How to Set Up Google Analytics: A Beginner’s Guide for Small Businesses
Google Analytics is an essential tool for small business owners who want to understand how visitors interact with their websites. It’s also the first tool that an SEO specialist (like me) or an SEO agency will request access to before completing your SEO audit. In this guide, I’ll walk you through the basics of Google Analytics, explain why it’s important, and show you how to set it up for your website.
What is Google Analytics?
Google Analytics is the gold standard web analytics service that tracks and reports your website’s traffic. It provides detailed insights into how users find and interact with your website, what pages they visit, and how long they stay. This data is invaluable for making informed decisions about your online presence and marketing strategies.
Do I really need Google Analytics for my small business?
Absolutely. Google Analytics helps you understand your audience, monitor website performance, and measure the effectiveness of your marketing efforts. For small businesses, this data can be crucial for optimizing your website, attracting more visitors, and increasing conversions. Without Google Analytics, you’re essentially flying blind in the digital world. I recommend that every business owner has a Google Anaytics (GA4) account as well as a Google Search Console account.
Do I need to pay for Google Analytics?
No, Google Analytics is completely free. There are premium versions, such as Google Analytics 360, which offer additional features and support, but the standard version is more than sufficient for most small businesses.
Watch how to set up your GA4 for beginners.
How Do I Set Up Google Analytics for My Website?
Setting up Google Analytics is a straightforward process, but it’s important to follow each step carefully. Here are the steps:
Step 1: Create a Google Analytics Account
Go to Google Analytics.
Sign in with your Google account that is associated with your website. If you don’t have one, you’ll need to create one.
Click on "Start measuring" to begin setting up your Google Analytics account.
Type in an account name.
Select the account data sharing settings you feel comfortable with.
Step 2: Set Up a Property
After logging in, create a new property where your website’s data will be stored.
Enter your website’s name, reporting country, time zone, and currency.
Click "Next" to proceed.
Step 3: Describe Your Business
Select your industry category. If you have more than one that apply, just choose one. If you can’t find any that apply to your specific business, select “Other business category” at the bottom.
Select your business size.
Step 4: Choose Your Business Objectives
Select one or more objective that fits your business. Leads, traffic, and engagement should apply to most businesses. Sales only applies to your business if you sell items on your website.
Click “Create” to proceed.
You will then be prompted to read and accept the Term of Service Agreement. Make sure you have your correct country selected here.
Step 5: Start Collecting Data
Choose which type of platform you are setting up (web or app).
Type in your website URL and a Stream Name.
Click “Create and Continue”.
Step 6: Set up a Google Tag
You’ll receive a unique Tracking ID and a piece of code. The type of website you have determines which one you will need to use.
If your website is not build in a CMS or website builder, copy this code, as you’ll need to add it to your website in the header section.
If you’re using a CMS or website builder, click on “Other Options” > “Install with CMS or Website Builder”
Click “Next”.
Select the Platform that your website is hosted (Shopify, Squarespace, Wix, etc.) If you are’t sure, you can click the “Scan” button, and it will tell you.
Specific instructions will pop up for your website’s platform.
Step 5: Add the Tracking Code to Your Website
If your website is not build in a CMS or website builder, copy and paste to add the code directly into the HTML of your site’s header.
If you are using a website builder, follow your specific instructions. For example, if using Squarespace, copy your tracking ID, log into Squarespace, go to settings > developer tools > external API keys and paste your tracking ID in the Google Analytics space.
Step 6: Verify Your Tracking Code
Go back to your GA setup page. Either click “Test Installation” or back on your “Start Collecting Data” page, click “Next”.
Click “Continue to Home to see your Google Analytics dashboard.
Under “Active Users” click on “Real-Time” to see if data is being collected.
Visit your website on another device or window to see if your visit appears in the Real-Time overview. Give it a minute or so to register you as a real time user. If you have any ad blockers set up in your home, you will need to turn them off momentarily.
Note: While the Real Time data should work immediately, it may take a few days to see any other data in your dashboard.
How do I add users to my Google Analytics account?
If you want to grant access to other team members or an SEO specialist like me:
Navigate to the Admin Section: Click on “Admin” in your Google Analytics dashboard. (It’s the gear on the bottom left.")
Select “Property Access Management”: Under the Property column, click on “Property Access Management.”
Add a New User: Click the blue plus sign in the top right corner, then select “Add users.”
Enter Email Address: Type in the email address of the person you want to add.
Choose Permissions: Select the level of access you want to grant—Viewer, Editor, Analyst, or Admin. If you are setting it up for an SEO specialist to work on your site, they will need “Editor” access.
Notify the User: Check the box to notify the user via email, then click “Add.”
What can Google Analytics tell me about my website?
Google Analytics provides insights into several aspects of your website’s performance, including:
Visitor Behavior: Understand what pages your visitors are viewing, how long they’re staying, and what actions they’re taking.
Traffic Sources: Discover how visitors are finding your website—whether it’s through search engines, social media, direct visits, or referral links.
Audience Demographics: Learn about your visitors, including their location, which is really helpful information for local SEO. Knowing about your audience can help you tailor your content and marketing strategies.
What is the most important GA metrics for my small business?
For small businesses, focusing on a few key metrics can provide valuable insights:
Sessions: The total number of visits to your website.
Bounce Rate: The percentage of visitors who quickly leave after viewing only one page. If your website has a high bounce rate, it could indicate issues with user experience like page speed, the content not matching their intention, or the design.
Conversion Rate: The percentage of visitors who complete a desired action, which you can set up as specific events to track.
Traffic Sources: Knowing where your traffic is coming from (social, direct, organic search, etc.) can help you optimize your marketing efforts.
How do I use GA to track my website traffic?
To track your website traffic in Google Analytics:
Go to the “Acquisition” Section: This area shows you how visitors are finding your site—whether through organic search, paid ads, social media, or referral links.
Analyze the “Overview”: The Overview page provides a snapshot of your website’s traffic, including the number of sessions, users, and pageviews.
Dive Into “Channels”: Explore different traffic channels to see which ones are driving the most traffic and engagement.
Summary
Setting up Google Analytics is a crucial step for any small business looking to optimize its online presence. This tool provides invaluable insights into your website’s performance, helping you make data-driven decisions that can boost traffic, improve user experience, and increase conversions. Once you have your GA4 all set up, you should next set up your Google Search Console. If you’re ready to take your website’s performance to the next level, consider booking a comprehensive SEO audit with me, and if you need, I can also set up for GA4 and GSC. I’ll provide an in-depth analysis of your site and actionable recommendations to help you achieve your business goals.