Making Sense of Google Analytics

Since Google stopped providing keyword data via its Analytics tool, I haven't given it much thought because my SEO efforts always used to focus on keywords. However, as with anything related to computers and the internet, things are always evolving and Google has certainly morphed into a LOT more than what it used to be.

With that in mind while I work to build a new business venture, I realize that having Analytics data is an absolute must; especially since it's about far more than keywords these days. So, for the first time in a very long time, I logged into my Analytics account and was blown away by how drastically it has changed.

It used to be a lot easier to find the data you're looking for, but the menu options have completely changed. Plus, it would seem that data that was once provided will now only be provided by enabling some Advertising feature that Google fails to explain thoroughly enough to make any sense of. From what I can tell, it's not something I'd want to enable, but without knowing more, I can't really make that decision.

So, I went on the hunt for some information to help make sense of it all. Of course, the internet being what it is, there's a TON of information to weed through. So, I'm posting the following to help weed out the best sources of information, which includes sources for making sense of it all as well as making the most of your Google Analytics data.


For Beginners

The following will help you get started using Google Analytics (GA) from setup to understanding the data presented. Even if you've been using GA for a while, you're sure to find some helpful info to take you to the next level:

1. The Absolute Beginners Guide to Google Analytics || A how-to guide for beginners, including screenshots.
   (Moz Blog, June 2015)
   
   
2. A Beginner's Guide to Google Analytics || Download a free eBook in PDF that walks you through setup to understanding the data. Be sure to save it to your hard drive in case it later becomes unavailable as so many things on the internet are known to do. (Ben Barden, Oct 2014)
   
   
3. Google Analytics for Beginners: How to Make the Most of Your Traffic Reports || This is an older guide, so won't help you with setup, but it does an excellent job of explaining the data being reported. (TakeFlyte, Aug 2008)
   
   
4. Google Analytics Video Tutorial 1: Setup || For those who prefer a video tutorial to walk you through setup. Click the Play button on the bottom left of the second image. (Pi Portent, Jan 2012)
   
   
5. Google Analytics Video Tutorial 2: Essential Stats || A video tutorial that covers the most important data reported. (Pi Portent, May 2010)
   

Tips & Tricks

The following is for those who want to dig deeper and get the most out of the data and reports Google Analytics provides. Of course, it's best to have a good familiarity with GA before delving deeper. While some of the articles linked to are older, they still provide useful information for learning how to achieve your goals and even customize GA to produce the data you require to do so:

1. The Google Analytics Cheat Sheet || Provides a free cheat sheet with various tips and tricks for using Google Analytics. Includes a version with clickable links (downloadable) and a printer-friendly version.
   (Pi Portent, Jan 2010)
   
   
2. 10 Questions to Ask When Using Google Analytics || "Having a website but not knowing how people use it is like talking without listening." So, be sure to check out this very informative article that will help determine what data you should be looking at to improve your site. (Entrepreneur, Sep 2013)
   
   
3. Google Analytics Tips for SEO: Part 1 - Search Traffic Analytics || The first of three articles covering GA features rolled out in 2008 -- Advanced Segmentation and Custom Reporting. The articles look at some potential metrics and reporting that can be done in line with our SEO programs, covering the following three main areas: search traffic, keywords, and content performance. This article covers search traffic analytics.
   (The Fire Horse Trail, Nov 2008)
   
   
4. Google Analytics Tips for SEO: Part 2 - Keyword Analysis || The second of three articles that covers some potential metrics and reporting that can be done in line with our SEO programs. This article covers keyword analysis. (The Fire Horse Trail, Nov 2008)
   
   
5. Google Analytics Tips for SEO: Part 3 - Content Engagement Analysis || The third of three articles that covers some potential metrics and reporting that can be done in line with our SEO programs. This article covers content engagement analysis. (The Fire Horse Trail, Dec 2008)
   
   
6. Web Analytics Demystified || While this isn't specifically about Google Analytics, it helps to better understand how to use the data presented by GA. It covers five simple things you can do with absolutely no knowledge of Web Analytics and does include examples and screenshoots from GA. (Occam's Razor, Dec 2007)
   
   
7. You Cut Quote a Profile || A guest post on the Google Analytics Blog from LunaMetrics about how to set up multiple profiles in order to filter down certain segments of your data to answer your specific questions.
   (Google Analytics Blog, Sep 2008)
   
   
8. Google Analytics Tagging Demystified || A tutorial on how to use tagging in GA to produce more detailed data reports from links you post on various sites or links/pages within your site. (Pi Portent, Feb 2008)
   
   
9. 5 Tips for Getting the Most of Out Google Analytics || A quick set of tips that cover setting up website goals, setting up ecommerce tracking, linking your Google AdWords account to your Google Analytics account, tracking your marketing campaigns, and manually tagging your CPC (Cost Per Click) campaigns. (LovesData, Feb 2008)
   
   
10. Getting More Out of Google Analytics Goals || A simplified guide to setting goals in GA that also discusses "just how beneficial goals can be, how important it is to set them up, and the different types of goals that can be set up." (EpikOne)
    
    
11. How to Analyze Results in Google Analytics || Explains how to analyze the data that GA provides because the "value is only gained when that data is used to drive action to improve your site." (LovesData, June 2008)
    
    
12. Google Analytics Tutorials: All Together || A list of several video tutorials that include some of the more advanced features of GA. (Pi Portent, July 2007)
    
    
13. Google Analytics Tip: Learn How They Found That 1 Page || Tells you how to determine how visitors found a single page on your site, which can be useful for figuring out why traffic on your site may have spiked on a certain day, for example. (Pi Portent, Sep 2008)
    
    
14. Install Google Analytics Site Search in 5 Steps || Shows you how to set up the Site Search feature in GA, which will allow you to analyze your internal search phrases as opposed to those from search engines.
    (Pi Portent, Nov 2007)
    
    
15. Google Analytics Site Search: Working with the Data || A follow-up to the above post that explains the data from your internal site searches. (Pi Portent, Nov 2007)
    
    
16. Google Analytics Videos on YouTube || A list of official Google Analytics videos that are on YouTube from the Google Analytics Blog. (Sep 2007)
    
    
17. Advanced Use of Google Analytics and the New Interface || "The [GA] user interface had a major redesign in May 2007 and a lot of the features we love have become hard to find. This guide should help you find your way around the new system." (Branded3, June 2007)
    
    
18. Google Analytics Tutorial Part 2 || A follow-up to the above post that answers questions posed to the author. (Branded3, June 2007)
    
    
19. Tracking Social Media with Google Analytics || Shows you how to set up a filter that will allow you to track visits from various social networks. (The Insights Blog, 2008)
    
    
20. The Huge Collection of Google Analytics Tips || A long list of GA tips and tricks.
    (Search Engine Journal, Aug 2008)
    
    
21. Advanced Google Analytics: Conversion Goals (Part One) || The first of three articles about advanced uses of GA. This post covers the basics of how to set up and define goals. (WorkHappy.net, May 2008)
    
    
22. Advanced Google Analytics: Conversion Goals (Part Two) || The second of three articles that shows you how to set up funnels in GA. (WorkHappy.net, May 2008)
    
    
23. Advanced Google Analytics: Conversion Goals (Part Three) || The last of three articles that explains how to track "things that don't have a distinct page view associated with them." (WorkHappy.net, May 2008)