What Everyone Needs to Know About Google Analytics

Google Analytics

Google Analytics is a useful tool that can help you learn about your website. If you’re running a business that has a website

You’ll need to know specific stats that can help you determine whether or not your marketing efforts are working.

Google Analytics allows you to track everything from traffic and user behavior so you can establish effective marketing strategies and measure their results. In this article, we’ll discuss what everyone needs to know about Google Analytics.

What Google Analytics Does

Google Analytics has many functions, but it is mostly used by digital marketing professionals for understanding all of the vital metrics of your website. With Google Analytics, you can learn:

  • How many visitors your site carries
  • How many of those visitors were unique
  • Where users are located
  • Whether they clicked a button or made a purchase

If you’re not a technical person, Google Analytics can still provide you with vital information about your website. However, this digital marketing tool offers so much you might want to talk to a professional marketer who can help you set up goals so you know everything there is to know about your website.

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Why You Should Use Google Analytics

Google Analytics can help you understand your customers better and provide you with a clear vision of the customer journey. Google Analytics is set up to give you vital information about your customers and their journey, including:


Acquisition tells you where your website traffic came from. In the Acquisition tab of Google Analytics, you can find out which marketing efforts –from SEO to PPC–generated the most traffic. If you’re interested in learning more about your traffic, you can find more detailed reports in the Acquisition tab, including:

  • Determining which search engine is driving the most traffic to your website
  • Which referral sources drive traffic to your website
  • Social referrals


The behavior report tells you what your customers are doing once they’re on your website so you can understand the performance of your website content and blogs. In the Behavior tab of Google Analytics, you’ll see page views, unique page views, average time on page, and bounce rate. These metrics tell you all about the user behavior on your website.


The conversions section of Google Analytics helps you understand how people are converting on your website. This is one of the most important metrics to look at to understand your webpage and audience more.  If you want to improve your conversion rate, you should look at the information provided in these reports. Conversion reports have four sections:

1. Goals

Goals allow you to see the number of goal completions on your website. You’ll have to set these goals up yourself, but Google Analytics makes it easy if you’re not a web developer. Common goals include website purchases, email sign-ups, and more.

2. eCommerce

The eCommerce section gives you information about your eCommerce store. You can see conversion rate, average order value, and the number of products sold.

3. Multi-channel funnel

The multi-channel funnel helps you see your customer’s journey. This section of Google Analytics lets you see all of the actions a user takes that lead them to convert.

4. Attribution

The attribution section provides you with the Model Comparison Tool, which can be used to understand the difference in conversions if you change attributions.

For example, if you think an ad should be noted as responsible for a conversion, you can see how your numbers change by attributing conversions to different interactions. This tool can help you determine which marketing efforts are affecting your conversions.

With Google Analytics, you can capture all of the data and determine whether or not your marketing efforts are working. When you have digital analytics, you can make better decisions about your business.

How Google Analytics Works

Google Analytics is a free tool. Once you sign up, you’ll set it up on your website by installing a tracking code that collects data relating to how your users interact with the website.

The data is then curated and shown to you in reports based on Google’s pre-existing criteria. You can also configure the settings and customize the data depending on which metrics are most important to you.

For example, if you want to see if visitors are submitting a form, you can set up an event and track every form submission.

Google Analytics Can’t Tell You Everything

Google Analytics is focused on understanding traffic, user behavior, and conversions. What it can’t do is:

  • Tell you which marketing channel made a customer call you
  • Tell you if your leads are qualified
  • Let you know which landing pages generate leads

While Google Analytics is an effective tool for digital marketing, it shouldn’t be your only tool. However, you should never ignore Google Analytics since it can provide you with valuable metrics regarding traffic and bounce rates.

Provides Audience Insights

Google Analytics provides you with audience insights so you can learn about your website visitors. This section shows you demographics, mobile, and geographic reports.

The Purpose of Google Analytics

Google Analytics is a marketing tool that can help you solve problems and make effective decisions about your website and your business based on data. However, it’s not the only tool you should use to measure your marketing efforts.

Google Analytics can’t provide you with solutions, but it can provide you with insights so you can come up with the right solutions. For example, you may find you have a high bounce rate, which means people are quickly leaving your site.

If this is the case, you can use Google Analytics to reveal what’s causing this problem, including a slow page speed or content that isn’t engaging. Unfortunately, Google Analytics isn’t perfect. Your website can be tracking spam instead of customers if you don’t pay attention to your reports.

Additionally, it can’t measure all aspects of your marketing efforts. For example, it can’t give you customer contact information for those who submitted lead forms.

Instead, you’ll need another marketing tool so you can gather information and determine which leads are qualified and which aren’t.

Matt Casadona
Matt Casadona

Matt Casadona has a Bachelor of Science in Business Administration, with a concentration in Marketing and a minor in Psychology. Matt is passionate about marketing and business strategy and enjoys San Diego life, traveling, and music.


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