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Do you want to know how to use Google Analytics to see how many people are using your website?

If you have created a website but have no idea who your visitors are, where they are from, and how they found your site, there is no point even having a website.

One of the most important reasons to have a website is to know who your audience are.

With Google Analytics you can learn more about your visitors, which will help you to increase conversions, and understand what your audience are looking for.

This easy to follow guide will teach you the basics of Google Analytics, including what it is, how to set it up, and how to use it.

What Is Google Analytics?

Google Analytics is a free website analytics tool created by Google to help you analyse your website traffic.

It is the hub for tracking all traffic and conversions that your website receives.

Google Analytics allows you to get in the mind of your customer by seeing what actions they take while they are visiting your website.

Over 50 million websites around the world are using Google Analytics right now!

Why You Need Google Analytics

Whether you run a blog, an eCommerce store or any other type of website, you need Google Analytics so that you can accurately analyse your site’s traffic.

With Google Analytics you can see very detailed statistics, including:

  • Which pages on your site are the most popular.
  • Which countries your website visitors are from.
  • How many people visit your website.
  • How many visitors turned into customers or leads.

Once you get used to using Google Analytics and no longer find the interface intimidating, you will be able to use it to maximise your website’s performance.

Create Account & Install Tracking Code

Before you start using Google Analytics to track your website’s traffic data, you need to create your account.

You will require a Google account to be able to have access to Google Analytics, so you will need to create one if you don’t already have one.

Once you have your Google account ready, you can go to the Google Analytics website to begin the process of creating an account.

Create Your Google Analytics Account

Head over to the analytics page on the Google Marketing Platform website, and click “Start for free”.

On this page, you will be required to enter your account information.

First, enter a name for your account.

You can leave all of the data-sharing boxes ticked (or un-ticked, it’s your decision), and then click Next.

On this next step, you will need to select what you want to track using Google Analytics, Web, Apps, or both.

As I only want to measure analytics for a website I am going to select “Web”.

And then once again click next.

For the final step of the account creation process, you need to add the details for the property that you want to track the analytics for.

This includes your website name, website URL, the industry category for your website, and your timezone.

Once you have entered all of the information for your website click “create”.

Clicking the create button will finalise your Google Analytics account.

Once it is created you will be provided with a tracking code for your website.

The tracking code is what Google uses to collect the analytical data from your website visitors.

The next step you need to take is to add that snippet of code to your website to begin tracking your analytics.

Add Tracking Code To Your Website

To find your tracking code, click onto the admin panel, and then on the property column click on “Tracking Info”.

You will see a few different options appear, you want to click on “Tracking Code”.

You will then see your tracking ID and your tracking code.

Copy the tracking code, also known as the “Global Site Tag”.

You need to add this tracking code to every page on your website that you want to track with Google Analytics.

If you have a website that runs on HTML files, you need to add your Site Tracking Tag to the HTML file for each web page.

To be precise, the code needs to be the first piece of code after the opening head tag that looks like this: <head>.

Simply hop into the text editor for each page file and paste in your code.

Once you have done this you need to upload the new files into your website hosting so that they are updated on the live website.

You can do this by using an FTP (File Transfer Protocol), or by manually uploading the files to your website’s server.

Once your web page files have all been successfully uploaded to your server with the Google Analytics tag in the correct location, Google will start tracking data.

To test to see if it is working correctly, on the page where you copied your tracking code, click the button which says “Send test traffic”.

This will send test traffic to your site to see if everything is tracking correctly.

If it is working properly, you will see it say “1 active user right now”.

And now it’s all set up!

Add Tracking Code To A WordPress Site

There are a few different ways to add the tracking code to a WordPress website, but this one is my favourite.

Manually add the code to your website, within the WordPress dashboard.

To do this you will need to know the basics of WordPress and be confident that you can edit the code within your website.

So, first, copy the tracking code once again, and then open the dashboard for your WordPress website.

Hover over the Appearance tab on the left menu, and click onto the page called “Editor” or “Theme Editor”.

Now you want to find the file named “header.php”, this is where we will paste in the tracking code.

To find the file, scroll through the “theme files” on the right of the page until you see one titled “Theme Header” with the file name “header.php”

Once you find that file, click onto it.

