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Everything You Need to Know About Google Analytics in 2022 | Guide to Analytics



In our drive to help you grow your sales, we had prepared a to-do list for your eCommerce team. You can refer to it here.

An important step in that was google analytics. Here is a complete guide to your digital research tool.

Before purchasing a product, every customer goes through a journey. It may be different for everyone. But everyone surely has a story to tell about the product they bought. The customer journey is in phases. It starts with awareness, interest, desire, conversion, and advocacy.




  • The awareness stage is reached when you are successful in getting the word out about your business. E.g., an Instagram-sponsored Ad about your product/service makes people aware of the same.

  • The interest stage is reached when the customer needs are mixed with the awareness. They now want to know more about you and your product.

  • Next is the stage of desire. That is when the customer develops a desire to buy the product. This may be because of colleagues buying the same product or the company offering a seasonal discount.

  • The conversion stage is when the customer actually makes the transaction. Mostly, this is the end of the customer journey.

  • But advocacy is in fact, the actual last phrase of the customer where they share feedback with the company and spread awareness through word of mouth.

The customer journey is important for the company and marketers to know to help and nudge the customers to shift from one phase to another.

This process can be difficult to quantify in the offline world. However, in the internet/digital world, we can use digital analytics to track many various components of the funnel. We can track which online behaviors resulted in purchases and utilize that information to make more informed decisions about how to reach out to new and existing clients.

Consider an online shop like the Flower Decor Store. Its purpose could be to sell more flowers. The store might collect and analyze data from their internet advertising campaigns using digital analytics to identify which ones are the most effective and grow those marketing efforts.


The store may look at sales data by location to see if people in certain locations buy flowers, and then conduct additional advertising efforts in those areas. They could also look into who purchases the flowers. To what age group does they belong? What gender are they? They might also employ analytics to figure out how people navigate their online purchasing carts. They can make improvements to their website if they see that users are having problems with a specific phase.

Every business has a different use for digital analytics. Digital analytics can be beneficial to a variety of businesses for a variety of reasons:

  • It can be used by publishers to build a loyal, engaged audience and better connect on-site advertising with user interests.

  • Digital analytics can help e-commerce organizations better understand their clients' online purchase habits and sell their products and services.

  • Users' information can be collected on lead-generating sites, allowing sales teams to communicate with potential leads.

While we've mostly discussed gathering data from websites, Google Analytics can also collect behavioral data from mobile apps, online point-of-sale systems, video game consoles, customer relationship management systems, and other internet-connected platforms.

That's correct. This information is gathered into Analytics reports, which you can use to conduct in-depth analysis to learn more about your clients and their purchasing process. Then you can try out fresh ideas to better your company.

How does google analytics work?

Google Analytics is a data collection technology that aggregates information into helpful reports.


Keeping track of a website

You must first register a Google Analytics account in order to track a website. Then, on each page of your site, put a little bit of JavaScript tracking code. The tracking code will collect anonymous information on how a user engaged with a webpage every time that user sees it.

The tracking code will collect information from the browser, such as the browser's language setting, browser type (such as Chrome or Safari), and the device and operating system used to visit the Google Store. It can even collect the "traffic source," which is the source of users' visits to the site. This might be a search engine, a click-through advertisement, or an email marketing campaign.


When the tracking code gathers information, it packages it and transmits it to Google Analytics, where it is processed into reports. Analytics aggregates and organizes data based on specific criteria, such as whether a user's device is a mobile or desktop computer, or which browser they're using.


However, you can alter how that data is processed using configuration options. For example, you might want to use a filter to ensure that your data doesn't include any internal corporate traffic or only data from a specific area or region that's significant to your firm.

After Analytics has processed the data, it is saved in a database that cannot be altered.




The Google Analytics Account controls how data from your websites is gathered and who has access to it. Typically, separate Analytics accounts would be created for different organizations or business divisions.


At least one "property" exists in every Google Analytics account. Using a unique tracking ID that appears in your tracking code, each property can gather data independently of the others.


Each account can have several properties assigned to it, allowing you to collect data from many websites, mobile applications, and other digital assets related to your company. You might want to have distinct attributes for different sales regions or brands, for example. This allows you to quickly access data for a specific section of your company, but bear in mind that you won't be able to view data from many properties in aggregate.


View Settings

Each property can have many "views," just as each account can have several "properties." To choose what data you want to include in the reports for each view, use the Filters option in your configuration settings.




The Flower Decor Store, for example, sells flowers from their website to customers all over the world. They could combine all their global website data into a single display. They could, however, construct different views for North America, Europe, and Asia if they wanted to see data for certain regions. The Flower Decor Store may create a view that filters out internal traffic based on IP address if they only wanted to see data for external traffic (not including their own store personnel).

There are a few things to keep in mind when it comes to viewpoints:

  • Data from the date the view was created, and forward is only included in new views. Past data will not be included when you create a new view.

  • Only administrators will be able to recover a deleted view within a certain amount of time. Otherwise, the view will be removed permanently.

Analytics Filters: You can create several "views" of the data you've collected in Google Analytics. Within each view, you can apply filters to select what data will be available. Different views might help you focus on subsets of data or grant access to specific views to other people.

Now that you know what Google Analytics is and how it works, it's time to learn why you should utilize it. What advantages would it bring to your company? Is it merely a side project to be completed, or is it a critical feature that you are overlooking?

Summarizing the Benefits of Google Analytics:


  • You Can Track the Online Traffic on Your Website

  • It Helps in Understanding the User Behavior

  • Helps in Offline to Online Tracking

  • The Data Reports and Customization Features Available are an Essential for your Market Research!

  • You Can Improve Online Advertising with Marketing Analytics

  • You Can Improve Search Engine Optimization and Content Marketing

  • It Is Helpful for Conversion Tracking

  • Essential for Finding Your Target Audience

  • Helps in Measuring eCommerce Performance


The blog is compiled and written by Ms. Vidhi Thakar who is a content contributor on our website. If you have any questions or feedback, kindly please write back to us.

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