Google

Analytics
basics
Google Analytics basics

Contents
Google Analytics: an introduction . . . . . . . . . . . . . . . . . . . . 3
How to install Google Analytics. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .3

Google Analytics interface. . . . . . . . . . . . . . . . . . . . . . . . . . . . 4

Audience . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 5
Changing the date range . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 6
Putting stats into context. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Analysing trends. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Understanding metrics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 8
Quick A-Z of keywords. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .9
New vs returning visits. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 9

Acquisition. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10
Social. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12
Campaigns. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12

Behaviour . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 13
Site Content. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Site Speed . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
Site Search. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 14
In-Page Analytics . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 15

Conversion . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 16
Overview. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 19

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 Google Analytics: an introduction
Web analytics is the measurement, collection, analysis and reporting of
internet data for purposes of understanding and optimising web usage.
(Definition: en.wikipedia.org/wiki/Web_analytics)

Google Analytics is an analytics tool, hosted by Google, which provides you with
insight into your website activity, providing you with information to allow you to
make informed decisions on your website performance, design and conversion.
Websites and web activity can be accurately measured to provide much greater
insight about your site. It allows you to answer questions such as:
• Who is visiting my website?
• Where are visitors to my website coming from, in terms of location?
• How are people getting to my website
i.e. what sites are referring traffic to my website?
• How are people accessing my site: desktop / mobile / tablet?
• What pages are most popular on my website?

How to install Google Analytics

First, you need a Google Analytics account. If you have an existing Google account,
then you can set up your Google Analytics using that Google account. If not, you
will need to set up a new Google account to allow you to set up Google Analytics.

Set up your account and property

Once you have a Google account, visit www.google.com/analytics and click the
Sign into Google Analytics button. You will then be greeted with the three steps you
must take to set up Google Analytics. Click the Sign Up button and then fill out the
information for your website.
Once completed, Google will provide you with a tracking code. This must be installed
on every page on your website in order to gather data about that page. This will most
likely be something you’ll want to speak to your web designer/developer about.

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Google Analytics Basics

Google Analytics interface

On logging into Google Analytics, you will land on the ‘Audience Overview’
screen, showing top line analytics including Sessions, Users and Pageviews for
a particular date range.

The main sections of Google Analytics which will

provide you with useful information are:
• Audience
• Acquisition
• Behaviour
• Conversions

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 Audience
Google Analytics Audience reports provide an in-depth look at traffic to your
website and the behaviour of users after they arrive.

Audience Overview
Within this page is a graph that displays sessions per day. You can modify this
graph to display different metrics like average session duration or pages per
session. You can also change the unit of time to display hourly, weekly, or monthly.

Beneath the graph are top-level session details showing you the number of users
who have performed sessions on your website, pageviews, pages per session,
average session duration, bounce rate and the percentage of new sessions.

At the bottom of the Audience Overview are quick links to top demographic,
system and mobile data, along with a chart showing the number of sessions on
your website from visitors speaking a particular language.

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Google Analytics Basics

Within the Audience tab, you’ll also find the following information:
• Demographics—The age and gender makeup of your website audience
• Interests—User behaviours segmented by affinity and marketing categories
• Geo—The languages and locations of your website audience
• Behaviour—Comparisons of new and returning visitors, how often return
visits occur and how long visitors spend on your site
• Technology—The browsers, operating systems and networks of your
website visitors
• Mobile—A breakdown of devices used to access your website
• Custom—Reports you define
• Users Flow—A visualization of how users move through your website

Changing the date range

By default, the past month’s stats can be seen. However should you wish to look at
a different time range: Click on the calendar tab and select the start and end dates
of the data you wish to view.
You can also compare date ranges to allow you to ascertain if there have been any
significant differences in traffic levels across comparable dates. When using the
date selector to set comparison dates, check the ‘Compare to Previous Period/
Previous Year’ and set the dates you wish to compare using the sliders.

If you set comparison dates, this will be applied to every report you view thereafter
until you un-check the ‘Compare to Previous Period’.
Hovering over the graphs will provide you with additional pop-up statistics.

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Putting stats into context
When analysing your traffic, avoid focusing on just a single metric as it often needs
placed into greater context before sense can be made of it. For example, the pageviews
result by itself isn’t useful because one visitor can view multiple pages and therefore
perform multiple page views. However, when you consider page views alongside other
metrics such as pages per session, then it starts to become more useful.

Analysing Trends
Identifying trends can be a useful method in further understanding your website
stats. It is important to bear in mind however that some trends may be weekly or
seasonal, so ensure that you familiarise yourself with typical website stats and
weekly, monthly and seasonal trends to ensure that any difference in trends you
are looking at are not just typical seasonal variations.

If traffic spikes during a particular period, then more investigation could be carried
out to identify why, for example, were promotional activities being carried out to
drive traffic to your website?

