Google Analytics - from set-up to improving business operations.

Google Analytics is one of the most popular tools used by digital marketers to measure website traffic and to analyse the effectiveness of actions taken, as well as to collect information on the basis of which appropriate improvements leading to the achievement of the set business goals are made. Despite the widespread awareness of the tool's existence - not many people are able to use its potential and draw conclusions that may prove helpful in their work. Therefore, in this entry, we will show you how to configure the google analytics panel in order to be able to measure and analyse information that is actually relevant from your company's perspective, and then turn them into actions and improvements affecting the effectiveness of your business activities.

Data view settings

An account created can contain multiple 'Services' and each service can have multiple 'Data views'. By using the "Filters" function that is available in the configuration settings, it allows you to indicate the data that you want to include in the reports for each view.

The first valuable piece of advice is to make sure that the site visit statistics are not disturbed by visits from people working in the organisation. This is especially important in the early stages of business development when you are in possession of a small amount of data and your team could disrupt the picture. To display only data on external visits (excluding visits from your team members), you can configure a view that excludes internal traffic based on IP addresses.

Another suggestion is to split statistics by region-if you offer software development services in different geographical regions, you can create one view that includes all global data from your site. To get data from specific regions, you can also create separate views for North America, Europe, or Australia.

In the data view, you can also set Google Analytics "goals". Goals are a useful way to track conversions or business objectives on your site. This might include messages sent via a contact form (apart from spam, some of these are enquiries). This allows you to measure the main goal of marketing - the conversion of marketing activities in the form of generating enquiries (inbound) that bring the organisation closer to achieving sales goals (the overriding role of marketing), or the number of users who downloaded an ebook.

Worth remembering:

  • New views only contain data from the date they were created (they do not contain data backwards).

  • If a data view is deleted, only administrators will be able to recover it for a limited time. Otherwise, it will be permanently deleted.

Management of user permissions

The administrator is able to grant users permissions at the account, service or data view level. Each level receives permissions from the level above.

In practice, this means that if you have access to an account, you have the same rights to access services and data views on that account. In contrast, if you have only been given access to a data view, you cannot modify the service or account that is associated with that view.

In the "Administration" tab of your Google Analytics account, you can grant permissions to "manage users", "edit", "collaborate" or "read and analyse".

  • "User management" allows users to grant and revoke access to an account, service or data view.

  • "Edit" allows users to modify configuration settings.

  • "Collaboration" allows sharing objects, such as panels or specific measurement settings.

  • "Reading and analysis" allows you to display data, analyse reports and create panels, but does not allow you to change settings or add new users.

Data view configuration in Google Analytics

To access the data view configuration settings, click on the button you will find at the bottom left (highlighted in yellow below) and then select -> "view settings".

When you go to the data view settings tab, you will see fields such as "Data view name" and many other basic configurations. At this stage, just enter the name of the data view you think is appropriate so that you can easily manage new views later on. You can use the one in the attached images as an example data view configuration.

After setting the basic information for the view, we should be able to check if everything works correctly. For this purpose, we will use a "test" data view that you create in the same configuration panel.

To be able to decide what specific data should be displayed for each of the created views, special data filters should be used. One of the basic ones influencing the correctness of data about the actual number of users staying on your website at the time is the exclusion of IP addresses of company employees.

In the next step, click on "add filter". In the settings of this filter, you will be asked to enter a name and choose its settings. The way you should configure the filter to exclude IP addresses of your team members is below:

After clicking "save", the process of creating the filter will be completed. Congratulations! You have just set up a basic data view for your site using one of the additional filters.

Configuration of targets

Goals in Google Analytics allow you to link data from your reports to specific business goals. This is an effective way to use data to see if you are meeting your goals. Before you start set