What cannot be measured is not improved. That’s why everything leaves a mark in an environment like this, and you have to use the right analysis tools. That’s what Google Analytics does. It’s a leading digital analytics tool that helps you make the best decisions at critical moments.

Google Analytics, Google’s free service, was born when it acquired Urchin in 2006. Since then, it has become one of the professional platforms for measuring metrics.

What is Google Analytics?

The tool allows you to track websites, blogs, and social networks. It also provides you with pre-ordered and customizable reports. As its Wikipedia entry shows, Analytics “provides grouping information on traffic to the site based on audience, acquisition, behavior, and conversion rates on the site.” Also, Google Analytics is the main tool. It provides more data and metrics than any other tool.

It works as follows, and its working elements are diverse and critical.

  • Visits
  • Its duration
  • The source of the traffic
  • Pages you’ve visited

It also works in the following sections.

  • Your users like the part
  • Keywords used
  • Technical details of the guest device. This will enter the browser that the user is using or their mobile operating system.

But what Analytics is making it a complete tool is compatible with other Google tools. So you can combine Analytics with AdWords, Blogger, or YouTube. In fact, all of Google’s tools are mixed and supplemented by Google Analytics. In addition, there are different Analytics attractions in Google Chrome. You can also play with them.

How Google Analytics works.

The free Google Analytics tool collects data through a combination of cookies, browsers, and JavaScript code discussed above.
The analyzer can collect information from your website, thanks to the JavaScript code that must be included in your web page and the cookies that occur when a user visits the website through a browser.

In this way, all Google Analytics records the activities of users from the moment they arrive at your site and leaves it, and translates them into different reports, using charts and statistics to make it easier to understand the evolution of the site.

Its operations are based on three processes: data collection, data processing, and report creation. However, in the beginning, as with any strategy, you should set some goals.

In addition, although there are three important aspects, we will even talk about configuration in order to provide you with complete information.

Data collection

Google Analytics uses a JavaScript code to collect information about the site. In this way, Analytics records how users visit each time they browse a page with a Google Analytics code. If you’re an app for a mobile device, you’ll need to add an extra code to each activity you want to track.

To understand the data collection process, we’ll explain it step by step.

  • The server responds by sending the request to the user’s browser on a page. This way, once the browser analyzes the data, it contacts the other server, which processes some of the code for the request page. That’s how the Google Analytics tracking code works.
  • Next, the browser that visits your page asks Analytics for the code. The platform is sent and saved in a file called Urchin.js. While executing the code, the previously commented visitor’s properties and his navigation are studied.
  • Once all the data is collected, the code creates cookies on the visitor’s computer.
  • When the cookie is defined, the code sends all this information to the Google Analytics server by requesting an invisible GIF file.
  • The data is then saved in another file called File Logs, where you create a piece of data for each page viewed. This data includes dates and times, which search engine the visitors came from, and the number of visits.

Data processing

Once the user’s interaction information is collected, Google Analytics begins processing data, turning raw data into useful data that gives you knowledge. To process them, each part of the data is analyzed separately. That is, their properties are divided.

Google Analytics converts each property into an element it calls a “field.” This way, for example, the IP address becomes the “Guest IP” field. Each paragraph or row provides multiple properties, and each property is stored in a different area.

If you work with Google Analytics every day, you’re likely to have problems defining property models that can help you extract value from your data. It’s important that you define the model well so that you can improve the performance.

Set up

Google Analytics sets its filter locally. Filter source data. When the data is processed, it is stored in the database. Once processed and inserted into the database, they can no longer be modified.

This allows you to control how this data appears in the analysis profile created in your account.

Generation of the report

This report will be queried from the Google Analytics web service itself, www.google.es/analytics, or from other spaces that require API reporting.

Each report was created based on China’s ‘Compare’. In other words, visits such as the host city or its game rate are taken into account.

Finally, once the data is stored in the database, the process is over.

How can I use Google Analytics target settings?

One of the greatest values of Google Analytics is that it lets you know how some of the traction factors in your digital campaign work. To do this, you must know how to target, which is a little bigger. Only then will you have the data you need to make a decision.
In Google Analytics, you can configure several types of targets. From the duration of your page visit, to more specific information, such as the number of pages visited, the number of visits, or the number of users clicking on any element displayed on the page.

Interestingly, the tool also allows you to configure the goals that you think are necessary. Click on a specific item. However, you can also choose to use the tool to automatically mark the target.

