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 Google Analytics.

There are many questions about the behavior of users on a website that marketers must answer:

• How do users get to our website?
• Through what device do they access the web?
• How many users are connected at the moment?
• Etc.

There are many questions that web analytics can answer and, specifically, Google Analytics.

Google Analytics is the free web analytics service offered by Google, through which we can obtain a large number of statistics and download personalized reports to analyze the information and help us in making decisions. This data will be important, not only for marketing actions, but also for SEO. Google Analytics is the most popular analytics tool on the web, and it is used by millions of sites around the world with the aim of optimizing their websites and achieving their goals.

The platform emerged in 2006 and since then it has evolved in the analytics it offers and the metrics that we can analyze. But we must not be obsessed with the amount of metrics that we have available, but the importance will lie in the interpretation of these data by the analyst. The analytics will not be more than mere data but a correct interpretation is given in order to make intelligent decisions.

How does Google Analytics collect all this data? To obtain all the information that you present to us, Google Analytics combines cookies, browsers and JavaScript code on each of the pages of our website. When we register in Google Analytics, we will generate a code that we must insert in the header of the source code of our website. When our website has been created through a CMS, such as Wordpress, it will be enough to insert the Analytics code on the first page and the process will automatically be repeated on the rest of the pages.

When users start to enter our website and its pages contain the Google Analytics code, it will track and generate a cookie that will record the user's behavior on the web until the end of their visit. All this data is uploaded to the Google server and, later, will be generated in the Google Analytics panel, including in real time.

What are the main advantages that Google Analytics offers us?

Loading speed: The Google Analytics code that we install on our website is light, so it loads asynchronously, and does not affect the loading time of our site. This helps to avoid damaging the user experience.

Large number of customizable reports: Google Analytics offers us a wide variety of reports, some predetermined and other customizable to analyze what we are interested in and what we can. There is also the possibility of receiving these emails from time to time.

It allows us to evaluate campaigns carried out on social networks: Google Analytics allows us, among other things, to analyze traffic from social networks. This information can be very valuable since it helps you understand which social channels can be more profitable when carrying out marketing actions in them.

Teamwork: Google Analytics offers the possibility of being able to access the data and manage its content to different users within the same account. This is great when we work as a team. In addition, there are different permissions such as edit, collaborate, and read and analyze.

Google Analytics is compatible with third-party services: There are many applications to complement the information you offer us. These applications can be found in your App Gallery.

Google Analytics users.

The user administration part in Google Analytics allows us to add, modify or delete users. Users can be added to an account, property, or view, and the permissions of those users can be changed at any time. All users that are necessary can be added.

Add a User

If we need to add a user, we will follow the following steps:

With the session already started in Google Analytics, we will move to the Administrator tab

We access User Management:

• In Add permissions for, we will enter the email address of the Google account user.
• We select the permissions for that user and check the box Notify this user by email, so that the user receives a notification email.
• To finish, click on Add

Modify user

Google Analytics allows us to modify the permissions of all users, at any level of the Analytics account.

To modify the permissions of a user, the steps are similar to the previous ones:

With the session already started in Google Analytics, we will move to the Administrator tab

We access User Management

We use the selector in the account permissions column to edit the permissions of the particular selected user:

Finally, click on Save, so that the changes are applied.

Delete users

To delete a user, we must follow the following steps:

With the session already started in Google Analytics, we will move to the Administrator tab

We access User Management

We press the button with the three vertical points at the end of the user and select Withdraw access:

Google Analytics: Traffic Sources.

We will want to know if it is worth investing the effort in this field or not. Fortunately, virtually all web analytics tools provide quick access to understanding organic search traffic trends, as shown in the figure.

With just a glance we will see the key statistics, and we will be able to understand the performance of organic search traffic, comparing it with data such as the bounce rate

We can also go to the conversion tab and evaluate the value of organic traffic in achieving our goals. Another highly recommended action is to segment the global traffic trend and understand paid and organic search performance as one piece of this great macro puzzle .

The image shows the report that you need to create right away. It includes a 13-month trend for global traffic, paid traffic, and organic traffic.

