Quick Reference Study Notes for Google Analytics (Foundation)

Google Analytics



Google Analytics: Possibly the most popularly used but underutilized tool of online retailers. This book starts from the beginning: Understanding Google Analytics, the layout, and what it can do for your business.

Let's go over the few technical terms used in google analytics:

There are four types of traffic sources:


Google Analytics Overview


Dashboards are a collection of widgets that give you an overview of the reports and metrics you care about most. Dashboards let you monitor many metrics at once, so you can quickly check the health of your accounts or see correlations between different reports.


Audience Overview

This report gives you a quick overview of the overall performance of the website – number of sessions, users (both new and returning), page views, average session duration, bounce rate, new sessions. When you launch Google Analytics, you see the overview of the Audience report

a) Location
The location report provides information about the geographic location of your users (i.e. Country). To see the State and the City where your users come from, click on the interactive map.

b) New vs. Returning Users
This report provides information about the total number of visitor to your website and further breaks down that number into new vs returning users.

c) Browser & OS
This report provides information about what browsers people have used to access your website

d) Mobile Overview
This report provides information about the devices category people have used to access your website (desktop vs mobile vs tablet)

Acquisition Overview

This report gives you a quick overview of the top channels of your website traffic – direct traffic, organic search, referral, social media, display advertising, email and paid search (i.e. AdWords)

a) Source/Medium
This report provides information about both the source (i.e. the origin of your traffic, such as a search engine (for example, google) or a domain (example.com)) and the medium (i.e. the general category of the source, for example, organic search (organic), cost-per-click paid search (CPC), web referral (referral)) of the traffic data.

b) Referrals
The referrals report provides information about the segment of your web traffic that arrives to the website through another source, like through a link on another domain.

c) AdWords, SEO & Social
This report provide information about your current and past AdWords campaigns, the performance of your website on search engine results (SEO) and traffic from social media websites.

Behavior Overview

The Behavior overview report reveals what pages people visit on your website and what actions they take while visiting. It also provides information about the number of page views, bounce rate & exit rate

a) Behavior Flow

The Behavior Flow report visualizes the path users traveled from one page or Event to the next. This report can help you discover what content keeps users engaged with your site. The Behavior Flow report can also help identify potential content issues.

b) Site Content/All Pages
This report provides information about which are the most visited webpages of your website.

c) Landing Pages
The Landing Pages report provides information about which is the first page people visit when they land on our website.

d) Exit Pages
The Exit Pages report provides information about which is the last page people visit before they leave our website.


The Real-Time Report allows you to monitor activity as it happens on your website – e.g. how many people are on your site right now, which pages or events they're interacting with, and which goal conversions have occurred.

In-Page Analytics
The in-Page report allows you to see how customers interact with your web pages (i.e. what they click)

Google Analytics metrics to track

  • Users | Audience –> Overview

  • New vs Returning Visitors | Audience –> Behavior –> New vs Returning

  • Bounce Rate| Audience –> Overview

  • Landing Pages | Behavior –> Site Content –> landing Pages

  • Exit Pages | Behavior –> Site Content –> Exit Pages

  • Source/Medium| Acquisition –> All Traffic –> Exit Pages

  • Average session duration | Behavior –> Site Content –> All Pages

  • Page Views| Behavior –> Site Content –> All Pages

*NOTE : "This study material is collected from multiple sources to make a quick refresh course available to students."

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