visitor. The number of visitors is the most common information to tell whether a website is doing well or not. But it doesn't tell what the visitors are doing. It’s difficult to track a visitor’s path through a website since HTTP connections are not persistent. An HTTP connection is a simple two-way communication between a computer and the server that ends as soon as the data is transferred. There are other types of connections that are used to create a persistent connection to the server but those are not used for browsing websites. So these results in problems for website developers and there are solutions to overcome these problems.

How Does Google Analytics help?

In website statistics tracking and analysis case, a visitor's path through a web site can be built by comparing individual requests to the server and gathering requests that share a number of pieces of information. If a number of requests come from a single IP address, then that means that they are all from the same user. In this way, Google Analytics can build the paths that users take as they browse a website. For each “goal” you can configure a set of funnel pages that lead up to the “goal” page. By analyzing how many users follow the funnel, you can analyze where people are stopping, getting lost, or just leaving your site. Analyzing this data will help you make your website more effective in helping people to reach the “goals.” Google Analytics will help you analyze your website’s loyalty, bounce rates, and visit depth. Loyalty means, what percentage are repeat visitors from your visitors. This also means the percentage of new visitors compared to the number of repeat visitors. Bounce rates show you the percentage of visitors that only view one page before leaving. Visit depth will show you the number of pages visitors request before leaving. The ease of use is the biggest advantage of Google Analytics over other analysis software. You can define any range of dates from which statistics can be viewed with just a few clicks. You can also navigate from general data to more specific data in an easy way. Everything from bounce rates to conversion rates can be easily found by a few clicks. Below are the features of Google Analytics:
  • Data visualization tools that includes a dashboard, scorecards, and motion charts which display changes in data over time.
  • Segmentation for analysis of subsets, like conversions.
  • Custom integration and reports with other Google products, such as AdWords, Website Optimizer and Public Data Explorer.
  • Email basis communication and sharing.

Benefits of Google Analytics

1. Google Analytics is Free

It’s a free online tool to use. No subscriptions or purchase is necessary. You can use all of tracking analysis and statistics without no cost. You just a Gmail account to sign up to Google Analytics and sign up for a Gmail account is completely free.

2. Analyze Sources Of Traffic

Google Analytics can show you the way visitors are attracted to your website, for example, how many people found your website through a link from another website, or from search engines, via paid advertisements, or from a direct link. This allows seeing the successful various methods of traffic sources like if your advertisements are performing well by increasing traffic.

3. Breakdown Of Keywords

You can use Google Analytics to see which keywords are ranking for you in the search engines. This will show you which keywords are performing well, and this allows you to modify your website to assist with SEO to try & boost the traffic generated by certain keywords.

4. Information About Visitors

Google Analytics provides the breakdown of information about the visitors that are coming to your website like the countries and towns that are accessing your website. It also helps you to determine if any keyword targeting or localized marketing campaigns are providing desired results or not. It can also help you to tailor your content or advertising to generate a significant portion of traffic.

5. Specific Page Popularity

Google Analytics can provide data about which pages of your website are the most popular one which allows you to see the specific areas of your website that are being considered more relevant and higher value content. You can improve these pages to generate more sales by using this information.

6. Website Bounce Rates

Website Bounce rates are the number of users that only view one page of your website before leaving or you can say ‘bouncing’. High bounce rate means your website is not what the users are looking for or perhaps they stumbled across your website by accident. The bounce rate is associated with the quality and relevance of content on your website. This can also help you to see which pages are encouraging the visitors to stay on your website especially if they are landing pages.

7. Traffic Flow

Google Analytics can display the traffic flow as a visual flowchart. This shows you where the majority traffic is entering on your website and the number of people that visit subsequent links as well as bounce rates as they navigate across your website.

8. Review Historical Data

Google Analytics can display the traffic change over a period of time. It helps you to check which of your marketing campaigns have been most successful helping you to shape your future advertising, or if certain pages, services or products are gathering a larger amount of interest at specific points of the month or year.

Google Analytics Process

1. Create Google analytics account through Either sign up for the existing account or ‘create an Account’ in the upper right section.

You will see the below screen if you are already signed in.

2. Once you are signed up for a new account if you’re not already redirected to the setup screen then come back to and click “Access Google Analytics.” Once signed up, you’ll come to the setup screen:

Website Name - Simply use your URL here. Website URL - Type in your website address like (It will take care of the ‘http://’ part). Industry - It’s optional but it let Google Analytics tailor some suggestions for your account. “Online Communities” is recommended. Time zone. Picking up your time zone is the key to make sure the way Google Analytics counts days lines up with your business day. For Account Name - Here you can use your company name. You can have multiple websites in one Analytics Account, so make sure to ad relevant and appropriate name so that you can plan it with adding multiple websites. Data Sharing Settings - This is completely optional. You can Select and deselect according to your wish and comfortability. Click the “Get Tracking” ID button, and agree to the pop-up Terms of Service.

