Site Analytics 101: How do I set up marketing tracking?

Author: Saurabh Bajpai | Categories: SEO, Analytics, Google Analytics

If you have just begun your journey as a digital marketer, and are looking for tips on the available analytical tools, you’d find this post useful. Yes, I am highlighting for you the simple steps and ‘scripts’ that you need to use to derive the best of your website’s performance.

As a marketer, you need to have your website’s analytics at your fingertips. Your website’s traffic details, the success of your campaigns, your user’s persona – you ought to have these and other details right at your fingertips. Not having them can prove to be detrimental.

If you aren’t yet sure about the features that the analytics tools offer or you need help setting them up – here’s what can guide you. For the starters, Analytics is a tracking tool that allows you to compile information about your digital presence (website) so you can analyze it and prepare your future strategies accordingly. There are several analytical tools available online, which you can pick and choose from. They include:

  1. Google Analytics (GA)

  2. Omniture

  3. Web trends

  4. Adobe Analytics

  5. Yahoo Web Analytics

In this blog, I am sharing the simple ways to set up Google Analytics (GA), a free and easy to set up website tracking tool. Besides tracking, GA helps you analyze your website’s performance like a ‘pro’.

Google Analytics generates script-tracking codes. Place this script on the pages on your website, which you want to track; and there you go! To insert the code, all you need to do is: Google Analytics script

Once the code is implemented, it starts collecting the data for your website and returns it to Analytics where you can see in the reports. Google Analytics helps you track:

  1. The number of visitors that visit your website daily/weekly/monthly.

  2. The locations from where the website traffic is coming from.

  3. The number of visitors that completed goals/events on your website.

  4. The time your visitors spent on your website.

Steps to set up Google Analytics tracking for a website

To be able to track your website’s performance using GA, you need first to set it up. Here’s the step-wise description that you need to follow:

  1. Go to “google.com/analytics”.

  2. Create a Google account. If you already have an account, log in.

  3. Go to the 4th tab on top of the Admin Section.

  4. Click on the “Add New Account” option.
  5. This will open up a screen like the one below:

    google analytics

    Here, you will get the option to select between Website and Mobile App. I select the Website option and fill in the details (account name, website URL, industry type, and time zone).

  6. By default, Terms & Conditions and Policy are ‘enabled’. To disable the options click on the de-select option(s).

  7. Click on ‘Get Tracking Code’. The displayed pop-up will show the country, according to the time zone you selected.

  8. google analytics

  9. On selecting the ‘I Accept’ option, you will get the tracking code. It appears as:

  10. event tracking

  11. Put this code on your website’s Header, particularly on the pages you want to track.

  12. Sit back and let the tool capture relevant data, which you can thereafter analyze to gauge the performance of your web property.

    Similarly, you can also set up Google Analytics to capture the performance of your mobile app. Below are the steps to set it up!

Steps to set up GA on your mobile app

  1. Sign in to your Google Analytics account.

  2. In the top menu bar, click on the Admin option.

  3. In the Account column drop-down menu, scroll down to the particular account you want to add GA tracking.

  4. If you need to add the property to a new account, now is your chance to create that account.

  5. Go to the Property column and select the Create New Property from the drop-down menu.

  6. Click on App to notify the type of property you want to track.

  7. Enter an account name.

  8. event tracking

  9. Click on the “Get Tracking ID” option.

  10. Now, you can see the mobile app tracking in SDK

    • Google Analytics Android SDK

    • Google Analytics iOS SDK

    • event tracking

  11. Let’s begin with Google Analytics Android SDK. Download and extract it, copy the file in your project/ libs directory.

  12. Add Google Analytics SDK for Android to your Android app. Add a .jar file to your project and follow the below steps:

    • Click on Project Properties for your Android project.

    • Under the Java Build Path settings, select the Libraries tab.

    • Click the Add JARS button and choose the jar within the libs directory.

  13. Initialize the tracker by Google Analytics GoogleAnalytics.getInstance(this).getTracker("UA-XXXX-Y").

  14. Android applications require permission to send data over the internet; for this we need to add permissions to the application.

