A

PROJECT REPORT
On
“A STUDY ON GOOGLE ANALYTICS”

Submitted in partial fulfilment for the Award

Of

POST GRADUATION CERTIFICATE DIPLOMA IN DIGITAL

MARKETING (PGCDM)

Degree from

SYMBIOSIS INSTITUTE OF DISTANCE LEARNING

Submitted by

GARIMA SINGH
Guide
Mr SANJAY SHARMA

Registration No- 201802311

PGCDM
SEMESTER- I
Session 2018-19

1
 DECLARATION
 
I Garima Singh student of PGCDM 1st semester hereby declare that this written submission
represents my ideas in my own words and where others' ideas or words have been included, I
have adequately cited and referenced the original sources. I also declare that I have adhered
to all principles of academic honesty and integrity and have not misrepresented or fabricated
or falsified any idea / data / fact / source in my submission. All information and data given in
the project are authentic to the best of my knowledge and is taken from reliable sources.

Garima Singh
PGCDM
I Semester

2
ACKNOWLEDGEMENT

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I hereby take this opportunity to express my sincere gratitude to my guide Mr Sanjay Sharma
who supported me to complete this project work successfully without any difficulty. I would
like to thank one and all who have helped me directly or indirectly in preparing this report.

ABSTRACT

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Google Analytics is an enterprise-class based web analytics tool which provides a transparent
view of website traffic and marketing effectiveness. Google Analytics has powerful and
advance features that give rich insight into the websites and improve website ROI (Return on
Investment). This research consist the study on Google Analytics, which demonstrates
features Google Analytics provides and reports it generates.

This case study presents an

exploratory study of Google
Analytics, with focus
This study presents both qualitative and quantitative study of Google Analytics, with
focus on educating readers on its prominent features, literature reviews. The study
recommends the use of Google Analytics over some of its competitors in the field of web
analytics, due to its open source nature, ease of use and natural integration with other
renowned Google products such as Google AdWords. The study further explains some of
the distinct advantages of Google Analytics such as high customization as per nature of the
business and wide range of reporting functions.

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CONTENT

Page No.

CHAPTER 1: INTRODUCTION------------------------------------------------------- 7-11

1.1 What is Google Analytics ----------------------------------------------------------- 7

1.2 Features----------------------------------------------------------------------------------- 8

1.3 Technology-------------------------------------------------------------------------------- 8-9

1.4 What Google analytics can do and cannot do? ------------------------------------- 9-11

CHAPTER 2: LITERATURE REVIEW------------------------------------------- 12- 14

CHAPTER 3: RATIONALE OF THE STUDY------------------------------------- 15-17

3.1 Objectives--------------------------------------------------------------------------------- 15

3.2 Limitations------------------------------------------------------------------------------ 16

3.3 Research Methodology--------------------------------------------------------------- 17

CHAPTER 4: CASE ANALYSIS------------------------------- ----------------------- 18-31

4.1 Merits and demerits of Google Analytics-------------------------------------------- 18-20

4.2 Questionnaire data---------------------------------------------------------------------- 21-30

CHAPTER 5: FINDINGS OF THE STUDY----------------------------------------------- 31

CHAPTER 6: SUGGESTIONS & CONCLUSION----------------------------------- 32-33

6.1: Suggestions------------------------------------------------------------------------------- 32

6.2: Conclusion------------------------------------------------------------------------------- 33

REFERENCES--------------------------------------------------------------------------------- 34

APPENDIX-------------------------------------------------------------------------------------- 35

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 CHAPTER 1

INTRODUCTION

1.1 What is Google Analytics?

Google Analytics is a web analytics service offered by Google that tracks and reports

website traffic, currently as a platform inside the Google Marketing Platform brand. Google
launched the service in November 2005 after acquiring developer Urchin.

Google Analytics is the most widely used web analytics service on the web. Google
Analytics provides an SDK that allows gathering usage data from iOS and Android app,
known as Google Analytics for Mobile Apps.

