This article is written as part of the CXL Institute scholarship and covers my third-week of studying the Digital Analytics Minidegree.
For the next 9 weeks, I will be posting a new article every Sunday where I will be writing about my understanding of the content as well as my thoughts on the content. So if you are interested, feel free to come back on Mondays and read about Digital Analytics. Previous weeks I have covered about Google Analytics 4 training reviews and this week I am covering Google Analytics lessons from 1 to 10, remaining lessons will be covering in the coming week. The trainer ‘Chris Mercer’ has a great knowledge on Google Analytics and his presentation is awesome.
What ‘Google Analytics’?
Generating traffic and leads are marketing challenges faced by many, but this is where data comes into the picture as a saving grace. How users find your site and interact with it can all be transformed into massive amounts of data by Google Analytics to record actionable insights for you. Google Analytics works with its advertising and publisher products.
My third week lessons and thoughts on ‘Digital Analytics’
- Introduction to Google Analytics Basics
- Getting to Know GA: Using Reports
- Getting to Know GA: Introduction to Admin
- Getting to Know GA: Real-time Reports
- Getting to Know GA: Audience Reports
- Getting to Know GA: Acquisition Reports
- Getting to Know GA: Behavior Reports
- Getting to Know GA: Conversions Reports
- Getting Started: Account Settings
- Getting Started: Property Settings
So far I have completed 10 lessons of Introduction to Google Analytics for Beginners course. I am already having an experience of using GA for long time and now some more things have been added to my knowledge list by attending this course.
Introduction to Google Analytics Basics
First and foremost, you have to have a Google account with a Google email address. You can only access Google Analytics if you have a valid Google account. The next thing to do is sign up for Google Analytics.
Google Analytics hierarchy is of key importance to understand the layers and levels of working on this platform.
- Organization (product accounts and users)
- Accounts (Users)
Getting to Know GA: Using Reports
In Google Analytics, we will learn about the two basic parameters of data. We have observed that the dimensions are given in rows and metrics in columns.
- Dimensions: Dimensions are the attribute-based data of a user, e.g., name, location, the device used, etc.
- Metrics: Metrics is a quantitative variable, e.g., the average number of people using your app in a month, how many visitors you have on your website in a day, etc.
The left-hand sidebar in Google Analytics is where you will find your Reports section divided into 5 categories. they are, Real Time, Audience, Acquisition, Behavior and Conversions.
A Real-time report records and displays real-time insights of users and their interactions. Typically, Real-time reports cover the last five minutes of data. A few of them will allow you to view the activities that happened in the last half an hour.
Google Analytics Audience reports give an overview of the user activity and data based on set parameters for a specific property. If you want to learn about the number of users and their activities on your website for a particular period in time, this report will be your go-to report. Your segmented audience reports will be generated here. It is quite helpful in measuring audience interests.
Google Analytics Acquisition reports shed light on how users find your website and on their actions after they reach there. The sources for this report can be categorized into direct, organic, social, email, referral, display, affiliate, paid search, and others. Google has announced that Image Search reports will soon be added to the Acquisition reports.
Google Analytics Behavior reports record the data of user actions on your website, the website search data, the content, how fast your page loads, etc. They are helpful to gain actionable insights into areas where your site is not performing well or as intended.
Conversions can vary from business to business. If you have a hair salon, you might want users to book an appointment. If you are selling items on an e-commerce site, you will want people to buy your items. If you have a news website, you will want readers to read a lot of articles and stay on your website for a long time. How Google Analytics works for these goals you have set is by giving you actionable insights into what made the conversions happen, how many conversions happened in a specific time, the devices that were used for the conversions, etc. The first and foremost thing you need to do is to set your goals.
In the property settings there are quite a few things to set up. The basic things include:
- You can look up the tracking ID.
- You can edit the property name.
- You can set the default URL and View.
- You can select the best fitting industry for your business.
- You can delete the property.
Now that you have an idea of the scope of the Google Analytics tool, I am sure that you have realized how much of a value it can add to your business or website. Google Analytics is the place to be if you truly want to monitor the performance of your business online. Yes, it is extensive but also much useful, convenient, and worthwhile to consider including it in your business marketing strategies.
In the next week post I will be covering the remaining lessons from 11 to 23 of Google Analytics for Beginners. Feel free to come back on every Mondays and read about CXL Digital Analytics mini degree.