Explain the basic usage of Google Analytics! Introducing applied techniques
While the access analysis tool “Google Analytics” has the advantage of being able to perform full-scale analysis for free, it also has the disadvantage of being difficult to use due to its abundant functions.
You don’t have to suddenly get all the features of Google Analytics. First of all, let’s master the function suitable for your company’s goal so that you can apply it effectively.
In this article, for beginners of Google Analytics, we will explain the analysis method by dividing it into basic and applied. We also explain important indicators for analysis, so we hope that it will help you to understand Google Analytics.
What is Google Analytics?
Google Analytics is an access analysis tool provided by “Google”. Many users use it when operating the site to analyze the performance of the website and use it for improvement. Since the basic functions are free to use, there is no particular support. Therefore, you will need to check the official Google page and information on the Internet to learn how to use it.
There is also a paid version of Google Analytics. However, due to the wide range of features provided free of charge, the free version is basically sufficient unless you are a large company. In addition, Google also creates a new feature that is i’m feeling curious. In this topic, you know about the new trick of google.
How to implement Google Analytics
You can deploy Google Analytics by following the steps below.
- Register a Google account
- Access the official Google Analytics page
- Login with your Google account and make various settings
4. Set the issued tracking code on the website
The tracking code in all the set websites must be pasted on. If you are using “CMS” such as “WordPress”, please install according to the procedure of each tool.
Once the above preparations are complete, the measurement will start from the time you install the tracking code. It is recommended to access the management screen and check in real-time whether the data has been acquired correctly.
[Basic] How to analyze Google Analytics
Each analysis function has an item called Summary, where you can check the summary. For more detailed analysis, click the tabs under each analysis function to check. From here, I will explain the basic analysis functions of Google Analytics that even beginners should know at least.
① User analysis
It is a function that allows analysis based on the user base who visited the website.
- How many users visited the site within the specified period
- What are the attributes of the visiting user, such as gender, age, and region?
- What percentage of devices are used by visiting users?
- Where are the user’s interests on the site?
And so on.
In device analysis, it is possible to check not only information such as the ratio of PCs, tablets, and mobiles but also the ratio of mobile models.
From this kind of analysis, we can see the image of users using our site. Let’s use these data to discover users who will approach in the future and to confirm whether the target users set by the company are attracting customers.
② Traffic analysis
It is used to find out how users have flowed into your site.
- Which web content (paid advertisement, SNS, etc.) is causing the inflow
- What is the bounce rate for each web content?
For channels, you can investigate not only the type but also the specific service from which the inflow came by digging deeper.
From these analyzes, it will be the key to improve the site to check the “quality” by separating each inflow route by bounce rate, staying time, and number of PVs.
Main channel types
Google Analytics offers the following channels:
|Organic Search||Counted when an inflow occurs to the site via natural search|
|Paid Search||Counted when access occurs from listing ads|
|Display||Counted when attracting customers from display ads|
|Direct||It is counted when there is direct access from URL direct input or bookmark etc.|
|Referral||It is counted when there is an inflow by following the backlinks from other sites.|
|Social||Counted when there is an inflow from SNS such as Twitter|
|Other||Counted when cannot be classified into other channels|
By isolating and analyzing by channel, you can see the current state of the site.
For example, if there is a lot of inflow from Organic Search, it may be evaluated that the current SEO measures are effective. However, on the other hand, if you buy a small inflow from Social, Paid Search, and Display, there is a possibility that the inflow of Organic Search is relatively large because the current measures such as SNS and Web advertising are not working well. There is.
In this way, it is not simply “good because there is a lot of inflow”, but it is important to make assumptions from a bird’s-eye view of the whole.
③ Behavioral analysis
You can see how users are behaving within your website.
- How many visits and views are generated per page
- Which page has the most sessions as a landing page
- What is the average time spent on a page
You can also see how users roamed the website in the Behavior Flow menu.
It’s important to know if your users are moving around your site for your purposes. If you see a page with a high withdrawal rate or bounce rate from your behavioral analysis, analyze that page and make improvements. At the same time, you can work to improve the quality of your entire site by exploring the commonalities of quality pages.
Main analytical indicators
As I mentioned several times earlier, the following are major indicators of behavioral analysis. It will be a basic index of access analysis, so let’s deepen your understanding.
|Number of PV||Also known as the number of page views. Counted each time the page is a display|
|Number of users||The number of users who visited the site during the period, also known as UU. If you visit even once during the period, it will not be counted after that|
|Number of sessions||The number of times the user has visited the site. It will be reset if you leave the page or if the page is not operated for a while. The default setting is 30 minutes|
|Bounce rate||The rate at which a user leaves the site after seeing only one specified page. Divide the number of bounced sessions by the total number of sessions|
|Withdrawal rate||Shows the session rate of each page that led to direct withdrawal. Divide the number of sessions you left by the total number of sessions including the number of sessions you moved to another page without leaving|
④ Conversion analysis
Used to analyze conversions on your website. If you want to perform conversion analysis, you need to add a goal from the management screen of Google Analytics. By default, it is not set, so be careful not to forget to set it, especially on EC sites and sites that require document requests.
In conversion analysis,
- How much is the total number of achievements of the set goals?
- How many goals have been achieved?
- What is the conversion rate?
There are many cases where “even if the number of users is increasing, the number of conversions and the rate is not increasing”. Identify and analyze good pages, including conversion performance, and use them to improve other pages. If the overall number of customers is large but the conversion performance is low, you may also need to perform EFO (entry form optimization).
[Application] Tips for analysis with Google Analytics
From here, I will introduce the tips for analyzing with Google Analytics.
① Link with Google Search Console
Unfortunately, Google Analytics now has difficulty analyzing influx keywords. This is because each search engine such as Google has made SSL (encryption of data transmission/reception), and it has become impossible to acquire keywords by analytics.
If you want to know more about the site inflow including keywords, let’s link with “Google Search Console”. You can retrieve keywords via the search console and view them in analytics.
② Compare by period
Comparing data is an important process in analysis. First, let’s break the data by period and see what kind of changes are happening on the site.
The basics are easy to understand if you look at them on a monthly basis. This is because the data is accumulated and the trends are easier to see.
Also, when a short-span event such as “a campaign was held for one week only” occurs, let’s compare the data in a shorter period such as one week or one day.
③ Perform analysis by narrowing down the conditions
It is convenient to be able to check various indicators even in the initial state, but there may be times when you want to check the data by focusing on the specified conditions. In that case, it is convenient to use the segment function.
With the segment function,
- Check the number of traffic only from your smartphone
- Only see users who have successfully converted
- Check only repeaters
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