Google Analytics for Digital Marketing

Google Analytics is one of Google’s applications that offers in-depth data and analytics reports on the success of your app or website. 

Google Analytics is now integrated with other Google resources, such as Google Search Console, Google Advertising and Google Data Studio. 

  • Has a free and premium version 
  • Provides a wealth of data on how the website or app works, and much of this data is available for free. 
  • To gain access to useful insights

How to set up Google Analytics

Create an account:

Ensure to use an account that you intend to hold in the near future and that you only have access to.

 Sign up for Google Analytics:

When you already have your Google Account, go to Google Analytics, and press the “Sign in” or “Set up” button. 

Then follow the directions to set up your account. Here, you will:

  • Add an account name;
  • Select your data sharing settings;
  • Choose whether you want to measure data for a website, app, or both;
  • Set up your property, which involves keying in your website’s name, URL, your industry category, and your time zone

When you develop your property, Google Analytics will automatically generate a view, called “All Web Site Data”. Different views will display you different types of data, based on how you set them up. For example, you can use them to exclude traffic from employees of your company.

Add tracking code:

You will also have to add your global site tag to any page you want to track on your website. Copy the global site tag, and paste it immediately after opening the “head” tag on each page you want to monitor the data for. 

To find your Tracking ID and global site tag, click Admin, select your account from the Account column, and select your property from the Property column. Then under the Property column, pick Tracking Info then Tracking Code.

It would be a whole lot different when you are using WordPress, or similar platform. On these platforms, you need to use supported plugins, and connect your Google Analytics account to your platform of choice. One plugin you can use for WordPress is “Monster Insights”

Set goals

Another significant thing in our Google Analytics tutorial is to set targets that measure when users complete certain actions and help you track how well your website meets your objectives. You decide what your goals are, and there are four main types of targets:

our goals are, and there are four main types of targets:

  • Destination: A visit to a specific page
  • Duration: A certain amount of time spent on your site during a session
  • Event: A specific site interaction, such as downloading a PDF or watching a video
  • Pages/Screens per session: A session in which a user viewed a certain number of pages

To set up a goal, go to Admin and choose your view. Then under the View column, select Goals. Click + NEW GOAL, or Import from Gallery to set up a new goal. You can have up to 20 goals for each view.

How to use :


This tab lets you view data about what’s happening on your site at the moment. These reports typically show data from the last five minutes, but you can extend the timeframe to 30 minutes.

Locations: tells you which part of the world your current users are located

Traffic Sources: tells you how your current users got to your site

Content: tells you which pages current users are looking at and how long they stay there

Events: lets you track interactions, such as ebook downloads, and ad clicks. You can customize which events you want to track

Conversions: tells you how many goals users completed on your site in real-time, or within the last half-hour


This tab gives you the information about visitors to the website. These reports are useful for learning more about who your audience is and segmenting your users into different groups in order to improve your targeting.

Active Users lets you see how many users visited your site within the last one, 7, 14, or 28 days

Lifetime Value provides an estimate of how much a user will be worth to your business over the long term

Cohort Analysis lets you analyze groups of users with shared characteristics

Benchmarking allows you to compare your site data to other sites in your industry

Users Flow shows you how users navigate through your site add pause

You can also view reports about users’ demographics, interests, locations, behavior on your site, and technology


On this tab, you will see detailed information about how users arrived at your site and what they did once they arrived.

All Traffic: these are reports that tell you where your traffic came from. You can break your data down by channels, source or medium, referrals, and more

Google Ads: these reports give you detailed information about your ad campaigns if you link your Google Ads account to your Analytics account.

Search Console: these reports give you in-depth information about how your site performs in organic search if you link your Google Search Console account to your Analytics account.

Social: these are reports that tell you how your content is performing on social media, like Facebook, Twitter, Instagram, and the likes. You can view reports on network referrals, landing pages, conversion, plugins, and user flow.

Campaigns: Campaign reports let you see information about your campaigns. Reports include All Campaigns, Paid Keywords, Organic Keywords, and Cost Analysis.


This tab lets you analyze how users are interacting with your website. There are various reports and categories of reports under Behavior.

Behavior Flow shows how users move throughout your site.

Content reports give you insights into which content is performing the best based on user behavior data.

Speed reports tell you how quickly your content loads.

Search reports give you information on how visitors use your website’s search function.

Events reports give your detailed data about events such as downloads and form submissions.


This tab allows you to track actions you want your users to complete, such as purchases, quote requests, form submissions, and downloads.

  • Goals: Once you set up which goals you want to track, you can access detailed data about them here, including total goal completions, conversion rate, goal completion paths, and more.

  • Ecommerce reports give you information on your online sales. You can view data about your products, transactions, conversion rate, average order value, and more. To use these reports, you need to enable them and add a code snippet to your website.

  • Multi-Channel Funnels reports tell you how different channels contribute to your conversions. Reports in this category include Assisted Conversions, Top Conversion Paths, Path Length, and more.

If you haven’t yet, check this out 10 Best YouTube Keyword Tools.

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