Install Tracking Code

You will see the following tracking code setup screen once you signed up: If you are using Wordpress for managing your site then simple install Google Analytics for Wordpress plugin and manually enter your UA code under settings (copy and paste everything after “Tracking Id” from your Google Analytics screen). NOTE: One Google account can have only one unique UA code. So be sure to copy and paste your own specific code. If you are not using Wordpress, then install the code in the following way:
  • 1. Copy the unique UA code that Google displays for you and paste it exactly as it is before the ending head tag in your HTML code.
  • 2. Save. Mostly you don’t have to place the code snippet on each page of your website as “most websites reuse one file for the common content-Google says.”
  • 3. Finally, you are done with your part. Now, wait for Google to recognize the code that you installed. It can take a few hours or one day. You can see the phrase “Status: Receiving Data” next to the “Tracking ID” When everything is installed correctly.

Audience Report

You will find nine reporting sections under Audience in your Google Analytics profile with the Overview and Users Flow exception. Each section includes graph and table chart showing the acquisition, behavior and conversions data for each group. The graphs are easy-to-read and understand.

Overview — A top-level view of user metrics Demographics — The age and gender makeup of your website audience. The Demographics Overview will show you the breakdown of the visitors by age and gender.

You can access the full report of age and gender by clicking the link in each chart from the left sidebar menu.

Interests — User behaviors segmented by marketing categories and affinity. Geo — The location and languages of the audiences of your website.

Behavior — Comparisons of the returning and new visitors. How long visitors spend on your site and how often return visits occur.

Mobile — A breakdown of all the mobile devices that your audiences are using to access your website.

Custom — Custom reports are the reports that you define. Users Flow Reports — A visualization of how users move through your website.

Overview The Audience Overview is generally the view when you first log into your Google Analytics account. There is a graph of the number of sessions performed by the website users at the top of the Overview tab.

Just below the graph, you can see the number of sessions, the number of users who performed sessions, page views, pages per session, average session duration, bounce rate and New Sessions percentage.

At the bottom part, you will find quick links to demographic, system and mobile data along with a chart showing you the number of sessions on your website from the visitors speaking a particular language.

The top channels that Google Analytics uses to track your traffic sources are as follows. Organic Search — Visitors who come to your website after searching and other search engines Paid Search — Visitors who come to your website from an AdWords or other paid search ad Direct — Visitors who come to your website without a traceable referral source, such as typing your URL into their address bar or using a bookmark on their browser Referral — Visitors who come to your website from another website by clicking on a link Social — Visitors who come to your website from a social network Other — If you use UTM parameters for custom campaign tracking, the traffic linked to those campaigns is listed here Channels The Channels section is similar to the Acquisition Overview, except it gives you a graph to go along with the acquisition, behavior and conversions details.

All Traffic This section lists your top traffic sources from all channels. They get listed based on the number of viewers they sent to your website.

All Referrals All Referrals shows you the website domains (including social networks) that referred traffic to your website.

Keywords Keyword section will show you the keywords the visitors used to visit your website both from organic and paid search. You can look at Webmaster tools (Traffic - Search Queries) and third-party tools like HitTail.


This section gives you depth details about a social activity that are related your website. It gives you a summary of conversions that are linked to social networks and traffic from specific networks.

This section provides seven additional reports. Scroll down to get more data.

1. Network Referrals

This report will show you the social networks that are driving visitors to your website. It doesn’t focus on conversions or behaviors on your website.

2. Data Hub Activity

This report shows Google Partner networks activity. These include Delicious, Disqus, Diigo, Google+, Reddit, Livefyre, and several others.

3. Landing Pages

You can view the Landing page report if you want to know the pages on your website that are receiving most traffic from social networks.

4. Trackbacks

This would be familiar to you if you own a blog. They are the notifications from your blogging platform such as Wordpress which tell you that someone linked to your blog post. Google Analytics help you by offering Trackbacks report that will provide you these notifications.

5. Conversions

You can find the data about which social network is leading to the most of the conversion on your website by Conversion report.

6. Plugins

Google Analytics tracks any of the clicks to Google+ profile and Google +1 badges on your site and shows that data in the Plugins report. Click on the Secondary dimension drop-down report and choose Social Action

7. Users Flow

You can find the way through which your visitors are coming to your website from a social network.

Search Engine Optimization

In this section, you will find the data and the reports from Google Webmaster Tools. Webmaster Tool is a free product that will let you monitor your website’s health in the Google search results. There are three reports in this section Queries, Landing Pages, and Geographical Summary. When you will click on any of these sections, you will be prompted to set up Google Webmaster Tools data sharing. You have to do this for your every website that is using Google Analytics and Google Webmaster Tools.

When you click on the above Setup button, you will be redirected to the settings page within Google Analytics. Then scroll down to the Webmaster Tools settings and click on the Edit link. This link will redirect you to the Webmaster Tools where you can choose the website that you want to link to Google Analytics.

1. Queries

Google Webmaster Tools provides you some of the keywords that users use to find your site in Google search and this information is brought by Queries report into Google Analytics for you. It will also show you the number of impressions, click, click through rate and average position for each keyword.

2. Landing Pages

It will show you the pages that have received most of the impressions and clicks from Google Search with click-through rate and average position.

3. Geographical Summary

This Geographical Summary will provide you the Insights of where search engine users are located.