Introduction to Google Analytics 360

Vikas Agarwal

Digital Marketing

Google Analytics is a free web analytics tool offered by Google to help individuals and businesses to analyze their website traffic, and Google Analytics 360 is a paid version of Google Analytics.

Google Analytics lets digital marketing experts analyze their visitors to identify trends and patterns in how visitors engage with their websites.

Analytics 360 is tailored for the unique measurement needs of large enterprises with advanced customisation, scalable tools and enterprise-level support.

Google Analytics 360 provides an extensive set of tools to help organizations understand and measure their online presence. With its Account Setup feature, businesses can quickly and easily configure their analytics accounts in just a few simple steps. Let’s dive into the account setup features of Google Analytics 360.

Account Setup

When you first start using Google Analytics 360, you’ll want to create an account. If you already have an account, login to your account and click on the +(plus) sign in the top right-hand corner of the screen.

This will bring up a new screen that asks for your email address. Enter your email address and click on “Next.” Now, enter your password and click on “Next.” You will then be asked to enter your name and business name. After you’ve entered this information, click on “Next” again. You’ll then be asked to select your account’s country.

If you are unsure of which country your company falls under, go ahead and select “Worldwide.” Then, click on “Next” once more. This will bring up a new screen that asks for your company’s name. Enter the name of your company and click on “Next.” The final step is to choose the type of account you’d like to create. Now select “New Company,” and then click on “Create Account.”

The Real Time reports

The Real Time report provides details about visitors to your website at any given time, including their origin, search terms, current location, and which pages they are now viewing. These reports essentially list the top 10 pages where users are active, the users’ sources, and the total number of people active on each page.

Audience Reports

The best approach to understand your audience and their activity is with an audience report in Google Analytics 360. By selecting “Audience reports,” you may view information about what your visitors are doing on your website.

This will display the top websites that your target market visits, together with information about how they got there, how long they stayed, and how they interact with your website. The average time spent on each page as well as the bounce rate will be shown.

The Audience Report provides high level insight into:

Demographics of your audience (ex: age and gender)
Interests of your audience
Geographic location (language and location) of your audience
Mix of new and return users and engagement levels of users
Browsers and networks being used to access your site
Devices being used to access your site

Acquisition Reports

Google Analytics’ acquisition reports can assist you pinpoint the origin of your website’s visitors. You can find out from these statistics what marketing channel offers you the most (profitable) traffic, such as organic traffic, social media visitors, referral traffic, and more. You may learn a lot about the online activity of your audience from the Acquisition report. You may see the following in the overview:

How people arrive at your website
How they interact with it
Which pages convert well or poorly?

Behaviour Reports

The customer’s journey from one page or Event to the next is depicted in the Behavior Flow report. You can learn from this report what content keeps visitors on your site. Potential content problems can also be found using the Behavior Flow report.

The summary displays some other metrics, how visitors navigated our site and what material they interacted with, as well as the number of page views our site received during the given time period.

The overview report provides you with a high-level summary of important metrics connected to behaviour in a visual format, such as:

Total Pageviews, Average Time on Page
Bounce Rate, % Exit
Pageviews for the top 10 most-viewed pages
Search Terms data from Site Search

Conversions Reports

Conversion reports tell how well each objective you are tracking on your website using conversion reports. They enable you to:

Monitor user behaviour on your website that demonstrates the accomplishment of a business goal (e.g purchase, newsletter signup, contact form submission, etc.)
Examine the overall traffic or various audience categories’ conversion rates (# of conversions / # of users).
Examine goal funnels to determine the point at which users give up on making a conversion.

There are 3 sections of Conversion Reports in Google Analytics:

Objectives: These reports give you an overview of how your site is doing in relation to certain goals you’ve set, including the number of goals that have been completed and their conversion rates. Goals are not set up in an out-of-the-box Google Analytics setup; instead, you should use a Google Analytics Measurement to create goals based on the unique objectives of your organisation.

E-commerce: These reports provide data on your product sales and checkout process when they are enabled on e-commerce sites.

Several-Channel Funnels: provide you with data on conversions based on various channel attribution models, such as first touch, last touch, etc.

Benefits of using Google Analytics 360

Building a good SEO campaign will be made easier by using Google Analytics to monitor the effectiveness of your efforts. You have the option to base your marketing strategy on the most advantageous keywords by measuring the traffic in relation to specific keywords.

Increase your website’s bounce rate
Boost its search engine ranking
Discover the best marketing platforms by learning about your target customers.
Efficiently segmenting your website’s visits
Planning your future objectives
Providing data visualisation.

Conclusion

Google Analytics 360 is a powerful web analytics platform that provides comprehensive insights into the performance of websites. With Google Analytics 360, users can measure website traffic, track conversions, monitor user engagement and analyze website behavior. It also offers easy-to-use reporting tools to help businesses make informed decisions about their digital presence.

Additionally, Google Analytics 360 includes advanced features such as A/B testing, multi-channel attribution and real-time data analysis. By leveraging this comprehensive suite of features, businesses can gain valuable insights into their customer journey and improve their online experience.

Vikas Agarwal

Vikas Agarwal is the Founder of GrowExx, a Digital Product Development Company specializing in Product Engineering, Data Engineering, Business Intelligence, Web and Mobile Applications. His expertise lies in Technology Innovation, Product Management, Building & nurturing strong and self-managed high-performing Agile teams.