What Is Google Analytics?

Google Analytics is a free web site analytics software that helps entrepreneurs higher perceive their website’s general efficiency.

In contrast to Google Search Console, which gives detailed knowledge about how customers uncover web sites by way of Google natural (which means unpaid) search, Google Analytics offers with all visitors sources. Together with natural search, paid search, social media, and extra. 

And past telling you ways your customers arriveon your website, it has knowledge that tells you what they do after they arrive. That features which pages they view and what actions they take.

Google Analytics may appear sophisticated and complicated at first. But it surely would not need to be. 

On this information, we’ll train you the fundamentals of Google Analytics and allow you to set up it in your website.

Let’s begin with a quick historical past.

Common Analytics

Common Analytics (UA) is not the present model of Google Analytics. However it’s the model that made Google Analytics well-known.

It grew to become widespread throughout the digital advertising world after the beta model was launched in 2012.

How widespread? The assorted variations of Google Analytics have a better than 70% share of the online analytics software program market, in line with Statista.

Right here’s what the dashboard seemed like:

what the dashboard in Universal Analytics looked like

However you gained’t see it nowadays.

That’s as a result of Common Analytics was set to cease processing new knowledge in normal accounts on July 1, 2023. So entrepreneurs began adjusting to the brand new Google Analytics 4.

Google Analytics 4

Google Analytics 4 (generally known as GA4) is the brand new normal for the Google Analytics platform. 

The platform was initially launched as a beta model in 2019. And known as the “App + Net” property.

The dashboard in GA4 seems like this:

a dashboard in GA4 (Google Analytics 4)

It doesn’t look all that totally different, does it? 

However there are some basic variations between GA4 and UA. Particularly for individuals who had been accustomed to the prior model.

Variations Between GA4 and UA

Understanding these two variations between GA4 and UA will allow you to perceive right now’s Google Analytics higher.

Distinction 1: Occasion-Based mostly Knowledge

Google Analytics measures consumer interactions on a web site. Every of these consumer interactions is named a “hit” and it turns into a part of the information you possibly can see in your Google Analytics reviews. 

GA4 collects all net interplay knowledge as “occasions.” In different phrases, all hits in GA4 are collected as occasions.

Common Analytics collected knowledge by way of a number of hit sorts. You possibly can see this within the desk beneath, with the varied UA hit sorts on the left and the way they translate to GA4’s event-based knowledge on the correct.

a table showing how "hit type on Universal Analytics property" column translates to "measurement in Google Analytics 4 property"

The event-based knowledge mannequin in GA4 means some metrics and reviews at the moment are totally different in Google Analytics. We’ll see this in better element after we evaluation Google Analytics fundamentals later on this information.

Word: Variations like this have been so disorienting for some entrepreneurs that they’re exploring Google Analytics alternatives. However Google Analytics remains to be an extremely helpful and highly effective software for individuals who discover ways to use it.

Distinction 2: A New Account Construction and New Knowledge Streams

Google Analytics 4 has a distinct account construction than UA and introduces the idea of a “knowledge stream.”

Common Analytics had an account, a property, and a view. 

The account degree was usually linked with a corporation. The property degree was linked with a selected digital property, like a web site or an app. And the View degree was the place knowledge was really considered. 

GA4 has an account and a property degree. But it surely doesn’t have any views.

The account degree works the identical because it did in UA. The property degree is totally different.

Bear in mind after we mentioned that GA4 was initially launched as one thing known as the “App + Net” property?

That’s as a result of Google Analytics can now mix knowledge from a web site and an app right into a single, unified image. Each the web site and the app can have their very own distinctive knowledge streams that move into a whole image of consumer habits inside the GA4 property.

We’ll see the best way to arrange a knowledge stream after we get to the installation walkthrough below.

However first, let’s reply a important query. What does Google Analytics really do?

What Is Google Analytics Used For?

Google Analytics helps reply necessary questions on how your web site (or app) is performing. So you’ll find methods to enhance.

Word: We’re focusing completely on GA4 for the remainder of this text. As a result of UA is not supported.

