Taking up from where we left in the last part, let’s look at the intricacies of navigating through Google Analytics.
All different menus in the left side of Google Analytics have a standard report view. When you click on a particular option in the left menu, e.g. Browser & OS, you will see the Menu bar which will have – report name, date selector, customize view option, email report, export report data to different formats, add report to specific dashboard, create shortcut to the report.
Report name, date selector:
Customize view option:
Export report data to different formats:
Add report to specific dashboard
Below the main date range toolbar you can see a graduate hat. This section is really useful if you want to learn more about the data in that report section.
Below the main toolbar you will see two options – “All Sessions” and “+Add Segment.”
When you click on “+ Add Segment” you will see a window as showed below. Here you can select the parameters that you want to see upfront and do comparison with custom report. I have selected “Direct Traffic” and “Mobile and Tablet Traffic”.
Once you click on apply, the data looks as follows.
You can also create your own criteria by clicking on “+New Segment”. For example, I have created a “Test 1” segment which has Age – 25 to 34, Gender – Female, Affinity Category – marathon runner (this is mainly to reach avid marathon runners rather than reaching only sports fans), Location – India.
When you look at all sessions, the data is presented in a timeline view. The name of the tab is “Explorer”. Just below the explorer tab you can see different views – Site Usage, Goal Set 1 and Ecommerce. You can switch between the views to see how the data is playing. E.g. compare the conversion rates of mobile with desktop.
If you have to do a comparison between two different metric then as showed in example below select “Pages Per Session”.
This will lead to a timeline view that has both the lines plotted.
Summary view is what you will see as the default view of any report. The table view has mainly 3 categories covered – Acquisition, Behavior and Conversions. The below given data is for the visitors coming from a specific country.
In this example I can change the primary dimensions by clicking on City, Continent or Sub Continent.
Below this Menu Secondary Dimensions can be added. E.g. I have selected Acquisition->Source/Medium
Now I can see the broken down version of each Country and Source/Medium from where the visitor has come. This helps in figuring out what medium is doing well at different locations and gives us insights to do course correction for any ongoing campaign.
That’s it for today. We will continue the reporting view discussion of Google analytics in the next part.
Till next time be awesome 🙂