Google Analytics Part 1- The Basics: Structure and Filters

For some this will be the junior league, but for others just getting started using analytics it can dispel some of the worried questions people sometimes ask me. We can get into some more complicated uses and scenarios in future posts.

Analytics are SO important and I think some small and medium size businesses who don’t pay someone to do it for them sometimes might be a bit overwhelmed and don’t know where to start. First off, don’t worry, you aren’t going to break anything. Unless you delete something or add filters to your default profile, but even that can be reverted back to default.

In the picture below you can see the basic structure of how accounts are set up.

A Web Property is a domain. Something like Each Web Property has their own unique ID associated with it that allows Google to know what that domain is.

Profiles are different ways to look at the data from a Web Property. Think about your default profile as a giant sewer main with everything flowing through it. You could take out all of the dirty diapers and count them when they get spewed out onto the beach OR you could create a window to look at JUST the dirty diapers while they are in that pipe. Creating a profile is making a window to look at just certain parts of the data you are interested in without having to go through extra steps EVERY time you log into your default profile. It’s important to remember that you should never filter your default profile because once you do you start losing data (and never flush dirty diapers down the toilet). You want ALL of the dirty diapers, goldfish, and random alligators to still be spewed out onto the beach. I know it’s not eco-friendly but this is a metaphor people.

When you create a Google Analytics account you associate it with an email address. You can have up to 25 different web properties and have a total of 50 profiles in one account. If you ever run into a space issue you can always create another account associated with another email address. One common profile to set up is one in which all of your internal traffic is taken out of the data. I will walk you through doing this below. First navigate to your default profile for your web property and then click on the “Admin” section in the top right of the screen. This should take you to the screen below:
Click on “+New Profile” and the screen below should pop up. Give it a new profile name such as “ Internal IP Traffic Filtered Out” and click create profile.

On the next screen click on the “filters” tab and under the “filter type” dropdown choose “Traffic from the IP Adresses” “That are equal to”. Enter in your IP address or range of addresses and click save.

After clicking save you should see your newly created profile.

Congratulations, you now will be seeing only the traffic you care about when you use this new profile. Your office traffic will no longer bloat numbers.

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