It is a platform that allows you to collect your data about the visitors to your website. You
can view the volume of website traffic, analyze information, and track where your visitors are
coming from, whether they are converted or not. It doesn’t just deliver you with website
insights; it does actually contribute towards the profitable success of your business.

It is one of the analytics software packages available in the market like WebTrends,
Omniture, HBX/WebSideStory, CoreMetrics, ClickTracks, DeepMetrix and Google
Analytics is based on Urchin v6. It is using Page tagging visitor data collection method
among the methods we explained above. It is a hosted solution. All the data will be kept and
reported from the Google servers. It is free of charge up to 5 million page views per month
per account according to Google Analytics Terms of Service.

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1.2 Features

Google analytics is used to track the website activity of the users such as session duration,
pages per session, bounce rate etc. along with the information on the source of the traffic. It
can be integrated with Google AdWords, with which users can review online campaigns by
tracking landing page quality and conversions (goals). Goals might include sales, lead
generation, viewing a specific page, or downloading a particular file. Google Analytics'
approach is to show high-level, dashboard-type data for the casual user, and more in-depth
data further into the report set. Google Analytics analysis can identify poorly performing
pages with techniques such as funnel visualization, where visitors came from (referrers), how
long they stayed on the website and their geographical position. It also provides more
advanced features, including custom visitor segmentation. Google Analytics e-commerce
reporting can track sales activity and performance. The e-commerce reports show a site's
transactions, revenue, and many other commerce-related metrics.

On September 29, 2011, Google Analytics launched Real Time analytics, enabling a user to
have insight about visitors currently on the site. A user can have 100 site profiles. Each
profile generally corresponds to one website. It is limited to sites which have traffic of fewer
than 5 million page views per month unless the site is linked to
an AdWords campaign. Google Analytics includes Google Website Optimizer, rebranded
as Google Analytics Content Experiments. Google Analytics' Cohort analysis helps in
understanding the behaviour of component groups of users apart from your user population. It
is beneficial to marketers and analysts for successful implementation of a marketing strategy.

1.3 Technology

Google Analytics is implemented with "page tags", in this case, called the Google Analytics
Tracking Code, which is a snippet of JavaScript code that the website owner adds to every
page of the website. The tracking code runs in the client browser when the client browses the
page (if JavaScript is enabled in the browser) and collects visitor data and sends it to a
Google data collection server as part of a request for a web beacon.

The file does not usually have to be loaded, however, due to browser caching. Assuming
caching is enabled in the browser, it downloads ga.js only once at the start of the visit.
Furthermore, as all websites that implement Google Analytics with the ga.js code use the

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same master file from Google, a browser that has previously visited any other website
running Google Analytics will already have the file cached on their machine.

In addition to transmitting information to a Google server, the tracking code sets a first party
cookie (If cookies are enabled in the browser) on each visitor's computer. This cookie stores
anonymous information called the ClientId. Before the launch of Universal Analytics, there
were several cookies storing information such as whether the visitor had been to the site
before (new or returning visitor), the timestamp of the current visit, and the referrer site or
campaign that directed the visitor to the page (e.g., search engine, keywords, banner, or
email).

If the visitor arrived at the site by clicking on a link tagged with UTM parameters (Urchin
Traffic Monitor) such as:

http://toWebsite.com?

utm_medium=ppc&utm_source=somesearchengine.com&utm_campaign=fall_promotional_

discount

Then the tag values are passed to the database too.

1.4 What Google Analytics can and cannot do?

 Google Analytics uses first-party cookies and so someone who blocks all cookies
cannot be tracked by Google Analytics because all the data is passed to the Google
Analytics servers via the first-party cookies.
 Since Google Analytics Tracking Code is a Java Script code and needs JavaScript in
the visitor’s PC to be activated, a visitor who disables JavaScript cannot be tracked.
 Since cached pages are saved on a visitor’s local machine, Google Analytics will not
track visits to the cached pages if the visitor is not connected to the internet.
 JavaScript errors occur when an element of a web page’s script contains an error or
fails to execute correctly. If an error occurs before the Google Analytics Tracking
Code is executed, the visit to the page won’t be tracked.

