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The indispensable Google Analytics guide

Published by Daniel Bocardo on February 1, 2018

guía google analytics

Today, in the world of online marketing, we can work with many types of actions to drive more sales, increase revenue, boost engagement, and brand awareness. But if we can’t measure the results of what we are doing, how can we see if what we are doing is working or not?

Unlike traditional or offline marketing, when working with digital marketing, we can measure almost everything, and one of the most indispensable tools for this job, is as many of us know, Google Analytics.

Therefore, we should take some time to understand all the options available on this tool and get the most out of it.

And that’s why we are here today. Stay with me and let me show you the main features you will find on Google Analytics and how to take advantage of them.

Let’s get started.

Note-1: I will assume that you have installed the UTM code generated by analytics on your site, and you are already collecting data.

Note-2: Before entering this wonderful world, I want to clarify that we will not see all the features available on Google Analytics. We are going to study the most relevant options, in my opinion.

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· Real-Time

Although I recognize that in many cases it is a waste of time, I personally love this feature.

It will display a screen with real-time traffic so that we can see visitors online on our website or blog.

We can see the total users and how they arrived on the page (organic, direct, email, social, referral etc.).

The system will show where they are on our site and the device they are using (mobile, tablet, or desktop).

If you have previously set “goals,” you can also see them in real time.

As I mentioned at the beginning of this post, several webmasters think that this tool is irrelevant, as you could spend precious minutes watching your web traffic, when you could be doing something more productive.

I recommend that you use this option only when necessary. But when you send a newsletter and want to see how your subscribers are behaving, when you created social media campaigns (organic or paid ads) or in other situations, this screen could give you a lot of information about your campaign.

tiempo real google analytics

· Audience

In this section, we can measure global domain traffic. We can see aspects as active users (not to be confused with users in real-time), Demographics, interests, device types, and other aspects. Keep in mind that we will find only retroactive data on this menu.

►  Overview

guia google analytics

► Active Users

As I mentioned before, this section should not be confused with users in real-time.

Here we can see how “loyal” our visitors are.

We have several reports:

guia google analytics

  1. Daily Active Users: In summary, this data shows the average number of unique users per day.
  2. 7-Day Active Users: The number of average recurring users the site receives per week.
  3. Users active for 14 days: as in the previous case, we can see an average number of recurring users over the last 14 days.
  4. Monthly Active users: this is the highest value, and it indicates the true “loyalty” of our users. This average data will show the actual engagement level of your visitors.

► Demographics

In this menu, we can get data about age and gender of our users.

This can help us develop our buyer persona and even check if we are acting correctly regarding how we show you our services, products, or informational content.

guía google analytics

► Interests

In this Google Analytics tool, we can continue studying our buyer persona, understanding their behavior, since we will have data about their interests. This information is generated through cookies.

guía google analytics

If you are not familiar with Google Analytics, don’t worry, as the interface is available in English and you will be able to start working with it in no time.

We also need to understand the post-buyer (the post-buyer is the evolution of the buyer persona). Using this tool, we can get accurate data that will help us develop our buyer very effectively.

When we are analyzing the buyer (after understanding his behavior and creating strategies to reach him), we can check if we are getting positive results, or if we need to rethink the situation.

► Geographic Information

A potent tool that will help us to see where our visitors are located. This will show where in the world our products, services and contents are attracting users.

información geográfica analytics

We can believe that we are targeting the right market and that our content, services or products are targeting the right regions, but this tool will help us understand if the users who are visiting our pages are located in the regions, we want to reach.

Both in terms of language and location, we can analyze data from countries and even cities. We can also see percentages of traffic, user behavior (bounce rate, page dwell time, pages per session, etc.), and much more information.

► Mobile Devices

Would you like to know if users are visiting your site or blog through a mobile device? If so, this is Google Analytics functionality that will help you to find this information.

In this section, we can check what percentage of traffic is being generated through desktops, tablet, and other devices.

But not only that. We can check user behavior on different devices with data such as bounce rate, page dwell time, and the number of pages per session.

dispositivos móviles

If you find negative data like a high bounce rate, low page dwell time or a low number of pages per session, you will need to revise your site because your users are probably having problems when visiting it on a mobile device.

· Acquisition

This part of the Google Analytics tool is vital to me as it helps me analyze my customers’ website traffic.

