Google Analytics Collection and Reporting

Google Analytics is a web analytical tool that tracks and reports website traffic. This digital measuring tool also shows how the data is collected and processed before you see it in the reports. To get the most out of Google Analytics, there are many possible customizations that can be done in order to keep track of your customers and gain the maximum amount of insights from the reports received.

Gathering the information you find from your Google Analytics report helps overall search engine optimization (SEO) in two ways: your website will be more visible on search engine results and they will give you the information you need in-order to get a better understanding of who your users are and where they are coming from.

Where does the data from the Google Analytics reports come from?

  • The HTTP Request of the User

  • The Browser or System Information

  • First-Party Cookies (Direct Traffic)


The four main components to Google Analytics

1. Data Collection

The traffic source can be determined by either the URL, browser, coding language, operating system, or even from the referral source (where the user came from before going to your website). Each of these hits or interactions can be tracked and Google Analytics updates with this data. A lot of information can be collected from this data but the software is much more powerful. From the hits and interaction, then data processing begins.

2. Data Processing

Transforming what you've collected from raw data -> useful data that will offer value to your overall company goals.

3. Configuration

Another way you can think of configuration is ultimately filters or filtering the data in order to get the results you want. You can include or exclude certain data in-order to view. Configuring the data collected is the most suitable way to get down to the nitty gritty of your data.

4. Reporting

Go to in-order to retrieve that data and reports received from website traffic.


Segment by Dimensions, Report by Metrics

Dimensions are the characteristics of users, sessions, and actions. They are tracked by:

  • Session Dimension e.g. Traffic Source (what brought the user to your site)

  • Interaction Dimension e.g. Page Title (name of the page viewed)

  • User Dimension e.g. Geography (location)

Metrics are the quantitative users, sessions, and actions. They are tracked by:

  • Behavior Metrics e.g. Pages/Visits

  • Conversion Metrics e.g. Conversion Rate

  • Audience Metrics e.g. Visitors or Users


Need help implementing or tracking Google Analytics reports? 

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