Google Analytics


Exhibit 20.11   Google Analytics platform depicting the overview for the www.ashokcharan.com website.

Google Analytics (Exhibit 20.11) is a versatile, powerful platform for web analytics. You can learn how to use this platform at the Google Analytics Academy which provides courses for beginners, advance users and power users. The academy also imparts training on Google Analytics 360, a superior analytics platform that integrates with BigQuery, Google Marketing Platform products, and Google Ad Manager.


Exhibit 20.12   Google’s account structure (source: Google).

To use Google Analytics you need a Google Account. Structurally depicted in Exhibit 20.12, the account is a unified sign-in system to authenticate users, giving them access to products registered with Google. It requires an email address. (e.g. liz@gmail.com) and password.

Google Analytics uses Google Accounts to authenticate users. The analytics account is a way to name, organize and track properties (websites, mobile apps, point-of-sale devices) using Google Analytics.

Each Analytics user has access to at least one account.


Exhibit 20.13   Google Analytics Tracking Code.

Once you create your Google Analytics account, you need to set-up the data collection process for the platform to track user behaviour on your website. This is achieved by tracking codes or page tags as described in the section Data Collection — Page Tagging (JavaScript).

The tracking code is a snippet of JavaScript that collects and sends data from your website to the Google Analytics server. Pasted in Exhibit 20.13 is the tracking code for the website identified by the ID UA-xxxxxx-2. For Google Analytics to track users’ behaviour on the site, the code must either be added directly to each page on the website, or indirectly using a tag management system such as Google Tag Manager. This is all that is required for analysts to gain access to Google Analytics and start using their facilities.

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