  15. In the Android manifest file for your project, add the permission element for android.permission.INTERNET and android.permission.ACCESS_NETWORK_STATE. Save your Android manifest file.

  16. According to the properties that you want to see in the reports, add different permissions for pulling the reports to your mobile app.

Wasn’t that simple? Hereafter, you can enjoy receiving all the reports right in one place, which can also help you to improve your app’s features and performance.

Steps to set up Google Analytics Goal tracking

Goals and Funnels in Google Analytics display your website’s performance and help you evaluate whether or not it meets your business’ objectives. It helps you to identify the areas of your website that need improvement.

Below are two tips that can help you get the most from Google Analytics Goals Tracking.

  1. Before implementing Goal, identify your business objectives and the actions that visitors perform.

  2. Identify the steps that visitors must go through to complete an action on your website.

For the starters, setting Goal is a technique by which you can track:

  1. The destination: the number of visitors that reach a destination page.

  2. The duration: the number of visitors that spend a specific amount of time on your website.

  3. Pages/ screens per visit: the number of visitors that view a specified minimum number of pages or screens.

  4. Events: the number of visitors that triggered an event (downloaded a PDF file, watched a video, etc.)

Steps for creating a Goal for a website

Follow the steps below to create a Goal:

  1. Select the Admin tab then click on Goal in the View section.

  2. Create a New Goal.

  3. Choose a template according to the goal you want to set:
    • Revenue

    • Acquisition

    • Inquiry

    • Engagement

  4. The below illustration depicts the Goal setup page.

    goal setting <

  5. Once you have selected a template, click on the Next Step option.

  6. In the Goal Description option, name your goal and choose a Type. Refer to the image below.

  7. Once this is done, click on Next Step.

  8. Once you’ve completed Goal Description, now is the time to complete the Goal Details option. Fill the destination URL, assign a monetary value for conversion (optional/ mostly used by e-commerce websites) and funnel (optional).
  9. goal setting

    In the Funnel option, use important web pages that can help a visitor to reach the destination. If you want to add more funnels, click on +Add another Step. You can add as many funnels as you want.

  10. Finally, click on the Create Goal option.

Goal tracking reports in Google Analytics

Goal reports can be viewed in the Conversion section; there are 5 Goal tracking reports available in Google Analytics:

  1. Overview

  2. Goal URLs

  3. Reverse Goal Path

  4. Funnel Visualization

  5. Goal Flow

The below image illustrates a Funnel visualization. It highlights a visitor’s journey so you can track it to improve it.

web analytics

Steps to setup Google Analytics’ Event Tracking option

As the name suggests, Event represents “specific actions triggered” on a website. Google Analytics can track actions such as on click, on mouse over, on mouse up, on mouse move, etc. We track on click actions such as:

  1. When a video/PDF is downloaded

  2. When a video is played

  3. When an external/internal link is clicked on

  4. When an action is performed such as: Sign Up/ Form Submission/ Contact Us, etc.

Event tracking compiles and passes information to Google Analytics. That JavaScript code used for standard Google Analytics is:


And, for Universal Analytics, the below code is used:

ga(‘send’,’event’,’category’,’action’,’opt_label’, opt_value)

In this,

Category describes a group of events, such as videos, forms, white papers, blogs, etc.

Action denotes that an action has occurred. Example: a video has been played, a form has been submitted, a video/ PDF has been downloaded, a video or slideshow has been viewed.

Optional Label – This is an elective option that helps segment data from where an action is performed.

Optional Value – This is optional and provides a numeric value to the tracked event.

Event reporting is captured in the Behavior section. There are 4 event tracking reports available in Google Analytics:

  1. Overview report

  2. Top Events report

  3. Pages report

  4. Events Flow report

That’s all for now on Google Analytics. I am coming up with more in my subsequent blogs. Till then, explore these options and don’t miss to let us know how Google Analytics helped you improve your website’s performance and connect with your visitors better.