Article Sections:

  • 18.0 - Google Analytics Overview
  • 18.1 - How to Access Google Analytics
  • 18.2 - What Does Google Analytics Offer

18.0 - Google Analytics Overview

Google Analytics is a web analytics service offered by Google that tracks and reports website traffic, currently as a platform inside the Google Marketing Platform brand.

18.1 - How to Access Google Analytics

To Access Your Google Analytics Please Follow These Steps

1. First, log in to Google Analytics from this link: Click Here. Your current Analytics accounts should be visible.


If you do not already have a Google Analytics account and DigiPro has created one for you, you should have received and email from Google regarding being added to your website’s analytics account. If not, please contact us at (850) 807-4377.

2. This is the main page you will have appear on your screen when you correctly log into Google Analytics and view your website.

18.2 - What Does Google Analytics Offer

Real-Time Overview

This option shows the top ten pages on which users are active, the source for the users on each page, and the number of active users on each page. Active Users are those who have sent a hit to analytics within the last five minutes. Active Users Per Page is the number of users who have sent their most recent hit from that page.

It also shows the referrals for active users and the pages through which these users entered your site and their geographic locations. If you are running a 1-day campaign for example, you can see how many active users were referred by that campaign, whether they are coming in through the appropriate landing page(s) and their geographical locations: 


Real-Time Locations show the geographical locations of your active users. You can also see how many pages/screens were viewed from each city during the past 30 minutes.

Traffic Sources

This Options shows which mediums and sources referred the users who are on your site right now. This allows you to monitor the percentage of your active users who were referred by a specific site or campaign.


This option shows which pages/screens have been viewed during the past 30 minutes. For example, you can see whether content you posted today is currently popular.

Note: Select “Pageviews” (last 30 min), above the table to see the total number of page views each of your pages have received during the past 30 minutes.


This option shows the real time firing of events. The table shows the top 20 event categories over the past 30 minutes, sorted by the number of users who have interacted with that event. The percentage of total users is also shown on each row. Click an event category in the table to see just the activity for that category. Click Events (Last 30 min), above the table, to see the total number of events (by event category) during the past 30 minutes.


This option shows real time goal completions. The table shows the top 20 goals that active users completed during their sessions, the number of users who completed each goal, and the percentage of total users who completed each goal. Click a goal in the table to see just conversion activity for that goal. Click Goal Hits (Last 30 min), above the table, to see the number of conversions.


This section gives insight into your audience, how the audience reaches your website, and gives insight to the loyalty and engagement from your audience. You choose the data range of time that you want to see audience data.


This section will enable you to view a summary on the page sessions, users, page views, pages/session, average session duration, bounce rate, and percentage of new sessions. You can also view a graph showing these metrics along with active users.


This section gives you and an understanding of the age and gender composition of your audience which gives you the opportunity to precisely tailor your content and advertising, from the graphics, language, and technical sophistication you employ on your website to the creative content and placement of your ads.


This section gives you context for expanding your advertising into related markets (Affinity Categories), and for focusing your advertising on exactly the users who demonstrate a likelihood to consume your content or purchase your products (In- Market Segments, Other Categories).


This section allows you to view the country of origin and what language people are using while accessing your website.


This section measures the gravitational pull of your site, and the extent to which you’re encouraging first time users to return. You can also see the economic impact of new vs returning users (e.g., the 30% of users who are returning account for 45% of total transactions).


Understanding the technologies users employ to reach and consume your content lets you fine tune current versions and plan upcoming implementations. For example, you want to be sure your site is fully functional in current browsers, but you also want to stay abreast of the extent to which users are migrating away from desktop to mobile browsers and apps and plan your development accordingly.


This option shows which mobile devices are being used to interact with your content.

Custom Variable

You can use Custom Variables to extend the scope of your Segments. User-level custom variables let you identify users by aggregate behavior over a date range rather than by discrete, single-session interactions with your site.


This option allows you to compare your data with aggregated industry data from other companies who share their data. This provides valuable context, helping you to set meaningful targets, gain insight into trends occurring across your industry, and find out how you are doing compared to your competition.

Users Flow

A graphical representation of the paths users took through your site, from the source, through the various pages, and where along their paths they exited your site.


This option reports to discover how users arrive at your web site. You can also use these reports to learn more about your traffic - if they arrive directly to your site or use a search engine - and how successful certain marketing campaigns are in attracting users.


This option will allow you to view whether your website traffic is coming from organic searches, directly from the URL link, etc. 


You must first link your Google AdWords account, if you have one. Then, the report lets you visually explore trends in your Acquisition channels so you can quickly and intuitively develop hypotheses about your incoming traffic. Treemaps represent data as rectangles. The size and color of each rectangle represent different metrics, so you can combine different aspects of your data into a single visualization. Treemaps are a good hypothesis-generation tool because they can help expose the relative importance of, and the relationship between, different entities.

Source / Medium

report includes all sessions to your site. Read more about how to dive into these metrics here. Click Here


This option shows which sites are advertising your website through links to your site.

After you link your Google AdWords account, you can use the AdWords reports.

The Search Console reports in Analytics provide information about the performance of your organic-search traffic. You can see data like user queries and the number of times your site URLs appear in search results (impressions), along with post-click data about site engagement like bounce rate and eCommerce conversion rate. This combination of data helps you optimize your site for the most profitable traffic. 

Learn how to link your Search Console here: Click Here

Acquisition > Social provides you with the tools to measure the impact of social. You can identify high value networks and content, track on-site and off-site user interaction with your content, and tie it all back to your bottom line revenue through goals and conversions.

You can read about Campaigns here: Click Here