What is Google Analytics and How does it work?

Google Analytics allows you to combine, filter and visualize data in order to understand how users interact on a website.

What is Google Analytics and How does it work?

What is Google Analytics?

Google Analytics is a web analytics service that provides basic tools and statistics for search engine optimization and marketing. Google Analytics allows you to monitor and analyze the performance of your website as well as information about visitors.

It can identify the most popular user activities, provide valuable information about a company's marketing campaigns and initiatives, monitor how customers complete tasks (such buying or adding items to their shopping baskets), and identify patterns and trends in customer behavior.

Learn: What is Google Search Console?

How Does Google Analytics Work? 

Google Analytics uses page tags to gather user information from every web site visitors. Each page's code is populated with JavaScript page tags. This tag is embedded in each visitor's browser and Google's data gathering servers receive data from them. Google Analytics may generate custom reports to show and monitor website traffic, session lengths, sessions per route, page views and other data.

Google Analytics allows users to track how visitors interact with their website over time. Using features allows data gathering, analytics, tracking and visualization as well as reporting and interaction with other apps. Here are just a few:

  • Data visualization and monitoring tools, such as dashboards, scorecards and activity charts, that show data changes over time
  • Data collection is possible using application program interfaces (APIs).
  • Data analysis, modification and filtering.
  • Accurate insights, intelligence, identification of anomalies, and actionable insights.
  • Segmentation is used to analyze subsets, such as conversions.
  • Tailor-made reports are available for audience acquisition, audience behavior and conversion.
  • Email allows for sharing and conversation.
  • Integrations with Google Ads and Salesforce Marketing Cloud, Google Optimize 360, Google Display & Video 360, Google AdSense, Google Optimize 360, Google Data Studio, Google Search Ads 360, Google Search Console and Google Ad Manager.

Each website may have its own set of metrics that can be displayed in Google Analytics dashboard. Users also have the option to save their profiles for future reference. Some of the categories that can be tracked include content summary, keywords and referral sites, visitors review as well as map overlay and traffic streams overview.

Google Analytics Metrics

A metric can be described as a unit of quantitative measurement that is universally accepted. Google Analytics lets customers monitor up to 200 metrics to evaluate the performance of their websites. Some measures are more beneficial than others for some companies, but the following are the most commonly used metrics.

1. Users

A user can be defined as an individual or first-time visitor to a website.

2. Bounce Rate

The number of people who only looked at one page. Each visitor made only one request to Google Analytics.

3. Sessions

This is the total number of visitor reactions over a 30-minute activity.

4. Percentage of new sessions

The average time each visitor spends on the site.

5. Average Session Time

The percentage of website visitors who make their first visit.

6. Pages per Session

Maximum number of pages can be viewed in a single session.

7. Attainment of Goals

The number of times a visitor does a desired activity. This is also known as conversion.

8. Pageviews

The total number of pages visited.

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