What is Google Analytics | How To Use and Set GA4
Google Analytics is an access analysis that analyzes "attribute data" such as what kind of people visit the site and "behavior data" such as what pages are viewed on the site, and can lead to site improvement. Tool.
In this article,
Basic knowledge of Google Analytics
How to use and set up Google Analytics
Analysis example of Google Analytics
I will explain it so that even beginners can understand it.
If you are a person in charge who wants to improve your site with Google Analytics in earnest, please refer to it.What is Google AnalyticsPurpose of access analysis with Google Analytics
What Google Analytics Can't DoMetrics to watch in Google Analytics "Users" shows the number and quality of visitorsYou can see the channel (route of access source) by “attracting customers”You can see how much the page is seen in "behavior"
"Conversion" shows the number of CVsBasic usage of Google Analytics Select data acquisition periodExport data to Excel or Google Sheets How to implement Google Analytics STEP 1: Get a Google account (only for those who do not have one)STEP 2: Register with Google AnalyticsSTEP 3: Acquisition and embedding of tracking ID4 points to set in Google Analytics 1. Conversion settings2. Filter settings3. Bot filtering4. URL query parameters to exclude 3 things to keep in mind when implementing Google Analytics 1. Not intended to produce reports2. Decide what numbers to watch3. Get opinions from various people 5 access analysis examples that professionals use like this 1. B to B site2. e-commerce3. FAQ siteFour. Analysis before and after website renewal
Five. media siteWhat is Google Analytics 360? Differences from the standard versionDifference between free and paid version What is a Google Analytics 4 Property (GA4)? Differences between traditional Google AnalyticsDifferences from Universal AnalyticsBackground behind the development of GA4GA4 introduction timingEarly creation and migration of Google Analytics 4 properties is recommended Use Google Analytics to better engage with your usersFrequently asked questions and their answersWhat can Google Analytics tell me? I heard that Google Analytics (Universal Analytics), which I am currently using, will stop measuring on July 1, 2023. When should GA4 be introduced? We are considering introducing GA4. Can I ask for help?
What is Google Analytics
Google Analytics (GA) is a free access analysis tool provided by Google . A wide range of data can be measured and analyzed, and it can be used to improve the site, so it can be said to be an essential tool for website operation.
By registering the website to be tracked with Google Analytics, a "tracking code" written in Java script will be assigned individually. By embedding the tracking code in the site, you can start measuring various data.
The data that can be measured by Google Analytics can be classified into four main categories.
By looking at these data, you can correctly understand the current state of the site and discuss how to improve it to lead to the results of the site.
Purpose of access analysis with Google Analytics
Access analysis using Google Analytics is performed for the purpose of visualizing the image of users visiting the site and understanding user behavior .
As a result, in order to lead to conversion, it is possible to formulate measures such as what kind of measures should be taken, verify the effect of whether it was actually effective, and follow the progress toward the goal (monitoring).
From here, let's take a closer look at the purpose of access analysis using Google Analytics.
1. User image visualization
It is possible to visualize what kind of users are visiting the site from the three aspects of "behavioral data", "attribute data", and "technical environment data".
For example, by using behavioral data to analyze visit routes and pages viewed, it will be possible to derive data such as the high probability that users who entered from search and viewed a specific page would purchase a product .
In addition, by obtaining attribute data such as user gender, age, and region, you can know what kind of people are interested in your site. In some cases, you can change the design of the site or improve the sales copy according to the attributes.
Technical environment data is often used primarily to understand the percentage of devices used by users.
For example, if there are an overwhelming number of smartphone users, you can take measures such as adjusting the content to be optimal for viewing from smartphones. Also, when renewing the site, you can check the ratio of the actual access browser and its version, and use it to consider how many browser versions should be included in the support range of the site.
In this way, one of the purposes of using Google Analytics is to visualize the users who visit the site with data and improve the site .
2. Behavior Grasping
Behavioral understanding is to understand user behavior on the site, such as which pages were viewed, in what order the pages were viewed, and which part of the page was clicked.
▼ Examples of behavioral indicators
3. Effect measurement
Effectiveness measurement is the process of verifying the effectiveness of certain measures. For example, it is possible to visualize how many users are actually flowing into the site when implementing inflow measures in content SEO.
Four. monitoring
Monitoring is to understand the degree of achievement against the set goals.
For example, if the "monthly number of material requests" via the website is set at 10,000, the monitoring data shows that about 5,000 requests have not been reached after half a month, so new recovery measures can be taken. You can judge.
What Google Analytics Can't Do
Access analysis using Google Analytics reveals a series of actions from the time users visit the site until they leave.
In order to understand user behavior before and after site visits, a different approach is required other than access analysis.
Before site visit → During site visit (access analysis) → After site visit
For example, users who search for "MOLTS Co., Ltd." and visit our site already have some knowledge of our company. Using Google Analytics, it is possible to understand information such as user attributes and which pages in the site were viewed, but in the first place, it is not possible to analyze where "MOLTS Co., Ltd." was recognized.
In order to investigate such information before visiting the site, it is necessary to take another approach such as "questionnaire survey" or "interview" instead of access analysis.
