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If you work in digital marketing, surely you know that Google Analytics is a fundamental tool for knowing the impact that your actions cause on your audience. For this reason, I’ll share with you today how to use Google Analytics (Introductory Tutorial for Beginners). Let’s begin!

Why should you use Google Analytics?

Before diving into its utilization, it’s important to mention why you should use Google Analytics if you work in digital marketing. First off, is the most complete free analytical tool that you can go to when studying the impact of your communication efforts on the Web.

Using this analytical instrument helps you avoid running your digital marketing strategies “blindly”. It offers you precise data about your web site and publicity campaigns’ performance, as well as the behavior of your audience. These are the types of data that you can get from Google Analytics:

Why should you use Google Analytics?

One essential benefit of GA is the clarity with which it shows you information. In each display the data are presented in the form of simple graphs and references. So you can obtain a return of your marketing strengths which allows you to adjust your strategies in order to direct your investments more efficiently.


Now that you know why you should implement this tool, let’s move on to learning how to use Google Analytics (introductory tutorial for new users).


How to activate your Google Analytics account

Follow the next steps to start using Google Analytics:

1-  Go to this link. Once there, click the button “Create an account” located above to the right of the screen.


2- Next enter the password of you of your Google account. If you haven’t initiated a session, you must do so.


3- Now you should register on Google Analytics. To do this you have to press the button “Register”, as shown below.


4- Complete the fields with information from your site.

Clarifications: To know more about property settings on Google Analytics, click on this link. As for establishing the time zone, I advise using the one which pertains to the bulk of the site’s audience that you are going to analyze for a better reference when interpreting the data.



5-  To finish creating your account, press “Get Tracking ID” and accept the terms of use.



Great! Your GA account is activated. The following step must be done by a professional or yourself if you have programming skills. This is inserting the code that you were given by Google Analytics into your website in order to start obtaining data about your audience’s behavior.

In this guide we don’t delve in this process given that it exceeds the intentions of this tutorial. You can obtain more information on how to configure the Google Analytics Tracking Code on your website by clicking here. You can always consult GA’s help module for more information.

How to use Google Analytics? Tutorial for Beginners

Upon logged on to your account the “Main” tab is already selected by default, which shows the page(s) you have associated with Google Analytics. Here you can see a summary of each accounts’ current status, based on specific criteria which we’ll explain later.

Google Analytics




As shown in the image, in the Main Page you can quickly know the general statistics of each site. This is useful for those advanced users, who get information from various web pages, given that with only a glance that can know if it has grown or not during a certain period of time.

Now I will show you how to learn your website’s data a specific way. To do this, first you should check that the web page you want to analyze is selected through the menu in the upper right corner of the Google Analytics page.

Next you should go to the Reports tab, as shown in the image below. In this, the data concerning your audiences’ behavior when glancing at your site is shown, it’s presented in the form of graphs and numbers and arranged in different panels.

Audience Overview Google Analytics


As you can see, there is a lot of information and technical vocabulary in each section. Because of this, next we’ll show you what each of the main terms that you will see on Google Analytics means.

Basic Google Analytics Vocabulary

These are definitions of the most important tools and data that Google Analytics offers, as explained by specialists:

Dimension: This is a descriptive or characteristic attribute of an object which can be different numerical values. Some of the dimensions that appear by default in Google Analytics are Browser and Session Length.

Metrics: Are individual elements of a dimensión that can be measured as a sum of proportion. For example, Average Session Duration and Pages/Session are metrics used by GA.

Users: Refers to a person that has had at least one session during a certain period of time. This includes both new users as well as returning ones.

Session: Is the time period during which a user is navigating on your website, within a given period of time. Thus, all the use information (Screen Visualization, Events, etc.) is associated with a session.

Number of page views: Shows the total quantity of page views. Repeated views of the same page are included in this metric.

Pages/Session: This is the average number of pages viewed during a session. It includes repeated views of the same page.

Average Session Length: Shows the average amount of time of a session.

Bounce Rate: It is the percentage of views to a certain page (for example, views in which people leave your site from the Home Page without interacting with the page).

New Session: Displays an estimated percentage of visitors that entered your site for the first time.

Objectives: Allow you to measure how often users carry out specific actions on your website.

Conversions: Show the number of time in which the objectives have been completed on your website.

Campaigns: Allow you to add settings to any URL from your website to obtain more information about your referral traffic.

Referral Traffic: This is the segment of traffic that enters your website through an external source, for example a link in another domain.

Acquisition: Shows how you acquire users.

Behavior: Name given to a set of data designed to improve your content.

How to use Google Analytics’ Report Menu?

Now that you have some knowledge on basic Google Analytics terminology, you can start to analyze your website’s data. When you go to the Reports panel for the first time, GA displays a series of data by default. Towards the left of the screen you can find the following menu to personalize the application:

Audience Overview Google Analytics


Dashboards: This option enables you to generate personalized views of your Google Analytics, through widgets. This is very useful for finding specific information without having to consult the standard reports. To add new widgets click on “New Panel”.

Shortcuts: Shows the list of your “shortcuts”, meaning, the most used Google Analytics reports. To create a shortcut on GA, you only have to click on the button “Shortcut” that you will find in every data panel you visit:

Intelligence Events: This is the possibility to establish alerts, so that Google Analytics sends you email notifications in certain situations. For example, you can activate alerts so the system notifies you when your site experiences an abrupt fall in the quantity of conversions achieved.

Real Time: Instantly shows you what is happening on your website at the current moment. This way you can know what the pages are being viewed at this moment, how many users are on the site and other data.

Google Analytics Standard Reports

You can find them in the same menu that we have been analyzing (the last four options) and in these you will find the bulk of the data that will help you know how you audience behaves on your site. Let’s get to know them:

Audience: Provides you information about the users that visit your site. From how long their sessions are to what browser they use to enter your webpage. You can opt between getting a general visualization of your audience or analyze Active Users activity.


Audience Overview Google Analytics

Acquisition: This report informs you about your audience’s provenance, meaning the origin of your website’s traffic. It provides you information such as what the quantity of organic views is or referrals obtained. It’s very useful to learn your strategy’s effectiveness on Social Networks, AdWords, etc. for guiding users to your website.


Acquisition Overview Google Analytics 

Behavior: In this case the objective is to offer you data in order to know how the audience interacts with your site. This way you can access relative information on which pages on your domain are the most visited, how long sessions last, what the average residence time on the page is and more.


Overview Google Analytics

Conversions: This panel helps you know how close you are to completing your specific goals. This offers you data about events such as the performance of your URLs objective, eCommerce metrics, your Product’s Performance, Performance of your sales and more.

To be able to use this panel, it’s necessary that you define the objectives beforehand that you want to measure in relation to your own needs. You can learn how to do this through this guide of Google Analytics Help.



This is all for today! I hope that you have found this guide useful on How to use Google Analytics (Introductory Tutorial for Beginners). No doubt, this is a complex tool which requires patience and dedication.

To that regard, the goal of this post was to give you basic elements and references so that you start to use it for yourself. Tell us later!

Did you like this article? Have you already used Google Analytics before? Let us know your experience! And please, remember to share this blog post with all your contacts. See you soon!