The final step is to paste your Google Analytics tracking code into this file.

Look for the opening head tag that looks like this <head>, and paste it in directly after it.

After you have pasted in the tracking code, click “Update File”, and you’re all done!

You can test it by sending test traffic from Google Analytics.

You will start to see your real traffic appear within your Analytics account 12 – 24 hours after you have completed the setup process.

Check Basic Settings

Before you start using Analytics there are several settings you should check.

The settings I am showing you are suggested to all websites, but there are also other settings that you can look at depending on the type of website you have.

Property Settings

These settings will ensure your website or app is set up properly.

Once you have signed in to your analytics account, head over to the Admin panel and then click on “Property Settings”.

Here are the settings you want to ensure are correct:

  1. Check your URL is correct, with https if you have an SSL certificate.
  2. Switch on “Enable Demographics and Interest Reports”.
  3. Switch on “Use enhanced link attribution”.
  4. Ensure you have connected Google Ads and Google Search Console correctly.
  5. Switch on “Enable Users Metric in Reporting”.

Once you have changed these settings, your tracking code may change slightly, so if it did be sure to update it on your website.

View Settings

These settings will improve the data that Google Analytics tracks:

  1. Double-check your URL is correct.
  2. Make sure you have selected the right time zone.
  3. Select the correct currency.
  4. Filter out spam traffic by enabling “Bot Filtering”
  5. Enable “Site search Tracking”

Remember to click save after making changes.

Set Up Site Search

Site search tracking is one of the more straight forward features that Google Analytics offers, but that doesn’t mean its not a handy feature.

Setting up site search allows you to track and analyse the data surrounding your website’s search function.

Once it is set up, some of the information you will be able to analyse will include:

  • Which queries users search for within your site.
  • How many times the search bar is used on your website.
  • Which web pages searches lead to most.
  • Which web pages users on your site make searches from.

Luckily, setting up site search tracking is very simple and won’t take much time at all.

Step 1 – Admin

Head over to the admin tab on your Google Analytics account by clicking the cog on the bottom left of your dashboard.

Then click the “View Settings” button from the “View” column on the right side of the admin panel.

This will open a new menu with some settings for your property.

Step 2 – Site Search Settings

Here you want to scroll down until you see the section called “Site Search Settings”.

Toggle “Site search Tracking” so that it says it is “ON”.

Step 3 – Query Parameter

Now enter your Query Parameter.

Don’t worry if you don’t know what this is!

There is a nice and easy way to find out what you need to enter into the “Query Parameter” box.

Make a search using the search box on your website and take a look at the URL.

Here is mine for example:

The main thing that you want to take from this is the letter after the question mark.

If you look at my URL again you can see that for me, it is the letter “s”, so I will enter “s” into the Query Parameter box.

Yours may be different, so you should also make a search on your website, and look at your URL to see what yours will be.

Then simply enter it into the box and that’s all you need to do.


Once you have done all of that, you just need to click “Save”, and you are all done.

Site search tracking is now all set up for your website.

Exclude Internal Traffic From Google Analytics

If your analytical data is filled with you visiting your website, you may want to remove it so that you are seeing more accurate data.

Let’s say you are just visiting your website to test something you have recently added, it will still show on Google Analytics, this is bad.

Having your own traffic clog up your data will make everything confusing, and make your data useless.

You must remove it straight away.

But how can you do that?

First, go to the admin panel within your Google Analytics account.

Then click onto “All Filters” on the “Account” menu.

Here you need to click the “+ Add Filter” button to add a new filter.

Now name your filter, I will simply name it “IP Address”, so it is easily recognisable.

Leave filter type as Predefined.

On the “Select filter type” drop-down menu select “Exclude.

For the “Select source or destination” drop-down menu select “traffic from the IP addresses”.

Then for the “Select expression” drop-down menu select “that are equal to”.

To find your IP address, go to and take note of your IPv4 address.

Enter your IP address into the appropriate box.

Select your view, and then click add to apply your filter.

Then click Save.

Now Google Analytics won’t track you visiting your own website.

Google Analytics Metrics

Here are some of the most important metrics that you should understand in order to use Google Analytics properly and sufficiently analyse reports.

