In order to effectively track a visitor's behavior, it is recommended that you tag every page on the website with the Google Analytics tracking code.
Reports in Google Analytics convert raw data into presentable information. In addition, links and options within reports provide interactive segmentation which enables you to reorganize the data on the fly. There are two fundamental building blocks to any report in Google Analytics: metrics and dimensions.
Here is how the basic report structure works in Google Analytics:
A metric is defined as a numerical measure of the user interaction on your website. Metrics have the following characteristics:
Some of the common metrics you will find in Google Analytics are visits, pageviews, bounce rate, etc.
Dimensions, on the other hand, have the following characteristics:
The following example will help you understand the above concepts:
Google Analytics provides six main report categories. The following table provides an overview of the available reports along with their definitions and significance.
|Intelligence Events||These reports show custom and automatic reporting on intelligence events, which are analytics monitoring that can alert you when there are statistical variations in your website's traffic.|
|Real-Time||These reports show interesting data based on Users that are currently on your website, in real-time.|
|Audience||This group of reports highlights visitor information, both geographic and demographic. Ideally, you'll want to find out about visit quality, and these reports allow you to source this information.|
|Acquisition||Reports in this category provide an overview of the different kinds of sources that send traffic to your site including natural (organic) and paid sources.|
|Behavior||These reports provide information about your content including an overview of pageview volume and lists the pages viewed.|
|Conversions||Reports in this category provide information about conversion rates and goal paths. (Important for non e-commerce sites). For e-commerce sites, this category also provides commerce tracking such as revenue generated and revenue sources (only available when enabled).|
Subdimensions are the main tool that will help you track your social media results. You can cross-segment your data within a default report by using different subdimensions.
Using the Secondary dimension drop-down menu, select Campaign as the dimension. Google Analytics will cross-segment the data and show all of the campaigns that have brought visitors to your website.
Consider the screenshot below. You will see some of the campaigns that brought traffic to the web property in a one-month span.
Reminder: The campaign settings are set manually via the Google URL Builder.
These reports show you how many website visitors are sharing your content through social media (e.g., liking one of your pages from the Facebook account, tweeting one of your latest stories, etc.). Please note: you do need to set up additional tracking code on your website to fully setup. See this link: http://code.google.com/apis/analytics/docs/tracking/gaTrackingSocial.html.
Here are a few ways in which you can leverage this report:
In conclusion, Google Analytics offers great insight to your results with online marketing initiatives. The platform is very user friendly, but there is a need to spend some time looking through all the various options and determine what might be best for your individual company needs.