March 26, 2017

Key Performance Indicators to look out for in Google Analytics in 2017

Key Performance Indicators to look out for in Google Analytics in 2017

Google has updated their Analytics app. However the difference between it and the former one it just a little design changes and a new feature, Search Engine Console which replaced Search Engine Optimisation in the former interface. Aside from that every thing else remains the same.

Today we are going to be looking at which of the data offered on GA a very important KPIs (VIKPIs).

KPIs refer to Key Performance Indicators. On GA, these are very important data we need to analyse to measure how successful our website are.

As a beginner, GA can be very confusing as there are so much data to read from. However there are KPIs that every company, website owner, blogger must monitor to measure their growth.

There are four categories on GA, Audience, Acquisition, Behaviour and Conversation. Each them offers different analysis of a website. We are going to look at them with their KPIs one after the other.

Yay! You have finally setup your first Google analytic account for your website, Congratulations!


This is the first of the four categories. It is the default analysis you encounter when you log on to your GA account. It gives you information of the age, gender, location, and behaviour of your audience. He also tells you the kind of technology your audience are using - the type of browsers they us to access your website, if they are using mobile phones or laptops and how often the visit your website. All these info can be accessed through the sub-sections under it.

So what are the important KPIs in these category?

Pageviews, New vs returning visitors, Sessions and Bounce rate. Automatically, Audience, sub category, “overview” is the default view you see when you log on to your analytic account. Here you see all the summary of what should you will expect when you click on any other sub category under Audience. Looking at the interface your attention should go on that of pageviews, Bounce Rate and Average sessions/duration.
  • Pageviews: clicking on the sub-category “Behaviour,” section “frequency and recency” you get a more detailed analysis of the number of views your page had within a month period. The number of views gives you an idea of the popularity of your website, company or blog.
  • New vs Returning Visitors: This particular section works with cookies and can be confusing considering that we all have the option to turn off cookies on our browser or delete cookies already generated. But then it is very important. The also tells you how popular your website is. Pageviews let you know the number of visitors your site get within a month, but the ratio of New vs returning visitor let you know if these views are all majorly from old visitors or it is expanding and incorporating new visitors too.
  • Sessions/Duration: still on sub-category “behaviour” click on “engagement”, you get an interface that looks like that of the “Frequency and recency”. The difference is while the former tells how long visitor stay on your website, the later tells you how frequently they visit. In Behaviour>engagement interface you will notice that your session duration is divided into groups from the shortest duration to the longest. Longer sessions means audience find your website or blog interesting and informative. Shorter session means either your website isn’t interesting or that audience quickly find what they are looking for. Shorter sessions determines your bounce rate.
  • Bounce Rates: this particular data is very important to all website as this can affect your website ranking on search engine positively or negatively. It shows you the percentage of users that exit your website immediately after they visit it. A high bounce rate means that visitor do not find your website attractive, or user friendly. Though sometimes this might not be the case, high bounce rate might be as a result of users finding what they want immediately on your website. If your bounce rate is high then your website can never rank top on search engines. So how do you check bounce rates. From Audience>overview, you get a summary of your bounce rate. For more detailed bounce rate for each sections under “Audience” you can filter out bounce sessions and non-bounce sessions from the segment tab you find right beside the “All Users” tab.


this category deals with traffic sources. It simply tells you what channel your audience are using to access your website. It gives you data from organic search, social medias, pay per click campaigns, referrals e.t.c. I consider all sections under this category important. You will want to look at the source/medium, referral, channels, Adword campaign, social and the newly added Search Console.

These sub category offers you insight on your organic search, Pay per click campaign, social media referral, referral from other sources, direct traffic and traffic from your newsletter(email).

Comparing their data will help you know where to focus your advertisement energy on. When you click on sub-category “campaign” you will get access to the keywords queries which users use to locate your site through organic and paid search.


This category simply tells you of how your pages are performing. Here you get to know your top landing pages and exit page, site speed, and goals.

In this sub-category, the sections you will want to focus on are “site-speed”, Site Search and Publisher.

  •  Page Load Time : In this section which is located under “Site Speed” you get to know how much time you page takes to load and also suggestion on how you can reduce it loading time. The information here is based on your top landing pages within a month period. You will also be given suggestion on how you can reduce their loading time.
  • Search Terms: I consider this area important because it gives you an idea of the type of content your audience want. If you have installed a customised Google site search on your website. Search terms let you in on the keywords/terms users are looking for on in your website.
  • Publisher: if you linked your AdSense or any ad publisher to your GA, you can monitor your revenue and know which of your pages bringing in the sales.


 Conversation means different things to different website, blogs and businesses. It can be subscription of newsletter, sales, sending a contact form. Carrying out of a CTA and so on. When you set objectives or goals for your website, this sections let you know if this goals are being achieved. However conversation cannot work if you have not set goals for your website on GA - in other words no goals, no conversation data.