These particular metrics are used the most and are more common within Google Analytics.

Users: The “Users” metric tells you the number of unique users who visited your website within your selected date range.

New Users: This is the number of users who are visiting your website for the first time.

Sessions: The “sessions” metric will show you the total number of sessions within your selected date range. A session is the amount of time that a user is engaging with your website or app. A single session can include multiple interactions, including Page views, product sales, and events.

Number of Sessions per User: This is the average number of sessions each user has on your website.

Pageviews: The total number of times that your web pages have been viewed. Repeated views on a single page are also counted, this can include reloading the page or returning to a page after navigating through the website.

Pages / Session: This is the average number of pages that are visited in a single session.

Avg. Session Duration: The average duration of time that a session lasts on your website.

Bounce Rate: This is the percentage of single-page sessions where the user does not interact with the web page. This means the user immediately left your website without clicking on anything.

% New Sessions: This is the percentage of new sessions which have occurred on your website, so it’s the percentage of sessions from users that have not visited your site before.

Set Up Goals

Your website likely has a certain goal that it wants to achieve with each visitor.

Some examples of goals that you can set up using Google Analytics include Account creations, newsletter signups and product sales.

Whatever your goal may be, setting up goals within Google Analytics will allow you to track how often they are fulfilled.

This is one of the most useful features available, as it can give you some important analytical data which can help you to achieve your goals more often.

Step 1 – Admin

Once again, head over to the admin tab on your Google Analytics account by clicking the cog on the bottom left of your dashboard.

Step 2 – New Goal

From there you need to click onto the “Goals” option which is located on the third menu titled “View”.

This will open a new page within which you want to click the “+ New Goal” button.

Now the goal setup process will begin.

Step 3 – Goal Setup

Select either a pre-made goal template, or choose to create a custom goal.

The majority of Google Analytics users will find what they need in a template.

These are created by Google and are designed to track the most common types of goals, including account creation, confirmed sale, newsletter sign up and many more.

In this example, we are going to use a goal template.

I am going to choose the “make a payment” goal template, this is the template you want to use to track sales on your website.

Then click “Continue”.

Step 4 – Goal Description

Here you will be required to add your goal description.

First, write an easily recognisable name for your goal.

Add your Goal slot ID, this is only important if you are going to create multiple goals, as it allows you to put them into different sets.

Finally, select your goal type, for this example, we will pick “destination”.

Once again, click “Continue”.

Step 5 – Goal Details

Now you need to add your goal details.

This includes your destination, and the option to add a value and funnel.

For destination, you want to enter the page URL for the web page that the user will see after making a purchase, this is usually a thank you page or an order confirmation page.

To be clear, you don’t need to add the whole URL, if your thank you page is “” it is only necessary to type in “/thankyou” for the destination.

On my website, I have a separate thank you page for every course I sell, so my destination is “/thanks/backlink-building”.

Next, you can add a value to your conversion, so this will help you to also track revenue.

If like me you have a different thank you page for every product, you can enter the price of your product here so that you can track sales revenue for each product you have a Google Analytics goal created for.

Simply turn the value option on, and then enter the monetary value for this particular goal.

Finally, we have funnel, this is only needed if you want to track where on the product purchase path your potential customers are giving up on making a purchase.

This can be helpful if you want to find out which pages are decreasing your product sales.

If you want to add funnel tracking, switch it on and then add the name and page URL in the correct order for each page in your product sales funnel.

Then click “Verify this Goal” at the bottom to test your goal and see how often it would have converted in the previous 7 days.

Now click “Save” to save and create your goal.

That’s your first-ever goal in Google Analytics created successfully!

You should also go back to the main goals page just to make sure that the goal you have created is switched on.

Google Analytics Reports

There are five different types of reports on the left menu on the Google Analytics dashboard.

All of these can be used in unique ways, so we are going to look at each of them.

Real-Time Reports

Real-time reports display real-time analytical data about who is currently on your site and what they are doing.

Do you want to see how many people are currently reading your new blog post?

Are you interested in seeing where in the world the people visiting your site right now are from?

With real-time reports you can!