The users who cannot be tracked because of the above listed reasons result in the lower
visitor number compared to Google Analytics reports. This situation is also supported by

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what Manos Jasra, Web Analytics Analyst / Software Developer, stated: “It is impossible to
get 100% data integrity with any solution and I have heard complaints that Google's traffic
data is at times much lower than other vendors but I personally haven't noticed a big
discrepancy in my site's data (Jasra, 2006)”.

Who and what will be reported incorrectly by Google Analytics?

 Someone who deletes their cookies will still be tracked, but they’ll be identified as a
new visitor to the site which will result in higher new visitor number and lower
returning visitor number.
 Daily and hourly reports of Google Analytics have higher absolute unique visitors
than visits which are also a bug discussed in Google Analytics support forums
(Kumar, 2009c). It is recommended by the Google Analytics Online Marketing
Manager & Web Analyst Lalit Umar that to be on the safer side 2 days time lag
difference would give proper results and added that Google Analytics team is still
working on this bug.
 JavaScript errors occur when an element of a web page’s script throws an error or
fails to execute correctly. If an error occurs before the Google Analytics Tracking
Code is executed, the visit to that page won’t be tracked and since time On Page is
calculated by subtracting the time of the new accessed page from the previously
accessed page, this metric will also be calculated incorrectly.
 A page refresh is counted as a new page by Google Analytics which results in
inflating the page views (NMmarketing, 2009). Consequently, NextPagePath is
reported by Google Analytics as the same page with visited Page Path and Previous
Page Path which will be misleading information. If the refreshed page is the landing
page and also the exit page, this means that the Bounce Rates will be higher than the
reality.
 Owning or sharing multiple computers will lead inaccurate reports in Google
Analytics. If users share the same computer under the same user account, Google
Analytics will report this as 1 unique visit. If someone accesses to your site from
different computers for example from home, from office, from internet cafe et al..,
although this is only one unique visitor, it will be reported by Google Analytics as
more than 1 unique visitor which is not reflecting the reality. Since Google Analytics
reports are based on anonymous users, this problem cannot be solved.

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 There is also an issue on visit count which needs to be discussed. Google Analytics is
calculating visits in an inaccurate way. He, an independent web analytics and
marketing consultant working in the U.K. and Ireland, does not agree with the
calculation of Google Analytics’ bounces and visit metrics as each bounce is also
counted as a visit. He explains that as bounces are like people looking at the window
of your shop; you cannot count them as visitors until they enter the shop. He blames
Google Analytics increasing the visit number deliberately which results in
erroneously reported average duration of a visit. He backs his belief by explaining that
in July 2007, Google changed the calculation of average duration so that it did not
include bounces anymore as he suggested but a month later Google put it back to the
old way of calculation. The reason behind this putting back was in the words of Brett
Crosby, senior manager at Google Analytics who explained in Google blog that it was
because people complained the change meant the new (accurate) numbers were out of
line with the old (inaccurate) ones.

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CHAPTER 2 LITERATURE REVIEW

Web Analytic Tools and Google Analytics

As Wiggins (2007) concluded in her presentation in information architecture Summit 2007,

there are “not much out there in the academic literature on using web analytics (hopefully to
change!)”. We also faced with this problem during literature search so we mostly benefited
from expert opinions, blogs, and white papers on this topic. While benefiting from blogs, we
do not forget that blogs are not as reliable information sources as books and journal articles
and they are valid only when they were written due to fast changing feature of this web
analytics sector. To increase the reliability of information from blogs, we give particular
attention to the blogs of known experts in this area. While citing information from these
blogs, we also give a little bit more information about the writer of these blogs. To overcome
the validity issue of the disseminated information from blogs, we test them using the current
version of Google Analytics.

