Creating a Google Analytics account is an essential part of tracking the results of your marketing campaigns. Google Analytics is a powerful tool with a plethora of features. Use this handy cheat sheet to make the most of the data you collect with Google Analytics. Find the insights that are most useful for you and your company. 

Google Analytics Facts: 

  • You can up to 50 user profiles on one account. 
  • Profiles create unique sets of data. 
  • You can assign up to 20 goals for each profile. 
  • Maintain one unfiltered profile at all times. 
    • This helps to understand the filters you apply to your data. 

Google Analytics Goals

Google Analytics Goals are data point targets that help track predetermined successes. A goal can track the pages viewed, events, traffic attribution, and time on site. Goals are important because once they are set, you can easily track if your digital efforts align with what you are trying to achieve. Setting goals in Google Analytics will also help you gage the success of your latest campaigns to highlight areas of improvement or successes. 

Google Analytics Reports

Understanding the data collected and how to beneficially utilize the data can only be done if you comprehend how to use reports in Google Analytics. With interactive reports you can view data in real-time, so you always have the most up to date information. When reviewing reports in Google Analytics, you’ll notice two data points: metrics and dimensions. Metrics are quantitative and dimensions are qualitative. 

Example metrics include: 

  • Users
  • Pageviews
  • Number of Sessions
  • Pages per Session
  • Average Duration of Session
  • Bounce Rate
  • Goal Completions

Example dimensions include: 

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Lead Source

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  • Source
  • Landing Page
  • Browser
  • Device
  • Region
  • Goals  
  • Campaign

Tips and Tricks for Google Analytics

  • Search “what is my IP” on devices you use often and exclude these from your traffic using a view-level filter so you don’t analyze your own traffic or that from employees.
  • Check your data sampling date. If you have more than 500K sessions, Google provides analytics on only a percentage of them.
  • Use a multi-channel funnels report for true last-click data that does not attribute direct visitors to a previous referral source.

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Knowledge Base: Measurement

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