Understanding finer aspects of the Analytics Settings page

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About Milind Mody

Milind is the founder - CEO of eBrandz, a professional SEO company in New York & India. Milind has been featured in various IT related magazines like Digit (Nov 2005) and BenefIT (Sep 2007). Milind also writes articles on Search Marketing in Popular Magazines like "Search Marketing Standard".

Google Analytics is a useful hosted web analytics tool, which offers insightful data for your site and marketing optimization purpose. It is considered among the most powerful and result-oriented enterprise-class web analytics solutions, which gives you a precise understanding of your site traffic flow and marketing effectiveness.

In the previous post, we have checked the important aspects of Google Analytics sign up and installation procedure. We shall gather more inputs about the tool. Its ultimate aim is to satisfy your site visitors. If you meet their expectations, then they are likely to revisit it. This can be achieved with Google Analytics. E-commerce businesses and marketers are able to make informed decisions about their campaigns by utilizing metrics from its reports.

Once you have successfully signed up, at the end of the process, you will reach the Analytics Settings page. Here you can administer the account and effect a few important changes.

Tracking code installation
At the top of an account page with unfinished tracking code installation, there is a box carrying a yellow exclamation mark, informing you that the code has not been detected. The box disappears once the code is successfully installed. To re-look at your tracking code, you may click on the ‘Check Status’.

Site profiles
A grey-headlined box right in the middle of the Analytics Settings page consists of your site profiles. This is a key Analytics aspect. A profile denotes a set of rules, which decides what information displays in your reports. The rules for a specific profile comprise user access levels, certain advanced configurations, and importantly, the site getting tracked.

You may have any number of profiles as you wish. In other words, you can well track multiple domains with their respective profiles. You can also track one single domain with a host of profiles to check different sets of information. To begin with, have one domain and just one profile, which is a must for Google Analytics account.

Links to track site traffic
Just below the site profiles box on the Analytics Settings page, there are links for inserting more profiles, managing user access, and creating filters for your data. The tools, once they are correctly set up, let you control the data to be displayed in your reports. This makes it easier to focus on specific segments of site traffic.

Ideally, a team of experts that is totally dedicated to monitoring your site dynamics should perform the critical tasks. Followed by Analytics Settings, what come next are the reports and a vital piece of statistic, which web analytics experts often term as among the most useful ones. Well, we shall discuss it in the next post.