Web Analytic Tools

There are five main methods which can be used to collect visitor data: Page Tags (client side
data collection), Log files (server-side data collection), Hybrid solutions, Network Data
Collection devices or “packet sniffers”, using a Web-server API Loadable Module programs

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(Clifton, 2008b; Clifton, 2010). In recent years, the popularity of Page Tags has increased due
to its allowing the analysis to be outsourced, “Hosted” solution. Page tagging method uses
data collected by user’s browser. The technique is known as client-side data collection.
Information is usually captured by JavaScript code placed on each page of the web site. This
JavaScript code is known as beacons or tags. This technique is used by outsourced, hosted
vendor solutions (Clifton, 2008b; Clifton, 2010). Free Page Tag Vendors: (because hard disk
space and band width are so cheap) are Google Analytics, Microsoft Adcenter Analytics and
Yahoo Index Tools.

Advantages of this method are explained by Clifton (2008b) as: provides more accurate
session tracking (caching and proxies are not problem), collects and processes visitor data
nearly in real time, data storage and archiving can be outsourced, program updates can be
done by the vendor.

Disadvantages of this method are explained by Clifton (2008b) as: tracking code set up errors
lead to data loss and so going back and re-analyzing are impossible, firewalls can restrict
activation of tags, completed downloads and bandwidth cannot be tracked because only
request of page or file can be tracked, robots-spiders cannot be tracked, and lastly the
terminal of the visitor needs to be capable of understanding Javascript and/or cookies (mobile
users cannot be tracked because most of them are not capable of understanding Javascript
and/or cookies). Stat Counter (Stat Counter, 2010), Site meter (Site Meter, 2009), Nedstat and
Omniture (Clifton, 2008c; Clifton, 2010) utilize “JavaScript Page Tagging” technology.

Log file method uses data collected by your web-server. It is known as server-side collection.
This technique captures all requests made to your web-server including pages, images and
PDF’s (Clifton, 2008b; Clifton, 2010). It is mostly used by “standalone” software vendors.

Advantages of this method are explained by Clifton (2008b) as: historical data can be
reprocessed easily, firewall is not a problem for tracking, completed downloads and
bandwidth can be tracked and also completed or partial downloads can be reported, search
engine spiders and robots can be tracked by default, mobile visitors can be tracked by default.

Disadvantages of this method are explained by Clifton (2008b) as: served pages from proxies
and/or caches cannot be logged and so reported, event tracking is not available, program
updates need to be done by your own team (no outsourcing), robots multiply visits, data
storage and archiving cannot be outsourced. Deep Metrics -LiveStats (George, 2007) ,

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Webalizer (Barrett, 2009), W3Perl (W3Perl, 2010), AWStats utilize “Log File” technology.
Hybrid method combines Page Tagging and Logfile methods. As it can be understood from
the above explanations, a disadvantage of page-tagging method is an advantage of logfile
method. Combining the two methods result in a more reliable visitor tracking.

Clickstream, Coremetrics, Webtrends, NetTracker, Visual Sciences –HBX Analytics

(George & Heimann, 2007) uses Hybrid method. Google Analytics uses page tagging visitor
data collection method but it can be configured as a hybrid data collector (Clifton, 2008c).
Network data collection devices (packet sniffers) gather web traffic information from routers
to “black box”appliances.

The disadvantage of this method is that it is expensive and complicated. Additionally, it is not
offered by many vendors (Clifton, 2008b; Clifton, 2010). The last technique we will explain
here is using Web Server Application Programming Interface (API) or Loadable Module.
These programs are used for extending the capabilities of web servers. The logged fields are
enhanced and extended. The captured data are streamed to a reporting server in real time
(Clifton, 2008b; ; Clifton, 2010). Woopra (iFusion Labs LLC, 2009), W3Counter (W3Perl,
2010) utilize API technology. Fang (2007) claimed that “web analytics offer objective and
multi-faceted statistical data in a visual way for webmasters to better understand the
interaction between their visitors and their websites”. Additionally, Arendt & Wagner (2010)
explained that compared to other site evaluation tools, usage statistics reported by web
analytic tools have some advantages because they report not what the users tell what they
would do instead they monitor how users actully work with a site. Analyzing usage statistics
provided by web analytic tools did not resolve all controversies about web site redesign but it
supported certain design decisions more than other methods according to Arendt & Wagner
(2010).

