Google Analytics for website tracking can be a game-changer when it comes to understanding your audience.
We understand you want to learn more about your website visitors and how they interact with your site.
It makes you curious about which pages resonate most with your visitors or how they engage on your content.
Gaining these insights could be the key to optimizing your website and improving your overall online performance.
Understanding your audience is crucial for any successful website.
Google Analytics is a powerful tool that helps you understand how your audience interacts with your website. Continue reading to learn more about it and learn the basic ways to use it.
Your Guide to Understanding Your Customers: Google Analytics for Websites in 2024
Understanding Google Analytics
Setting Up Google Analytics on Your Website
How to Set Up Google Analytics
Part 1: Create a Google Analytics Account
1. Sign Up for Google Analytics
2. Create a Google Analytics Account
4. Accept the Google Analytics Terms of Services Agreement
Part 2: Connect Your Google Analytics 4 Account to Your Website
Install the code manually on your website:
How to Install GTag Step By Step:
How to Install Google Tag Manager Step by Step:
Common Setup Issues with Google Analytics
How to Understand Reports and Google Analytics Jargon
How to Use Google Analytics for Small Business SEO
Identify High-Performing Pages
Understanding Google Analytics
Before the current Google Analytics 4 (GA4) there was the previous version known as the Universal Analytics.
As of July 1, 2024, Universal Analytics will no longer be supported, emphasizing the complete shift to Google Analytics 4.
This transition underscores the importance of upgrading to Google Analytics to ensure continuous, comprehensive analytics support.
What Is Google Analytics 4?
Google Analytics 4 marks a significant improvement in analytics, offering a simpler, more flexible approach to tracking and analyzing website and app data.
Key features include:
- Automatic tracking powered by machine learning
- Customizable reports
- Ability to consolidate data across platforms
This version prioritizes user privacy, allowing for more control over data sharing, such as disabling cookies.
The benefits of Google Analytics 4 extend to gaining actionable insights to enhance website performance.
For instance, identifying pages with high engagement or bounce rates informs strategic decisions, optimizing content and campaigns for better results.
Setting Up Google Analytics on Your Website
Setting up Google Analytics 4 involves organizing and understanding the interface of the platform.
By knowing the accounts, properties, and data streams, you’ll be able to set up Google Analytics and control your team’s access to data:
Accounts
Accounts act as a broad container for your digital properties, including websites and apps, where you can assign access to individuals at the account level.
Properties
Properties within an account represent specific websites or apps, with access permissions customizable per property.
This structure ensures precise control over who can view or manage data.
Data streams are integral to Google Analytics 4. They are defined as the sources of your data, such as websites or mobile apps.
Depending on your needs, you may set up multiple data streams to capture data from various platforms, enhancing the breadth and depth of insights available for decision-making.
How to Set Up Google Analytics
To set up your Google Analytics account, we will divide the process into two parts:
The creation of your Google Analytics account, and connecting your Google Analytics account to your website (which we show in part two).
Part 1: Create a Google Analytics Account
1. Sign Up for Google Analytics
Go to the Google Analytics website (https://analytics.google.com) and sign in with your Gmail account. If you don’t have a Gmail account, you’ll need to create one first.
2. Create a Google Analytics Account
Once signed in, click on the “Start Measuring” button.
You’ll be prompted to enter account details. Fill in your account name, which can be your business name or your website’s name.
Check the data you’re willing to share with Google and click “Next.”
3. Create a Property:
After creating your account, you’ll be asked to create a property. Click on “Create Property.”
Enter your website or app name, and select the reporting time zone and the currency you want to use for financial data then click “Next.”
You’ll also be asked to provide your business details and objectives; once chosen, click “Next.”
4. Accept the Google Analytics Terms of Services Agreement
Read Google Analytics Terms of Service and if you are satisfied, click ‘I Accept.’
5. Set Up a Data Stream:
Once your property is created, you’ll be directed to set up a data stream for your property. This could be for a website or an app.
For a website, select “Web” and then enter your website URL and stream name.
Click “Create stream.”
6. Find Your Measurement ID:
After creating your data stream, you’ll see the stream details, including your “Measurement ID.” This ID starts with ‘G-’ and is essential for tracking.
