From building engagement to driving conversions, organic search is still one of the most powerful ways to drive traffic to your website! By understanding how visitors interact with your site, you’ll be better able to make smart data-based decisions and tailor your website experience to meet your visitors’ expectations. This is where Google Analytics comes in!

Google Analytics is a free must-have tool that helps you gain insights into how users engage with your content. Not only do tech giants like WordPress, Reddit, Pinterest, and YouTube use Google Analytics for their traffic analysis, but 56% of all websites use it to access a wealth of information about their website and visitors.

Why You Need Google Analytics

Let’s discuss some ways in which Google Analytics helps you determine if your efforts are translating into actual results. It tells you:

  • Amount of traffic your website gets
  • Who your site visitors are and where they came from
  • Visitor’s demographic information
  • Desktop vs. mobile traffic
  • Individual page traffic
  • Which pages on your site perform the best
  • Which marketing channels drive the most traffic
  • How many visitors are converted into leads
  • Customer (buying) behavior when they browse your site
  • What kind of content is most viewed/popular

Needless to say, Google Analytics is an indispensable tool that helps you keep track of your marketing campaign and measure your business’s traffic goals.

How To Install Google Analytics

Here’s a step-by-step guide on how to set up Google Analytics.

Step 1: Set Up Google Analytics With Your Google Account

To install Google Analytics on your site, you first need a Google Account. If you already have one, all you need to do is go to and sign-in with your existing account.

Do one of the following:

  • Click on “Start for free” to create an account
  • Click on “Sign in to Analytics” if you have a pre-existing account

Account And Property Set Up

After you sign-in, you need to set up an account where you’ll enter the Account Name in the Account Setup section.

Then, choose the platform for which you want to track insights.

For the purpose of this guide, we’re going to set up Google Analytics for a website. You then need to submit your property details—a property refers to your app or website. Submit the required information, and after accepting the Terms and Conditions, click on Create.

Once you’re finished, you’ll be presented with a tracking code that needs to be added to every page of your website.

Step 2: Install Tracking Code

For Google Analytics to report back to you on your website metrics, you’ll have to install the unique tracking code on every page of your site.

Now, there are two ways in which you can add the Google Analytics code.

  1. Global Site Tag (gtag.js)
  2. Google Tag Manager

Google Tag Manager is a free tool that helps you add analytics and tracking tags. Google recommends using this tool for websites that use multiple analytics from multiple campaigns.

While both methods are recommended by Google, in this guide, since we’re tracking metrics for a single website, we’ll discuss how you can add tracking code using the Global Site Tag.

The installation of a tracking code depends on the type of website you own. Here are some examples:

For A WordPress Site

You can use any plug-ins like Yoast or MonsterInsights for WordPress to copy and paste the tracking code to the header and footer scripts of your website.

For A Website With HTML Files

You can use any text editor program like Sublime Text or TextEdit for Mac to paste the tracking code before the closing </head> tag on each web page.

Don’t forget to upload the edited file to your web host once you’re done.

Shopify e-Commerce Store

If you have an e-commerce store, you can simply add the tracking code in the Online Store settings.

Step 3:  Set Up Google Analytics Goals

Keep in mind that once you’ve installed the tracking code, it’ll take Google 24 hours, so start collecting valuable data metrics form your site.

While you know the key performance indicators you wish to track for your website, Google Analytics doesn’t.

Here’s how you tell Google which important metrics you need to track: Click on the Admin link on the bottom left corner of your panel. Then find the Goals button under the website View column.

You’ll then be able to create a New Goal on the Goals dashboard.

From here, you can go through different goal templates to select one that matches your intended goal.

Types of goals include:

  • Destination: This helps you find out how many users end up on a specific web page. So, for instance, if your site generates leads using a contact form, the destination goal can be set up against a thank you page that is presented once the user submits their contact information.
  • Duration: You can set this to find the number of time visitors spend on your site.
  • Pages/Screens per session: Set this goal if you want users to visit certain pages.
  • Event: Google Analytics will alert you when users perform an action like click on a link or play a video.

Then, in the Goal Details section, you can get specific with your goals by assigning durations or monetary value.

Remember: It’s easy for beginners to get lost when setting up Google Analytics metrics, which is why we recommend starting small with goals that matter the most for your business.

Step 4: Set Up Site Search

Setting up the Site Search metric can be useful for websites that have a search box for enhanced user experience. Go to the Admin button again and click on the View Settings option in the View column.

Toggle the Site Settings button and enter query parameters (typically q or s) by looking at the URL of the results from your search box, and click on Save.

This way, you can use Google Analysis to find out what your visitors are exclusively looking for on your site.

Step 5: Set Up Views/Reporting

Create filtered reports of the metrics that you want to see through the Views setting.

For instance, if you want to track social media traffic on your site, you can set up a View dedicated for this purpose. Similarly, you can set up a report to only see organic search traffic, or perhaps conversions on your site.

Here’s how you can go about it: Click on Admin button, and click on Create new view

When setting up a View, you need to:

  • Select the type of property you’re reporting for
  • Submit a name that clearly describes what the View will demonstrate
  • Choose “Reporting Time Zone”
  • Click on Create View


Google Analytics is an incredibly powerful tool, but one that you need to get the hang of. Once your Google Analytics data starts showing up, you learn more about your website traffic from the Audience Overview report. You can further choose to work with standard reports or customize them to analyze focused details.

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