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Google Analytics Basic Guide for Business Leaders

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Google Analytics Basic Guide for Business Leaders

Learning Google Analytics is absolutely necessary. This is one of the best tools available on the market for tracking website traffic; affirmation that we support in a fact by nothing less: it is a free platform; and in another relevant: it is a robust and versatile monitoring tool. Any company, of any size and in any sector, can have a detailed vision of the performance and the possibilities to contribute to the business of its website through this tool. Also, you can access detailed information about the behavior and particularities of your audience and thus be able to optimize your marketing actions and be more assertive in the investment of resources. But Google Analytics is just a tool that delivers Finland Phone Number List , a lot of data. Processing, understanding and analyzing the information will depend on the people; their inclusion in the interpretation is what is truly important in the process. By this, what we mean is that organizations that want to nourish themselves with the benefits of the digital world must choose to implement the tool and then hire human talent . If this is not done, you will have a lot of data, but little information.

Step one: Google Analytics setup
Creating and configuring Google Analytics is a fairly simple process. The step-by-step begins with opening a profile for website or mobile app tracking. This first stage is overcome by entering Google Analytics with an email and a password. If you already have a Gmail account, this is simplified. Then presence is configured. Here, the organizational hierarchy of Google Analytics must first be understood to make the logic of the website or mobile application to be tracked consistent with the structure of the tool. The organizational hierarchy of a Google Analytics profile is three-level: accounts, properties, and views. A profile can create up to 100 accounts — which should be associated with a specific URL or application; each can host 50 properties – which individually represent a website or an application and serve as a point for data collection; and each property contains up to 25 views — with which you can create filtered insights from your data, for example, querying all data except internal company IP addresses or all data associated with a particular sales region.


The account, then, is the highest entity, the property is the intermediate, and the views are the basis for analytics. Understanding this hierarchy is important because it will allow us to configure the tool well and design an optimal monitoring process. To better explain these concepts, let’s review an example: suppose that the minegocio.com website is made up of an online store and a blog, and its target market is Colombia, Peru, and Ecuador. How to configure the Google Analytics profile to measure well the traffic of this e-commerce? Simple, open a profile in the tool, create an account called minegocio.com, build two properties — one for the online storeand one for the blog — and finally, add three views on each property — one for each territory: Colombia, Peru, and Ecuador. With this organizational hierarchy, you will ensure that the data does not get mixed up and you will have greater precision in interpreting the results.

However, properties and views are alternatives that Google Analytics offers to analysts to make it easier for them to collect and read data, but there is no universal use mandate. Everyone decides, everyone has the power to separate or unite the parts of a website using one or more tracking codes. Ultimately, what you want is to adapt the tool to the characteristics of the platform and simplify obtaining reliable and detailed data on the results accumulated by each digital effort. After this first stage of planning the profile in Forex Email List Analytics, the next step in the configuration is the insertion of the tracking code on all the pages of the website or mobile application. The recommendation here is to rely on a developer, so that this action is executed correctly – this is not that this is rocket science, but, for neophytes, this topic can be intimidating. Once inserted, the final step is to verify that the tracking code was installed and working properly. To do so, download Tag Assistant , the Chrome plugin that Google created.

The 8 crucial metrics to learn Google Analytics
Core indicators are the starting point for analyzing the performance of a website or mobile application. Each metric has a reason for being and evidences a specific behavior of the user on the platforms. Professionals in the marketing incorporating analytical skills to your arsenal begin to understand well the meaning and relevance of each indicator available in Google Analytics. We review them one by one below:

1. Sessions
A session is an event that begins with the arrival of a person to any page of the website or window of the mobile application and ends with abandonment or inactivity. Throughout a session, the visitor can go through different pages or park on one. That is, during a day, week or month, a person can open several sessions on a platform. To complement this concept and correctly understand the definition of session, it is necessary to emphasize two aspects that Google Analytics permanently emphasizes: (a) if a person remains inactive for at least 30 minutes, subsequent activities will be attributed to a new session; and (b) those who leave the website or mobile application and return in less than 30 minutes will be considered part of the original session. Monitoring the sessions helps to understand the generalities of each visit. This metric can be seen as the primary unit of web traffic, and it shows many peculiarities of people’s behavior on the platform.

2. Users
This second metric shows the number of unique people who started a session on the website or mobile application in a set period of time. Now, it is convenient to clarify that this metric is not perfect, since there are many possibilities that would affect the veracity of the result, for example: that two people use the same computer. However, the indicator shows a representative and valid number of people who visited the platform during the chosen period of time. Don’t worry about trifles, use the metric. Knowing the unique user data – even if it is not perfect – is important for analysis.

