A Guide To Google Analytics
Google Analytics can be a great asset to any organisation if it's set up correctly. If it's not set up correctly it will mean your tracking doesn't work properly and that can lead you to make ill informed business decisions which will slow your growth and erode your budgets through inefficiency. We've spoken with some of the worlds top Google Analytics subject matter experts to help pull together this guide so that you have the right information to kick start your Google Analytics journey.
Google Analytics Subject Matter Experts
Zuber is a UK expat based in Dubai. Zuber is an experienced digital marketing consultant and a Google Analytics expert. He has a wealth of knowledge in website analytics, conversion rate optimization, as well as broader online marketing skills which means he approaches things strategically with analytical mindset. With over eight years of experience in the field, Zuber has worked with a wide range of clients, from small businesses to large enterprises. He is skilled in setting up and optimizing Google Analytics accounts, tracking user behavior, and creating data-driven strategies to improve website performance.
Zuber has worked with some leading household brands including Barclays, Deloitte and Lendit. His favourite project was when he was hired by New York Cruise Lines to lead their digital transformation program across 8 brands. This centered around deploying technology to help them connect data across Marketing automation, Sales, and Customer Service functions.This enabled them to segment user profiles and build user lifecycle programs for personalised messaging journeys
Kasup is a Digital Analytics and Optimisation subject matter expert. His main area of focus is Google Analytics and Adobe. He's been working in the eCommerce domain for the past ten years. He has diverse experience across several industries, including fashion, banking, energy, construction, telecommunication, healthcare, automotive, etc. He has a proven track record of helping businesses to harness digital analytics and use data insights to achieve improvements that drive higher engagement, increased conversion, and more remarkable customer experience.
Kasup has worked with Virgin Media, British Gas, HSBC, Virgin Money, Selfridges, Mercedes-Benz UK, British Gass, DHL, McArthurGlen, Astra Zeneca, Red Cross and many more. He approaches tasks in a logical and thorough manner and takes time to explain detailed technical solutions in a non-technical way to colleagues and clients alike. He is able to juggle multiple tasks without compromising quality and deadlines.
What is Google Analytics ?
Google Analytics is a web analytics tool offered by Google that provides insights into the performance of websites and applications. It tracks and reports website traffic, user behaviour, and conversion rates, allowing website owners and marketers to make informed decisions about their online presence and marketing. With Google Analytics, you can measure the success of your online marketing campaigns, identify areas for improvement, and optimize your website to enhance user experience.
What are the benefits of using Google Analytics Vs other analytics platforms ?
Google Analytics is the most widely used web analytics tool, and for good reason. Here are some of the benefits of using Google Analytics over other analytics platforms:
✔️ Free to use - Google Analytics is completely free, making it an ideal choice for businesses of all sizes, including small businesses and startups.
✔️ Easy to use - Google Analytics is user-friendly and doesn't require any technical knowledge to get started. The interface is intuitive, and the reports are easy to understand.
✔️ Comprehensive data - Google Analytics provides comprehensive data on website traffic, user behavior, and conversions. This information can be used to optimize your website and improve your marketing efforts.
✔️ Integrations - Google Analytics integrates with other Google products, such as Google Ads and Google Search Console, allowing you to get a complete picture of your online presence.
✔️ Customization - Google Analytics can be customized to meet your specific needs, allowing you to track the metrics that matter most to your business.
How do I set up Google Analytics for my website?
Setting up Google Analytics for your website is a fairly straightforward process.
Here are the steps you need to follow:
Step 1: Sign up for Google Analytics - Go to the Google Analytics website and sign up for an account. If you already have a Google account, you can use that to sign up.
Step 2: Create a property - Once you've signed up, you'll need to create a property. A property is a website or app that you want to track with Google Analytics. To create a property, click on the "Admin" tab in the top navigation bar, and select "Create Property" from the dropdown menu.
Step 3: Set up tracking - After you've created a property, you'll need to set up tracking. There are two ways to do this: using a tracking code or using Google Tag Manager. If you're using a tracking code, copy the code provided by Google Analytics and paste it into the header of your website. If you're using Google Tag Manager, you'll need to set up a tag that fires the Google Analytics tracking code.
Step 4: Verify tracking - Once you've set up tracking, you'll need to verify that it's working correctly. You can do this by going to the "Real-Time" section in Google Analytics and checking if your website traffic is being tracked.
Step 5: Set up goals - Goals allow you to track specific actions that users take on your website, such as completing a purchase or filling out a form. To set up goals, go to the "Goals" section in Google Analytics and create a new goal.
Step 6: Set up filters - Filters allow you to exclude certain data from your reports, such as traffic from internal IP addresses or spam traffic. To set up filters, go to the "Filters" section in Google Analytics and create a new filter.
Step 7: Customize your reports - Google Analytics provides a wide range of reports, but you can customize them to meet your specific needs. To do this, go to the "Customization" section in Google Analytics and create a new custom report.
What are the problems I might encounter when setting up Google Analytics?
While setting up Google Analytics is relatively straightforward, there are some common issues that you might encounter. Here are some of the problems you might encounter when setting up Google Analytics:
✋🏼 Incorrect tracking code implementation - If the tracking code is not implemented correctly, Google Analytics won't be able to track your website traffic accurately. This could result in inaccurate data and skewed reports.
✋🏼 Duplicate tracking - If you have multiple tracking codes on your website, this could lead to duplicate tracking and inaccurate data. Make sure to only use one tracking code per website.
✋🏼 Filters applied incorrectly - Filters can be powerful tools for excluding certain data from your reports, but if they're applied incorrectly, they could exclude important data as well. Make sure to test your filters and verify that they're working correctly.
✋🏼 Incorrect goal setup - If your goals are not set up correctly, you won't be able to track the specific actions that you're interested in. Make sure to test your goals and verify that they're tracking the right actions.
✋🏼 Spam traffic - Spam traffic can skew your data and make it difficult to get an accurate picture of your website's performance. Use filters to exclude spam traffic from your reports.
✋🏼 Cross-domain tracking - If you have multiple domains or subdomains, you'll need to set up cross-domain tracking to ensure that Google Analytics is tracking all of your website traffic correctly.
How do I find someone to help me set up Google Analytics properly ?
If you're having trouble setting up Google Analytics or want to ensure that it's set up correctly, there are a few options available to you:
a. Hire a consultant - There are many consultants and agencies that specialize in Google Analytics and can help you set it up properly. Look for someone who has experience in your industry and has a good track record.
b. Attend a training course - Google offers training courses on Google Analytics that can help you learn how to set it up and use it effectively. These courses are usually self-paced and can be completed online.
c. Join a community - There are many online communities and forums where you can ask for help with Google Analytics. These communities are often made up of other website owners and marketers who have experience with the platform.
d. Use Google's support resources - Google offers a wide range of support resources for Google Analytics, including documentation, videos, and forums. These resources can help you troubleshoot issues and learn how to use the platform effectively.
In summary, Google Analytics is a powerful tool that can help you understand your website's performance and make informed decisions about your online presence. Setting it up correctly is essential to ensure that you're getting accurate data and insights. If you're having trouble setting up Google Analytics, there are many resources available to help you, including consultants, training courses, and online communities. With the right support and guidance, you can use Google Analytics to optimize your website and improve your online marketing efforts.
If you are looking to hire a Google Analytics Expert to help you solve analytics challenge then book in a free consultation with one of our Traktion verified experts here