Google Analytics basics: a beginner's guide

Why should you use google analytics?

Have you ever wondered how visitors behave on your website? Google Analytics answers that and more. It's a powerful, free tool provided by Google that helps you track key website data. You can see who visits, what pages they like, and how long they stay. This insight moves you beyond guesswork, letting facts guide your decisions.

Setting up Google Analytics takes some time, but many tutorials online can help. Once connected, remember it won’t show past data—it starts tracking from the day you install it. So you need to be patient while it gathers useful stats.

Imagine knowing which blog posts your readers enjoy most or seeing if visitors from Facebook spend more time than those from Google search. These insights allow you to improve content, increase traffic, and boost sales effectively. Without such data, any website update can feel like a shot in the dark.

The basic google analytics interface

What does the Google Analytics dashboard show you? When you log in, you can select the website you want to check from a dropdown list. Right away, you’ll see basic traffic data, like how many visitors came and during which dates. You can easily change the date range to focus on specific times, such as last week or last month.

On the left, a menu lists different reports you can explore. For example, you can view audience details or user acquisition stats. On the right side, a blue box displays real-time activity—how many people are currently online, which pages they’re viewing, and how many page views happen each minute.

If you want to find something fast, type keywords into the search bar at the top. Scrolling down reveals more data on where visitors come from and what devices they use, such as mobiles or desktops. For example, you might discover many users browse on phones but leave quickly, indicating a mobile experience problem.

Common metrics tracked with google analytics

What key metrics should you look at? Google Analytics offers many, but it’s best to focus on those that match your goals. Before diving into numbers, choose a timeframe to compare data. For example, check last month’s traffic versus the previous one to see if a marketing campaign worked.

Always link your data back to your business aims to avoid feeling overwhelmed. Let’s explore the most useful metrics for beginners.

Tracking visitors with google analytics

Who visits your site? How many come, and what do they do? Visitor metrics answer these questions. For instance, bounce rate shows how many leave after viewing one page, while session duration tells you how long visitors stay. If your bounce rate is high, maybe your content isn’t engaging or your pages take too long to load.

All visitor info is anonymous. You won’t see personal details but can find patterns, such as a spike in visits from a particular country. You’ll find this info under the Audience section.

Tracking traffic sources with google analytics

How do people find your website? Tracking traffic sources answers this question. The Acquisition tab breaks down visitors by channels like social media, Google Ads, search engines, or direct visits. For example, you might learn 40% of your traffic comes from Instagram but those users don’t convert well. This insight helps focus your marketing budget on channels that produce results.

Tracking content with google analytics

How well is your content performing? Google Analytics shows which pages get the most visits and how long users stick around on them. For example, if blog post A keeps readers for five minutes but post B loses them after 30 seconds, you know which topic or format works better. This info is found in the Behaviour section.

Tracking conversions with google analytics

Are visitors doing what you want? Tracking conversions shows if people buy, sign up, or complete other desired actions. To track these, you need to set up goals in Google Analytics, like reaching a ‘thank you’ or confirmation page after purchase.

Once set, you can see how many complete goals, where they come from, and what paths they take. This data is vital for understanding what drives sales or leads and where customers drop out.

How to track mobile performance

How does your site look on mobiles? With mobile users growing, it’s vital to know how they behave on your site. The Audience section, under Mobile, breaks down data by device type. You may spot that tablet users spend less time, possibly due to errors or poor design. Armed with this data, you can optimise accordingly.

How to create custom reports

Can you tailor reports to your needs? Yes — Google Analytics lets you build custom reports. These can combine specific metrics and compare data across campaigns or timeframes. For example, create a report comparing traffic from social media versus email marketing over the past quarter to see which works best.

Custom reports simplify sharing insights with your team or management. Visuals like graphs make numbers easier to understand. Even if some don’t grasp intricate details, they usually get the basics.

Other common Google Analytics functionality and uses

What else can you do with Google Analytics? The platform regularly adds new features. Here are a few useful ones to explore:

Learn what people are searching for on your site

Do visitors use your website’s search bar? Knowing what they type can reveal content gaps. For example, if many search for ‘refund policy’ but you have no page on it, you might add one. Find this data under Behaviour > Site Search.

Identify your worst performing pages

Which content isn’t pulling its weight? Under Behaviour > Site Content, sort pages by views to see which get few visitors. Maybe a product page is rarely visited because it’s hard to find. Then decide whether to improve, remove, or replace that page.

Find where people abandon their shopping carts

Shopping cart abandonment is common. You can set up a sales funnel in Google Analytics tracking all checkout steps, such as cart, billing, shipping, and confirmation pages. Visualising this funnel helps identify where people leave, allowing you to fix issues or simplify the process.

See your most important analytics first

Want a quick glance at your key stats? Create a custom dashboard under Customisation > Dashboards. You can use templates or build your own with metrics you check daily, such as sessions, bounce rate, and conversions. This saves time and keeps you informed.

How to create custom reports in Google Analytics

How do you make your own report? Follow these simple steps:

1. Go to Customisation, then click Custom Reports.
2. Click '+ New Custom Report' to start.
3. Name your report and add tabs if you want to see different data sets in one place.
4. Choose metrics, dimensions, and filters from dropdown boxes. Hover over the question marks for help.
5. Decide if you want to view all data or limit to certain views. If unsure, start with all.
6. Click Save. Your report will appear with the data ready to explore.

From here, you can export, share, edit, or save your report for future use. Custom reports provide precise control over what you track and share, making your data work harder for you.

For related insights and tips, check out our guides on SEO basics, improving website speed, and content marketing strategies. These can complement your understanding and use of Google Analytics for better website success.