Similarly, when investigating whether a visit to a site actually led to a store visit or purchase, another method such as "customer/purchase log analysis" is used instead of access analysis.
The A / B test tool "Google Optimize" announced through the help desk that the use of the service will be terminated in September 23. It is the only tool that works natively with Google Analytics, and because it allows you to create test patterns with no code, it is an A/B testing tool that is easy to use and has a low threshold in a good sense. Some of you reading this article may be wondering, "What should I do to prepare for this sudden announcement?" In the following "6 things to prepare for the end of Google Optimize in September 2023", analysts who have achieved various results in the field of access analysis should prepare for the end of the service of Google Optimize
Metrics to watch in Google Analytics
The indicators you should look at in Google Analytics vary depending on what kind of data you want to obtain and for what purpose.
"Users" shows the number and quality of visitors
Click Overview under the Users (Audience) menu in the left sidebar to see the following in the User Summary report:Users/New Users/Sessions/Sessions per User/Page Views/"Pages/Sessions"/Average Session Duration/Bounce Rate
The User Summary Report provides metrics such as the number of unique users, age, gender, region, and devices accessed. If you can understand what kind of customers are visiting, it will be easier to improve the appeal of landing pages and advertisements.
You can see the channel (route of access source) by “attracting customers”
Find out what channels your site is being accessed from.
If you click "Summary" from the "Attracting customers" menu on the left sidebar, you can view the following figures in a report from "Attracting customers summary".
Top Channels/Users/Conversions
Let's take a look at the key metrics for the top channels.
・Organic
Refers to natural search inflows from search engines such as Google.
・Social
Refers to inflows from SNS such as Facebook, Instagram, and Twitter.
・Direct
It refers to the inflow from entering the URL directly or from the bookmark.
・Referral
Refers to inflows from links posted on other sites.
・Paid Search
Refers to inflow from search advertising (listing advertising, etc.).
・Display, Other Advertising
Refers to inflow from advertisements other than search-linked advertisements such as display advertisements.
In the Behavior summary, you can see the number of page views, dwell time, and bounce rate.
Click "Summary" under "Behavior" on the left sidebar and check the following items in the "Behavior Summary" report.
Number of page views/Number of visits per page/Average time spent on page/Bounce rate/Exit rate/Adsense earnings, etc./Page/Site content
Let's sort out the differences between session, access, pageview, user and access here.
The number of sessions is the number of times a user visits (= accesses) a website. Even if you browse multiple pages in one session, the number of sessions will be 1. Google doesn't officially use the term "accesses", but it's often used synonymously with "sessions".
Pageviews are the number of times a user viewed a page. If you browse 5 pages in one visit, it will be "5 page views" and "1 session".
The number of users is a numerical value obtained by counting the number of users who visited the website on a cookie basis. Cookies are counted for each device, so if one user wants to visit the site on a PC, smartphone and tablet, the number of users will be counted as "3".
"Conversion" shows the number of CVs
By setting "goals" in Google Analytics, you can measure visits to registration completion pages, purchase completion pages, download completion pages, etc. You can view the following items in the "Goal Summary" report by clicking "Conversions" > "Goals" > "Overview" in the left sidebar.
Goal Completions/Goal Value/Conversion Rate/Abandonment Rate across Goals/Completions per Goal
After implementing some measures, let's set goals and check the summary in "Conversion" to understand how the CV changed. Details are provided in the next chapter.
Basic usage of Google Analytics
Before looking at the data of the site with Google Analytics, it is necessary to master the basic usage first.
For the basic usage of Google Analytics, you can learn online using videos at " Google Analytics Academy ", so beginners should refer to that as well.
Select data acquisition period
By default, Google Analytics only displays data for the last week, but you can view past data by selecting the date on the upper right side of the screen.
At most, it is possible to go back to the point when the Google Analytics tracking code was embedded. Also, by checking the comparison button on the upper right of the screen, you can compare with "data of this week and last week" or "data of the same period of the previous year".
Export data to Excel or Google Sheets
For detailed analysis that is not possible with Google Analytics, or for creating reports, you will need to export data to Excel or Google Spreadsheets.
After selecting the data period, click the "Export" button on the upper right side of the screen and select the file format you want to output from "PDF", "Google Spreadsheet", "Excel (XLSX)", and "CSV".
There is also a method to automatically export Google Analytics data to Google Spreadsheet by using the Google Spreadsheet extension.
Some specialized knowledge is required to configure the settings, but it can significantly reduce the man-hours required to create reports, so we recommend using it. For more information, see Move Analytics data to Sheets.
How to implement Google Analytics
We will guide you step-by-step on how to install Google Analytics. Implementing Google Analytics may seem difficult, but even beginners can easily implement it.How to implement Google Analytics
Get a Google account (only if you don't have one)
Register for Google Analytics
Get and Embed Tracking ID
This chapter introduces how to implement universal analytics. If you are going to implement Google Analytics from now on, there is no problem with only the latest version of Google Analytics 4 Property (GA4), so please refer to the article below.
#Google My Business Ads, #Google Ads Analytics, #Google Analytics, #Google ads Keywords, #Google display network, #Business Ads, #Campaign Manager dv360, #google ads tag,