Listed below are a number of the questions the platform can reply: 

  • Who was in your web site? You possibly can see what customers’ pursuits are, which languages they converse, which cities they’re from, and which nations they’re from. 
an example of a map showing users by country ID in GA4

What occurred in your web site? You possibly can see what number of pages had been considered, what number of hyperlinks had been clicked, what number of movies had been performed, and rather more. Google Analytics will present you ways typically these interactions happen.

a table in Google Analytics showing "event count," "total users" and "event count per user" metrics
  • When did totally different occasions occur? You possibly can shift your date vary to research related time frames. It’s also possible to evaluate efficiency throughout time frames to see year-over-year or month-over-month developments.
search for data in Google Analytics for the last 12 months
  • The place did your guests come from? You possibly can see which sources contribute essentially the most (and least) visitors to your website. Let’s have a look at the “Acquisition overview” report beneath. Look to the desk on the far proper and you’ll see that the overwhelming majority of visitors comes from natural search (unpaid visitors from search engines like google and yahoo). Natural social and e-mail contribute a small share of visitors.
in “Acquisition overview” report you can see which sources contribute the most traffic to your site

Professional tip: A company with a visitors profile like this would possibly select to prioritize their keyword research to proceed strengthening their natural search efficiency.

As you reply these questions, you’ll be taught what works and what doesn’t. And you need to use this to enhance your outcomes over time.

How Does Google Analytics Work?

Google Analytics works by amassing knowledge out of your web site (or app) after which creating reviews so you possibly can analyze that knowledge.

A small monitoring code must be put in on the location to allow knowledge assortment.

Right here’s an instance of the Google Analytics monitoring code.

an example of the Google Analytics tracking code

When a consumer arrives on a website with this monitoring code put in, Google Analytics will place a cookie (a small file that collects details about the consumer) in that consumer’s net browser. This customer exercise is what you in the end see in Google Analytics reviews.

How does this knowledge get there? 

Let’s break it down into 4 steps shifting from left to proper. Like within the diagram beneath.

a digram illustrating how Google Analytics generates data
  • Step 1: A consumer lands on a web site with Google Analytics put in. The Google Analytics code sends a cookie to their net browser
  • Step 2: Because the consumer interacts with the location, their actions at the moment are being tracked by Google Analytics
  • Step 3: The consumer’s interactions then get processed by the Google Analytics servers
  • Step 4: After processing, the information is on the market for evaluation and evaluation in Google Analytics

Now, let’s arrange Google Analytics in your website.

How one can Arrange Google Analytics

Putting in Google Analytics is a two-part course of. 

The primary half is making a Google Analytics 4 property. Which generates your distinctive monitoring code. 

The second half is putting in that monitoring code in your web site.

We’ll begin this Google Analytics how-to by strolling by way of organising your account.

Create a Google Analytics Account

First, sign in to Google Analytics together with your Google account.

In case you’ve by no means used Google Analytics earlier than, you’ll see a display screen like this.

"Welcome to Google Analytics" page

Click on “Begin measuring” and proceed to Step 1 beneath.

When you’ve got used Google Analytics earlier than (with the e-mail tackle you’ve used to log in), you gained’t see this similar welcome display screen. If that’s your state of affairs, click on on the gear icon within the backside left of your display screen to entry the admin space.

Admin area in Google Analytics

Then click on “Create Account” and proceed to Step 1 beneath.

1. Arrange Your Account

First, give your account a reputation.

add your account in Google Analytics a name

You possibly can select no matter title you need. But it surely’s a good suggestion to make use of your corporation’s title. So it’s simple to acknowledge.

It’s also possible to select what info you need to share with Google at this step. Similar to “Technical assist” (who would possibly be capable of assist with a technical drawback sooner or later) and “Account specialists” (who would possibly contact you for gross sales functions sooner or later). 

Then, click on “Subsequent”.

2. Create Your GA4 Property

Now, give your property a reputation.

Word: Do not forget that the property degree is the place the information lives in Google Analytics. When you’ve got a number of web sites, you possibly can have a number of properties that exist in a single account.

As soon as once more, you possibly can select no matter title you need. It’s not a foul thought to make use of your web site’s area title.

You’ll additionally choose your reporting time zone and your forex.

"Create a property" page in Google Analytics

After making your alternatives, click on “Subsequent.”

3. Present Your Enterprise Info

Now, select the business class that looks like the closest match utilizing the drop-down. If nothing matches, you possibly can select “Different Enterprise Exercise.”

And choose your corporation measurement.

Then, click on “Subsequent.”

