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BEGINNERS’ GUIDE TO USING

analytics

GOOGLE ANALYTICS

Tasty data about your website!

www.cabbagetree.co.nz


GOOGLE ANALYTICS OVERVIEW

UNDERSTANDING YOUR WEBSITE VISITORS’

BEHAVIOUR IS A KEY FACTOR IN ONLINE

SUCCESS. WHERE DID YOUR VISITORS COME

FROM? WHAT ARE THEY LOOKING AT ON

YOUR SITE? HOW LONG DID THEY STAY?

DID THEY MAKE A BOOKING?

Google Analytics can provide the answers, thus arming you with the ability to tailor your

website and marketing strategies to your audience, and exponentially increase your site

traffic and conversions.

To use Google Analytics effectively you need to have a solid understanding of the reports

and how that information can be used to your benefit.

This guide covers the basics of Google Analytics, outlining what each of the primary

reports mean, in order to get you started on the path to understanding and improving

your website traffic.

A BEGINNERS’ GUIDE TO USING GOOGLE ANALYTICS

Written and Published by Cabbage Tree Creative

October 2013

NEW ZEALAND: ISBN 978-0-473-19280-8

www.cabbagetree.co.nz

TRADEMARKS: Google, Google AdWords, Google Analytics , YouTube and Google+ are registered

trademarks of Google, Inc. Twitter is a registered trademark of Twitter, Inc. Facebook is a

registered trademark of Facebook, Inc. Flickr is a registered trademark of Yahoo, Inc. LinkedIn is a

registered trademark of LinkedIn Corporation. TripAdvisor is a registered trademark of TripAdvisor

LLC. Pinterest is a registered trademark of Pinterest, Inc.


INTRODUCTION

Google Analytics is an online tool that draws

traffic statistics from your website. You can log

in and view detailed statistical data for each page

of your website over your chosen time period.

You can see how many visitors you have had, which country they came from, how they found

your website, which pages of your site are the most and least popular, and many other useful

insights. This information can then be used to develop targeted marketing campaigns, or to

redesign your website in order to effectively drive users to your key pages.

GOOGLE ANALYTICS IS SECURE,

ACCURATE, RELIABLE AND

EASY-TO-USE, MAKING IT THE

LEADING ONLINE ANALYTICS TOOL

SET-UP AND ACCESS

If you are a Cabbage Tree Creative client,

we will set up your Google Analytics

account for you as part of your website

development or SEO campaign.

You will still be able to access and view

your site’s analytics, but we will also have

access to them so we can analyse your

statistics and provide you with relevant

assistance, suggestions and support.

ACCESSING YOUR

GOOGLE ANALYTICS

ACCOUNT

Once your account has been set up, we

will provide you with your login details.

To log in:

1. Visit www.google.com/analytics

and click Access Analytics

2. Enter your email and password

and click Sign in

3. Find and select the account you wish

to view by using the search function

under Account Home, or the drop

down menu at top left of the screen.

GOOGLE ANALYTICS | A beginners’ guide


NAVIGATING YOUR ANALYTICS ACCOUNT

Once logged in, you will be viewing your Account List.

You will notice there is a dropdown of your accounts and a ‘home’

icon in the banner across the top of your window:

THE TABS

TAB 1: HOME

Click the Home icon at any time

to return to your account

homepage. This is the page where

you can select your account from.

TAB 2: ACCOUNTS

The All Accounts button is a dropdown

list of all the accounts attached to your

current login. Most people only have one

website (one account) but you can have

up to 100 individual accounts, and even

more if you are added as an admin of

other user’s accounts.

GOOGLE ANALYTICS | A beginners’ guide


TAB 3: REPORTING TAB

The reports section is broken up into two

sections: My Stuff and Standard Reports.

Beneath each section is a number of items

and sub-items. Each item and sub-item is

outlined further in this document.

On most reports there are a number of

factors you can change:

A. THE DATE RANGE

To change the date range of your statistics,

click the date box (top right of your

dashboard) and select your start and end

dates from the calendar. Click Apply. To

compare two date ranges against one

another, choose your first date range

then tick the compare to box, and select

previous period or previous year. Select

your second date range and click Apply.

The graph will now show two lines - one for

your first date range and another for your

second. This is useful if comparing data

from a previous week, month or year.

B. OVERVIEW

Each line graph displays a default metric.

For example, the Audience Overview graph

shows Visits.

C: COMPARE METRICS

To compare two different metrics in the

same graph, click the Select a metric text

alongside the current metric at the top

right of the graph.

From the drop-down options, select the

second metric you’d like to view in your

graph. This data will then appear on your

graph in an alternate colour, letting you

compare the two metrics. To remove the

second metric from your graph, click the

small x alongside the text.

D: GRAPH BY

This function lets you choose how

the information in your graphs will be

displayed. For example, by hour, day, week

or month. Your choice in this area dictates

how dense the information will be in your

graph. For example, if you choose to graph

by day, you will be able to view the number

of visits per day for your chosen time

period. Graphing by month on the other

hand, will show the statistics for

each month with no daily or weekly

data included.

E: GRAPH MODE

You can change the mode of some graphs

from line chart to motion chart. If this

option is available you will see a button

with three dots at the top right of the

graph.

Note that the information shown in here

will take a few hours before it appears in

the other reporting sections.

GOOGLE ANALYTICS | A beginners’ guide

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