The sub Section which every website, business and blog owners

Setting up Goals in three easy steps

Setting goals is easy, just go to your admin which is now very visible on the side bar of the now updated GA interface, go to the column that says “views” and click on “goals.”

A pane comes up, select “new goals”- a form will appear. You will notice that creating a new goal requires three simple steps (by the way you will need the confirmation url of the goal you want to setup. This url comes up after a transaction as been completed. Copy it).

  • The first step to setting up a goal requires you choose between default GA goal theme or you customise your own.
  • The second step requires you to fill in your Goal name, Goal ID and select the type of Goal (duration, destination, pages/screen per session and event).
  • The third step is where you input the url i told you to copy earlier. This url helps analytic do a private investigation on your goals........ Goals is set - how easy.


 As i have earlier said every data analysed on GA is important and also depends on your website, blog or business objectives. For business owners setting up goals for sales and any other services render is important, so also is the of “new vs returning” visitors, pages views, bounce rate and several other options offered by GA. For those who focus perhaps on a particular Gender, age group, location and others, GA also offers data for these, check under audience.

March 7, 2017

Google Analytics for Dummies 2017

Google Analytics for Dummies 2017

In my last article where I wrote about techniques that are trending for digital marketers, Big Data/ Analytics was among. As the digital world grows, more websites are coming into play. Business owners will want to monitor their website or blog growth.

They want to know how many people visit their website or blogs, where these people live, how many of them have really converted to a customer, where they are referred from and what product these people are really after among other things that analytic tools answer.

Among several analytic tools out there, Google Analytic is the most demanded and it is expected that as a digital marketer it is normally expected that you must have a fair knowledge of the use of Google Analytic - this includes being able to install, read and apply the data provided by the analytic tools.

if you are a digital marketer or a blogger or you own a website and haven’t yet installed GA on your website to monitor the growth of your website, then this very post is for you.

We are going to show you how easily you can set up GA on your website and blog. So let get started.

How to Install Google Analytics

 To install, first, you need a Google primary account. If you already have a Google primary account then you may not need to create any other except you want to. Your Google primary account enables you to have access to other Google services such as blogger, Google+, Google Drive, Gmail and a host of other services of which among them is Google Analytics.

Setup Analytics

If you have a Google primary account or have just created one then go to Google Analytics website.

When the site comes up the first thing you see on your screen are the three steps that will be your guide to setting up your GA accounts, they read thus;

1.Sign Up for Google Analytics
2.Add Tracking Code
3.And lastly Learn about your audience
google analytics setup
After these three steps at the extreme right-hand corner, you will see the sign in button. Click it and use your Google primary account you have created to log in.

When logged in, a form comes up for you to fill. You will see such details as;
What do you like to track? Options for either a website or a mobile app is provided. Click on website for tracking a blog or website. If for mobile app click on the mobile app.
After selecting your choice, you scroll down to fill in other data such as your account name, website name, website URL, industry category which your website falls into and the time zone to which you want Google analytic to report.
setting up a new account in google analytics
When you scroll down further you will see options for you to check for data sharing. I advise you leave all checked. After this click on the Get Tracking ID
 configuring shared info for google analytics
One thing you should know however is that you can have up to 100 Google analytics account under one Google primary account - separate them with their names, you can have up to 50 websites under one Google analytic account and up to 25 views under one website account.

Install Tracking Code

After clicking the get tracking code button a pop up of google analytic terms and condition window will appear on your computer screen, check the box to agree to the terms and this will send you to another window where you can get your tracking ID. It looks something like this GA-0000000-1.
find google analytics tracking code
Under the tracking code is a Javascript HTML code which contains the tracking code which you will install on every page of your website. The code will be install after the <head> tag or before the </head> tag through your website HTML editor.

For Wordpress user, you can add the tracking code using Genesis Framework through the header or footer area or you can use Yoast plugin to install the tracking ID code.

If you are using HTML files you can add the code by using text editor programs before the </head> or after <head> and then upload it to your web host using an FTP program.

If you are using blogger, it is very easy to install. Log on to your account and click on the template and then click edit template. Copy the tracking ID JavaScript code and paste it after the <head> or before the </head> tags and then click save.

If you are using any other program you can search for how to install Google analytic tracking code on (include the platform name) with Google search engine or any other search engine.

Understanding your audience

By installing the tracking identity on your website you have given Google analytics complete access to analyse your website and provide you with data that can help you understand how your website or blog or blog audience and thus your Google analytic is set. It takes about 24 hours before Google analytics start gathering reports from your website.

When you log on to your Google analytics you will be taken straight to your Audience view reports - that is if you have just one website under your google analytics reports. If you have more than the one you will be taken to your list of website. When you choose anyone you will then be directed to the Audience Overview reports.