To access your real-time reports, click “Real-Time” on the left sidebar menu within your Google Analytics dashboard, and then select the report you want to see.

Real-time reports show you data from actions that have occurred on your website inside the last 30 minutes.

Now let’s take a look at some of the different real-time reports that are available.


Using the real-time locations report will show you the geographical locations of your active users.

With this report, you can also see how many different pages were viewed from each city within the previous 30 minutes, as well as which pages were viewed.

This is very useful if you like to see where in the world your real-time website visitors are.

Traffic Sources

The real-time traffic sources report will display the sources that referred the active users who are currently on your website.

This report allows you to keep track of the percentage of active users on your site who were referred from a specific campaign or website.

So to simplify it, this shows you how your active users found your site.


The real-time content report allows you to see which pages have been viewed within the last 30 minutes.

This will show you whether or not your new content is performing well.

You can also click on “Pageviews (Last 30 min)”, which is located below the number of active users, to see the total number of page views that each of your web pages has received in the previous 30 minutes.


The real-time events report displays events that are played out on your site from active users in real-time.

The table within the report shows the top 20 event categories from the last 30 minutes, this is sorted by the number of users that have interacted with each event.

You can also see the percentage of total users inside each row.

To see the event activity for a particular category, simply click onto your chosen event category inside the table.

To view the total number of events occurred for each category within the past 30 minutes, you just need to click the “Events (Last 30 min)” button.


The real-time conversions report will show you goal completions in real-time.

The table displays the goals that active users have completed, the total amount of users who have completed each goal, and the percentage of total users who have completed each goal.

Click onto a particular goal in the table to see the conversion activity for that specific goal.
To see the number of goal conversions during the past 30 minutes, just click the “Goal Hits (Last 30 min)” button.

Audience Reports

The audience reports will provide you with an insight into the characteristics of your website’s users.

Do you want to see how many of your site’s users return to your website?

Maybe you want to see what percentage of visitors use mobile devices?

With audience reports, you can see all of this information and more.

To access audience reports, click “audience” on the left sidebar menu within your Google Analytics dashboard, then select the report you want to view.

Now let’s take a look at each of the audience reports that can be accessed with Google Analytics.

Active Users

This audience report lets you track the number of users who have visited your website in the past 1, 7, 14, or 28 days.

“1 Day Active Users” are the users who visited your site during the last day, “7 Day Active Users” are the users who visited your site during the previous seven days, and so on.

The data within this report helps you to measure the interest that your audience has for your content.

For example, let’s say you are running a promotion and you see a boost in “1 Day Active Users”, but a decrease after 7, 14, and 30 days, the promotion may be failing and your audience may be losing interest.

Lifetime Value

The lifetime value report calculates the long-term value of website users that you have acquired through social media, organic search, referral traffic, or direct traffic.

For example, with this report, you can discover the lifetime value for users you acquired through an email campaign.

You can then use that data to determine your marketing budget for acquiring those particular users.

Cohort Analysis

A cohort is a group of users who share a common characteristic, for example, all users with the same acquisition date will belong to a cohort.

You can use the cohort analysis report to analyse the behaviour of the users in that particular cohort.

For example, let’s say you launch a new product, you can set a cohort as the launch date and then view specific data about users who responded to your product launch.

See where they are from, what device they use, whether or not they purchased the product, how long they stayed on the page before leaving, and much more.


Yes, this is an audience report within an audience report.

Using the audience report, you can create more defined audiences, and then apply them to other reports to look deeper into user behaviour.

You can create up to 20 unique audiences at any one time.

These can be used as secondary dimensions in reports, and as dimensions within segments, custom reports, and custom funnels.

User Explorer

The user explorer report analyses the behaviour of individual users that visit your website.

User-specific data provides you with information for each website visitor, this includes total sessions, average session duration, transactions, bounce rate, and more.

Individual user behaviour is recorded with either Client ID or User ID.

You can use this data to personalise or troubleshoot the user experience, this can help you to increase sales and decrease bounce rate.


The demographics report displays the age and gender of your audience.

This information gives you the ability to add more precision to your advertising and content so that it is tailored to the right users.

For example, you can see the number of users on your website who are both male and between the ages of 25-34 within your selected time range.