In the image, from April to July 2008, organic and paid traffic contributed more or less in the same way to global traffic. Then something began to change and almost every month after, except October, the payment component maintained a constant growth, acquiring more importance for the business. On the other hand, organic search remained stable.

This type of trend should make us investigate with more interest. Why was the paid search strategy getting more and more successful, while the organic search was going nowhere? What makes our website and its contents unique? Is our business so dynamic that organic search doesn't work? Why is there such an over-reliance on paid search? You must optimize, for all major search engines and use both organic and paid search effectively. It is insufficient to carry out only the organic or the paid one.

Google Analytics: content.

The "Content" section includes the following reports:

Overview: Provides information on the volume of pages visited and lists those pages (Top Performing Content) responsible for increasing total visits. The "Login Pages" allow you to monitor the abandonment rates on the top landing pages. We recommend that you modify pages that have a high abandon rate.

Main content: what are the most visited pages of your website and how does the user use them? In the table you will find all the visited pages of your site. A high abandon rate indicates that the landing page in question should be modified or adapted to the ad it links to. If the parameter 'Time on page' is high, this could indicate that the page in question is especially interesting for users who visit your site. The importance of the bounce rate varies by page. For example, it would be very normal for users to leave a site on the receipt page or "thank you page" after completing a conversion. Conversely, a significant volume of bounces on a non-target page (a redirect page, for example) could indicate that the page is confusing or generating user errors.

Content by titles: which page groups are the most visited on your site (grouped by title) and how does the user use them? This report provides the same information as "Content by titles" except that it is aggregate data based on the title tag value.

Content breakdown: it is useful to gather information and delve into what happens in each tab, folder or category of our website. This functionality serves to understand the usefulness that each part of the site reports to users, and how their behavior is in said sections. It also allows content to be grouped into different groups, to later make comparisons. For example, groups can be made according to the beginning of the URL in order to analyze: the number of visits, the percentage of exit from the different sections of the site, and the average time in which users interact with those pages, among other metrics of importance.

Top Landing Pages - How effective are your landing pages at prompting users to keep clicking once within your site? Help reduce your bounce rate by tailoring your landing pages to the ads and referral links with which they are associated, as well as inserting a clearly interactive phrase on each of your landing pages.

Top Abandon Pages - From which pages are users leaving your website? The importance of the bounce rate varies by page. For example, it would be very normal for users to leave a site on the receipt page or "thank you page" after completing a conversion. Conversely, a significant volume of bounces on a non-target page (a redirect page, for example) could indicate that the page is confusing or generating user errors.

Site Overlay: This parameter allows you to navigate your site just like a user would, while viewing the click, conversion, and performance indicators for each link. In addition to identifying the most valuable links, you can think about how to reposition or modify them for greater visibility and efficiency. The page bounce rate appears in the upper right corner of the site overlay. If the page has a high index, identify the possible reason: is it the last conversion page, for example a receipt or a thank you page? Or maybe it's an important part of a redirect that confuses users and should be changed? The blue and green bars are graphical indicators of the volume of clicks and the quality of each link on the page. Place the mouse pointer over any of these sets of bars to see the indicators for the link in question.

Awstats is a statistics generation tool, like Google analytics, CLicky and StatCounter among others.

This tool is responsible for generating information, with the objective of being able to obtain more information about users in order to obtain a much higher position in the statistics ranking. AWStat consists of an opensource program created for the generation of statistics reports, these being reports on the traffic that a web page has.

The data analyzed by this tool is processed in bar graphs and tables to analyze which users visit the web, from where they do it and how they visit it. it also creates reports through a command line interface. With all this, he gets to know what the audience level and the target audience of the website is, which translates into a fairly accurate calculation of the audience and the calculation of its success, which helps the study in SEO.

This tool is similar to Google Analytics, although its calculations differ a bit, since Awstats is installed on the servers and analyzes the records and logs of each service, but unlike Google Analytics it does not use cookies to track visits. therefore the exact data in front of these two tools would be an intermediate point between the two.