Class 32 - Google Analytics Part 1 Study Guide |
Website Analytics & Performance Tracking

Watch the Full Video : Website Analytics & Performance Tracking

Table of Contents

Introduction

Google Analytics is a powerful web analytics tool that reveals complete website traffic behavior—not just search traffic, but everything that happens after a user lands on your website

Why Google Analytics Matters for SEO Professionals

Provides deeper insights than Google Search Console
Tracks user behavior inside your website (page visits, time spent, actions taken)
Helps identify which content performs well
Enables data-driven decision-making
Essential for understanding true website performance

Important Note on GA Versions

We use GA4 (fourth version) throughout this course. GA4 is event-based, unlike the older Universal Analytics (UA) which was hit-based. You won’t gain value learning outdated Universal Analytics, so we focus entirely on GA4.

Google Analytics vs Google Search Console

The Key Difference Explained

Google Search Console tells you about traffic coming from Google Search only.

Google Analytics tells you about all traffic on your website and what happens after users arrive.

Practical Example

A user searches “Nidhass Street Canada” and clicks your result (this is tracked in GSC). Once they’re on your website:

They view the homepage
Click “Book Cake Now” button
Browse cake categories
View pricing, flavors, testimonials
Check the gallery
Exit the site

Result: 1 user viewed 11 pages total (homepage + 10 internal pages).

Metric	GSC Data	GA Data
Traffic source	✓ Shows from Google	✓ Shows Google & other sources
Pages visited	✕ Shows only entry	✓ Shows all pages viewed
User behavior	✕ Limited	✓ Complete journey
Time on site	✕ Not available	✓ Available
Internal navigation	✕ Not tracked	✓ Fully tracked
Events/actions	✕ Not available	✓ All events tracked

Analogy

Google Search Console = A family member (you can visit anytime without reason) Google Analytics = A good friend (you go with problems, they give solutions)

Understanding GA4 Key Metrics

What Are the Main Metrics in GA4?

1. Active Users

Number of users who have visited your website within a specific time period (default: last 30 minutes in real-time view).

2. Total Views (Page Views)

Total number of pages viewed by all users. Calculated as: number of people × pages they viewed.

Example: 42,000 users viewing 255,000 pages = 255,000 total views

3. Events

Any action a user takes on your website. GA4 is event-based, meaning everything is tracked as an event.

What Counts as an Event?

Opening the website
Viewing a page
Scrolling
Clicking an image
Clicking buttons
Filling forms
Submitting forms
Clicking social media icons
Opening pop-ups
Any user interaction

Key Concept: In GA4, there are NO separate “page views”—they’re tracked as page_view events.

4. Key Events (Previously Called Conversions)

Events that are important to your business goal. You manually mark these as key in GA4.

Examples of Key Events

Form submission (lead generation)
“Book Cake Now” click
“Inquire Now” button click
Phone call
Product purchase
PDF download
Video play
Newsletter signup

How to Choose Key Events

A key event should represent:

Business value (generates revenue/leads)
Strategic importance (investor relations, customer inquiry)
Measurable outcomes (trackable user actions)

Example Scenario: For a startup website, viewing the “Revenue/Investment” page might be a key event if investors visit it before investing.

Event Count vs Key Event Count

Metric	Meaning
Event Count	Total number of all actions (958K in demo)
Key Event Count	Important actions only (58K in demo)

Google Analytics Structure

Google Analytics uses a hierarchical folder structure that you MUST understand:

Account

└── Property

└── Data Stream

Level 1: Account

The top level of organization in GA4.

Purpose: Organizational container for a specific company or brand
Example: Create an account named “Nidhass Street”
You can have multiple accounts for different businesses

Level 2: Property

Sits inside an Account. Represents different digital channels/properties.

Purpose: Separate tracking for different platforms
Examples of Properties:
- Website property
- Mobile app property
- Support forum property
- Blog property

Account	Properties
Nidhass Street	Website
	Mobile App
	Support Forum

Each property gets its own separate Google Analytics tracking.

Level 3: Data Stream

Sits inside a Property. Represents specific implementation channels within a property.

Purpose: Different data collection points for the same property
Example: If your Website property has both:
- Main website (www.cocothecat.online) → Data Stream 1
- Support forum (support.cocothecat.online) → Data Stream 2

Both feed into the same Website property but from different sources.