You could then use that data to tailor your website’s content to your specific audience.


The interests report provides you with information about your audience that you can use to make your advertising campaigns more accurate.

This report is split into three audience types:

  • Affinity Categories: People labelled as part of a group or collective. For example TV audiences, sports fans, people who like to travel, etc.
  • In-Market Segments: People who are in the market to purchase something. For example, people looking to buy a smartphone, sports equipment, holiday, etc.
  • Other Categories: This is a more in-depth version of affinity categories. For example, football fans, game of thrones viewers, people that often travel by bus, etc.

This information can be used to run specific accurate advertising campaigns.


The Geo Audience report provides you with the language and location data for the users on your website.

This information can be used to create ads and content that would better suit users from countries that you would not have previously thought about.

Doing this can help you to create more successful ads, and bring in more customers and website visitors from around the world.


The behaviour report will help you to determine whether or not new users return to your site.

The report is split into three sections: New vs Returning, Frequency & Recency, and Engagement.

Viewing this report will show you if your site is encouraging first-time users to come back in the future.


This report helps you to understand more about how users are accessing your website, this includes which Operating System their device uses, which web browser they are using, and more.

You can use this report to ensure your website is operating and fully functional on all operating systems and browsers.

For example, if you suddenly see a drop in users visiting your site through Google Chrome, you may need to check for any possible problems.


Use this report to see which mobile devices are being used by your site’s visitors to access your content.

This data can be used to see if your site is properly optimized for each specific device.

The report will tell you the specific devices that your users are accessing your site with, such as Apple iPad, iPhone 8, Samsung Galaxy Note 10, etc.

In some cases it may not be able to tell you the exact device, so for iPhone 7 it may just say “Apple iPhone”.


The custom report lets you define and compare more specific user segments.

It is split into two separate sections, custom variables and user-defined.

The data within this report provides very comprehensivelypersonalised information about how your users engage with your website.

For example, you could compare the bounce rate of new users to those who use a mobile device.


Benchmarking allows you to compare your site’s analytical data with aggregated data from other companies in your industry who share their data.

Having the ability to do this helps you to understand how you are doing in comparison to your competition, it allows you to set relevant targets, and get insights into trends that are happening within your industry.

Compare your channels, location, and devices data with others in your industry, this is extremely useful to make sure that you are not falling behind.

Users Flow

The user’s flow report helps you to learn more about what users do on your website.

This report provides you with a visual representation of the paths that your users took through your website, starting with the source, then through the pages, they visited, and finally where they exited your site.

Understanding more about how users find your site, what they do on it, and where they leave can give you useful information that can help you to improve conversions and session duration.

Acquisition Reports

The acquisition reports display detailed data specifically on how your audience find your website.

Did they find you through another website, also known as referral traffic?

Or did they find your site through social media?

Maybe they found your website through an organic search…

These reports will show you exactly how each user found your website.

To access acquisition reports, click “acquisition” on the left sidebar menu within your Google Analytics dashboard, then select the particular report you want to view.

Now let’s take a look at each of the acquisition reports that are on your analytics account.

All Traffic

This report will show you which websites send you the most traffic.

The report is broken down into four sections:

  • Channels
  • Treemaps
  • Source / Medium
  • Referrals

It also displays information about the actions these particular users take, including Goal Completions, Bounce Rate, Pages per Visit, Average Session Duration, and more.

Google Ads

If you are running an advertising campaign through Google ads, this report will show you how well it’s performing.

To access this data, you will need to link your Google Analytics account with your Google Ads account.

You can view 6 sections of data:

  • Campaigns
  • Treemaps
  • Keywords
  • Search Queries
  • Hour of Day
  • Final URLs

View this report to fully understand the performance of any Google ad campaigns that you’re running.

Search Console

This report is incredibly useful if you want to understand how your website pages are performing in organic Google searches.

You will need to connect your Google Search Console account with Google Analytics to be able to view this data.

Once is it set up, there will be four sections of data you can view:

  • Landing Pages
  • Countries
  • Devices
  • Queries

For example, with this report, you could find out which web page has the most impressions within Google search results.

You can also use this report to find out which search queries users are searching in Google to find your webpages.


The social acquisition report shows you how people engage with your website through social media.

