Google Analytics is in short, an incredibly powerful tool. It allows you to measure the results of individual campaigns in real-time, compare the data to previous periods, and so much more.

Being able to monitor all the platforms allows you to review what is working well in terms of advertising, and what isn’t.

A Google Analytics Expert is a professional that is responsible for analyzing and reviewing the metrics that exist in a company’s Google Analytics in order to build optimal marketing campaigns.

Setting up Google Analytics for your website is a fairly straightforward process. However, it’s extremely important to make sure that it’s set up correctly from the start.

Otherwise, you could be reading reports and looking at information that is not correct, and then basing your marketing decisions on false data.

There are 5 key steps to setting up your Analytics account:

• Create Your Account
• Set Your Goals
• Link Your Google Search Console
• Link to Google AdWords
• Set Up E-Commerce Analytics

Organic search results (sometimes referred to as “natural” results) are natural results that rank based 100% on merit. In other words, there’s no way to pay Google or other search engines in order to rank higher in the organic search results.

Paid search results are ads that appear on top of or underneath the organic results. Paid ads are completely independent of the organic listings. Advertisers in the paid results section are “ranked” by how much they’re are willing to pay for a single visitor from a particular set of search results (known as “Pay Per Click Advertising”).

There are 4 main categories that data in your Analytics account falls under:

• Audience reports give you an insight into who’s basically visiting your site.
• Behavior reports will tell you everything you need to know about your site’s content, and what users actually do while visiting.
• Conversion reports provides you with information on how well your site is converting – that is, turning leads into actual customers.
• The Assisted Conversion report shows the top channels that contributed to conversions, but were not directly responsible for them.

In Google Analytics, conversions are known as “goals”. They are the specific, measurable actions that users take on your website. If you want to be able to leverage Google Analytics’ conversion reports, you need to set up, at the very least, a basic goal.

Though it may be immensely rewarding to see an influx of traffic to your website, what matters most is whether or not you can convert that traffic.

Segments in Google Analytics group site visitors who share common characteristics. They isolate specific types of traffic within your reporting which allows you to interpret your data in a much more efficient manner.

If used correctly, interpreting the data within analytics can save you money by making you realise which marketing channels are working, and which ones need improvement, or can be dropped.

I’ll be more than happy to guide you along the way to using Analytics to its full potential.

KPI (Key Performance Indices) are metrics that help marketers analyse their websites based on the different business objectives. Some of the notable examples of KPIs are-

• Users
• Sessions
• Avg Time
• Bounce Rate
• Conversion rate

Whenever a user visits a website, a session begins. In Google Analytics, a session can last for 30 minutes even if you do not do any activity.

You can use Google Analytics’ Goal Funnel feature to examine the general achievement of your e-commerce activities. It can directly take you through individual Shopping Basket Exchanges and can help you track the sales conversions and other related goals.