Web analytics involves collecting and analyzing digital data about user behavior on websites and mobile apps. It is important for measuring the effectiveness of marketing campaigns and ensuring websites meet their objectives, such as increasing sales for ecommerce sites. Google Analytics is a popular web analytics tool that tracks user data through a JavaScript code added to websites. It provides visualization tools and insights about key metrics like users, sessions, pageviews, bounce rate, and exit rate, broken down by dimensions such as channels, devices, and locations.

1. WEB ANALYTICS

2. What is Web Analytics?
Web analytics encompasses the collection, measurement, analysis, visualization
and interpretation of digital data illustrating user behavior on websites, mobile
sites and mobile applications.
Visit Website/
app
Collect Data Analyze Data Generate Insights
&
Recommendations

3. Why we need Web Analytics?
• Web Analytics goes hand in hand with digital Marketing
• For measuring below:
SEO
Paid Campaigns
Email marketing
Content marketing
• To fulfil websites objective
Ecommerce object (Amazon, Flipkart)
Times of India objective
Make my trip objective
College website objective

4. Web Analytics Tools
Google Analytics is a platform that collects
data and compiles it into useful reports
How to integrate Google Analytics with the Website?
Google Analytics is implemented with Google Analytics Tracking Code (gtag.js), which is a snippet
of Javascript code that the website owner adds to every page of the website. The tracking code runs in
the client browser when the client browses the page and collects visitor data and sends it to a Google
Analytics application.
What is Google Analytics?

5. Google Analytics

6. What Google Analytics Offer?
• Data visualization tools
including a dashboard &
scorecards which display
changes in data over time.
• Segmentation for analysis of
subsets, such as conversions.
• Email-based sharing and
communication.
• Intelligence is a ML
algorithm to quickly get the
insights we want.
• Custom reports.

7. Metrics & Dimensions
• Dimension: Each row of the table
• Metrics : Each column of the table
Metrics:
Users
Sessions
Pageviews
Bounce
Exit
Bounce Rate
Exit Rate
Pages/session
Session Duration
Dimensions:
Channels
Location
Date
Page Titles
Gender
Operating System
Browsers
Device Category
Source/medium

8. Sessions
A session is a group of user interactions with your website that take place
within a given time frame

9. Metrics: Entrance, Pageviews, Bounce & Exit
Page
A
Page
B
Page
C
Page
A
Page
B
Page
A
Page
C
User 1
Session 1
Pages Entrance Pageviews Bounces Exit
Page A 2 3 1 1
Page B 1 2 0 0
Page C 0 2 0 2
Users Sessions Pageviews Bounce
Rate*
Exit
Rate**
User 1
Session 2
User 2
Session 1
*Bounce Rate = Bounces/Entries
**Exit Rate= Exits/Visits
Exit
Exit
Exit
2 3 7 33.33% 100%

10. Dimensions: Channels & Device Category
Channels:
Organic Search
Social
Direct
Referral
Paid Search
Email
Device Category:
Mobile
Desktop
Tablet