Sort this data by:

  • Network Referrals
  • Landing Pages
  • Conversions
  • Plugins
  • Users Flow

This data can be used to help you to identify which social platforms visitors find your site from, see if those users convert into customers, and more.


The campaigns report displays the performance of your paid advertising campaigns and compares them to other traffic sources.

This report also allows you to compare data from non-Google ad campaigns by giving you the ability to import cost data from external sources.

You can sort the data within this report by:

  • All Campaigns
  • Paid Keywords
  • Organic Keywords
  • Cost Analysis

Use this report to see if your advertising initiatives are beneficial compared to other forms of exposure.

Behaviour Reports

The behaviour reports display analytical data about the actions users take on your website.

This includes, how fast the pages load, what content they view, how they use the site search function, and more.

The information that you discover from these reports will help you to ensure your website is performing as it should be.

To view behaviour reports, click “behaviour” on the left side of your Google Analytics dashboard, then select the report you want.

Now, let’s take a look into each behaviour report.

Behaviour Flow

The Behavior Flow report visualises the path that users take when moving through your site.

If you want to discover which pieces of content keep your visitors engaged, this report will show you.

As well as that, this report can also help you to uncover any potential problems that users can face when viewing your content.

You will be required to set up and track events before they will appear in this particular report.

Site Content

The Site Content report helps you to discover how well each of your web pages are performing.

Using this report you can see what device visitors use to view each web page, their traffic source, whether users made a purchase after visiting a particular page, and much more.

You can use this data to see which web pages and pieces of content have the best performance.

The report is available in four sections:

  • All Pages
  • Content Drilldown
  • Landing Pages
  • Exit Pages

For each web page, you can see many data points, including Pageviews, Unique Pageviews, Avg. Time on Page, Entrances, Bounce Rate, % Exit, Page Value and more.

Site Speed

The Site Speed report shows how fast your web pages load for your website users.

You can sort this data by browser to see if your average page load time changes depending on the web browser.

There is also an option to sort the report into a map so that you can see the average page load time by country, this will show you where in the world users will have a slower loading time when viewing your website.

This report will also offer you suggestions for how you can improve the loading speed for each web page, this will open the Page Speed Insights tool by Google.

Site Search

This report shows how your website visitors interact with the search function on your site.

Using the information that this report displays, you can see what terms are searched for the most.

You can also use it to see the conversion rate for users who made a search on your website.

The report is split into three sections:

  • Usage
  • Search Terms
  • Search Pages

This data is especially useful when it is used in a custom report.


Events are independently trackable actions or interactions that are taken by website visitors.

This can include video views, file downloads, click to call, form submission, and many more.

This data is sorted into three sections:

  • Top Events
  • Pages
  • Events Flow

This report is useful for when you want to view in-depth information about what users are doing on your website.

For example, if you have a PDF that your website visitors can download for free by entering their email address, you can track exactly how many people have done so.


If you are using Google Adsense, or Ad Exchange the Publisher report provides you with monetization data about your site, including ad impressions and clicks.

This report requires your Analytics account to be connected to an Adsense or Ad Exchange account.

You can view two sections of data, Publisher Pages, and Publisher Referrers.

Conversion Reports

This section of Google Analytics reports covers completed actions, also known as conversions.

Within these reports, you can find out things like how many users have made a purchase on your site, how many people have created an account, and of course lots more.

Conversion reports provide you with information that will help you to see how you can increase conversions and improve your website’s success.

Click “conversion” on the left menu on your Google Analytics account to open the conversion reports, and then select the report you want to view.

Let’s take a look at the different conversion reports.


Setting up goals allows you to track particular actions users take on your website.

Once you have a goal set up, you can use this report to track how these goals are being completed.

The goal report displays data in four sections:

  • Goal URLs
  • Reverse Goal Path
  • Funnel Visualization
  • Goal Flow

If you want to find out what users do on your site before completing a goal, where in the world these users are, the source users found your site from before completing a goal, and much more, this report will give you the data you need.


This report helps you understand more about eCommerce statistics, including how well your products are performing, details on transactions, average order value and more.