These are the most common channels that we can find in Acquisition:

  1. Direct: This option will display information about users who accessed your site directly; that is, those who entered the site URL on their browser. For instance, when you visit a page that you saved on your favorites folder, that will be considered direct traffic. Keep in mind  that you can also see users who accessed the site after clicking on an untagged URL, for instance, when you included the link in an email marketing campaign without inserting the Analytics tracking tag.
  2. Organic: This is all traffic coming from search engines. Be careful not to confuse paid traffic with organic traffic. Note: Unfortunately, due to the privacy policy, most of the times, Google Analytics doesn’t show the keyword that generated the traffic and labels it “not provided.
  3. Social: Here, we can see traffic generated by social media. We can check this data to verify engagement levels across different social platforms such as Facebook, Linkedin, Twitter, and others.
  4. Email: Traffic from email marketing campaigns. Note: To get this data, you will need to add the Google Analytics tracking tags in all links included in the campaign.
  5. Paid Traffic: Here we can see traffic originated by paid campaigns on Google.
  6. Referral: When someone includes our URLs on other sites, we don’t just receive organic authority that helps us have more chances of better ranking our site, but it also brings us traffic. This is what we call “referral traffic.”
  7. Other: This category can be used as a reference, but it will not bring us detailed data about the origin of the traffic. That is, all traffic that was not generated through the channels explained above will be tagged as “other.”

canales google analytics

In addition to this data, we can verify other information on the acquisition page, such as:

  1. Adwords: We will have all the metrics of our Google Adwords campaigns (as long as we have linked google analytics with our AdWords account). Campaigns and keywords. Search query and return on investment, among many other metrics or KPIs.
  2. Search Console: A Simple Way to Collect More Information About Keyword usage is by linking our GA account with Search console. This way, we can get more data about the search terms that are driving traffic to our site.
  3. 3 A few more metrics.

· Behavior

If with an Audience Overview report we can find user behavior data with the “Behavior” tool, we will see a lot more data with well-structured information.

► Behavior Flow

As the name implies, in this report we can see our users flow relative to URL funnels that they are creating themselves.

flujo de usuarios google analytics

Imagine you are managing a new e-commerce with this structure: A home, main category, subcategory and a product page.

In this case, we could see, for example, the users who accessed the homepage visited the category page as well. But how many among these users have left the category page without accessing the subcategory? Here we can see this information. Among these users, we can also see the ones who accessed the product page.

This is very useful when we want to discover any flaws in the conversion funnel. With this information, we can adjust the process and measure the results of each change. If users are accessing the home page, but are not visiting the other pages, something is wrong. Identifying this issue will be vital to solving it and improving your conversion rate.

► Website Content

This option is especially useful for bloggers as we can find out what content or URLs on our blog are getting better results.

But not only in the volume of traffic, but we can also see user behavior. E.G., Page dwell time, bounce rate, number of entries, percentage of users who left the page.

contenido del sitio

► Page load time

WPO or Web Performance Optimization is a relevant factor for any SEO strategy. This information will be critical for you to figure out if you need to improve the performance of the page.

wpo analytics

Data such as average website load time, average server connection time, or average server response time, among others, will give us valuable information to help us make consistent decisions when updating our website or blog.

· Conversions

We will talk about this section superficially, since I think this menu is more complicated than the previous ones and so it would be better to see all the options in another post that I may write in the future.

In the Conversions panel, we will have access to a large amount of data related to conversion and monetization statistics and KPIs for our site.

This panel is especially vital for e-commerce, because to activate most of its functions we would have to add a UTM javascript to all the URLs used in the e-commerce, to link it to our Google Analytics account, in addition to the “default.” script code we have to embed on our website.

Among the most striking features of this panel, it is worth mentioning the goals, all the data from e-commerces, multi channel funnels, and attributions. This information will be vital and will allow us to analyze any e-commerce.

Today we saw how we could get a lot of data from Google Analytics.

We can use this information to understand the behavior of our visitors and improve the results of our website or blog.

I hope you enjoyed this indispensable guide for working with Google Analytics.

I just have to say goodbye and until next time.

Greetings and see you soon.

Daniel Bocardo

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  1. Juan Pardo

    Que bien me ha venido refrescar conocimientos de una herramienta tan importante para visualizara nuestro tráfico. Muchas gracias.

    05/02/2018 - 11:12:36 Publicar una respuesta
    • Mailrelay

      ¡Me alegro mucho de que te sea útil el post Juan! Y gracias por dejar el comentario, esperamos que los posts de esta semana también te gusten igual 🙂

      05/02/2018 - 11:20:57 Publicar una respuesta
  2. Tienda ecológica

    Gracias Daniel, nos viene muy bien aprender de los que ya tienen dominado la analítica web, sobre todo a los que estamos empezando a “vendernos” en internet.
    un saludo

    01/02/2018 - 16:19:22 Publicar una respuesta

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