3. Sessions by users
This metric is the result of an arithmetic operation; therefore, more than a metric, it is an indicator. It is obtained by dividing the number of sessions by the number of users. The importance of this data lies in that it shows us the intensity or the frequency with which people visit the website or the mobile application during a temporary space. For example, if you set a week as the date range and you find that the platform has two sessions per user, what the data says is that on average a person visits the website or mobile application twice a week.

4. Page views
The total number of pages of the website or mobile application that were displayed on the user’s browser or device during a period of time is defined by this metric. It is an indicator of consumption because it shows how much content on the platform was uploaded by the visitor. It is a very basic metric that, used well, can be used to measure how compelling the information is displayed and how seductive the calls to action are.

5. Page views per session
This is another indicator that is obtained from an arithmetic operation. The page views per session are the result of dividing the number of page views by the number of sessions. With this data, the number of clicks an average user makes within the website or mobile application can be estimated. Thanks to it, we will be able to know how much content, on average, users consume in a typical visit to the platform.

6. Average duration of the session
This is the first of the attitudinal indicators that Google Analytics offers to website or mobile application owners. We say that it is attitudinal because it is data that represents the behavior of people within the platform. This metric measures the average time visitors spend on the website or mobile app during a session. By knowing this value, we can finish understanding whether people actually consume the published content.

7. Bounce rate
The bounce rate or percentage, like the average duration of the session, is an attitudinal metric. What it shows is the percentage of website or mobile app sessions in which the visitor only viewed one page. That is, the percentage of sessions in which the visitor did not click. To explain it better, let’s think that there is a website with a 30% bounce; what this value tells us is that 3 out of 10 visitors viewed a website page and then left for another website or closed the navigation tab.

8. Conversion rate
This last metric is a performance indicator and Google Analytics shows it only when the objectives are configured in the tool. The conversion rate is a data that reflects the percentage of sessions that ended in the achievement of a goal for the company —such as buying a product, subscribing to an electronic newsletter, downloading a brochure , etc.—. This indicator is very valuable because it shows the degree of efficiency of the efforts and the contribution of digital actions to the future of the company.

A simple example to better understand each metric
To understand and internalize the above indicators, let’s take a practical example: throughout a day, the minegocio.com website is visited by three people — Andrés, Catalina and Sofía. Andrés entered the website in the morning and visited the home page, a product, and a blog post; From the start of the visit, until he left the blog, 5 minutes passed. Then, in the afternoon, Andrés went back to the website to read the blog post he saw in the morning. It took 2 minutes. Catalina entered the website at noon, went directly to the page for the product she wanted, and started the purchase process. This checkout processIt took her through 2 more pages and it took 3 minutes. Finally, Sofía came to minegocio.com in the evening, reviewed 3 products and left. He spent 10 minutes reading the information of the 3 products.

The website administrator logged into Google Analytics the next day to find out the traffic data and this is what he found:

Sessions : 4 – Andrés’s 2 (morning and afternoon), Catalina’s and Sofía’s.
Users : 3 —Andrés, Catalina and Sofía—.
Sessions per user : 1.34 —result of dividing 4 sessions by 3 users.
Page views : 10 —Andrés visited 3 pages in the first session (home, product and blog) and 1 page in the second session (blog), Catalina entered 3 pages (product and the 2 extra of the checkout process ) and Sofía consumed 3 pages (all 3 products) -.
Page views per session : 2.5 —result of dividing 10 page views by 4 sessions.
Average session duration : Andrés’ first session lasted 5 minutes and the second, 2 minutes. Catalina’s session lasted 3 minutes and Sofía’s 10 minutes. In other words, in total, the four sessions lasted: 5 + 2 + 3 + 10 = 20 minutes. Consequently, the average duration of the session is 5 minutes – the result of dividing the 20 minutes by the 4 sessions. Bounce percentage : in the first session, Andrés visited 3 pages and in the second 1. In her only session, Catalina visited 3 pages and Sofía 3. In other words, the only one of the four sessions that is considered a rebound is the second of Andrew. So, 1 (bounce) / 4 (sessions) = 0.25. This means that the bounce rate is 25%. Conversion rate : If we determine that a conversion is the sale of a product, then we only receive 1 conversion, Catalina’s. Consequently, we have 1 conversion in 4 sessions. To calculate the conversion rate, we divide the conversions by the sessions and express it as a percentage. 1/4 = 0.25. The conversion rate is 25%.

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