Structure Summary

Account	Property	Data Stream
Nidhass Street	Website	Main Website (www.cocothecat.online)
	Website	Support Forum (support.cocothecat.online)
	Mobile App	iOS App
	Mobile App	Android App
	Blog	Blog.cocothecat.online

Why This Matters: Each property has its own Measurement ID, which is crucial for tracking.

Events Explained in Detail

Event-Based Tracking (GA4 Philosophy)

GA4 operates on the principle that everything is an event. This is revolutionary compared to older analytics tools.

Types of Events

1. Automatic Events

Tracked by default without setup:

Page views
Scrolls
Outbound clicks
Site searches

2. Recommended Events

Pre-built events Google recommends setting up:

View item
Add to cart
Purchase
Login
Sign up

3. Custom Events

Events you create for your specific business needs:

Form submission
Video watch
Download
Custom button click

Event Tracking Flow

User Action → Event Triggered → Google Analytics Records It → You Analyze

Practical Event Example: Cake Ordering Website

When a user orders a cake:

Click “Book Cake Now” = Event 1 (button_click)
Form opens = Event 2 (form_open)
User fills: Cake name, Flavor, Quantity, Date, Message = Event 3 (form_started)
User clicks “Order Now” = Event 4 (form_submit)
Payment processed = Event 5 (purchase)

Total: 5 separate events from 1 order transaction

Aspect	Event	Key Event
What it is	Any user action	Important user action
Set up	Automatic/automatic	Manual (you decide)
Example	Scroll, click	Form submission, purchase
Visibility	Event Count	Key Event Count
Value	Informational	Strategic/business value

Setting Up Google Analytics

Step 1: Create a Google Analytics Account

Go to analytics.google.com
Click “Sign in to Analytics”
Click Admin (bottom left sidebar)
Click Create → Account

Account Setup Form

Field	What to Enter	Example
Account Name	Your business name	Nidhass Street
Property Name	Your website name	Nidhass Street Website
Country	Where you operate	India
Currency	Your currency	Indian Rupee
Business Objective	(Select “Other” for basic)	Other Business Objectives

Pro Tip: Check all Terms & Conditions boxes and proceed with “Other Business Objectives” to get default reports instead of template-specific ones.

Step 2: Create a Property

Inside your Account, click Create → Property
Name it (e.g., “Website”, “Mobile App”, “Blog”)
Select timezone and currency
Click Next

Step 3: Create a Data Stream

Select platform: Web (for websites), iOS, or Android
Enter website URL: example.com (without https://)
Name the stream: Main Website (or “Support Forum”, etc.)
Click Create and Continue

Step 4: Get Your Measurement ID

After data stream creation, you receive:
- JavaScript Code snippet (the full tracking code)
- Measurement ID (the important part – looks like: G-XXXXXXXXXX)
The Measurement ID is what actually identifies your website in GA4.

Critical Concept: How Google Analytics Tracking Works

Why Code Must Be on EVERY Page

Google Analytics works differently from Google Search Console:

GSC: Only needs verification tag (proves ownership) GA: Needs tracking code on every single page to function

What Happens When Code Executes

User visits Website

↓

Browser loads page

↓

Browser reads GA code (Google Tag)

↓

Code executes and sends data to Google

↓

Google Analytics receives: which page, how long, what user did

↓

Data appears in your GA dashboard

Pages Without GA Code = No Data Tracked

Examples of pages with no tracking:

PDFs (code can’t be embedded in files)
Video files
Document files (Excel, Word, PPT)
Pages where code wasn’t installed

Result: No information about these in Google Analytics (though GSC might have crawl data).

Installing Google Analytics Code

Method 1: WordPress Plugin (Easiest)

Go to Plugins → Add New
Search for “GA Google Analytics”
Click Install Now → Activate
Go to plugin Settings
Enter your Measurement ID (from GA4 setup)
Click Save Changes

Verification: Go to your website, refresh, and check if code is in page source (Ctrl+F: “gtag”).

