Wait. What is Google Analytics?
Google Analytics is a freemium web analytics service offered by Google that tracks and reports website traffic, currently as a platform inside the Google Marketing Platform brand. Google launched the service in November 2005 after acquiring Urchin. Wikipedia
What Does Google Analytics have to do with Digital Marketing?
Well, If you read our “What is Digital Marketing” article you should know that you need a website in order to embark on a digital marketing journey as the main aim of Digital marketing is to get people to your website.
How To Set up Google Analytics
- Create or sign in to your Analytics account: Go to google.com/analytics
- Set up a property in your Analytics account.
- Set up a reporting view in your property
- Follow the instructions to add the tracking code to your website or mobile app so you can collect data in your Analytics property.
10 Google Analytics terms you should get familiar with:
1. “Tracking Code”?
A Tracking code is a “piece” of code provided by your analytics manager that you would add to a page. It monitors, collects, organizes and sends data e.g clicks taking by visitors and translates ti into the analytic tool.
2. “Conversation Rate”?
Always is always expressed as a percentage is the amount of “Unique Subscribers” who complete a specific action/goal for example complete a form. It is this number divide by the total amount of “Unique Visitors”.
An impression is the number of times a specific ad or post is displayed to a user. Impressions do not include interactions eg. clicks.
A “click is considered as the number of times a link or advertisement is clicked either on your website or to your website.
5. “Bounce Rate”?
Always expressed in percentage. The Bounce rate amount is the amount of people who only viewed 1 page on a website then left divided by the amount of visitors. How people got to the website or how long they stayed on that page is not considered or measured.
6. “Click Through Rate” (CTR)?
Always expressed in percentage. Is the ratio of users who have clicked a link or advertisement compared to the number of people who viewed the page.
Impression or Views divided by the clicks = CTR
7. “Unique Visitors”?
Allows you to view the number of visitors who visited a website in the given time period of course the amount of times they visited (in the given period) is not measured.
A referral is reported when a user clicks through to your website from another third-party website. The referrals report allows you to see all of the websites (by domain) that are sending you traffic furthermore you can also drill-down into the referrals report to view the ‘Referral Path’ which allows you to see the individual pages linking to your website.
9. “Organic Traffic”?
Organic refers to people clicking on a free link from a search results page. For example, people clicking through to your website from a free result on a Google search results page.
10. Landing Page?
The landing page is the first page viewed during a session or the entrance page.
11. “Page Value”?
Allows you to understand the impact of your website’s pages in driving value based on ecommerce transactions and goal conversions (where a goal value has been set) furthermore each page that led to a conversion shares the value that was generated by the conversion.