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Google Analytics Basics

Understanding metrics
Sessions, users and pageviews
Pageviews are recorded every time a web page loads up correctly (if the page fails
to load correctly and Google Analytics Javascript doesn’t load, then no page view
can be recorded). If a user refreshes or re-loads as a page, this will be counted as an
additional page view.
Pageviews are different to a session, since one session can result in multiple page
views. If someone comes to your site and views the home page, then the offers
page, then the home page again, and then leaves your site - the total pageviews for
the visit is 3. Whilst this all occurred during just one session.

A session is the period of interaction between your website and the users’ browser.
In the case of Google Analytics, if a user closes their browser or window, or doesn’t
actively use their browser for a period of 30 minutes or more, then this will end the
session. If the user, after the 30 minutes, continues on where they left off then this
will start a new session and the person will have this registered as their second visit.

A user is an unduplicated visitor to your website. When a user comes to your site,
their browser is issued with a cookie. The cookie records a random, unique user ID
and also records a time stamp of the users first visit. The random user ID and the
time stamp are combined to create a unique ID for that user.
A user can visit a site multiple times, and during each visit can conduct multiple
pageviews. The user metric therefore tends to be smaller than the sessions metric,
and the sessions metrics tends to be smaller than the pageviews metric.

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Quick A-Z of keywords
Here are a few more common words you’ll come across in analytics.
• Bounce: the user’s activity on your site just involved the loading
of a single page
• Conversion: refers to an activity carried out by the user which fulfils the
intended web page purpose (product purchase, download, newsletter
subscription etc.)
• Entrances: the number of times visitors entered your site through
a specified page or set of pages.
• Entry (or Landing) Page: the entry page is the first page viewed by
a website visitor.
• Exit Point: the exit point is the last page viewed by a website visitor

New vs returning visits

The “New vs. Returning” report classifies each visit as coming from either a new
visitor or a returning visitor. So when someone visits your site for the first time, the
visit is categorised as “from a new visitor.” If the person has browsed your website
before, the visit is categorised as “from a returning visitor.” While you want to drive
new visitors to your website you also want to maintain a high level of returning
visitors, which means your site is engaging enough to ensure that visitors return on
a regular basis.
It is worth noting that when a user visits a site via their computer at home, then on
their mobile phone, they will be classed as a new visitor on both occasions. If they
then look at the site on their PC at work, they are a new visitor again. Likewise, if
they clear their cookies on a device, they become a new user again.

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Google Analytics Basics

Acquisition
The Acquisition section tells you where your visitors originated from, such as
search engines, social networks or website referrals. This is a key section when
determining which online marketing tactics are bringing the most visitors to
your website and where you should focus marketing activities going forward.
The Acquisition Overview gives you a quick view of the top channels sending
visitors to your website, as well as the associated acquisition, behaviour and
conversions details for each channel.

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The top channels Google Analytics uses to track your traffic sources are as follows:
• Organic Search - Visitors who come to your website after searching Google.
com/.co.uk and other search engines
• Paid Search - Visitors who come to your website from an AdWords or other
paid search ads
• 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
• Email – Visitors who come to your website from email marketing activity.
• 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
The All Traffic section lets you quickly analyse where most of your traffic comes
from—it may be a particular search engine, a social channel or even a website on
which you advertise.
Just looking at traffic levels alone however will not provide you with a great deal of
information, as a source which drives a large amount of traffic may indeed result in
poor conversion. Some indicators of poor quality traffic include: high bounce rates
and high exit rates.

Search Console
The Search Console report in Analytics provides information about the
performance of your organic-search traffic. You can see data like user queries and
the number of times your site URLs appear in search results (impressions), along
with post-click data about site engagement like bounce rate and ecommerce
conversion rate.
Before you can see the Search Console reports, you will need to add your site using
Google Webmaster Tools and verify it with Search Console.

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Google Analytics Basics

Social
The Social section gives you more in-depth details about social activity related to
your website including Network Referrals, showing you the top social networks
driving visitors to your website and which landing pages on your website received
the most traffic from social networks.

Campaigns
Campaigns (the Other acquisition channel) tracks visitors who come from
campaigns you (or a third-party application) have set up. Campaigns use UTM
parameters appended to the end of a URL a visitor would click on.
Within the campaigns section you’ll also find the Keywords report which breaks
down keywords used to find your site—both from organic and paid search.
Unfortunately, thanks to Google’s decision to encrypt keyword data, these reports
aren’t always useful because the majority of keywords are listed as (not provided).
To see your organic search keywords from Google, you can look at your Google
Webmaster Tools.
These keywords can then help to form the basis of search engine optimisation
activities to help drive organic traffic to your website.

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 Behaviour
The Behaviour section reveals what your visitors do on your website.
Specifically, the reports tell you what pages’ people visit and what actions they
take while visiting.

The Behaviour Overview report provides information on:

• Pageviews—The total number of pages viewed including repeated views
of a single page.
• Unique Pageviews—The number of individual people who have viewed
a specific page at least once during a visit.
• Avg. Time on Page—The average amount of time users spend viewing
a specific page or screen, or set of pages or screens.
• Bounce Rate—The percentage of single-page visits or the number of visits
in which people left your website from the same page they entered on.
• % Exit—The percentage of users who exit from a page or set of pages.