The E-commerce report covers:

  • Product Performance
  • Sales Performance
  • Transactions
  • Time to Purchase

You will need to enable eCommerce tracking in the settings of your Google Analytics account, and add the eCommerce code snippet to access this data for your website.

Multi-Channel Funnels

The Multi-Channel Funnels report displays the different traffic sources that result in conversions, as well as that it shows you the value of each traffic source so you know what sort of marketing strategy you should be putting more time and resources into.

This report displays four different sections of data:

  • Assisted Conversions
  • Top Conversion Paths
  • Time Lag
  • Path Length

E-commerce businesses find this report especially useful for tracking conversions through social media.

There is also a tool included within this report called the “Model Comparison Tool” which you can use to compare different attribution models to each other to see which impacts the performance of your marketing channels the most.

An attribution model is a set of rules that are used to determine how conversions should be credited to various marketing channels.

Create Custom Reports

Setting up custom reports within Google Analytics allows you to put all of the most important analytical data in one convenient report.

Having the most important data in one place will help you to generate more leads, convert more visitors into customers, and grow your website.

Step 1 – Create Custom Report

To create a custom report the first thing you need to do is click on “Customization” on the left and then it will open a sub-menu.

Here you want to click “Custom Reports”.

Next, to create a new report click on “+ New Custom Report”.

Now you will have to name your custom Google Analytics report.

This is mainly so that if you create multiple reports you can differentiate between them.

Step 2 – Choose A Report Type

Your custom report will have one tab by default, but you can choose to add more than one.

For this example, we will just have one, and we will also keep the default tab name.

The next step is to choose your custom report type.

There are three different options that you can choose from:

  1. Explorer: This is the standard type of Google Analytics report, It includes a data table and line graph with dynamic features.
  2. Flat Table: This type of custom report is a static, sortable table that displays data in rows.
  3. Map Overlay: This style of report displays your data within a world map, showing you where in the world your site traffic or engagement is from.

In this example, I am going to select the Explorer report type as it is the easiest for new users to understand.

Step 3 – Define Your Report Metrics

The metrics available to you will be different depending on which custom report type you are using.

For every type of report, the metrics you add will decide which data is included inside your custom report.

In this example, I am going to add three metrics: sessions, average session duration and pages per session.

To add a new metric, click on the “+ add metric” button, search for the metric you want to add, and then click on it to add it.

If you wish to be more specific with the data you are targeting in your report, you can add dimension drilldowns.

To add a dimension, click on the “+ add dimension” button and then search for the one that you want to add.

In this example, I am going to select “source” to get more data about the source that referred the traffic to your website.

Step 4 – Add Report Filter

The final step is to add a filter to your report, although this is optional.

Adding filters will limit the report to specific dimensions.

You can use filters to exclude or include specific data.

For example, if you add the “Traffic Type” filter, you can restrict the report to show data from specific types of traffic, this could be organic traffic, referral traffic, direct traffic, or another type.

To add your filter, you just need to click on the “+ add filter” button and then pick the filters that you want to add to your report.

Your custom report has been created successfully!

Once you are done, remember to click save, and you will be sent straight to your new custom report.

If you want to view this report in the future, just go to “Customization”, and then “Custom Reports”, and click onto the report that you want to view.

Add Additional Accounts And Properties

Another thing that you may want to know how to do before diving into your analytical data, is adding new accounts and properties.

To do this you need to head over the admin menu within your Google Analytics account.

To create a new account, simply click the “Create Account” button, or to create a new property, click the “Create Property” button.

Decide which one you want to create and then click the relevant button, after that you will have to go through the step by step process of creating an account or property, just like we did earlier on.

Having a new property will allow you to track the analytical data for multiple websites.

If you want to organise or separate multiple properties by putting them in different accounts, you can do so by creating a new account.

You can have up to 100 Google Analytics accounts, and each account can have up to 50 separate properties.


Google Analytics is by far the best platform for tracking your websites analytical data, and it’s free, so make the most of it.

You can use this platform to learn more about your audience, and by knowing who visits your website you can maximise conversions.

I recommenced every website to use Google Analytics, whether it’s a blog, eCommerce store, forum, portfolio, or anything else.

It is the easiest tool to use to track analytical data, and also the most comprehensive.

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