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Google Analytics: Advanced Tools to Track User Behavior

Book Title: Recent Trends in Business Management and Social Sciences

Editors:  Dr. Jasbir Kaur and Dr. Devyani Ingale

ISBN:  978-81-970457-8-3

Chapter: 15

DOI: https://doi.org/10.59646/rtbmssC15/134

Author: Dr. Shital Gujarathi, Assistant Professor, CHMES Dr. Moonje Institute of Management and Computer Studies, Nashik, Maharashtra, India.

Abstract:

In the ever-changing digital world, the article emphasises the importance of understanding user activity on websites, as well as the utility of Google Analytics as a tool for monitoring and evaluating user interactions. Companies can gain a deep insight of user behaviour, preferences, and needs by leveraging Google Analytics data. This comprehensive guide covers everything from basic setup instructions to basic tracking capabilities and advanced features such as goal and event monitoring. It also looks at using custom dimensions and metrics, integrating Google Analytics with other tools such as Google Tag Manager and Google Ads, and analysing user behaviour using reports and segmentation options. The conclusion emphasises the need of correctly setting the platform, making data-driven decisions, and enhancing website performance based on newly discovered insights.

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