Atkinson (2007) uses both web analytics and think-aloud evaluation methods to examine the
quality of an e-commerce site. She defines web site quality as users’ experience. She uses
William Hill website, an online sports betting web site, as a case study. She makes use of
both live web analytics data collection method and controlled data collection by web
analytics and finally she runs and analyses think aloud evaluation sessions. She uses
customized web analytic software by RedEye International. Web analytics data are collected
by RedEye tagging technology. At the end of her study, she recommends on how to improve
the web-site and how each method can be used to overcome the limitations of each other.

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CHAPTER 3 RATIONALE OF THE STUDY

3.1 Objective

This study attempts to answer the following questions:

1. What are advantage and disadvantage of using Google Analytics?

2. To identify how much Google Analytics is helpful for business by using online
research and questionnaire

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3.2 Limitation

1. This case study is based on sources such as different website, research paper, blogs etc.

2. Information about the topic is not sufficiently available at any site.

3. Few respondents didn’t complete the questionnaire.

4. Time constraint

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3.3 Research Methodology

Primary data is collected from local shopkeepers, freelancers, and bloggers

through questionnaire and interview with them.

Secondary data is collected from websites, research papers and literature

reviews.

Sample size- 100

Through Google forms questionnaire were sent to respondents.

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CHAPTER 4 ANALYSIS OF CASE

4.1 Advantage and Disadvantage of using Google Analytics

 The Good: What Google Analytics Will Do For You

Its history aside, Google Analytics is like the grand-daddy of analytics. It’s a true behemoth of
information. In many ways, diving into Google Analytics feels like Scrooge McDuck diving
into his vault of money.  There is just so much information! For example, with Google
Analytics you can:

1. Create custom reports

2. Integrate with other tools (such as Lucky Orange!)
3. Show real-time traffic data
4. Understand where your traffic came from
5. Rank your pages by popularity
6. Track campaigns
7. Export to Excel

Not only is it powerful, but it’s all something that more people, especially those working within
a digital marketing agency, should be learning how to use. Megalytic put it best:

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“In a digital agency, web analytics is everyone’s job, whether they realize it or not. You
need it for your own insight, but also to help clients to understand their data and how it
applies to their businesses.”

How can Google Analytics in particular help agencies? Search Engine Land has a great list of
seven reports every marketer should know:

Mobile
Performance

Mobile matters and you know it. In the fourth quarter of 2017, 24% of all digital ecommerce
dollars were spent via mobile devices. Understanding how a client’s site performs on the smaller
mobile screen is crucial.

Traffic Acquisition

This report is likely your first step in creating reports. After all, you want to know if an SEO
strategy or PPC campaign is working. Traffic Acquisition will give you a breakdown of your
traffic sources and referring sources.

Content Efficiency

You’ll need to be a little more Google Analytic savvy to get this report set up, but it tracks
entrances, page views, bounces, and goal completions. 

Keyword Analysis

Google has been encrypting search data since 2012, which accounts for about 80% of organic
keyword data. However, a lot can still be gained by tracking unencrypted keywords.

New vs. Returning Visitors

You probably already know that generating traffic isn’t enough these days. New visitors are
important, but it’s also necessary to see what percentage of visitors return to your client’s
website. Returning visitors are bae.

Landing Pages

Use this report to see which pages your client’s visitors land on when they first visit the website.
If the report shows higher bounce rates on certain web pages, use this information to make these
web pages more engaging.

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Bounce Rate vs. Exit Rate

Compare the bounce rate (the percentage of visitor who didn’t take action after viewing just one
webpage) with the exit rate (the percentage of visitors who browsed 2+ pages on a website
before leaving) to isolate UX problems or find pages with lower engagement.   

