Fundamentals of Google Analytics
April 13, 2018

The Fundamentals of Google Analytics

Maximise your website's potential with the Fundamentals of Google Analytics! Gain insights, track ROI, and optimise your online presence.

The Fundamentals of Google Analytics – Whether you are an analytics expert or a struggling newbie, there is always room to improve your skills. Nobody is born an expert!

The average business owner isn’t interested in being an analytics guru. They are interested in growing their business and their website is a big part of their plan. But how will they know if the website is succeeding or failing?

With Google Analytics you can do all that and more. Google Analytics is a free website analytics service offered by Google that gives you insights into how users find and use your website. With Google Analytics, you can track ROI (Return On Investment) for your online marketing.

Google explains that the system “helps you analyse visitor traffic and paint a complete picture of your audience and their needs, wherever they are along the path to purchase or to make use of your services.”


Google Analytics is the world’s most popular web analytics tool

How popular is it?

•   Google Analytics is installed on over 10 million websites
•   60% of the top 10,000 websites use Google Analytics
•   50% of the top 1 million websites use Google Analytics

How does Google Analytics Work?

Google Analytics is a software that is connected to your website through a piece of tracking code. This is a small piece of JavaScript code that is made within your analytics account, like the example below.


The account holder generates this code and then places it into the HTML back end of their site. The GA code needs to be placed on every page of your website that you want to track.

What does Google Analytics measure?

The building blocks of Google Analytics reports are dimensions and metrics.

Dimensions are the attributes of your data, such as the city where traffic is coming from, the page you’re measuring, or the social media channel you’re evaluating.

Metrics are the quantitative measurements for those dimensions. For example, if you’re looking at how your ads are performing in Paris (the dimension), the 2,000 paid sessions you’ve recorded would be your metric.

What can Google Analytics do?

The short answer is – A LOT.

You can track
•    Real data (see who’s on your site – LIVE)
•    Number of visits per hour/day/month
•    Demographics
•    Countries
•    Referrals, resources
•    and much more…

2 Metrics Dimensions

Metrics and dimensions make up every single report in Google Analytics.

Google Analytics categorises data into the ABCs:

  • Acquisition
  • Behaviour
  • Conversions


Acquisition refers to how you get website traffic. Simply put, you can use acquisition reports to see how your traffic arrives to your site.

When you first look under Acquisition, you’ll notice a table of data providing a snapshot of acquisition, behaviour, and conversion data for your top traffic sources by channel (referral, direct, organic search, and social).

This is giving you the most important data right up front.

4 Acquisition Overview 1024x274 1024x274 1


The Behaviour reports are all about seeing what visitors are actually doing on your website. By using these reports, you can assess the performance of your website content and determine if your visitors are taking the actions you want them to.

This report gives you a graph showing the amount of traffic your website received during the time period you’re looking at.

11 Behavior Overview 1024x627 1024x627 1

You’ll also see pageviews, unique page views, average time on page, and bounce rate metrics. All these metrics describe how a user interacted with your page. Here are some quick definitions:

  • Page views: Total number of pages viewed.
  • Unique Pageviews: Number of individual people who have viewed a specific page at least once during a visit.
  • Average Time on Page: The average amount of time users spend viewing a page.
  • Bounce Rate: The percentage of single-page visits.


The Conversions section of Google Analytics is all about understanding how people convert on your website, which is essential to improving your conversion rate.

Why use Google Analytics?

Put simply, Google Analytics is the most popular tool you can use to measure those visitors. You shouldn’t use a tool because it is popular, though.

Most folks who choose Google Analytics do so because…

•    It is a really powerful (“enterprise-class”) software.
•    The Standard version is free.
•    Google’s tremendous cloud infrastructure allows them to rip through very large data sets rather quickly.
•    It has a nice, clean User Interface.
•    They want to use data to make informed business decisions.

That last point is the most important one. Let’s not be naive; data on its own is meaningless. But when used properly, data will help you see what’s working well, what’s not working, and help you make decisions about “what to do next.”

With Google Analytics apart of your marketing team, you will be able to grow your company by using these reports to improve your website by making better business decisions.

At Fuzion Digital, we can assist you with your Google Analytics and even help build your website. Reach out to us today to find out more.

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