Google Analytics: what it is, how to set it up and how to use it on your website

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Do you want to learn how to use Google Analytics once and for all? Then you’ve come to the right place. In today’s text we help you read and optimise all the data from your website with this free tool offered by Google. After all, do you know the purpose of this service?

What is Google Analytics?

Google Analytics displays statistics of visits to your website. In this way, it is possible to understand how your audience behaves, and with this information, optimise marketing campaigns and the use of Google Ads.

So, for all this to happen, by installing a code on the pages of the site, the tool collects information from users and turns it into reports. Therefore, monitoring and mastering Google Analytics is essential for the growth of your website.

It is very important to understand the audience and, for this, Google Analytics shows exactly where your business is succeeding and where it needs to improve, being an important ally in your digital marketing strategy.

How to set up Google Analytics

Now that you know what Google Analytics is, it’s time to learn how to configure the tool on your website.

Generally, platforms that offer hosting for websites already have a basic service for demonstrating indicators. However, for those who want to analyse more clinically about their audience, these platforms leave something to be desired.

As previously mentioned, Google Analytics is key to fulfilling this gap. The tool presents the solution to this problem in a complete way. Therefore, it is essential that you install it as soon as your blog or website goes live.

Step by step for installation

Step 1: Create an account

The first step in setting up Google Analytics is to create an account. For this, it is recommended to create a specific email, not for personal use, for better management.

Step 2: Tracking code

With the account active, it’s time to install Google Analytics on your website. At this stage, you need to create a property and get the installation code for the site.

So, go to the Google Analytics page and log in with the email and password you created. Then, add a name for your account and fill in the fields intended for the property: Website Name and Website URL.

Next, choose the industry category your business operates in and click the view tracking ID button. Once you agree to the terms, you will receive the gtag.js tracking codes.

Step 3: Installing the code

There are a few options for installing the code, but we’ll only consider two at this point:

Manual installation

Manual installation requires a minimum knowledge of HTML or a professional to assist you. Do it carefully if you’re going to do it yourself.

To do so, you must locate the section of your site. Once found, you must use the code you received at the end of Step 2 and paste it right after the on all the pages you want to monitor.

Save your file and you’re done! Your code is installed.

Installation on WordPress sites

Our second installation option is for those who use WordPress as their website engine.

For that, just use the Google Site Kit plugin. It’s simple and accomplishes what it promises: install the tool’s code in your site.

How to use Google Analytics?

Once you have installed the tool on your website, the next step is to learn how to use Google Analytics. As the tool offers a broad approach to measurement, it is important to configure it in the right way.

Therefore, the tip is to customize it so that it offers everything your business needs. Here are some tips:

Integrate Google Analytics with Google Search Console

It is essential that this integration is done in order to obtain detailed information about the behaviour and search routine of users. Thus, it is possible to analyse in the Google Analytics tool the number of impressions and even clicks per landing page and keywords of your website within the search engine.

This tool is Google Search Console. When you register your site in the tool, it will be necessary to do a property verification, which can be any of those listed below:

  • Uploading an HTML file to your site root folder;
  • An HTML tag inserted into the or header of your site;
  • Making a change to the DNS record by adding a TXT record;
  • Checking with the Google Analytics code if it has already been inserted.

Once verified, you can use the tool to improve your indexing in Google, understand and optimize your site for search engines (SEO), add Sitemaps, track your backlinks, among other features that enrich insights to improve your marketing strategies.

If there are more questions, you can click here and read a whole article about Google Search Console.

Contabilize todas as conversões

This is a basic requirement for those who want to know if the site is really generating negotiations. Thus, some examples of conversions that need to be measured are: contacts, downloads of available materials, simulators, generated leads, etc.

Every website needs to define well its conversion concepts, so that the measurement has effectiveness in the strategic planning of the site.

Understand your audience

Rather than focusing on increasing the number of hits on your site, try to understand what your audience’s habits are when visiting your site and what paths they use. By which path did they find your page: social networks, Google searches, ads? What was the most accessed content? What is their attitude after accessing such content?

From this series of observations it is possible to understand what the visitors’ needs are and what should be delivered to these users. Thus, an essential feature of Google Analytics to comply with this step is the page analysis that describes a kind of “click map” of visitors on the pages of the website.

Another important tool of Google Analytics to act in this sense is the generator of custom URL’s or Tag’s, which allow you to further track the results generated by your actions and how they affect the user experience.

Set up your sales funnel

Google Analytics has a fundamental support to track users’ navigation, discover the rejection rate and know if they are facing any problems with usability.

This is the sales funnel, which allows you to follow the path that the audience takes within your website. When configured correctly and aligned to the goals of Google Analytics, through the funnel, the tool shows important reports to identify these abandonments.

It is possible to track each part of the process and know at what stage the user decides to abandon the site without reaching its goal, whether it is the completion of a form, a purchase or a request for information.

Did you like it?

Did you like the tips for working with Google Analytics? Our team loves to analyse data, we’ve studied a lot about it and some even have Advanced Google Analytics Certifications. So, if you want to further optimise your marketing strategy, you can count on the support of a digital marketing agency. For that, make contact right now so we can define and analyze the best metrics for your site. Click here, make your registration!

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