Analytics for beginners and small businesses

This guide is for those who are new to Google Analytics or need to understand its fundamentals. From setting up an account to interpreting data, it covers the basics of using Google Analytics.

Step 1: Set up Google Analytics

In this section, you will learn to set up a property on your website or app, become familiar with the Google Analytics interface, and set up conversions for the actions that are valuable to your business.

Part 1

Set up a property

Discover how to set up Google Analytics for your website or app by creating a Google Analytics 4 property, adding a data stream, and adding your Google Analytics code.

Find your way around Analytics

Familiarize yourself with the different parts of the Google Analytics interface, including how to search, manage your account, access help content, find your reports, and customize your reports.

Set up a conversion

Gain insights into the actions that are most important to your business by marking important actions as conversions and then using that data to improve your marketing efforts.

Step 2: Access your reports

Google Analytics collects data from your websites and apps to create reports that provide insights into your business. In this section, you will learn to see the data you've collected in the available reports and how to customize reports for your specific use cases.

Part 1

Get familiar with the Home page

Find relevant information and suggestions based on your Google Analytics data. The Home page provides more personalized content as you continue to use Analytics.

Part 2

Install the Analytics mobile app

Access your Analytics accounts and data using a mobile device. Use the app to get high-level performance metrics from your phone or tablet.

Part 3

Browse reports

Explore our reporting guide to understand the basics of reports and see examples of the kinds of data that is collected. You can use reports to monitor traffic, investigate data, and better understand user activity.

Understand your reports Customize reports Review common reports

Step 3: Manage user access

In Google Analytics, you can invite others to access your features and information. Choose from a few options to manage user access and data restrictions at the account and property level.

Part 1

Add collaborators to Analytics

Learn how to add and remove collaborators within your Google Analytics account using their email addresses. You will then be able to change their level of access and permissions in Analytics.

Part 2

Grant access

Learn about the different roles and data-restriction options available in Google Analytics and the access that a user is given through each role or option.

Step 4: Enhance your advertising

In this section, you will learn how to link your Google Ads account to your Analytics property to see the full customer cycle, from how users interact with your marketing to how they finally complete the goals you’ve set for them on your site or app.

Part 1

Link a Google Ads account

Discover how to link your Google Ad account to a Google Analytics property to see the full customer cycle, from first interaction to goal completion.

Part 2

Import conversions into Google Ads

Send Analytics conversion events to Google Ads for reporting and bidding.

Didn't find what you were looking for?

Search the Google Analytics documentation to find what you're looking for.