School Of Digital
Marketing
Web Analytics and Tools
Submitted To:
Mr. Kapil Sharma
(Assistant Professor)
Submitted By:
Prabha Gupta
MSc 3 (Sem)
7
Acknowledgment
With immense pleasure, I Prabha Gupta am
presenting the report on Web Analytics and Tools
as part of "MSc Digital Marketing". I wish to
thank all the people who gave me
unending support I express my profound thanks
to our Professor Mr. Kapil Sharma,
who gave me the opportunity to work. and all
those who have indirectly guided and helped me
in the preparation of this report.
Certificate
This is to certify that the project is titled
Web Analytics and Tools submitted by
Prabha Gupta in fulfillment of the
requirements for the MSc in Digital
Marketing.
The project was authentic work done under
the supervision and guidance of of the
requirements for the MSc in Digital
Marketing.
The project was authentic work done under
the supervision and guidance of Mr. Kapil
Sharma.
This project has not been submitted to any
other institution for the award of a master.
INDEX
1.Create analytics code add on the
website.
2.Give an overview of google
analytics.
3.How can we emphasize more on
a specific location of keywords if
we are getting good results. Also
explain all the attributes.
(Steps of create analytics code and where
to add to the website)
STEP 1:- Open the dashboard of Google Ads
STEP 2:- Go the Tools & Setting on top menu
STEP 3:- Select the Google Analytics option
STEP 4:- Now You will get the Dashboard of Google
Analytics
STEP 5:- Click on the "Admin" tab.
STEP 6:-Select the account and property where you
want to add the tracking code
STEP 7:- Fill the account name & tick the option
STEP 8:- Complete the Business infromation
STEP 9:-After that accept the terms of Service
Agreement
STEP 10:- Now select the Data Streams option
STEP 11:-Set up your web stream
STEP 12:- Here is view tag instructions
STEP 13:- Copy the tracking code provided by Google
Analytics.
STEP 14:- Open the Dashboard of website
STEP 15:- Now go to the Appearance option and select
the theme file editor
STEP 16:- Now left side select the header.php
STEP 17:- Paste the Google Analytics tracking code just
before the closing </head> tag and update file
Now, you've successfully added Google Analytics
to your website.
Overview of Google Analytics:
Google Analytics is a powerful web analytics tool provided
by Google. It allows website owners and marketers to track
and analyze various metrics related to their website's
performance, user behavior, and marketing efforts. Here is
an overview of Google Analytics:
1.Data Collection: Google Analytics collects data from
websites through a tracking code snippet that is placed on
each page. This code captures information about user
interactions, including page views, clicks, conversions, and
more.
2.Audience Analysis: Google Analytics provides detailed
information about your website's audience. It offers
demographic data such as age, gender, and location,
allowing you to understand your visitors better. This data
helps you tailor your marketing efforts to target specific
demographics.
3.Real-time reporting: Google Analytics provides real-time
data on active users, pageviews, traffic sources, and more.
This feature allows you to monitor immediate changes, such
as the impact of a marketing campaign or the launch of new
content.
4.Analyze current performance: Before making any
changes, analyze your current keyword performance in the
target location. Identify the keywords that are already
performing well and driving traffic or conversions from that
location.
5.Conduct keyword research: Perform keyword research
specifically for the target location. Look for location-
specific keywords that have search volume and relevance to
your business. Tools like Google Keyword Planner, SEMrush,
or Ahrefs can help in identifying relevant keywords.
(Steps How can we emphasize more on a specific location of
keywords if we are getting good results. Also explain all the
attributes)
STEP 1:- Open the dashboard of Google Ads
STEP 2:- Now select the campaign
STEP 3:- Now go to locations option
STEP 4:- Select any Keywords and adjust the bidding
Attributes in Google Analytics:
1.Sessions: The total number of interactions a user has on your
website within a specific time period.
2..Users: The count of unique users who have visited your
website within a specified time frame.
3.Pageviews: The total number of pages viewed on your
website by all users.
4.Bounce Rate: Percentage of single-page visits (users who
navigate away without interacting).
5.Average Session Duration: The percentage of single-page
sessions where the user leaves your site without interacting.
6.Conversion Rate: The percentage of sessions that result in a
goal completion or conversion.
7.Acquisition: Shows how users are acquired, including
sources such as organic search, paid search, direct, and
referrals.
8.Behavior: Analyzes user interactions with site content,
including popular pages, site speed, and events.
9.Geo: Provides insights into the geographical location of your
website visitors.
