Started a new website and want to keep a track of the traffic on the page, Google Analytics comes to the rescue, It’s an unpaid service provided by Google to make the tracking of the audience visiting the blog or website easier.
The stats of Google analytics are more minute and further bifurcated which makes it convenient for the company to relocate the traffic source and work upon better results.
Let’s understand the Google analytics dashboard –
Dashboards are a collection of widgets that gives an overview of the reports and metrics you care about most. They let you monitor many metrics at once, so you can quickly check the health of your accounts or see correlations between different reports.
They are easy to create, customise and share.
Google analytics dashboard provides plenty of tools and widgets to make the monitoring easier. You just need to put in the link of your page which needs to be monitored and you are good to go.
How to go about Google analytics dashboard –
· To reach to your dashboard, click on the dashboards in the left side menu of your Google Analytics.
· As soon as you drop-down you will find your default dashboard which you can customise.
· You will be directed to your own dashboard where you will get to view of the readership and reach of your page.
The first dashboard you will want to create should include the top 9 things you check most often in Google Analytics for each of your websites, these could include:
- Active Visitors
- Audience Overview
- New vs. Returning Visitors
- Traffic Sources
- Organic Keywords
- Social Referrals
- Top Content
Creating widgets —
To create a widget, click the +Add Widget in the top menu bar.
Here, you have plenty of ways to display your data.
For example, have a look at this sample dashboard —
We can see (from left to right, top to bottom) an example of the geomap, bar, pie, metric, timeline, and table widget types. Depending on the widgets you choose, you will have a specific combination of dimensions and metrics to work with.
One of the advantages about dashboard widgets is the ability to link them to specific reports within Google Analytics. This helps you to see more data and you can click on the widget and access the report you need.
Segments in Google analytics —
A segment is made up of one or more filters (filters that do not alter the underlying data). Those filters isolate subsets of users, sessions, and hits:
- Subsets of users — users who have previously purchased; users who added items to their shopping carts, but didn’t complete a purchase
- Subsets of sessions — all sessions originating from one user; all sessions during which a purchase occurred.
- Subsets of hits — all hits in which revenue was greater than a nominal amount.
We can include filters for users, sessions, and hits in the same segment.
The Analytics user model shows how segments analyse the Analytics data series:
- Users: People interact with your property (e.g., your website or app)
- Sessions: Interactions by a single person are grouped into sessions.
- Hits: Interactions during a session are referred to as hits. Hits include interactions like pageviews, events, and transactions.
Acquisitions in Google analytics —
Acquisitions in Google analytics is the information about how visitors land up to your website, app or blog.
Acquisition is further categorised into 10 sub-points —
· Overview- This displays where users come from, what they do on your site once they arrive and if they provide a conversion (filling out a form, making a purchase or completing a goal).
· Channels- Channels are the search mediums a user takes to reach to your website, example Google, Yahoo, MSN etc.
· All Traffic- This section gives you the answer to the website that sends you the most traffic.
· Referrals- This section tells us about the search engine and direct traffic and digs deeper into the websites visitors agenda to arrive at your site.
· Campaigns- This section helps you to track that whether the money put into advertising is doing any benefit or not. It provides a breakdown of your Google AdWords and other web advertising campaigns.
· Keywords- By this the website owners who run a Google AdWords campaign can see how their ad campaign keywords impact search results and traffic.
· Cost Analysis- In this section website owners get more power to see and compare visit, cost and revenue data for their paid campaigns.
· AdWords- This is important to keep a track for the website owners who are spending a bounty on the AdWord campaigns.
· Social- The section which consists the monitoring of the traffic hich is being gathered from social media. It has become one of the most important tools to market a website, page or blog.
· Search Engine Optimization- This section reveals the number of times your website appears in search results and the average positioning of your pages rank in these results.
Report making —
A report is something that you create after picking the dimensions and metrics, and further decide how they should be displayed.
Customise your report —
· Sign in to your analytics account.
· Select the customization tab, at the top of any page in analytics.
· Click +New custom report from the top of the table.
· Enter a title.
· Click +add a report tab. (optional)
· You can customize the report types in each report tab.
· Select a report type: explorer, flat Table, or map overlay.
· Define your dimension and metrics.
· Click +add filter to limit the report to specific dimensions. (optional)
· Select where this report should appear. Use the dropdown menu to select specific views, or select All views associated with this account to allow this report on all views you have access to. (optional)
· Click Save.
One metric that matters the most —
The metric that matters differs from user to user and website to website.
For some the readership matters and for some the clicks matter. The decision about the metric that matters the most is taken after a lot of analysis and putting in time into studying the reach band response of the customers to a particular page or website.
For content driven websites —
The metric that matters the most for a content driven websites are
· Unique Visitors / Page Views
· Bounce Rate / Average Time on Page
· Search Engine Referral Traffic
· Social Shares, Comments, and Inbound Links
· Conversion Rate
Example — medium, blogspot, wordpress etc.
For social networking websites —
The metric that matters the most for social networking websites are
· Follows and Fans
· Brand Exposure
· Hashtags & Keywords
example facebook, twitter, linkedin etc.
For E-commerce websites —
The metric that matters the most for E-commerce websites are
· Bounce rate
· Time on site
· Pages per visit
· Conversion rate
· Order value
example flipkart, myntra, amazon etc.
Key points for knowledge —
When you start your own page, there is no need for hiring special web developers for analysis. You just need a web developer access to push the codes to the server and you’ll be able to keep a track of your visitors.Huge market websites like flipkart, myntra etc prefer to prepare their own inhouse analytics tool as they want to measure the traffic of the audience according to them.
One point where Google analytics lacks is that after one point it doesn’t allows further customization. In this situation platforms like Segment, Amplitude, Mixpanel, Ezpanel comes to the rescue. Some of the website owners use both Google Analytics and other platforms to monitor their reach.
Analysis of the data is important for every company whether it is a startup or a well established firm. It helps in maintaining proper records and also keep a track on the functioning of the website, page or blog.
Upcoming workshops —