Before we view and use the reports we need to collect data, Google Analytics collects data in a no. of ways and the most common is google analytics tracking code it is actually most important, by implementing google tag manager we actually used google tag manager to deploy the tracking code on our website, we can also collect data by HTML or Accelerated Mobile Pages (AMP) as well as mobile apps and feed data directly into google analytics using the measurement protocols.
Data Processing and Data Reporting:
This is where the configurations we have made inside Google Analytics reply to the data as its process, things like filters apply at this stage called configurations, and so on. This is where we can access the processed data thru the interface or google analytics API’s we can also make use of other tools like google data studio or google shapes and more and this is actually still making use of the API for pulling that data into the different tools so we can represent the data, visualizing the data and present it into the different ways. You can make customizations in all these at any of the stages.
When u collecting data Google Analytics will collect pages of pages that people are viewing on your website u can also send the additional custom data to google analytics as well. For Example: (Events) for Scroll Tracking, people clicking on outbound links, watching infographics, videos, and more. When data is processed u can choose to import it into the google analytics to also extend it to your reports.
Like u can import advertising calls data from platforms like Facebook, LinkedIn, and Twitter into the reports. You can also customize the way u are reporting data using the options built into Google Analytics including the custom reports in dashboards but we can go further as I have mentioned we can build dashboards and reports, for example inside google data studio reports.
Let’s talk about How Google Analytics Tracking Code works in more Detail:
The important things of google tracking code are that it needs to be placed on all the different pages of the website in case we missed a page then we are going to notice a gap in the content and is also likely to see some self-Referrals the referrals from our own website showing up inside a report. So really important to place the tag on every page of our website probably using the Google Tag Manager from there what happened that the tracking code checks to see if there are existing browser cookies on the user’s browser.
If there’s no cookie it creates a new cookie and if there’s an existing cookie google will update that cookie for us. Now, what happens that google analytics code tracks all the data about the users including the details of pages and all of these are sends to the Google Servers?
Modifying Data:
We can modify and customize our data in google analytics is by using filters. The most common filter in google analytics is an IP filter where we can exclude our own traffic to showing in our reports by excluding our own IP address. Let’s discuss How we can create a Filter first we come to Admin Section and select filters option from here we can add filters then u can name the filter, in this case, create a simple IP address exclusion filter then select exclude and then traffic from IP address u can also select the custom IP filter and in this case select the IP address and enter the IP address. After entering the IP address click on save. After completing all these stuff u have excluded your own IP address to show on the reports of Google Analytics Data.
These are all but just glimpses into the world of the latest trends of Google Analytics in Digital Marketing. In order to know more about not just the changing trends, but also about any of the updates in the Digital Marketing world or in order to have complete command over various Digital Marketing modules, enroll at Digital Technology Institute and get trained by the best digital marketing professionals that India has to offer.
