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Google Analytics has many tools within its armoury

Google Analytics tools

Google Analytics top tools

Map  overlay: Analyses  visitor  data  by  continent,  country  and  city
and displays it on a map for ease of use.
Mobile traffic: Measures the impact of your mobile site or applications so that you can ensure they are working to optimum effect.
Social  reports: Tracks  the  impact  of  your  social  media  alongside
your web activity to deliver an overview of the performance of
your digital data.

Traffic sources: Allows you to understand where your site traffic is
coming  from.  Google  Analytics  breaks  this  down  by  referrals,
direct traffic, organic keyword searches and custom campaigns.
E-commerce reporting: Enables you to identify your key sellers if
you  are  a  product-based  business.  You  will  see  what  sells  and
the number of steps it takes to make a purchase.

Goal flow: Google talks about your business objectives in terms of
“goals”.  Your  goal  flow  demonstrates  the  customers’  journey
through  your  site  from  entry  to  objective  –  whether  that  be  a
purchase or an action. Goal Flow will also show you if and where
they get stuck and where they leave. This allows you to make any
necessary adjustments to your site.
Google uses Analytics in conjunction with its other products which,
they say, will make your web presence more effective.
AdSense: If you allow third party relevant ads to be placed on your
site, Google Analytics can include AdSense to understand where
to display ads on your site to best effect.
AdWords: Google Analytics can import your AdWords data to show
your visitors’ journey after the point that they click on your ad.
Google AdWords is a paid-for service. The integration with Analytics  will  enable  you  to  interpret  the  effectiveness  of  your AdWord campaign.

Insert Google Analytics JavaScript into your pages
In the last step, Google provided some code. You must include this
code on every page that you want to be tracked. For most sites, it is
a case of inserting the code into the HTML of your page and templates. Other sites may have different ways of doing this, but they should have bespoke instructions.
Once you have uploaded the pages back to your site, you can begin
tracking information, although it may take a 24-hour cycle to collect
something to analyse.

Get an overview of your site performance
Go to Website Profiles and click on View Reports to take you to your
Dashboard. The top of the page is given over to a graphic showing.

See how your site is performing daily and hourly
If you want to understand the ebb and flow of traffic to your site
you can do this using the Visitors functionality. You can view Hourly
data to show how your site is performing at certain times of the day.
See where your traffic comes from
Below the main graphic on your Dashboard, you will see your site’s
top five most-accessed pages. You can click on these, then click on
Landing Page Optimization and Entrance Sources to access a table
of  visitor  sources,  page  views,  unique  page  views  (non-returning
visitors), Time on Page, Bounce Rate and % Exit.

Small and mid-sized businesses have access to a world-class analytics tool that can help
drive their continuous improvement  process. Larger organizations that have traditionally spent six figures on a web analytics tool are migrating to Google Analytics because
it provides 90% of all the reporting and analysis functionality that their organizations
need. They can save tremendous amounts of money and reallocate those funds to skilled analysts who can help make the data actionable.

Google Analytics uses a common data collection technique called page tags. A page tag
is a small piece of JavaScript that you must place on all the website pages you want to
track. We affectionately call this code the Google Analytics Tracking Code, or GATC
for short. If you do not place the code on a page, Google Analytics will not track that


The mobile tracking code

The Google Analytics tracking code relies on JavaScript and cookies to collect visitor
data. While some mobile devices support these technologies, like iPhones and Androidpowered phones, there is a huge ecosystem of mobile devices that do not support eitherof these technologies. Google Analytics therefore needs a different way to collect data
for visitors using a device that does not support cookies and JavaScript. Thus was born
the mobile tracking code.

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