Method 2: Manual Header/Footer Plugin

Install “Header Footer Code Manager” or similar
Paste the full GA JavaScript code
Set location to: Header
Set display to: Site Wide (all pages)
Set status to: Active
Save

Method 3: Google Tag Manager (Advanced)

Most flexible method
Covered in separate GTM class
Single GTM code on website manages multiple tools

⚠️Important: Never add GA code from multiple plugins. Use only ONE method. Multiple instances = duplicate data.

Verify Installation

Open your website
Right-click → View Page Source (Ctrl+U)
Search (Ctrl+F) for your Measurement ID (G-XXXXXX)
Should appear at least once (ideally on every page)

Test Connection in GA4

Go to Admin → Data Streams → Your stream
Click Test button
Green checkmark = ✓ Connected successfully
Status changes to: “Data collection is active”

Creating Custom Reports

Why Default Reports Aren't Enough

Pre-made reports look impressive but don’t match your actual business needs. Advanced users create custom reports.

Report Structure in GA4

Home – Dashboard (limited use)
Reports – Pre-built and custom reports
Explore – Deep analysis tool
Advertising – Campaign performance

Organizing Reports: Collections

Create Collections to organize reports by:
- Department (SEO team, PPC team, etc.)
- Executive (reports for different team members)
- Topic (Performance, Troubleshooting, etc.)

How to Create a Collection

Go to Reports section
Click Library (bottom of Reports list)
Click Create new collection
Name it: “SEO Reports” (or your topic)
Add topics/folders inside:
- Click Create new topic
- Name it: “Amit” (team member name)
- Save

Collections become visible in your sidebar only when they contain reports.

Creating a Custom Report: Step by Step

Step 1: Start Report Creation

In Reports section
Click Create New Report
Choose: Create Detailed Report
Select: Blank

Step 2: Add Dimensions (What You Want to See)

Dimensions = Categories/attributes of data
1. Click Dimension button
2. Search for what you want to analyze:
  - Page Path = URL structure (e.g., /cakes, /pricing)
  - City = Geographic data
  - Country = Country of visitors
  - Source = Where users came from (organic, direct, etc.)
  - Device = Desktop, mobile, tablet
Example: To see performance by URL, select Page Path and Screen Class

Step 3: Add Metrics (Measurement Values)

Metrics = Numbers/data points to measure

Common metrics:

Total Views = Page views
Total Users = Number of people
Event Count = Total actions
Sessions = Visit sessions
Engagement Rate = % of engaged users

Example: Select Total Views and Total Users to see:

How many people visited each page
How many times each page was viewed

Step 4: Apply & Visualize

Click Apply to generate table
Customize chart type:
- Line chart (trends over time)
- Bar chart (comparisons)
- Scatter plot (correlations)
Show/hide visualizations with eye icon

Step 5: Add Filters (Optional)

Filters narrow down data to specific segments.

Click Add Filter
Choose dimension (Page Path, City, Gender, etc.)
Set condition: Contains / Exact Match / etc.
Enter value: “cake” (example)

Use Case: Show page views only for URLs containing “cake”

Step 6: Add Summary Cards

Summary Cards = Key statistics in card format

Click Add Summary Card
Select metric to display
Choose visualization (pie chart, gauge, etc.)
Add filters if needed
Save

Example: A summary card showing “Toronto visitors” as a pie chart

Step 7: Save Your Report

Click Save at top right
Name it: “Top Pages – SEO”
Add tags for searchability: “AT” / “SEO”
Save

Creating an Overview Report

Overview Reports = Dashboard with multiple Summary Cards
1. Click Create New Report
2. Select Create Overview Report
3. Click Add Card
4. Browse available cards and select cards to display:
  - Traffic metrics
  - User data
  - Engagement stats
5. Arrange cards by dragging
6. Save and name it
7. Add to your Collection

Adding Reports to Collections

Go to Library
Click Edit Collection (your collection name)
Search for your report by name tag (e.g., “AT”)
Drag report into your topic/folder
Click Save Changes to Current Collection

Result: Report now appears in sidebar under that Collection

Dashboard Navigation

Section	What It Shows	Default Metric
Active Users	Users in last 30 min	Current activity
Event Count	Total actions	All user interactions
Key Events	Important actions	Your business goals
Sessions	Visit sessions	User visits
By Country	Geographic breakdown	User location
By Channel	Traffic source breakdown	Organic, Direct, Paid, etc.