"Describe your business" page in Google Analytics

4. Choose Your Enterprise Goal and Settle for Phrases of Service

The choice you make right here determines what reviews can be pre-loaded in your Google Analytics property.

In case you’re unsure, it’s tremendous to decide on “Get baseline reviews.” You possibly can at all times add further reviews sooner or later.

"Choose your business objectives" page in Google Analytics

Then, click on “Create.”

You’ll now want to simply accept the Google Analytics phrases of service to maneuver ahead.

After reviewing, settle for the information processing phrases and click on “I Settle for.”

"Google Analytics Terms of Service Agreement" page

5. Arrange Your Knowledge Stream

You’re now prepared to begin amassing knowledge and you’ll arrange your knowledge stream. The information stream is what sends knowledge into your Google Analytics property.

Select the kind of platform you’re engaged on.

choose the type of platform you are working on at "Start collecting data" page

Select “Net” in the event you’re engaged on a web site. Now you can arrange your net knowledge stream and also you’ll see a bit that appears like this:

"Set up your web stream" page

There are three issues to do right here:

  1. Enter your web site URL 
  2. Give your knowledge stream a reputation. You possibly can select any title you’d like. In case your area title is www.widgetcorp.com, you would possibly select Widget Corp Web site as your stream title.
  3. Make sure the blue toggle bar is turned on for “Enhanced measurement”—this lets you monitor sure interactions like file downloads, exterior hyperlink clicks, and embedded video performs with out doing customized work

Now, it’s time to put in your monitoring code so your knowledge stream will begin flowing knowledge into GA4.

Set up Google Analytics

You’re now prepared to put in Google Analytics in your web site.

After your stream is configured in GA4, you’ll see a display screen with a “MEASUREMENT ID” area that’s distinctive to your property. And a “View tag directions” button.

“MEASUREMENT ID” field and “View tag instructions” button highlighted

When you click on the button, you’ll be given three set up choices:

  1. You possibly can set up the code manually in your web site
  2. You possibly can set up the code with a plugin or integration, if relevant
  3. You should utilize Google Tag Supervisor to put in the code

Professional tip: If you have already got Google Tag Supervisor operating in your website, the third possibility is probably going the best. You should utilize the set up directions on this Google Tag Manager information.

We’re going to go along with the handbook possibility.

How one can Set up GA4 Manually

To begin the set up, click on the “View tag directions” button out of your knowledge stream.

Now, click on the linked header textual content to “Set up manually.” That is the monitoring code that can run GA4. 

Click on the “copy” icon to repeat it to your clipboard.

where to copy tracking code in the “Install manually” section

Now, go to your web site and paste the code excessive within the <head> part of the web page.

Pasting the code excessive within the <head> part will assist the tag hearth correctly and make sure you get essentially the most correct knowledge.

Word: In case you’re not comfy modifying your web site code, ask a developer for assist. Additionally, some WordPress plugins will let you modify your header with out immediately enhancing web site template information.

Congratulations—Google Analytics 4 is now operating in your web site! 

Google Analytics Fundamentals

Knowledge is flowing into your Google Analytics property. 

However what knowledge, precisely?

Google Analytics knowledge exhibits details about guests and their interactions that happen in your web site.

Right here’s an summary of the principle knowledge classes:

  • Customers
  • Views
  • Classes
  • Occasions
  • Conversions

Let’s see the way it all works.


A consumer is a person who visits your web site.

Google Analytics makes use of cookies to assist monitor the variety of these distinctive people who go to your website. You possibly can see this within the knowledge desk beneath.

a data table in Google Analytics with "users" column highlighted

However while you use Google Analytics, you’re doing greater than merely counting customers. You possibly can analyze the habits of these customers. Similar to what particular pages they view.


Google Analytics information a view every time a consumer views a web page in your website.

If a consumer views a web page, leaves, after which comes again to that very same web page in a couple of minutes, that counts as two views.

Right here, you possibly can see a knowledge desk containing a listing of prime pages by views.

a data table in Google Analytics with "visits" column highlighted

Professional tip: You possibly can simply see this similar report in your personal GA4 property. Merely click on “Reviews” within the left-hand navigation, after which choose “Pages and screens” inside the “Engagement” reporting space.


A session is one other title for a consumer’s go to to (not only a view of) your web site. A consumer can have a number of classes in your website. 

Throughout a session, a consumer can carry out quite a lot of actions. Like viewing a web page, downloading a file, enjoying a video, clicking a hyperlink, or finishing a type.