With your web stream details created, you can now connect your Google Analytics 4 account to your website.
Part 2: Connect Your Google Analytics 4 Account to Your Website
There are a few different ways you can connect your Google Analytics 4 account to your website.
Check with your CMS or website builder about how you can connect your Google Analytics 4 account to your website.
Your provider may have a feature that provides a designated section where you only need to paste your measurement ID.
However, sometimes you only need to connect your Google Analytics 4 property through your Google Account.
By doing so, Google Analytics can start tracking data from your website after around 24 hours.
Here are some examples.
For Shopify:
a. Go to the ‘App’ menu on Shopify.
b. Select Google & YouTube and click “Add App.”
c. Click the “Add Sales Channel” button.
d. Click the “Connect to Google Account” button.
e. Select the Google Account you used for setting up your Google Analytics account.
f. Click “Get Started” in the “Looking to only set up Google Analytics 4?” section.
g. Connect your Google Analytics property.
For WordPress:
There are multiple ways you can connect Google Analytics to your WordPress website, depending on the plug-in you use.
Google’s Site Kit is the most popular plug-in that you can use to connect your Google Analytics to your website.
For example in Shopify, you only have to log into your account and select the right property.
GA Google Analytics is another plug-in you can use for WordPress. With this plug-in, you only have to copy and paste your measurement ID on a designated field.
Install the code manually on your website:
Integrating Google Analytics with your website is essential for tracking and improving your site’s performance.
You have two main options for installation: directly using the Google Analytics 4 provided code (gtag.js) or via Google Tag Manager.
Gtag
Gtag.js, or the Global Site Tag, simplifies the process by providing a single snippet of code to ensure consistent data collection and easy management directly within your website’s code.
How to Install GTag Step By Step:
a. Locate Your Gtag:
In your Google Analytics 4 property, under ‘Data Streams’, find your web data stream and click on it to reveal your ‘Measurement ID’. Here, you’ll also see the gtag.js code snippet.
b. Copy the Gtag Code:
The snippet will be provided; it includes your specific ‘Measurement ID’. Copy this entire code.
c. Paste the Code on Your Site:
Go to the HTML of your website and paste the gtag.js snippet in thesection of every page you want to track, ideally right after the opening <head> tag.
d. Data Collection:
After installing, you can verify the installation in Google Analytics 4 within 24 hours.
Google Tag Manager
Google Tag Manager (GTM) is a powerful tool for managing your website’s tags without editing the code.
It’s ideal for managing multiple analytics and marketing services in one place, facilitating quick updates and deployment of new tags.
How to Install Google Tag Manager Step by Step:
a. Set Up Google Tag Manager (GTM) Account:
Go to the Google Tag Manager website and sign up or log in. Create a new account for your business and a container for your website.
b. Connect Google Analytics 4 to GTM:
In your Google Analytics 4 property, create a new ‘Web’ data stream or use an existing one to get your ‘Measurement ID’.
c. Create Google Analytics 4 Configuration Tag in GTM:
In GTM, create a new tag and select the Google Analytics: Google Analytics 4 Configuration tag type. Enter your ‘Measurement ID’.
d. Install GTM on Your Site:
GTM will provide you with two snippets of code. Paste the first snippet <head> in thesection of your website pages and the second snippet immediately after the opening <body> tag.
e. Publish Your Tags:
In GTM, click “Submit” to publish your container, including your Google Analytics 4 Configuration tag.
f. Verify Installation:
Use the “Preview” mode in GTM to ensure your Google Analytics 4 tag fires correctly, or while checking the ‘Debug view’ in Google Analytics 4 to see active data collection.
Common Setup Issues with Google Analytics
When integrating Google Analytics (GA) with your website, you might encounter a few roadblocks.
Recognizing and resolving these common setup issues can streamline your analytics experience, ensuring accurate data collection and analysis.
Incorrect Tag Placement
- Problem:
The GA tag is placed incorrectly within your website’s HTML, potentially leading to inaccurate or missing data.
- Solution:
Ensure the GA tag (gtag.js or GTM code) is inserted immediately after the opening<head>tag on every page of your website.