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Google Analytics Basics

Site Content
This section contains reports about how visitors engage with pages on your
website. You can use the All Pages report to quickly see your top content which
should help determine what content performs best on your website.
The Content Drilldown report is helpful for websites that have subfolders such as
domain.com/blog/ and domain.com/support/ or something similar. The Landing
Pages report lets you see the top pages on your website where visitors enter and
the Exit Pages report shows the last pages’ people visit before exiting your website.
These are the pages you want to look at to see what you can do to keep visitors on
your website longer.

Site Speed
The Site Speed section has crucial reports that identify areas of your website
that you may need to optimise as a slow site may mean that users give up and go
elsewhere. Using these metrics, you can work toward improving page load time
and page download time by optimising the content on your website.

Site Search
The Site Search section displays the metrics for visitors who use the search box
on your website. Beneath these metrics, you can view quick reports for the terms
searched, categories and the pages where visitors initiated a search.

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 In-Page Analytics
In-Page Analytics, lets you view your web pages along with your Google Analytics
data. To use this feature, you must install the Page Analytics Google Chrome
extension.
This view of your website allows you to see which areas get the most attention. If
you notice a particular area gets a lot of clicks, make sure it includes links that aid in
conversion goals for your business.

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Google Analytics Basics

Conversion
The Conversions section shows you the path your customers take on your
website, from the entrance to making a purchase or becoming a lead.

Goals
The Goals Overview report gives you a quick summary of the total number of goal
completions made on your website.
A goal is just that- a goal, an activity or an interaction that you want a user to
achieve on your website. Typically, this can be that you want the user to contact
you, to make a purchase, to register/ sign up or to book an appointment.
There are three ways in which you can define a goal in GA:
• A URL Destination goal is a page that visitors see once they have completed
an activity, for example, a “Thank You for signing up” page or a receipt page
for a purchase. A URL Destination goal triggers a conversion when a visitor
views the page you’ve specified.
• A Time on Site goal is a time threshold that you define. When a visitor spends
more or less time on your site than the threshold you specify, a conversion is
triggered.
• A Pages per Visit goal allows you to define a pages viewed threshold. When a
visitor views more pages - or fewer pages - than the threshold you’ve set, a
conversion is triggered.
You can get information on setting up goals from Google Analytics help section but
if you are not sure, ask your web developer for assistance.

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 Goal URLs
The Goal URLs report shows the URLs on your website where visitors convert. If you
use the Destination goal type, this is the URL visitors land upon once a goal has
been completed, such as a thank-you or confirmation page.

Reverse Goal Path

The Reverse Goal Path report displays up to four steps in the goal completion
journey. This report shows you two things. First, it shows you the most popular
pathways people take to complete a goal on your website. Second, it shows how
many steps people take to complete a goal.

Funnel Visualisations
If you set up your Destination goal to track multiple steps in the conversion
process, you will be able to see the steps your visitors take in the Funnel
Visualization. Funnel visualisation is critical for those sites with multiple steps in
the goal completion process. You can find out where in the conversion process
people drop out before making a purchase.

Ecommerce
For businesses that sell products through an ecommerce shopping system,
Ecommerce reports will give you insights into your shoppers’ journey from entry to
conversion. You must specifically set up ecommerce tracking to use these reports.

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Google Analytics Basics

Multi-Channel Funnels
Google Analytics typically attributes conversions to the last referral that brought
the visitor to your website to make the conversion. Multi-channel funnels help you
understand the full journey of customers who convert on your website.
Ultimately, from the Multi-Channel Funnel reports, you will discover that it’s not
just one type of marketing that helps your business, but all types together.

Attribution
Attribution contains one report that helps you understand the difference in
conversions attributed to the last interaction versus other attribution models, such
as the first interaction.
Google Analytics offers the following example. Someone finds your site by clicking
one of your AdWords ads. She returns one week later by clicking over from a
social network. That same day, she comes back a third time via one of your email
campaigns, and a few hours later, she returns directly and makes a purchase.
In the case above, the Last Interaction attribution is 100% credited to the direct
return (the Direct Channel). The First Interaction attribution is 100% credited to
the AdWords ad (the Paid Search Channel). The Linear attribution is credited evenly
among Paid Search, Social Media, Email and Direct. Other attribution models are
defined on this page.

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 Overview
Understanding what users are doing and not doing on your site can allow you
to make decisions about how you might want to change your website. At the
very least it also helps you understand whether or not those new potential
customers are finding your site if they search for tourism businesses in your
area.
Your website is a huge opportunity for you to get in front of a new audience- and
the more insight that you can get about these individuals, the more you will be able
to ensure that your website meets their needs and their expectations.

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Tourism Northern Ireland,
Floors 10-12,
Linum Chambers, Bedford Square,
Bedford Street,
Belfast BT2 7ES
Tel: +44 (0) 28 9023 1221
Fax: +44 (0) 28 9024 0960
Email: info@tourismni.com