Google Analytics associates every of those interactions with a novel session identifier. So you possibly can perceive which interactions befell throughout a session.

Google Analytics ends a session after the customer leaves the location or after half-hour of inactivity.

The partial knowledge desk beneath exhibits a Google Analytics property that had 27,053 classes in the course of the specified time interval.

a data table in Google Analytics with "sessions" column highlighted

Word: The variety of classes ought to by no means be decrease than the variety of customers. That’s as a result of you possibly can’t have a go to (a “session”) with no customer (a “consumer”). 


Throughout a session, a consumer might work together together with your website in quite a lot of methods. They may obtain a file, play a video, scroll down the web page, click on a hyperlink, or full a type. These interactions are generally known as occasions.

Google Analytics can file occasions like scrolls, session begins, clicks, and extra. Like on this picture:

a data table in Google Analytics with "event name" column highlighted

In the case of occasions, there are 4 fundamentals to know:

  1. All web site interactions are tracked as occasions. However there are totally different sorts of occasions, they usually’re handled otherwise.
  2. Google Analytics will monitor some occasions by default. A few of these can’t be turned off. They’re known as “routinely collected occasions.” 
  3. So long as you stored the toggle for “Enhanced measurement” turned on in the course of the setup section, you’re additionally monitoring enhanced measurement occasions by default. You possibly can flip a few of these off at any time in the event that they aren’t a match in your measurement wants. Right here’s a hyperlink to Google’s resource if you wish to be taught extra proper now. 
  4. It’s also possible to monitor some occasions by way of your personal setup work. Google will present a really helpful title so that you can use for a few of these occasions. Google calls these “really helpful occasions.” Another occasions you create are known as “customized occasions.” Beneficial occasions and customized occasions are related in that it is advisable do all of the work to create them.

Word: Some customized occasions could be created inside the Google Analytics interface, whereas different customized occasions require the assistance of Google Tag Supervisor. This can be a key good thing about utilizing Google Tag Supervisor with Google Analytics.


Conversions are crucial actions that customers take in your web site.

In case you run an ecommerce web site, your most necessary conversion is probably going a purchase order. In case you run a lead technology web site, your most necessary conversion may be a contact type submission.

However you first must establish which particular occasions ought to be counted as conversions you need to monitor. In GA4, the best solution to create conversions is from occasions that exist already.

Meaning you’ll need to do that sooner or later after your GA4 property has recorded particular occasions. You possibly can even create that occasion knowledge your self by performing the specified motion in your website.

Let’s think about you need to monitor the file obtain occasion (known as file_download) as a conversion. This occasion can be tracked by default by way of enhanced measurement.

Right here’s what to do.

Click on “Admin” within the backside left of the Google Analytics interface.

“Admin” button in the bottom left of the Google Analytics interface

Throughout the property settings in the course of the display screen, click on on “Occasions”.

"Events" button highlighted in the property settings

Now, you’ll see a listing of all occasions which have been tracked in Google Analytics. 

Discover the file_download occasion. Use the toggle on the correct aspect of the display screen to “Mark as conversion.”

marking the file_download event as conversion

You’ve now created a conversion.

Word: You possibly can nonetheless get worth from Google Analytics in the event you don’t arrange conversions. Though it does assist with regards to evaluating your website content material and visitors channels.

How one can Use Google Analytics

Now that you simply perceive the fundamentals, you’re prepared to begin utilizing Google Analytics.

Let’s go over how you need to use the platform to research metrics for necessary pages and the best way to refine your advertising technique primarily based on the outcomes.

Analyze Necessary Pages with Google Analytics

GA4 makes it simple to see details about your best- and worst-performing content material.

Let’s use the “Pages and screens” report to do that.

Click on on “Reviews” within the left-hand navigation.

“Reports” button highlighted in the left-hand navigation

Now, broaden the “Engagement” reporting space and click on on “Pages and screens.”

where to find “Pages and screens" button shown in the menu

You’ll see a listing of your most-viewed pages with the information sorted in descending order primarily based on complete views within the “Views” column.

a data table with the most-viewed pages and their metrics in Google Analytics

It’s also possible to analyze these engagement metrics to know efficiency:

  • Views per consumer: The typical variety of instances every consumer views the web page
  • Common engagement time: The typical size of time the web page was in focus within the net browser
  • Conversions: The variety of conversions coming from every web page

Professional tip: Clicking on the arrow instantly to the left of a column headers in a report will type the information primarily based on that particular Google Analytics metric.