This placement ensures the tag loads first, capturing all user interactions from the start.
Multiple Tags Detected
- Problem:
Having multiple instances of GA tags on your site can cause data duplication or conflict with your content, skewing your analytics.
- Solution:
Use tools like Google Tag Assistant to identify and remove duplicate tags.
Ideally, consolidate your tracking with a single Google Tag Manager container that includes all necessary tags.
Untracked Site Pages
- Problem:
Not all site pages are tracked, leading to incomplete data collection.
- Solution:
Ensure the GA tracking code is present on every page of your website.
For sites with dynamic content or single-page applications, additional configuration may be needed to accurately track page views.
How to Understand Reports and Google Analytics Jargon
Navigating Google Analytics (GA) requires familiarity with its specific terms and concepts.
Understanding these will help you effectively interpret reports and use it to its full potential.
Here are 7 terms to make navigating easier:
a. Data Streams
Think of these as the pipelines that feed information into your Google Analytics reports.
Knowing where your data originates from (website, iOS app, or Android app) helps you understand which reports are relevant to each source.
b. Events
Events describes the primary way GA collects data, encompasses automatic events, recommended events, and custom events.
Events capture user interactions, such as clicks or page views, providing insights into how people engage with your site.
c. Page Views
Each time a page on your website is loaded by a user, it’s counted as a page view. This metric helps gauge the popularity and reach of your site’s content.
This metric tells you how often each page on your site is viewed. By understanding which pages are most popular, you can tailor your content and navigation to meet user interests.
d. Session
A session represents a single user’s interaction with your website over a given timeframe, typically 30 minutes.
In other words, it represents a user’s visit to your website. It can include multiple page views, events, and social interactions.
Knowing what constitutes a session and how it’s measured helps you interpret engagement metrics like session duration and pages per session.
e. User
A visitor to your site is counted once within the selected date range. A user can initiate multiple sessions, offering insights into returning versus new visitors.
Distinguishing between users and sessions is crucial for understanding how many unique individuals are visiting your site and how often they return.
This can guide your strategies for attracting new visitors and retaining existing ones.
f. KPI (Key Performance Indicator)
Critical metrics that indicate how well your site meets its objectives. KPIs are vital for measuring success and guiding strategic decisions.
Identifying the right KPIs for your website is essential for measuring success.
These are the metrics that align with your business goals, whether it’s increasing sales, boosting engagement, or driving traffic.
g. Dimensions and Metrics
Dimensions and metrics are the building blocks of your reports.
Dimensions are attributes of your data. They tell you what you are measuring, such as page names or traffic sources.
Metrics are quantitative measurements (how much), like page views or sessions. Understanding how to use them helps you create customized reports that answer your specific questions.
How to Use Google Analytics for Small Business SEO
For small businesses, mastering SEO is crucial for driving website traffic and attracting new customers.
Google Analytics (GA) is a powerful tool that can help you refine your SEO strategy with actionable insights. Here’s how to use GA to boost your small business SEO:
Identify High-Performing Pages
Use GA to pinpoint which pages on your website are attracting the most visitors.
Focus on enhancing these pages with quality content and targeted keywords to further improve their performance in search rankings.
Track User Behavior
Study how visitors interact with your site. Pay attention to metrics like bounce rate and session duration to understand if your content is engaging and relevant to your audience.
Adjust your SEO strategy to improve these metrics, signaling to search engines that your site is valuable.
Monitor Mobile Performance
Ensure your site is mobile-friendly. With more searches happening on mobile devices, GA’s mobile performance report can show you how well your site performs on these devices.
Use this data to make necessary adjustments, ensuring a seamless experience for mobile users.
Set and Track Goals
Define specific SEO goals in GA.
Whether it’s improving the time on site, increasing page views, or reducing bounce rates, setting up goals allows you to measure your SEO success more accurately.
SEO is a dynamic process, requiring ongoing adjustment and optimization.
Google Analytics provides insights to help you improve and adapt your strategies based on how your target audience interacts with your site.
It helps small businesses like yours to adjust their SEO strategies to ensure that their site drives relevant traffic and increases conversions.
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