Four of Google Analytics are mainly.

  • Destination. Define a specific location.
  • Duration: Duration. Mark the length of a session.
  • The number of pages/screens per session. Refers to the number of pages visited in the same session.
  • Event: Refers to an event. Activate the event that you previously defined.

7 Attribution Models in Google Analytics

Once you’ve identified your goals, it’s important to determine the attribution model you want to use. The attribution model is a system through which you assign contributionvalues to the goals of each channel that intervenes in the customer experience.
Google Analytics offers you seven attribution models.

  • Attribution of the last interaction. Of these, 100 will be invested in the previous channel in which the customer interacts with the point of play.
  • Last indirect click. In 2017, the market is generally attributed to the previous channel that customers click on before making a purchase.
  • The last click of AdWords. The game value that grants the game price is the last time a user clicks on an ad before the transition, and the user is awarded the game regardless of whether the user has clicked on another ad before.
  • First interaction. The game price is completely granted to the customer’s first interaction channel.
  • Linear attribution. The same credit is assigned to each channel interaction point until it will occur. Therefore, all contact points are the same in importance.
  • The attribution of the deterioration of time. Preset 7-day model with a predetermined duration. At the seven-day contact point on the 11th, it gets half the value of the Chinese New Year’s Eve 2019. In addition, the value of the occurrence 14 days ago was a quarter of the attribution. In action 30 days ago, the lowest attribution value is obtained.
  • Depending on the location. This is a hybrid model between the last interaction attribution model and the first interaction. Rather than attribution all values to one interaction, it is a division of value between the two.

What are the most important indicators in the analysis?

Do you know how to make the most of this tool? Let’s introduce the three most important and basic indicators in Analytics, which will be fundamental to the optimization effect.

Average page stay

It is a measure of how much time users spend on your site. This time is the average time, that is, it refers to the average visitor.

Google Analytics can provide you with information about how much time users spend on the site on average, but not for each user.

This information can help you uncover some important factors, such as.

  • The degree of interest.
  • The average reading speed of the page.
  • The level of involvement of your page.

It will also be interesting to link these data to the extension of the content mentioned and the duration of the time. If your content is extensive, but stay slots for only one minute, something is right.

For some sites, especially those that value content, persistence is an essential data. However, for any page, the longer the stay, the better is always synonymous with success.

Source site

Where do users come from? One of the best ways to know where your site’s readers are getting is to know what links other sites have to your sites.

Recommended, or referenced, these metrics will tell you which sites or sources your readers come from. This data is displayed in a table that takes into account the sources of traffic that provide you with traffic.

The table also shows the number of users from a website and traffic from a general website. Organic traffic will also be analyzed, either through SEO operations (search engine positioning) or by users who go directly to your site.

The data of the referrer is essential. Understanding the sites that recommend to you and the sites that provide traffic to you is a basic fact that can allow you to build bridges with them. Keep in mind that one of the pillars to get a valuable link to your site is to take a better place in Google. For this reason, it is essential for data such as references.


An important aspect of marketing is the identification and identification of users, i.e. people who may be interested in your product. There are other ways you can do this, including understanding your interests. For content marketing, it’s important to understand the interests and issues that impress your customers.

If you want to connect with customers, you must have information about them. Google Analytics can provide you with this information by using keywords or concepts in your search. Interest is to get customers to find your subjects and words. What concepts make your site interesting?

The interest generated will let you know the type of user who enters your page. Combined with other metrics, you can analyze the customer’s interests. With these interests, you can better specify the keywords used on your site. Will help you generate more chances of success in your online marketing campaigns.

It’s possible that you have a lot of traffic on your site, but there’s very little conversion, so you should look at the conversion funnel you’ve set up in Google Analytics. This way you know how your site works, how many users reached through different channels, which pages work best, or which pages you should start making radical changes. In short, optimize your site’s conversion rate. You can also measure it with a heat map.

In short, Google Analytics measures traffic and how it works. That’s why it’s what we’re in Antevenio Go! one of the main tools used to extract information and develop effective strategies accordingly.

Do you want us to help you increase the capture rate of your leads?

Hanlin Wang

About Hanlin Wang

Hanlin Wang leads the Editorial and Content Management at Rays Technology. With years of experience in cloud industry, Hanlin knows the industry trends and have unique insights in cloud adoption and work transformation.