The Audience Overview reports give you details of your audience and their behaviours. Before I move on to the reports features lets us take a tour around the panel.

viewing google analytics
Standard features of GA

Starting from the top menu you will find tabs that lead to Home - Reporting - Customisation and Admin. And at the extreme right top of GA window, you will see your website name. If you have more than one website, a drop down button is there for you to select from your list of website.

Clicking on home, you will be sent back to website property view where you can select the website you want to choose or the google analytic account you wish to view. Reporting takes you to the data reports. Customisation allows you to customise your reports that look similar to that of Google Analytic reports with the data you want to view. Admin, on the other hand, allows you to create new google analytic, website properties or delete.

Looking down from where your website name is you also see the date range of the google analytics data you are viewing. You can manoeuvre through the date by clicking on it to view data of a previous month.

At the left-hand corner of the window, you will see a list of features you can hover through. There is the Dashboard, Shortcut, Intelligence Events, Real-time, Audience, Acquisition, Behaviour and Conversion.

When you select any of these features you get access to the information under that category. For example, if you select the Audience feature it gives you various data of your audience. Using your mouse to hover around the data you will be shown information about what that data entails. Clicking on it gives you a full report of the data.

The features that concern you

Of all the features you see on Google Analytics pane, four of these features are of major interest. They are;

  • Audience
  • Acquisition
  • Behaviour 
  • Conversation

Here is a brief summary of what they do.

Audience:  this feature allows you to know more about your audience. Their age, and sex which will be found under sub-section Demographics, location found under the sub-section location, Interest found under the sub-section Interest, what they use to access your website found under sub-section Technology and Mobile and lastly how often they visit your website found under sub-section Behaviour.

Acquisition: the acquisition reports tells you through what channels your audience where driven to your website. You can view these in the All Traffic sub-section or you can be more specific All Traffic>Source/Medium. you can also see what social network is driving in the most traffic by clicking the sub-section Social. If you are using AdWord campaign you can integrate it by clicking the Sub-section AdWord and from there get data of how effective the campaign is. Also, you can check for visitors from search engines by clicking on the sub-section search engine optimisation.

Behaviour: under behaviour, you get data of how your contents are performing. Here you are able to know the top pages of your website. You find this under the sub-section Site Content>All Pages. Your top landing pages found under Site Content>Landing Pages and the pages your audience is immediately exited from which can be found under Site Content>Exit Pages.

You can also find out the search terms people look for on your website, Site Search>Search Terms. This can only be accessed if you have setup site search on your website. You can also learn how fast your website loads and get the solution to the speed problems under Site Speed>Speed Suggestions.

Conversations:  conversation gives you analytic data that concerns the goals which you have set. Under it, you can view how many conversations your website has achieved under sun-section Goals>Overview. You can also view the pages by which the conversion happened under sub-section Goals>Goals Url and can also see the paths by which your visitor used in completing the conversation Goals>Reverse Goal Path.

Setting up Goals.

Goals are ways by which you notify google analytic of an important event that took place on your website. If you are selling products through your website you might like to monitor how many people actually completed a transaction or if you want a create a campaign to monitor the people that subscribe to your newsletter or any other thing that stuff that you use your website to do you can use the goals setting to monitor the campaign.
setting up goals in google analytics
To find goal setting, click on Admin and then click on goals which appear under the view column of the website you have selected. Click on it. A panel showing the data of your goals will be shown, but because of you haven't set up goals before it will show there is no data to view.
adding a new goal to google analytics
Click on create New Goal (it a red button) and a form will appear.
setting custom goals in google analytics

Then find the confirmation URL that comes up after a transaction as been completed on your website copy this URL.

After copying the confirmation URL, you go back to your goal setup form. You will notice that there are three steps to set up the goal.
The first step requires is the Goal Setup. Here you choose from either the already customise Templates provided by Google Analytics or you customise your own.

If you choose to customise your own goals, it means you tick the Customs check button. After selecting which option you want to click the next button underneath it.

You will be transferred to the second step that is Goal Description. Here you fill in your Goal name, Goal ID and the type of goals. Under the type of goals you have;
Destination, Duration, Pages/Screen per session and lastly Event. Since we are talking about confirmation URL which your site redirects to after a transaction have been completed, your goal type will be Destination. After selecting Destination you then click on next step button and you will be taken to the final step of Goal Setup.

In the final step of setting up your goal, here you give your goal details. You input your destination URL which normally is a thank you page and may look like these; or depending on your website. You do not need the full URL, only the attached part - /thank-you or /transaction-complete.html.

After filling in the destination URL. You are will see optional options you might like to add to the goals data. That is Value and Funnel. These two are optional and not necessary but if you turn on any of them just fill in the details that follow. For example, Values represent how much-completed task cost. Here you will be required to fill in the monetary value of your goal in dollars.

You can set up to 30 goals if you want,  my advice is that make sure these goals are really important to you.