Google Universal Analytics is essential for businesses to understand their website performance and user behavior. It allows them to track website visitors, measure conversions, and improve the user experience on their websites. Knowing how Google Universal Analytics works is crucial because it will help you understand the new Google Analytics 4 (GA4), a more comprehensive analytics platform. With GA4, you’ll gain more detailed insights into your website performance and customer behavior to make data-driven decisions for your business.
Basics of navigation in Google Universal Analytics
Statistics
- Page Views
- Session
- Bounce rate
- Pages per session
- Average duration of the sessions.
- Conversions
How to navigate in analytics?
The main axes of the data.
The structure
- Account: A management account that can contain multiple locations.
- Properties: A website in the account
- Points Views: A way to see the data of the website in question.
Statistics grouping
- Based on website sessions (visits).
- Multiple ways to see our statistics (Various angles of analysis).
- Collects only website statistics (Not those of the advertising campaign, but those of the website).
- Aspects of measuring in Google universal analytics.
Audience
- User Data: Who are the people on your site?
- The angle of analysis: Demographic, geographic, Interests, Languages, Devices, browsers, etc.
Acquisition
- Website input data: Where are your visitors coming from?
- Angles of analysis: Campaigns, organic, social media, etc.
Behavior
- Website navigation data: What do users do once on your website?
- Angles of analysis: Pages and Events.
Conversion
- Web Conversion Data: Have Users Taken Action?
- The angle of analysis: Objectives, events, and conversion.
Tips and tricks when following the data in Analytics.
1. It is possible to cross-link data
To get a clearer idea of what the website is going through.
- You can make Dashboards; this can be done with Google Data Studio and other paid tools.
- All the definitions are in the Google analytics tool (navigate in it, and you will discover them)
- Check from time to time if your statistics make sense (There are tools to know how the statistics are tracked on a site, such as Google Tag Assistant
2. Don’t look at the statistics every day.
You will not be able to draw statistical conclusions with only 24 hours of activity on the website.
- Take into account what happens in the real world (company campaigns, weather, seasonality of your products and services, etc.)
- Validate your period before starting to analyze (Always compare the statistics for the same period).
- Always keep in mind your Buyer persona and put yourself in their place (Without losing sight of your objective. (Always ask yourself the question, “For what purpose?”
