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Google Analytics – features that need to be addressed on a website before Google Analytics can work effectively


Google Analytics provide a wide range of features to generate data of the website’s traffic. The data generated can be modified and customized to meet the requirement of the company. It could be product specific, event specific or information specific. These data and their close analysis lead us to know about the patterns and different other aspects of our website visitor and our potential customers.

Various changes can be made in a website to help it’s visitors spend more time on different webpage, make it more interactive (calling for some action), using filters, surfing for other similar products , subscribing the social network platforms for update and ultimately, visiting the site again. This can be done hand in hand with the parameters of Google Analytics. The requirements of the website can be set on the basis of following.

What are you looking for? – Site Search Settings

  • Problem And Ways to Handle : If we could find out what people think and what is missing from our site or what they were looking for or what expectation they had from this site , it will be of great help. What can we do is just connect our Google Analytics account to our internal site search and we’ll have a list of every keyword people search for on our site. We’ll know exactly what they think is missing and what they have trouble finding.

We also need to find out how our site identifies internal search terms. The site uses what’s called a query parameter for this. We need to make sure Google Analytics knows to look for the same query parameter and identify them as internal search terms.


  • Benefits : If this is done and got connected, the data arriving henceforth, will give us the trend and help us fix the issues that have troubled our customers.


Logging In or Signing up for Leads, Newsletters or Updates – Setting up Goals

  • Problem And Ways to Handle : To figure out what we should be tracking, we should start with the most critical element of your site. We can ask questions like – Are you looking for leads? What about newsletter signups? Do you have a site that sells ad space by the page view? In a nut-shell we can say, whatever keeps the lights on is what we want to track. Since we’re just starting, let’s keep it simple and focus on a single goal and worry about everything else later.

We can tag just anything we want as a goal because that is the way how Google Analytics tracks conversions. And conversions lead to customers and bills in future.


  • Benefits : From different aspects of the website we want Google Analytics to track different goals.

URL Destination: This will track a goal when people visit a specific URL.

Visit Duration: This will tick off a goal every time someone spends a certain amount of time on our site. This can be applied on specific pages to know for better analysis.

Pages/Visit: This will set a threshold for a number of page views that will set off a goal during a visit.

Linking with Google Adwords :

If we will use Adwords and connect it to our Google Analytics account, Adwords will give a wealth of data that we will pay for, and hence, we will be able to make the most of it. If we don’t take the time to set everything up correctly, our paid search traffic can be reported as organic search traffic and this will also import all our other juicy Google Adwords data into Google Analytics.

SEO(Search Engine Optimization) Reports via Google Webmaster Tools :

Google recently released a batch of SEO reports for Google Analytics. They help us see how we perform within Google’s search rankings. Previously, we could only get data on which keywords people click through on. Now, we can also see what Google sees: Which keywords give us the most impressions? What our click through rates are? How we rank for individual keywords (and our average position)? Click through data for our top landing pages

But we have to jump through a few hoops to get the SEO reports activated. We’ll need to activate Google Webmaster Tools on our site and connect it to our Google Analytics account.

E-Commerce Tracking :

  • Problems and Benefits : We often want to know where our most profitable customers come from? With ecommerce tracking, we’ll know right where they came from so we’ll be able to brainstorm ways to find more. Nearly every report in Google Analytics can be switched to an ecommerce version so we can see exactly how we’re making money. If there’s only one thing we set up in Google Analytics, it needs to be ecommerce tracking. Obviously, we can skip this one if our customers aren’t purchasing anything from our site.
  • How can we do that : There are many ways to do it easily, but it depends on which platform our site is built on. As for example, Shopify will automatically pass ecommerce data to Google Analytics once we connect them together. All we have to do is give Shopify our Google Analytics property ID and turn ecommerce tracking on in Google Analytics. There are also plug-ins for WordPress that will do this like Cart66 where we will have to give Cat 66 our property ID and turn on ecommerce tracking in the same way.


Thus, while designing a website all we have to know what is working, what isn’t, and what trends will make our site the next “must read” stop for visitors. The only way to effectively do this is to have a good statistics package working in the background. However, figuring out which package is best for our site can be tricky although, it can be done if we will judiciously think from the perspective of a user and their requirements.

Author: Abhigyan

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