What is Google Analytics and its features?

Google Analytics is a website traffic analysis application that provides you with the real-time statistics and analysis of user interaction with your website. If you are the owner of a website, stop worrying about the visitors of your website, as Google analytics enables you to analyze your visitors with the objective of interpreting and optimizing website’s performance.

Basically, it is a product or a tool that integrates with other Google products and can track all forms of digital media and refer upstream web destinations, banner and contextual advertisements, e-mail. This application is totally cloud-based and no hardware and no software are required to install.

You should know some of the important features which will help you get every possible insight out of Google Analytics.  After studying these features you can know whether your site is worth the effort or not. To grow your business you need to activate each of the following features:

E-commerce Tracking:

Of course, you want to know where your most profitable customers come from.  With E-commerce tracking, you can get to know where they come from so that you would optimize your site to acquire more profitable customers. If no customer is purchasing from your site you can skip this feature.

  • To set up e-commerce tracking:
  • Go to your Google Analytics standard reports
  • Click on the “Admin” button in the top right
  • Click on “Profile Settings
  • Go to “E-commerce Settings” and change the drop down to “Yes, an Ecommerce Site
  • Click the “Apply” button at the bottom.


Goals are set up in Google Analytics account to observe the conversion rate of the various activities by the visitors on your site. The activities may include finishing a game, purchasing a product, signing up for something, etc.  If you are just starting up, always focus on a single and keep it simple.

You can reach the goal settings by:

  • Going to your Google Analytics standard reports
  • Then click on the “Admin” button in the top right
  • If you see “Goals” then click on it.
  • Then from one of the Goal sets, click “+ Goal

Google analytics can track many goals. It is up to you to decide what type of goals you want Google Analytics to track. Some of the important goals are:

  • URL destinationIt tracks a goal when users visit a specific URL.
  • Visit durationIt tracks a goal if a user spends a certain time on your site.
  • Pages/VisitSet a range for a number of page views that will set off a goal during a visit.


If you are a businessman and you want to promote and publish the ads for your product or brand, Google AdWords is the perfect program to do so. The AdWords program enables businessmen to set a budget for advertising. They need to pay to Google only when people click on their ads. The ad service is fully based on keywords. When people search for a keyword or a query on a search engine, the ads related to the keyword would be displayed to the people on the right-hand side of the search engine result page.

To set up AdWords on your Google Analytics account, you need to follow the given steps below:

Step 1 – Enable Auto-Tagging in Google AdWords :

This will notify AdWords to tag each of your links which will tell Google Analytics that the visitor came from AdWords.

  • First, you need to log in to AdWords
  • Then go to “My account” tab and click on it and then click on “Preference
  • Make sure Auto-tagging is set to yes. If not, click on “edit” and check “Destination URL Auto-tagging

Step 2 – Link Google AdWords and Google Analytics

To run AdWords campaign you must have a Google analytics account. You should link Google AdWords to Google analytics to see the ad and site performance data in the AdWords reports in Google Analytics, Take advantage of enhanced remarketing capabilities, Import Google Analytics goals and e-commerce transactions directly into your AdWords account, etc.

You need to follow the below steps give to link Google AdWords to your Google Analytics account:

  • First, log in to Google AdWords
  • Click on the “Tools and Analysis” tab, then “Google Analytics
  • Log in to Google Analytics, click “New version” at the top if you’re not already there
  • Click “Admin” in the top right
  • Select your Google Analytics account
  • From the list of tabs at the top, click “Data Sources

Site search:

Do you want to know what people think is missing from your site? It is easy! You just need to connect your Google Analytics account to your internal search. After this, you will get a list of every keyword people search for on your site. According to that, you modify your site for a better ranking on search engine result page.

To set up site search you need to follow the steps given below:

  • First, you need to go to your Google Analytics standard reports
  • You can see “Admin” button in the top right, click on it
  • Click on “Profile Settings
  • Go to the bottom of the page where you would find “Site Search Settings
  • Select “Do Track Site Search


You must have spent a lot of money and time on all of your marketing campaigns for promoting your site or brand or anything. It is also important to measure the Return on Investment (ROI) of your campaigns. Obviously, you need to know if it is worth it or not. Google analytics can track all the URLs you edit including Emails, Facebook, and banner ads.

It is very easy to set up the campaign. You only need to start building campaign URLs via Google’s URL Builder tool.

Enter in your domain space given some basic info about the link so that you can track it in your campaign reports:

Source – Name of the domain you are placing the link on, the email list.

Medium – Use stuffs like a banner ad, PPC, affiliate, email etc.

Term – There is a better way than this to connect Google Analytics to AdWords. So, you don’t have to use this.

Content – You can use this to separate different versions of the same ad.

Safety Net Profiles:

What would happen if you set up your goals incorrectly and unable to catch it until 3 weeks later? This mistake will corrupt your Google analytics data while it is in use. So, you always have a backup plan.

You need to create two different profiles for your Google Analytics account so that it will protect your data from getting corrupted.

The Raw data profile – Create a new profile and name it as “Raw data”. You don’t have to touch it again. That’s it, no need to apply filters, set goals, or change the settings. The purpose of this profile is to silently collect data in the background if something goes terribly wrong on your other profiles.

The Test profile – Set up your test profile with the same changes as your main profile has so that you can observe what they are changing the real data. Apply the new settings if the test goes well. If something goes wrong, make the changes.

To set up a new profile is very easy. Follow the steps:

  • Go to your Google Analytics standard reports
  • Click on the “Admin” button which you can see in the top right
  • Click on “New Profile” on the right
  • Name your profile, then select your country and time zone
  • You’re done setting up the profile, you can apply any settings you want

You can create up to 50 profiles on your single Google analytic account.

Custom Alerts:

In case of maintaining Google analytics account, you cannot track of everything that happens in your account by manually or monitoring it. Actually, it is better to no to do so. It is much more efficient to use the tools available receive the alerts when something unexpected happens or goes wrong. You can take actions on those sections of your data if something miserably happens to it. These alerts are set up in the admin section of Google Analytics.

SEO Reports via Google Webmaster Tools:

Google recently released a set of SEO reports for Google analytics. They assist you to see how well you perform on within Google’s search rankings. You can see the following things:

  • Keywords that provide you with the most impressions?
  • Your clicks through rates
  • How you can rank for individual keywords (and our average position)
  • Click through data for your top landing pages