Google Analytics is a fundamental tool that we use if we want to get the most from our website SEM our SEO our overall digital marketing strategy or just want to exploit the potential of our website. Google Analytics is your best advisor to follow the best path in the world of digital marketing; It will be like your guide in an unknown city and it works as 24-hour watchman who controls everything that happens on our website. You out the word analytics into the title of a tool and it can cause needless stress. it’s complicated, I don’t now what it does, I’m not touching that… all sorts of reactions with this scientific sounding stuff.
Honestly, it’s not that bad and it has a lot of great info in there designed to help you. Let’s have a quick overview of it.
What is Google Analytics
Google Analytics is a web analysis tool that Google makes available to us completely free of charge. It is the web analytics tool par excellence. It provides us with data and reports about everything that happens on our web page: visitors, unique users, conversions, duration of the visits, duration of the sessions, how they reached our website, …
But, some will think, what good is Google analytics in my strategy and my business? In principle, this is nothing more than data. This data can help you if you know what and how to look at it. In order to decipher and understand them we will have to learn a little more about analytics , its functions, tricks and where to find interesting data. But once we know how to handle this tool we can:
Get to know our users better:
- Know what they like and what they do not.
- Their geographical origin
- Device used: Smartphone, Tablet or Computer
- How they found you online
- Where they leave your website.
- What they like do and don’t like
Benefits Of Using Google Analytics
- Track your SEO (search engine optimisation) strategy and SEM (search engine marketing) strategy, so you can measure the success of your digital marketing campaigns. If you know the behaviour of your visitors and you know where they do and where they go on your website, you can see if your online strategies are working correctly or if you should modify them to be more successful.
- Making strategic decisions for your business taking into account this data will help us to correct bad past decisions.
- Create customised reports taking into account your interests and thus we can track your objectives.
- Do a thorough monitoring of the proper functioning of your website and all its pages, that is, make a complete analysis of the web, to know if users understand the routes that have been created to make it easier for them to visit
- Reporting of issues, faults and errors
In a world as rapidly changing as the Internet and digital marketing, it is essential to know what Google Analytics is for in order to monitor your campaigns and your website on a daily basis, and to know what is happening, how your clients are acting and if you are reaching the desired objectives and if not HOW to optimise and change that accordingly.
If open Google Analytics and you only see data, data and more data, mixed with graphs, numbers and percentages that you do not know where they come from or what they mean – don’t worry, we can explain it and help you make sense of it.
Google Analytics And Viewing It
Sometimes you need to share the data about your website and Google, and specifically Google Analytics lets you share this data easily. If you’re working with a developer or an SEO Agency this data can be critical in making good choices about what keywords to target, explaining your audience locations and behaviours and a wealth of other data to base your marketing decisions on.
This is a great free tool that is built into the main western hemisphere search engine – Google. And better still, it’s free to use.
Often you will have Google Analytics set up on your website and it will be tracking the data. A good agency will want to explore and investigate this data for you to get a behind the scenes look at how things are working now and track changes in the future. It can help uncover problems and show you what needs to be done to generate more leads, gain more traffic and influence business growth.
Google is all about security and gone are the days of simply sharing your username and password, with enhanced security features, if Google does not recognise the login device and location, it can and usually will trigger additional security questions to validate the login as being genuine. It might seem a needless hassle but this is protecting you.
Sharing Google Analytics – Step By Step
First you need to login to your Google Analytics account. https://analytics.google.com/analytics/web/
It will prompt you for your username and password, this is a Gmail account that you used to set up your account. At the bottom left of the screen you’ll see a button that will take you to your Admin panel. (Sometimes it appears just as the gear icon.)
The admin panel is a lot easier to navigate than it first appears. it is made up of three sections or panels and these are.
- Account (the owner)
- Property (the website)
- View (your reports).
Head to property and when in here just click on “user management”.
If any of the sections are unclickable or greyed out, it means you don’t have enough access to use those settings. If you set up the Google analytics or your gmail was used to do that, then you’ll be the administrator. Google analytics has several levels and Administrators can make all changes. If you are not the account administrator, you’ll need to find out who is so they can share the access.
Here you can see the current users who already have access to your website (the property). Sometimes there is one, sometimes more than one. it will show you their email, their access level (permissions). You will also see the + symbol and that’s where you can add a new user. Red arrows are pointing to it in the below screenshot for you.
Click the plus and you can add either a new user or a new group.
Choose add new user and we are onto the last step.
The last step is to actually add the user and provide him or her with the level of access you’re comfortable with.
To invite and share your Google analytics, you just need to add in their email address, it does need to be a gmail account. Check that you have the right email, the one they want you to use. If you are inviting Haych Enterprises Ltd to your account you can use the Haychenterprises@gmail.com account. It’s recommended that you tick the notify users box, the account is then automatically notified that you are sharing the account. The new user does have to accept the share to be granted access.
You can see under the image there are 3 main levels of access and a 4th – manage users section at the bottom.
- Edit – Can create and edit accounts, properties, views, filters, goals, etc. Cannot manager users.
- Collaborate – Can create and edit shared assets, like dashboards or annotations.
- Read & Analyze – Can view report and configuration data.
If the person only needs to read and does not need to get into the deeper levels of data, then read and analyze is fine, this is the one that Google auto selects for you when you share an account. If you want the user to have access to all the data and this is where the really useful content resides, then edit is where the magic happens and that’s what an SEO or SEM consultant will need to really be able to help you.
Manage users is not something I would recommend giving access to anyone outside of your business. It gives a level of control where the user can treat the account as an admin. So exercise extreme caution if you are being asked for that.
Well done, that’s it, you’ll get a notification when the share is accepted and then the next time the user logs into their account they will be able to view your analytics and help you.