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Google Analytics

Google Analytics (GA) is a free tool by Google that helps businesses track and analyze website traffic, providing insights into user interactions and marketing effectiveness. It has evolved from its launch in 2005 to the introduction of Google Analytics 4 (GA4) in 2020, which emphasizes AI-driven insights and event-based tracking. Key features include real-time reporting, audience insights, acquisition tracking, and conversion tracking, while challenges include data privacy laws and complexity in setup.

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Shaheen Akthar
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21 views21 pages

Google Analytics

Google Analytics (GA) is a free tool by Google that helps businesses track and analyze website traffic, providing insights into user interactions and marketing effectiveness. It has evolved from its launch in 2005 to the introduction of Google Analytics 4 (GA4) in 2020, which emphasizes AI-driven insights and event-based tracking. Key features include real-time reporting, audience insights, acquisition tracking, and conversion tracking, while challenges include data privacy laws and complexity in setup.

Uploaded by

Shaheen Akthar
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PPTX, PDF, TXT or read online on Scribd
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Presentation By Shaheen

Akthar

A Comprehensive Guide
What is Google
Analytics?
• Definition: Google Analytics (GA) is a free web analytics tool developed by
Google to help businesses track and analyze website traffic.
• Purpose: Provides businesses with insights into how users interact with their
website and marketing campaigns.
• Key Capabilities:
⚬ Track real-time and historical user behavior.
⚬ Identify traffic sources (organic, paid, referral, social, direct).
⚬ Measure conversions and goals (sign-ups, purchases, downloads).
⚬ Analyze user engagement and retention.
• Who Uses It?
⚬ Marketers to optimize campaigns.
⚬ SEO professionals to track rankings and performance.
⚬ Business owners to improve customer experience and sales.
Evolution
of Google
Analytics
2005: Google acquires Urchin and
launches Google Analytics.
2012: Introduction of Universal Analytics
(UA) – the standard for nearly a decade.
2016: Launch of Google Analytics 360, a
premium version for enterprises.
2020: Google Analytics 4 (GA4) is
introduced with AI-driven insights.
2023: Universal Analytics is discontinued,
making GA4 the default version
Websites insert a JavaScript tracking snippet or use Google Tag

How
Manager.
Tracking Code Installation:

GA records sessions, events, page views, clicks, scrolls, and

Google conversions.
User Interactions Captured:

Analytics
The collected data is transmitted and stored in Google’s
database.
Data Sent to Google Servers:

Collects Google Analytics organizes the data into structured


reports.
Data Processing & Aggregation:

Data Users can analyze reports via the GA dashboard, custom reports,
and real-time tracking.

Reports Generated in GA Interface:


Types of Data Captured
1. User Data:
Who is visiting? (Location, device type, browser, OS).
2. Behavioral Data:
What are users doing? (Pages visited, interactions, scrolling, clicks).
3. Acquisition Data:
How did users find the website? (Organic, paid, referral, direct, social).
4. Conversion Data:
Why are users converting? (Form submissions, sign-ups, purchases).
Key Features of
Google Analytics
1. Real-Time Reports
• Track live visitors on your website.
• Monitor real-time page views, traffic sources, and user
actions.
• Analyze active campaign performance instantly.
2. Audience Insights
Understand who your users are through data
segmentation.
Key Audience Reports:
• Demographics: Age, gender, interests.
• Geography: Country, city, language preferences.
• Technology: Device type, OS, browser usage.
• Behavior: New vs. returning users, engagement
rates.
3. Acquisition Reports
Find out where your visitors are coming
from:
• Organic search (Google, Bing, etc.).
• Paid search (Google Ads, Facebook Ads).
• Referral (Backlinks from other websites).
• Direct traffic (Users who typed your URL).
• Social media traffic (Facebook, Instagram,
LinkedIn).
4. Behavior Reports
• Analyze how users interact with your website.
• Identify top-performing pages and weak areas.
• Measure bounce rates and session durations.
• Optimize internal linking and content engagement.
5.Conversion Tracking
• Set up goals and funnels to track
conversions.
• Identify drop-off points in sales or sign-up
processes.
• Monitor eCommerce transactions with
revenue data.
Google Analytics
Metrics & KPIs
1. User Metrics
• Total Users: Unique visitors to the website.
• New Users: First-time visitors.
• Returning Users: Visitors coming back to the website.
2.Engagement Metrics

• Bounce Rate: % of users who leave after


visiting one page.
• Pages per Session: Average number of
pages a user views.
• Session Duration: Average time users
spend on the site.
3.Traffic Metrics

• Sessions: Total visits.


• Traffic Sources: Direct, Organic, Paid, Referral.
• Click-Through Rate (CTR): % of users clicking on
links.
4.Conversion Metrics

Goal Completions: Sign-ups, purchases, downloads.

Conversion Rate: % of visitors who take action.

Revenue & Transactions: eCommerce tracking.


Google Analytics 4
(GA4) vs. Universal
Analytics (UA)
AI-driven insights for better
decision-making.
Why Businesses
Event-based tracking allows for
Must Migrate to deeper analysis.

GA4
Improved cross-device tracking
(web & mobile).
Setting Up Google
Analytics
1.Create a Google Analytics account.
2.Set up a new GA4 property.
3.Install the tracking code using Google Tag Manager.
4.Define goals, conversions, and custom events.
5.Link with Google Ads & Google Search Console.
6.Test tracking with real-time reports.
How Google Analytics Helps
Businesses

Optimize ad campaigns Improve SEO and content Enhance user experience


based on data. strategies. & navigation.
Challenges & Limitations of Google
Analytics

01 Data privacy laws (GDPR, CCPA).

02 Data sampling issues in large


websites.

Complexity in setting up &


03
customizing reports.
Future of Google Analytics

More AI-driven Improved privacy-


insights. focused tracking.
Thank
You

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