Google offers access to the Analytics account of the Google Merchandising Store; go to this help page and click on the access link (a Google account is required; in the future, you can access the store account directly via the Google Analytics interface).
The Google Analytics interface provides 5 sections:
- Realtime: While users love to see what happens on their website right now, there is no actionable insight to be derived from here unless webmasters need to debug events or other implementation details. The main question that can be answered here is “Does my tracking work?”
- Audience: “Who are my users?” – Information about the users, their interests, the technology used; there is also a new feature that lets analysts explore the behavior of single users. This data cannot be connected to other reports from scratch although it is possible to hack this.
- Acquisition: “Where do my users come from?” – Details about where users came from, including the conversions; this, however, is a last interaction view.
- Behavior: “What do they do on my site?” – Interaction with the website’s content, website speed, site search, and events
- Conversions: “What was their path to conversion?” – Conversions from defined conversions goals or ecommerce; this section also offers an attribution module that allows to view alternative touchpoint views to the last interaction.
Reports are displayed in dimensions, e.g. sessions; in most of the reports, it is possible to add a second dimension.