# Google Analytics

A web analytics service offered by Google that tracks and reports website traffic.

Below is a high-level overview of how to navigate and leverage Google Analytics.

# How many people came to my site?

• Audience -> Overview
  • Users = Unique visitors
  • Sessions = Visits
  • Pageviews = Pageviews
  • New vs Returning Visitors – Important if you're trying to bring in new people

# How did they get there?

• Acquisition -> All Traffic -> Channels (high-level buckets)
• Acquisition -> All Traffic -> Source/Medium (from where and how?)

# Where in the world are they from?

• Audience -> Geo -> Location (Can be viewed as map or table)

# What are my most popular pages?

• Behavior -> Site Content -> All pages

# How are my marketing campaigns doing?

• Acquisition -> Campaigns -> All Campaigns (add Source/Medium as secondary dimension)

# What keywords am I ranking for in Google organic (non-paid) search?

• Acquisition -> Search Console -> Queries
• If wanted, remove branded keywords using advanced search feature
  • “Exclude Search Query Matching RegExp northeastern|neu”
  • See Regular Expressions for Google Analytics for more advanced searches
  • Unfortunately no easy way to connect to goal conversions

# How many of my visitors were using mobile devices?

• Audience -> Mobile -> Overview

# Are my visitors being served broken pages?

• Behavior -> Events -> Top Events -> 404 Pages