How to Setup Google Analytics in Your Website

Google Analytics is a system designed by Google that tracks metrics or statistics of a particular website. By adding Google Analytics to your website, you can track the amount of visitors to your website, the keywords they used to find your website, the names of search engines or other websites that referred visitors to your website and more. Adding Google Analytics to your website may be useful if you want to increase traffic and improve conversion rates, among other metrics. Here are steps on how to add Google Analytics to your website.

Setup Google Analytics in Your Website

You will need a Google account to use Google Analytics. If you employ services like Gmail, Google Drive, or Google Plus, then you already have one. Otherwise, you will be required to create a new account.

The account associated with Google Analytics should be one that only you control. While you can always grant access to others, such as a web developer, designer, or SEO consultant, it’s not a good idea to give someone else authority, as you run the risk of losing your data.

Follow these steps to set up Google Analytics on your website.

1. Go to the Google Analytics site and click the “Sign In To Google Analytics” button located in the top right corner.

2. Use your Google account credentials (i.e., username and password) to sign in, after which Google will present the three steps required to begin analyzing your site’s traffic.

Three steps are required to use Google Analytics.
Three steps are required to use Google Analytics.

3. Click the “Sign Up” button. This step begins the process of setting up your Google Analytics account.

4. Complete the new account form. Clicking the “Sign Up” button takes you to the new account sign up page for the website you would like to track. Give the account a name (your business name will do), and then complete the fields for the website name, website URL, industry category, and time zone in which you want Google to report tracking data.

Google Analytics account sign up form.
Google Analytics new account sign up form.

5. Choose data sharing options. These options let you customize how you share information with Google. Your data is secure and confidential, but you can give Google access to it in aggregate form, to help improve your site, and other sites as well.

Google Analytics data sharing options and tracking ID button.
Google Analytics data sharing options and tracking ID button.

6. Click the “Get Tracking ID” button. Clicking this button gives you the HTML code you will need to insert on the website you want to track. Google will first present you with its Terms of Service agreement, which you must accept prior to gaining access to the tracking code.

Google Analytics Terms of Service agreement.
Google Analytics Terms of Service Agreement.

Implement Google Analytics Tracking Code

After setting up your account, place the tracking code on your website, which you can do in one of two ways: Add it directly to each page of your site or use a tool called “Tag Manager.”

Sample Google Analytics tracking code.
Sample Google Analytics tracking code.

Add code directly. Adding the tracking code to each page of your site is the most straightforward method. However, it requires that you have an understanding of HTML and have access to the source code on your site. If that’s not the case, you will need to hire a web developer to handle the implementation.

Use Tag Manager. Google Tag Manager is a free tool that makes it easy to add and update website tags, which are snippets of Javascript code designed for use with multiple analytics and ad performance tracking tools, such as Google AdWords conversion tracking and remarketing.

Once you have successfully installed the tracking code, it will take 24 hours before you see data appearing in the analytics reports.

Configure User Management, Views, Goals, and Webmaster Tools

A few more steps are required to implement Google Analytics fully. These include setting up user management, views, and goals, and connecting to Google Webmaster Tools. Click the “Admin” link, found at the top of the Google Analytics dashboard, to access these components.

Google Analytics admin link.
Google Analytics admin link.

Here’s a summary of the functions each component performs.

User Management. You can allow other users to see reports and give them permission to make configuration changes. You can also set user access for the entire account, the website property, or individual views.

Views. You can add reporting views that filter out internal traffic from your company or that show traffic only for specific parts of your site. Each website can have up to 25 different views. Go to “View Settings,” found under the “View” column in the admin section, to configure the settings.

Google Analytics view settings.
Google Analytics view settings

Goals. Set up Goals to see conversion rates in your reports. Goals can be sales-related, for ecommerce sites, or non-sales-related, such as completed forms or video views.

Google Analytics goals.
Google Analytics goals.

Webmaster Tools: You should consider linking Google Analytics and Webmaster Tools, which you can do by going to “Product Linking > All Products,” found under the “Property” column in the admin section. Webmaster Tools allows website owners to check the indexing status of their site and optimize its visibility in Google Search.

Note: Google now refers to Webmaster Tools as “Search Console,” but the former term is the one used with GA.