Now let’s see how you need to use Google Analytics to research your visitors and enhance general efficiency.

Refine Your Advertising and marketing Technique Based mostly on Efficiency

GA4 will present you which ones advertising channels are driving the very best efficiency so you possibly can concentrate on what’s most necessary and work to repair what will not be working.

For this, let’s use the “Visitors acquisition.”

We’ll keep inside the “Reviews” space.

“Reports” button highlighted on the left side menu

Develop the “Acquisition” reporting space and click on on “Visitors acquisition.”

where to find “Traffic acquisition” button shown in the menu

You’ll see a breakdown of how your web site acquires visitors. Based mostly on channels like natural search, direct (customers who got here on to your website), referral (customers who got here to your website from one other website), and many others.

a data table in Google Analytics showing a breakdown of how your website acquires traffic

You possibly can analyze these acquisition metrics to know channel efficiency and learn the way you would possibly refine your advertising technique.

Right here’s a technique that might work.

You possibly can see that natural search is your most necessary visitors channel. It drives the vast majority of visitors and is liable for essentially the most conversions. Natural social, then again, drives little or no visitors and hasn’t had a single conversion. 

Let’s say you resolve that natural social might be a chance for development. An amazing place to begin could be to have a look at which natural search touchdown pages are driving essentially the most visitors and conversions. Maybe you might create a social marketing campaign centered on the content material on these prime pages and create a collection of participating posts that might assist drive visitors to these pages.

Right here’s one other thought:

You possibly can see that paid search has a comparatively excessive variety of conversions however a decrease engagement price than natural search. You would possibly hypothesize that the CTAs in your paid search advert copy are working effectively. 

How may you leverage them in new methods?

You can use them as inspiration for in-page banners in your natural content material to drive extra conversions from pages that your readers are already participating with.

Google Analytics Tutorials

You’ve already discovered rather a lot about Google Analytics. And there are further tutorials that can additional speed up your studying.

You can begin with these Google tutorials.

You’ll be capable of select your personal path primarily based in your particular wants. The “Analytics for newbies and small companies” path has useful assets for individuals who are simply starting.

Click on “Get began” beneath that part.

Google tutorials page with “Analytics for beginners and small businesses” tutorial highlighted

From right here, you’ll be capable of select a selected coaching. 

In case you’ve been following alongside, you’ve already arrange a property. 

Reviewing half two, “Discover your method round Analytics,” is an effective guess.

“Find your way around Analytics” tutorial highlighted

Right here, you’ll discover ways to customise your reviews. Which is a useful subsequent step.

You possibly can even check your data with the certification monitor in Google’s Skillshop. Simply seek for “Google Analytics certification” inside Skillshop to seek out it.

However the certification is optionally available. And lots of Google Analytics newbies get extra long-term worth from the platform through the use of it often to research consumer habits and visitors efficiency.

You possibly can amplify your analytical insights by evaluating your efficiency together with your rivals.

Analyze Competitor Efficiency with Visitors Analytics

As you start to know your web site efficiency, you’ll doubtless need to understand how your prime rivals are performing. 

However your rivals aren’t providing to share their Google Analytics knowledge with you, are they?

Traffic Analytics solves that problem by modeling competitor knowledge primarily based on the precise consumer habits of over 200 million actual however anonymized web customers. You get a transparent image of your prime rivals’ net visitors so you possibly can see how your personal website efficiency compares.

Right here’s the best way to use it.

Go to the Visitors Analytics software and enter the area title. The software will recommend further related rivals after you kind the primary two.

search for your competitors in Traffic Analytics tool

Click on “Analyze.”

You’ll see knowledge on visits (equal to classes in Google Analytics), distinctive guests (customers), and pages / go to. It’s also possible to see who’s trending up and who’s trending down.

Traffic Analytics provides information on your competitors’ visits, unique visitors (users), and pages / visit

And that’s simply the Overview part of the report. 

You possibly can dive deeper into viewers statistics and prime pages to see what’s working for them. With it, you possibly can be taught from their prime performers and refine your personal technique.

Able to check out Semrush supercharge your analytics insights? Start your free trial right now.


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