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Google Analytics: An Introduction

The Unitarian Universalist Association (UUA) uses Google Analytics to track traffic (anonymously) to and through our websites.

The wealth of data that Google collects can help you maximize your site's potential: make sure that people can do what they need to do (and what you want them to do) on your site.

Skip all the data and make good pages anyway: usability best practices are supported again and again by analytics, eye- and click-tracking, and usability tests. Follow the simple steps at Website Usability to ensure the success of your pages.

Google's Guided Tours will show you around the Analytics report screens on a sample account. Tooltips within analytics include definitions and sometimes link to more information.

To get started in Google Analytics, choose one page that’s important to you, and name one or two major goals for that page: what do you want people to do? Define the Questions to Find Answers has some ideas about how you might measure the success (or failure) of a page.

Averages, estimates, trends, and context are some things to keep in mind as you navigate data to help you Beware Being Misled.

Video Tutorials

Notes to UUA Staff

Contact for access to Google Analytics for or to schedule an individual training/review session.

UUA staff have access to

Google Analytics Academy

Learn about Google's intelligent data collection and analysis from Google.

Analytics Academy

Event Tracking with Tag Manager

Downloads of PDF files; clicks on mailto links; clicks to external websites; and video events like play, pause, and finish are called "Events" in Google Analytics, and tracking them requires additional steps—but is relatively easy using Google Tag Manager.

Google Tag Manager Fundamentals (Video)