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What is Google Analytics?

Okay, okay. You probably know about Google Analytics, but in case you don’t, we wanted to give you the Reader’s Digest version. Google Analytics is a free service that allows companies and organizations to track everything. With your Google Analytics account, you can track the number of unique visitors to their website, even determining where (city) these visitors are coming from based on the specific IP address used to access the internet.

Google Analytics is an empowering tool for companies to use to sharpen their online marketing. With this information in-hand, companies can customize their websites quickly to target specific customers/visitors. Previously, Google only made this powerful information available online. Today, your company can customize automated emails that breakdown your website’s performance, depicting metrics that actually matter.

Audience Overview

There are many important tabs to explore on the Google Analytics Dashboard. The first is Audience. Overview is a subsection of Audience and it provides the user with a graphical and textual summary into how many visitors there are for a certain website. This screen also lists unique visitors, pageviews, pages per visit, average visit duration, bounce rate and the percentage of new visits. One very useful feature of this page is the ability to select specific date ranges; users can look hourly, daily, weekly or monthly.

Visitor information does not stop there – there is a lot more Google Analytics provides. There are other sub-tabs to explore such as DemographicsBehaviorTechnology and Mobile. Google Analytics provides an intimate look into visitor information using these tabs. Demographics can narrow visitors down to their city – this information can be particularly useful for local products and services. The next important tab under Audience is Behavior. Users can look into some psychographic information to see not only WHO the visitors are, but also WHAT they are doing.  This information includes New vs. ReturningFrequency & Recency, and Engagement.

Analytics & AdWords

Perhaps one of the most useful tools provided by Google Analytics is the integration with Google AdWords. This section is specific to users of paid AdWords campaigns. Companies can reach a very specific set (or broad if they desire) of people through AdWords. Google Analytics provides an insight to the effectiveness – or ineffectiveness – of their campaigns.

When using AdWords, companies select a specific set of keywords. When people search for these words, their company advertisements will appear on Google’s first page. This can be done organically through Search Engine Optimization, but it is often more efficient and quicker when done through AdWords. Users can see which keywords and advertisements brought visitors to their website along with other important statistics such as Average Visit DurationGoal Completions and most importantly REVENUE.

Traffic Sources

This section of Google Analytics also proves to be extremely useful. Here, users can see HOW visitors find their website. Categories of Traffic Sources include Search Traffic (e.g. Google, Yahoo or Bing), Referral Traffic (someone who has a link to your site on their site), and Direct Traffic (a visitor types your specific URL into their web browser). If users participate in AdWords, then a Campaign category will also appear. Search Engine Optimization is another subcategory of Traffic Sources. This section lists queries that were typed that directed a visitor to your website. As a team with AdWords certified professionals, the integration of pay per click reporting with organic search traffic is extremely valuable.

Delivering the Information to You – Google Analytics Email Reports

All information provided by Google Analytics proves extremely useful and beneficial to companies. Google ties it all together by providing another tool in the web developer’s tool belt.

For more information and instructions, click here to find out how to customize reporting for your company – and quickly make improvements that lead to more money in your company’s pocket.


Kristen Bachmeier

Kristen is a graduate of Florida Gulf Coast University and holds a BS in Marketing with a minor in Advertising. Kristen started as an intern for Atilus and spent two months getting caught up in all things tech. When not immersing herself in blogging and social media marketing, she likes to spend her time drinking coffee, kayaking, shopping, and going to theme parks (preferably Disney).


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