What is Google Analytics?

  • Offered by Google
  • Launched in Nov. 2005
  • It is an web analytic online software (Tracks website traffic)

How it will help?

  • To see most important analytics data
  • Traffic on online campaign running and conversions
  • Determine where best visitors located
  • Visualize what people click on most
  • Identify best and worst performing pages
  • And many more

Setup Analytics Account

  • Use your Gmail id for using analytics an account
  • Signup for Google Analytics
  • Add Tracking code in your website
  • Analyze your audience

Important Terms – Overview

  • Session: A session is the period time a user is actively engaged with your webpage, app or etc..
  • Users (Unique Cookies): that have had at least one session within the selected date range.
  • Pageviews: is the total number of pages viewed Repeated views of a single page are counted.
  • Avg. Session Duration: The average length of a session
  • % New Session: An estimate of the percentage of first time visit.
  • Bounce Rate: The % of people who closed website page without taking any action.

Important Terms – Interest

  • Affinity Categories: Are used to reach potential customers, to make them aware of your brand or product. These are users higher in the purchase funnel, near the beginning of the process.
  • In Market Categories: users are more likely to be ready to purchase product or services in the specified category. These are users lower in the purchase funnel, near the end of the process.

Bounce Rate

Bounce rate is the percentage of single page visits (or web sessions). It is the number of visits in which a person leaves your website from the landing page without browsing any further. Google analytics calculates and reports the bounce rate of a web page and bounce rate of a website.

How to reduce bounce rate

  • Reduce the BR of the web page in the profit index.
  • Stop low marketing channels, sending low traffic.
  • Satisfy visitors with the landing page, include CTAs.
  • Visitor should get information in short span of time
  • Create goals to track user flow, use analytics frequently.
  • Run page level survey (Use Rate/Review/Comments).

Bounce & Exit


Without taking any action on page, after creating


When visitor visits and one roam on the website, from

which page one close the website called exit or drop-off

What is Goal in Analytics

  • Using values for goals lets you focus on the highest value conversions.
  • Such as transactions with a minimum purchase amount.
  • When a visitor to your site or user of your app performs an action defined as a goal, Analytics records that as a conversion.

Goal Setup

Step 1: Sign in Google Analytics

Step 2: Go to Admin (appears in analytics menu bar)

Step 3: Choose “Goal” option from third column “View”

Step 4: Click on “+ New Goal”

Step 5: Follow the instruction to setup goal as per the required report.

What is Funnel

Define the Lead Form Submission as Your Goal.

Funnels in Goal

  • You can not setup funnel without creating goals
  • Track steps which will defined by you.


  • A segment is a subset of your analytics data
  • To track and compare as per the specific need from your analytics data (i.e; Track audience from specific city).


  • A web page by which you can see the report in consolidated format.
  • By default it opens Audience > Overview
  • You can customise as per the need.

User Management

  • It may possible you need to share your analytic report to digital marketing manager, for that you required to share your analytic a/c to him/her.
  • You can set privileges for another candidate.
  • If you gives complete access, it is possible, once can remove you or degrade access.

Link Tagging

  • Link tagging is the process of adding additional information to the destination URLs we use in our ads.
  • It can be used in paid (Google Adwords) and organic campaigns (Email Campaigns).

Link Tag Variables

Graphical representation

Campaign                         Button or           Landing

Type                              Link                      Page

Read More:-





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