Basics of Google Analytics Tool

Google Analytics (GA) is one of the most trusted tracking tools among website owners these days. It has become synonymous with free web analytics and surprisingly a comprehensive for a free service.

GA is geared toward those business owners who are serious about their marketing efforts. It is perfect for helping you modify existing advertisements, create new and effective ads, in addition to potentially increase conversions on your website.

Google Analytics allows web admins to track page views, visitor information, and conversion rates. You can also set goals that can help interpret data by comparing several factors at once.

One of the best features of GA is the Acquisition section. Use this section to compare traffic from Search, referrals, email, and your (Social) marketing campaigns.


The report shown is broken down by Source / Medium initially, rather than channels. This is beneficial to those who manage their traffic sources with effective source and medium tags or those who do not wish to rely on Google Analytics’ default channel groupings.

Channels Report

It begins by showing you the detailed ABC summary for each default channel. But you have more flexibility in this report to choose how you break the data down and how it is displayed.

In addition, there are two additional ways to change the data set: either by using the links above the graph to view different metrics for the channels, for Site Usage, Goals, Ecommerce or to break the channels down by other methods you can use the links above the table, for Source and Medium dimension breakdowns).

Referrals Report

The All Referrals report comprises information about the websites that sent traffic to your website. It is made up of all traffic where the Medium is Referral and breaks the data down by Source, which is the website domain.

This report helps in discovering which websites have valuable high traffic links to you, especially as the activity is automatically tracked by Google Analytics, although it can also be tagged with campaign URLs if you wish to define the information yourself.

It can also display the exact pages that send you traffic and the data broken down for each of these by clicking the domain shown in the report. This takes you to the ‘Referral Path’ report.


Traffic from Campaigns should be around 10 percent. This is the traffic from any source other than organic search, PPC, referring sites or direct traffic.  Samples are traffic from email marketing campaigns, display ads, banner ads, social media campaigns etc.

Search Traffic Analysis

Under the ‘Search Overview’ report, you can determine the portion of the traffic, conversions and revenue coming from organic and paid search.

Organic Search Traffic Analysis

Under the ‘Organic Search Traffic’ report, you can find out the top keywords which are sending traffic, conversions and revenue to the website.

Paid Search Traffic Analysis

As for the ‘Paid Search Traffic’ report, you can discover the top keywords which are sending traffic, conversions and revenue to the website.


The Social Analytics reports allow you to analyze all of this information together and see the complete picture of how Social impacts your business. In measuring the impact and effectiveness of your social initiatives, there are four elements to consider and they are as follows:

Network Referrals – As your content is shared and people come to your site, it’s important to understand how users from different social sources engage with your site.

Conversions – Shared content URLs become the entry points into your site, driving traffic from social sources. Measuring the conversion and monetary value of this traffic will help you understand the impact of Social on your business.

Landing Pages – People increasingly engage with, share, and discuss content on social networks. It’s important to know which pages and content are being shared, where they’re being shared, and how.

Social Plugins – Adding Social Plugin buttons to your site (for example, Google “+1” buttons) allows your users share content to social networks directly from your site. Your social plugins data shows you which content is being shared, and on which networks.

Other benefits of using Google Analytics:

  • It track specific ads so that you know from where sales originated
  • GA determines whether your advertising and subsequent sales meet, exceed or fall below budget
  • It has the ability to track newer medium such as websites created for mobile phone use and various mobile applications
  • GA can be integrated with your WordPress driven website
  • It also adds your Adsense and Adwords accounts
  • GA can also help you in setting goals that will monitor the revenue per click (based on pay-per-click campaigns), return on investment, and profit margin.

All the reports and data can be exported via Excel, CSV, PDF, email and tab delimited files.

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