How to use Google Analytics?

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As you people are more and more looking into the benefit of a conversion specialist. In this post, we are going to teach you the essential steps to create and start using Google Analytics on your own, which allows you to analyse and know the traffic that reaches your website.

Google Analytics puts at our disposal a huge amount of valuable information for our business. It is also a free tool, easy to understand and use, completely online and does not require any type of maintenance on our part. It gives us information about the traffic to our website, the behaviour of users, times, dates, bounce rates, leads, conversions, and much more.

And now that you know some of the advantages of this tool, let’s see how we should use it correctly.

 

  1. ACCESS TO GOOGLE ANALYTICS

To create an account, we must access the “Google Analytics” platform and we will find a screen like the following: 

  1. REGISTRATION IN GOOGLE ANALYTICS

You need to have a Google account.

Once the session is started, we will fill out a form with the main data of the company (Account name, Web URL, company activity sector and time slot). Once these data are completed, we will click on the “Get Tracking ID” button 

  1. ACTIVATE THE TRACKING CODE

Once we click on the above button, Google Analytics will return a tracking code that we must install on our website to track the sessions of our visitors.

Later we will configure the different personalized objectives and we will activate the filters to visualize the information of our interest related to those objectives.

We are now going to see some of the main predefined reports that we can consult and the data that we can obtain from them. It is important that we first clarify some concepts of Web analytics, in order to better understand this tool:

  • Sessions: number of visits the website has received.
  • Users: unique visitors to the web.
  • Number of visits to pages: total number of pages viewed or visited on the web.
  • Percentage of new sessions: percentage of visits made for the first time.
  • Bounce rate: it is the interest that the audience has in our content. This rate is increased by visits that as they enter the web, they leave it, therefore, the lower the bounce rate, the greater the interest on the part of the users.
  • Average Session Duration – Average time users spend browsing the web.

 Audience Report > Overview

In this report, we can consult general data about visits to our website: how many visits we have had in a given period of time, how many different people, how long they have been on the website, how many pages they have visited, etc. 

Audience Report > Geographic Location

It shows the visits that have occurred to the web page together with its associated statistics, segmented by the geographical location of the user. The segmentation can be done at the level of country, city, or continent. 

Audience Report > Mobile Devices

This report segment visits by device type, which will help us analyse the performance of the website on each device and make decisions regarding its optimization for mobile devices. 

Acquisition Report > Source/Medium

It helps to know the origin of the visits (giving details of both the source and the medium that originated the visit), that is if our visitors have come to our website through the organic or paid results of the search engine. Google, if it has been through social networks, through a specific web page that has linked us, etc. 

Behaviour Report > Exit Pages

It helps to know the retention capacity of each web page of the portal.

In the following image, we see the main exit pages, that is, through which the user has left our website. It could be that they leave because they got what they wanted, they got tired and went to another site, they lost interest, the page contains technical errors, etc. We must analyse all these possibilities in order to make the appropriate optimizations.

Google Analytics contains an immense variety of reports and possibilities for data configuration, segmentation and filtering, and in this post, we wanted to show you a small part of its potential.

However, remember that this tool is useful not only to be able to visualize this large amount of information but also to know how to interpret it and analyse the results in favour of your own interests and objectives. Data are numbers and it is very important to know how to read them and transfer them to the needs of our public.

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