Google Analytics Cheat Sheet

The definitive guide to everything in GA. (Not really, but it's still awesome.)

LEGEND

SESSIONS = VISITS

Sessions used to be called Visits in GA. By default, a Session expires after 30 minutes.

EXCLUDE IP

Don't pollute your GA reports with internal traffic. Search Google for "what is my IP address." 
And enter that as an exclude filter in GA.

BOUNCE = 0 AVG. SESSION DURATION

Unless you apply a Non-Bounce segment, you won't 
get an accurate picture of Avg. