Set up and use Google Analytics - how it works

With Google Analytics you can analyze your website in detail. We explain step by step how to set up Analytics in this practical tip. By CHIP expert Florian Kolbe.

Google Analytics: data collection for comprehensive analyzes

Google Analytics is a powerful tool for measuring data traffic on websites and therefore an ideal tool for targeted web analysis.

• Google Analytics is actually an invention of the software manufacturer Urchin, which was taken over by Google in 2005. You can still identify the origin by the process name Urchin Tracking Monitor (UTM).
• Setting up Google Analytics means that you can do a professional web analysis of your website.
• To give you an idea of ​​how far these analyzes extend, here are the classic examples of the data collected: Which pages and content do users click on most often? What is the overall length of stay on the website? How many users leave the site without any action? From which source do visitors come to the site? What actions are carried out on the website?
• You can see that the actions of users with Google Analytics are clearly examined and strategic decisions regarding the website can be derived from them.

Setting up Google Analytics: step by step

To set up and use Google Analytics, you need a Google account.

• You can also use it to log in to the Google Analytics homepage by entering your email address and password. If you don't already have a Google Account, create one beforehand.
• The registration form of Google Analytics itself must then indicate whether the service is intended for a website or an app.
• To ensure that not everyone has access to the analysis of your website, you must validate the website before using it. That means you have to prove that you are actually the owner or authorized to work on and with the website.
• A website is also referred to as a property in Google Analytics. You can create and manage up to 50 properties in your account.
• However, it is not necessary to create your own property for certain areas or directories of a website. The data views are used for this.

Validate the website

If you set up Google Analytics, the website must be validated. There are different ways of doing this.

• You can either do this via your mobile phone number or via the email address that you specified when registering.
• You will receive a code that you must enter to confirm.
• Only then will Google know that you are actually the operator of the website.
• Do not see this as a bully, but as a professional security measure in your sense.

Integration of the tracking code

In order to set up and use Google Analytics correctly, you need a tracking code.

• This is a Java Script code snippet. This includes a tracking ID that is flawless and only assigned to your website.
• To obtain the ID, fill out a form that asks for information such as the name of the website and the branch of your company.
• You will find the form under "Administration" and then in the "Account" tab. Click on the "Create Account" button to call it up.
• As a company, you must also complete a contract for order data processing and send it to Google. This is a legal requirement for data collection.
• After receipt, the tracking code is integrated into the header or footer area of ​​the source code of your website.
• This can be done directly in the source code or, in the case of content management systems such as Wordpress, using appropriate plugins.
• A third option is to use the Google Tag Manager. Please note that the code snippet contains the command to anonymize the IP address. This is also mandatory for data protection reasons and from a legal perspective.

Creation of data views

You can create up to 25 data views in a website or property. They can be used to filter and edit data as required.

• To add a new data view, click on the menu in the "Data view" column.
• After creating it, it can also be configured as required using the "Settings" menu item. This makes Google Analytics a tool for individual and therefore targeted web analysis.
• Please note, however, that a data view is only filled with data after it has been created. So no data from the past is included.
• It is recommended to use a master view without any filters.
• You can then create further data views, for example with the exclusion of bots.

Keep an eye on remarketing

Remarketing is also part of setting up full Google Analytics. If you also use Google Ads, the remarketing tool offers you the opportunity to target users of your page after they have visited them.

• You can activate remarketing in two ways: either by activating it in the property settings or by integrating and adjusting the tracking code.
• If remarketing is activated, you can create lists with specific users. You can align this according to user behavior, for example visiting certain subpages or a certain length of stay.
• You can then use these lists for remarketing campaigns in Google Ads.

Use Google Analytics specifically

It is important for webmasters that the analysis results are also implemented as part of strategic changes. To do this, they need to know which pages or content are particularly attractive to visitors.

$config[ads_text5] not found

• The page must be informative and emotionally appealing to a visitor.
• Google Analytics provides clear data on which pages have succeeded and where there is still room for improvement.
• This can be seen from the length of stay or sharing in social media.
• The statistics that form the basis for improvements to the website are the reason why many webmasters set up and use Google Analytics.
• However, this must be stated in the data protection declaration. The legal notice is mandatory for site operators.
• Dealing with the data sets requires some practice. However, online there is enough information and instructions on how to evaluate the data in a meaningful way.
• This can also be communicated to the user in such a way that Google Analytics is not an enemy and a data protection issue, but that the tool is much more intended to significantly increase the usability and attractiveness of a website for individual visitors.

About the author

Florian Kolbe works at Online Solutions Group as an online marketing manager. For him, dealing with SEO, SEA and the corresponding tools is part of everyday work.

$config[ads_text6] not found

In a further practical tip, we have put together a few tips for you on how to use Google Analytics sensibly for your website.