 The Bad: What Google Analytics Won’t Do For You

Google Analytics excels in telling you the beginning and end of a visitor’s journey, but the
middle gets a little fuzzy. Sure, it can tell you how many people visited your website, where
they left and even tell you which campaigns were the most successful. That’s all useful
information, but it doesn’t really explain why  visitors do what they do. Many people use
Google Analytics to try to uncover this. Yes, if one page has a high exit rate, it can be assumed
that something is wrong with that page, but what? Once again, you may have isolated the
problem page, but there’s still much work to be done.

 In order to understand all the intricacies, you need to learn. The issue with that is that
the information is sometimes hard to find, may be confusing, and overwhelming. The
academy is also quite time-consuming so if you’re on a time frame, it my not be
feasible.
 The overall feel of the platform might also be a little bit overwhelming. There are too
many dashboards and too many things to look at.
 The free version of Google Analytics suit almost anyone, but if your traffic is high
and you’d like to upgrade to Premium, the price is $150,000

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4.2 Questionnaire

1. How long have you been using Google Analytics?

More than 1 yr
25%

Less than 1 yr
75%

Chart 1: Time period of using Google Analytics

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Most of the respondents are saying that they have been using Google analytics for
more than 1 year.

2. Have you ever switch to any other analytical tool for your site?

Yes
25%

No
75%

Chart 2: Response on using any other analytical tool

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75% respondent says that they never switched to any other analytical tool for their
sites.

3. Did you ever get disappointed using Google Analytics?

Always
1%

Never
18%

Rarely
30%

Sometimes
50%

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 Chart 3: Disappointment while using Google analytics

51% says that they sometimes get disappointed while using Google analytics,
30% says they rarely get disappointed, 18% are positive using Google analytics as
they never get disappointed.

4. Is Google analytics helpful for your website till date?

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 Column1

No
10%

Yes
90%

Chart 4: Helpfulness of Google analytics

90% says that Google analytics is helpful for their website rest other don’t think
so.

5. Is Google analytics easy to use?

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 Easy
30%

Complecated
70%

Chart 5: Easy to use or not?

70% says that Google analytics is somewhat complicated to access and 30% says
that it’s easy to use.

6. Is Data provided by Google analytic is reliable?

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 Not always
15%

Quite reliable
85%

Chart 6: Data Reliability

85% says that data provided by Google analytics is reliable, others says that they
are not always reliable.

7. Would you recommend others to use Google analytics for their business?

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 No
5%

Yes
95%

Chart 7: Recommend to others

95% says that they would like to recommend others to use Google analytics.

8. If not Google analytics which analytical tool would you use?

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 Adobe Analytics
20%

Clicky
10%

Don’t want to switch

70%

Chart 8: Alternative of Google analytics

70% says that they don’t want switch or use any other web analytical tool, 20%
says that they would use adobe analytics while 10% voted for Clicky.

9. Do you think it really good value for money?

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 No
10%

Yes
90%

Chart 9: Value for money

90% says that it is good value for money rest don’t think so about Google
analytics.

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10. Have you ever experience any difficulty while using Google analytics that
you couldn’t fix?

No
45%

Yes
55%

Chart 10: Difficulty while using

55% says that they have experienced difficulty while using Google analytics.

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CHAPTER 5 FINDINGS OF THE STUDY

Findings

 Most of the respondents are saying that they have been using Google analytics for more
than 1 year.
 75% respondent says that they never switched to any other analytical tool for their sites.
According to them they are now well acquainted by using Google analytics and it is
really a good tool. Therefore they don’t want to use other tools.
 51% says that they sometimes get disappointed while using Google analytics, 30% says
they rarely get disappointed, 18% are positive using Google analytics as they never get
disappointed. Disappointment from Google analytics is because of it does not show the
action of the visitors, information cannot be modified once entered etc.
 90% says that Google analytics is helpful for their website rest other don’t think so.
 70% says that Google analytics is somewhat complicated to access and 30% says that
it’s easy to use. It's quite technical and not so user friendly. Sometimes respondents
often feel quite lost in how to set it up the best way although it is highly adept at
customisation.
 85% says that data provided by Google analytics is reliable, others says that they are not
always reliable.
 95% says that they would like to recommend others to use Google analytics.
 70% says that they don’t want switch or use any other web analytical tool, 20% says that
they would use adobe analytics while 10% voted for Clicky.
 90% says that it is good value for money rest don’t think so about Google. Analytics. It
is actual, quantitative data that can't really be skewed, so you know it's telling the
truth, no room for ifs and buts, it’s the actual fact of what is happening with your
visitors.
 55% says that they have experienced difficulty while using Google analytics.

