Google has implemented a tool that allows website owners to know the behavior of visitors. It promotes customer conversion and the increase of new leads. In order to use it properly, it is important to configure it correctly. If you don't know how, read on.
Create your Google Analytics account
This step is the basic one and it is important to be aware of it. Having an analytics account is free and will only take a few minutes. For this you need to go to the "analytics" part of the browser. You must follow all the instructions to create your account. You must read the terms of use of Google Analytics, it is mandatory to be able to track. Google then shows you a tracking page called "ga.js". You must insert it in all the pages of your site in the "/body" part.
Analyze your site
The design of a website requires the use of various technologies, which are not always compatible with Google Analytics. You must therefore make a back-up of your site before installing the tool. Otherwise, it will not be able to act properly and may deliver false data.
Create a profile
This is a set of data and logical rules. You can associate a profile with different rules so that the data can influence the reports. In other words, a website is a profile with a name of its own. It is essential to give it a simple name that correctly describes its content, such as www.monsite.fr. Google analytics allows you to create up to 50 profiles. To do this, you must connect to your Google Analytics account and click on "add a website profile". You can choose between adding a new domain name and an existing one.
Create a filter
Filters allow you to work on the data that arrives in the profile. They can be configured to perform only a series of tasks to better manipulate it. For example, some of your filters may only analyze data from a particular subdomain, exclude an IP address, change the way data is displayed at a certain time, or with a specific word. Filters can also act before the data arrives in the account. These will not be recorded, hence the need to make a Back-up before installing Google Analytics on your site. Don't forget to create an "Exclude Internal Traffic" filter to ensure your data is accurate.
Create a goal
This is the most relevant page on your website that you plan to track. The objective must be clear so that the analysis is as accurate as possible. Among other things, you must define the action that your site visitors should take: should they confirm when they finalize an order or sign up for a newsletter? You should also set up a conversion funnel that will help your site visitors reach the goal page.
Set up users
With Google Analytics, you have the ability to monitor users and create multiple levels of permission: edit, add other users, read... You need to define who will be able to access your account. Make sure you have a plan to recover the access. You should also renew permissions regularly. Only people from your company should have limited access to your account for security reasons.
Define events
Adding an event allows you to detect micro-conversions (an action requiring an investment from your visitors). It will also allow you to know if your interface is effective or not according to your visitors' behaviors. Each of your key pages and landing pages must contain calls to action to encourage the visitor to visit other pages of the site. With the events, you will be able to check if your "call to action" are performing well.
Combine your Google Analytics account with your Google Adwords account
Having a Google Adwords allows you to better configure your Google Analytics. It will also help you to improve the number of views of your site. To link your accounts, you need to log into your Adwords and see the Google Analytics part. You just have to follow the instructions to link your accounts. Don't forget to check the boxes "automatic marking of URLS" and "Apply cost data". Without this, all your features may not work and the results you get will be wrong.
The Search Console
The search console is a great tool that complements your Google Analytics. It allows you to have much more precise information about your site, including the main keywords that users use to visit it. Its efficiency will however depend on the installation of your Google Analytics.
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