Customizing Dashboard Metrics

Click on any metric (e.g., Active Users)
Search for what you want (e.g., “Views”)
Select Total Views
Click Apply

Note: Changes don’t save permanently on home dashboard—change them each time or create custom reports.

Real-Time Monitoring

Click Real Time (top right of dashboard)
Shows data for last 30 minutes and last 5 minutes
View:
- Which pages users are currently on
- Which traffic source they came from
- What actions they’re taking
- Which key events are happening

Use Case: Monitor website performance during campaign launch

Filtering Dashboard Data

Click filters to see:

By Country → See geographical distribution
By City → Local performance
New Users vs Active Users → Distinguish new vs returning

Filter	Meaning
Active Users	All users in time period
New Users	First-time visitors only
Returning Users	Previously visited

Key Takeaways

What You’ve Learned

✓ GA4 Basics: Event-based tracking system
✓ GA vs GSC: Different purposes, complementary data
✓ Key Metrics: Users, Views, Events, Key Events
✓ Structure: Account → Property → Data Stream
✓ Setup Process: Account creation → Property → Stream → Code installation
✓ Code Installation: Why every page needs it, how to install
✓ Custom Reports: Creating tailored reports for your needs
✓ Organization: Using Collections and Topics
✓ Dashboard: Navigation and customization

Critical Reminders

GA Code Must Be on Every Page
- Without code, no data is tracked
- PDFs, videos, files have no GA tracking
- Use plugins or manual installation
Measurement ID is Everything
- Same ID across all pages
- Only thing that changes between websites
- Found in Data Stream settings
Google Analytics Takes Time
- New websites show minimal data initially
- Wait 24-48 hours for significant data
- Use demo account for learning if needed
Events vs Key Events
- Automatic events track everything
- You manually mark important events as key
- Focus on business-critical actions
Reports Are Your Analytics Tool
- Don’t spend time on default dashboard
- Create custom reports for your needs
- Use Collections to organize reports

Important Concept: How GA Differs from GSC

Task	Tool
Track search traffic from Google	Google Search Console
See keywords & rankings	Google Search Console
Monitor internal user behavior	Google Analytics
Track conversions/goals	Google Analytics
Understand complete user journey	Google Analytics

What's Next

This is Part 1 of the Google Analytics series. In upcoming classes, you’ll learn:

Part 2: Advanced reports and Explore functionality
Google Tag Manager: Easier tracking without code modifications
Event Tracking: Setting up custom events for your business
Ecommerce Tracking: Tracking sales and products
Advanced Segmentation: Analyzing specific user groups
Conversion Optimization: Using GA data to improve website

Practice Assignment

Before the next class:

Create your Google Analytics account
Connect your website (or use demo account)
Install GA code using a plugin or manually
Verify code installation (View Page Source)
Create 2 custom reports:
- Top Pages (dimension: Page Path, metric: Views & Users)
- Traffic by Country (dimension: Country, metric: Users)
Organize reports in a Collection
Explore Real-Time data on your website

Remember: Learning GA requires hands-on practice. Watching videos alone isn’t enough, you must practice these steps yourself.

Additional Resources

Video Tutorial: Available in Amit Tiwari’s Advanced SEO Course
Demo Account: Use Google’s demo account to practice without your website
Next Class: Part 2 covers advanced reports and deep-dive analysis

Course: Advanced SEO Course 2026 | GEO Course
Instructor: Amit Tiwari (AmitTiwari.net)
Class: 32 – Google Analytics Part 1
Topic: Advanced Google Analytics for SEO Professionals

Quick Reference Checklist

Before Installing GA4

Decide if using WordPress plugin or manual installation
Get your Measurement ID ready
Ensure you have admin access to website

After Installation

Verify code appears on all pages
Check connection with “Test” button in GA4
Wait 24-48 hours for data to appear
Start creating custom reports

For Custom Reports

Define your business question first
Choose appropriate dimension
Select relevant metrics
Add filters if needed
Save with searchable name
Add to Collection

Best Practices

✓ Use only ONE method to install GA code
✓ Create custom reports for your needs
✓ Organize reports in Collections
✓ Mark important events as “Key Events”
✓ Review data regularly
✓ Practice and explore features

This study guide is designed for understanding Google Analytics basics and custom report creation. For implementation support, refer to the full course video.