Google Analytics

Google Analytics is a web-based analytics service that provides basic analytics and tools for search engine optimisation (SEO) and marketing purposes.

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Metrics that marketers should export from Google Analytics

– Audience


1. Number of users and sessions

The users metric provides the number of unique individuals visiting a website over a given time period, and sessions are the number of times that users are actively engaged with the site. For instance, if you have 100 users and 200 sessions, it’s reasonable to infer that each user visited the site two times on average during the specified time period.

2. Average session duration


3. Average pages per session


4. Ratio of new to returning visitors


5. Bounce Rate


Why is Google Analytics so important for SEO?

Google Analytics is an extremely useful tool for search engine optimization. The search engine that people use to find your website distributes valuable data nuggets to the left, right and centre for you to improve your website. That’s invaluable

Is Google Analytics free?

There’s a free and paid version of GA (the latter is called Analytics 360). Small and medium-sized businesses will likely get all the features you need from the free version. Enterprise businesses need to upgrade if you want:

  • Advanced funnel reporting and attribution modelling
  • Roll-up reporting
  • More views, dimensions, and metrics per property
  • Unlimited and unsampled data

The 360 payment also provides you with access to dedicated media, including your own account manager. This alone can make the subscription fee worth it.

How to Set Up Google Analytics

Before you begin using Google Analytics, you must create a Google account. This means that you require a registered Google Account email address and password.

Once you’ve created a Google account, that doesn’t mean you automatically have access to GA — rather, you have to register for Analytics (which we’ll review how to do in the next section). But the important thing to note as you go to set up GA is that you can only access the tool by using a valid Google account.

In addition, to configure the AG correctly, you need to understand the different layers of the tool, more precisely the hierarchy.


Google Analytics is one of the most powerful tools for tracking and analyzing your website traffic. It gives you a tremendous amount of information about who visits your site, what they are looking for, and how they arrive at your site.