How To Setup and Install Google Analytics on Your Website

Your Essential Guide to Website Analytics

TL;DR:

• Google Analytics is free and used by over 56% of websites to track traffic, conversions, and visitor behaviour
• Setup requires a Google account, Analytics configuration, and installing a tracking code on every page of your website
• WordPress users can install tracking codes via plugins or theme settings; other platforms have built-in Analytics integration
• Use Real-Time reports to verify your tracking code is working correctly before waiting 24 hours for full data
• Set up goals, link Google Ads, and configure views to unlock the full power of your website data

Why You Need Google Analytics

Google Analytics is a powerful tool that provides valuable insights into your website and its visitors. It's one of the most popular tools digital marketers use today. In fact, more than 56% of all websites use Google Analytics to mine key information about their visitors.

With Google Analytics, you can discover:

• How much traffic your site receives
• How much traffic individual pages generate
• Where your traffic originates (which websites refer visitors)
• Which keywords attract the most traffic
• How many leads you convert
• Key demographic information about your visitors
• Geographic location of your customers
• Whether traffic comes from desktop or mobile devices

Once you have this information, you can use it to measure and track your traffic goals and make more informed business decisions. This data becomes the foundation of your digital marketing strategy. Oh, and Google Analytics is completely free.

Ready to jump on the Google Analytics bandwagon but not sure where to start? This guide will walk you through how to set up a Google Analytics account and start using it for your website.

Step 1: Create a Google Account

To use Google Analytics, you need a Google Account. If you already have a Google or Gmail account, you can use it. Otherwise, you'll need to create one. Follow these steps:

1. Visit the Google Account creation page
2. Fill out your information and click "Next Step"
3. Optionally create a public Google+ profile (this step is not required)

Step 2: Set Up Google Analytics

Using your Google account, you can now set up Google Analytics for your website. Follow these steps:

1. Log into your Google account and navigate to https://analytics.google.com/
2. Click "Start measuring" or "Set up for free"
3. Enter your Account Name
4. Configure data-sharing settings (optional)
5. Click "Next" and select "Web" as your property type
6. Fill out your property details: Website Name, Website URL, Industry Category, Reporting Time Zone
7. Click "Create" and accept the Google Analytics Terms of Service Agreement
8. You'll receive a unique tracking code (Measurement ID) ready to be installed on your website

Step 3: Install Your Tracking Code

Google Analytics tracks information about your website by using the unique tracking code you received in Step 2. It must be installed on every page of your website to function properly. As your webpage loads, the tracking code sends visitor information to your Google Analytics account, which appears in your reports.

Installation methods vary depending on how your site is built.

WordPress Websites

For WordPress websites, there are two installation methods:

Method 1: Install a Google Analytics plugin

Plugins like "Insert Headers and Footers" or "Site Kit by Google" allow you to simply paste your tracking code. This is the easiest method for non-technical users.

Method 2: Paste your tracking code into your theme

If your theme has header or footer script options, paste the tracking code before the </head> tag (for header) or before the </html> tag (for footer).

eCommerce Websites

Most eCommerce platforms (Shopify, WooCommerce, BigCommerce) support Google Analytics integration. Typically, you'll enter your tracking code or Measurement ID in your platform's settings under "Analytics" or "Integrations."

Other Website Platforms

If your website is built on platforms like Squarespace, Wix, or Webflow, check your settings for an "Analytics" or "Integrations" section where you can add your tracking code. For custom-built websites, paste your tracking code into the <head> section of every webpage.

If you're unsure how to correctly add the tracking code to your website, get in touch with a web development team who can help you install it properly.

Step 4: Verify Google Analytics is Working

Once you've installed your tracking code, you should be set up to use Google Analytics. However, most data appears in reports 24 hours after collection. To confirm everything is working immediately, use the Real-Time reports.

To verify your tracking code:

1. Open Real-Time reports in Google Analytics (found in the left sidebar under "Reports" > "Real-time")
2. In another tab, open your website and navigate through several pages
3. If your tracking code is installed correctly, you'll see the pages you visited appear in the Real-Time report

Another verification method is using a tool like GA Checker. By entering your website URL, this tool scans every page to check if the Google Analytics tracking code is present throughout your site.

Step 5: Configure Google Analytics Settings

Now that you've installed Google Analytics, it's time to configure it properly to maximise its value for your business.

Grant Team Access

If you're working in a team, set up permissions for others to access your website data. In the Admin dashboard, click "Account Access Management" or "Property Access Management" and add users by entering their email addresses. You can control which permissions to grant each user.

Link to Google Ads

If you advertise with Google Ads, link it to your Google Analytics to see detailed information about how people interact with your ads and website. In the Admin dashboard, navigate to "Google Ads Linking" to connect your accounts.

Understand Properties and Data Streams

A property in Google Analytics represents your website, mobile app, or blog with a unique tracking code. You can track multiple properties under one account. Data streams are sources of data (web, iOS app, Android app) within a property.

Set Up Goals and Conversions

Goals measure how well your website achieves your objectives. Define goals to track specific activities like purchases, form submissions, or file downloads. Once defined, Google Analytics collects data on how often users complete these actions, providing powerful insights into your website's effectiveness.

Useful goals to set up:

1. Contact form submissions
2. Phone call clicks
3. Product purchases
4. Newsletter signups
5. Resource downloads
6. Time spent on page (engagement)

Assign Values to Goals

By assigning monetary values to goals, you can track revenue from different traffic sources. This reveals exactly how much money you make from Google Ads, social media campaigns, or organic search - giving you clear ROI data for your marketing efforts.

Learn More

If you're ready to dive deeper into Google Analytics, Google has created free courses through Google Analytics Academy:

• Google Analytics for Beginners
• Advanced Google Analytics
• Google Analytics 4 (GA4) Essentials

Conclusion

Google Analytics is an essential tool for any Australian business serious about understanding their website performance and making data-driven decisions. By following these five steps, you'll have a fully functional analytics setup that tracks visitor behaviour, measures conversions, and provides actionable insights to grow your business.

Remember, installing Google Analytics is just the beginning. The real value comes from regularly reviewing your data, setting meaningful goals, and using insights to optimise your website and marketing strategies.

Need help setting up Google Analytics or interpreting your website data? At Ziff Digital, we're a digital marketing agency offering comprehensive SEO and analytics services to Australian businesses. We're passionate about helping businesses gain visibility and growth through data-driven strategies. Get in touch with us today to discuss how we can help you take your online marketing to the next level.

Thanks for reading—from the results-driven team at Ziff Digital.