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CHAPTER 6 RECOMMENDATION AND CONCLUSION

6.1 Recommendation

A. Technology
Google Analytics uses Page Tagging technology. This means it can only record
information on browsers with JavaScript. Few Browsers do not support JavaScript. Some
examples of spiders are GoogleBot, MSNBot etc. While Google Analytics performs quite
well in tracking human visitors, it fails in doing the same with the spiders. Hence, Google
Analytics should come up with technology which could not only intercept JavaScript
enabled pages but also non-JavaScript pages. This will help in increasing the accuracy of
the data and analysis.

B. Real Time Data

Google Analytics should work towards real time data availability so that user can view
the results/analysis in real time. Right now, there is no availability of data report in real-
time. It takes around a day to see one's data.

C. Privacy
Google should work towards security of user’s data. The data is not stored in one's local
server. It is stored in the Google server. Thus, Google has full access to user’s data and
user is not aware how Google uses his or her data.

33
6.2 Conclusion:

Google Analytics is the most comprehensive web analytics platform you can get for free.
Additionally, it isn't too hard to learn how to use it effectively. Most of it can be self-taught,
and anything more advanced can be learned through YouTube videos or Google's training
content. Google Analytics allows our business to grow using data to help us make informed
decisions about how to optimize our website. Not only do we check traffic metrics, we set up
goals to help us know where leads and sales are coming from. Google Analytics is free, so
our business gets all this data for free. Google analytics allows you to review real time,
digestible, and useable data about end users interfacing with your website customer
interaction. You can build reports for how they find you, when they find you, and what they
do once they find you. No other tool offers the level of viability and compatibility.
Sometimes it can be a little complicated to use initially. Overall, nothing bad to say as it only
helps us to grow and be better at what we do.

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REFERENCE

https://www.researchgate.net/publication/271447580_Google_Analytics_-Case_study

https://pdfs.semanticscholar.org/005f/ebc556c0e7cfeed9be722dd490ee9d6494bf.pdf

https://en.wikipedia.org/wiki/Google_Analytics

https://www.impactbnd.com/blog/google-analytics-shortcomings

https://blog.littledata.io/2017/03/22/pros-and-cons-of-using-google-analytics/

https://optinmonster.com/google-analytics-101-how-to-track-your-conversions-step-by-step/

https://www.takeflyte.com/setup-google-analytics

https://blog.apruve.com/10-benefits-of-google-analytics-for-business

https://www.dishaapro.com/major-benefits-of-google-analytics-and-its-impact-on-business-growth/

https://www.digitalvidya.com/blog/6-major-benefits-of-google-analytics/

APPPENDIX

1. How long have you been using Google Analytics?

a. Less than one year b. More than one year
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 2. Have you ever switch to any other analytical tool for your site?
a. Yes b. No

3. Did you ever get disappointed using Google Analytics?

a. Rarely b. Sometimes c. Always d. Never

4. Is Google analytics helpful for your website till date?

a. Yes b. No

5. Is Google analytics easy to use?

a. Easy b. Complicated

6. Is Data provided by Google analytic is reliable?

a. Quiet Reliable b. Not always

7. Would you recommend others to use Google analytics for their business?
a. Yes b. No

8. If not Google analytics which analytical tool would you use?

a. Don’t want to switch b. Clicky c. Adobe Analytics

9. Do you think it really good value for money?

a. Yes b. No

10. Have you ever experience any difficulty while using Google analytics that you
couldn’t fix?

a. Yes b. No

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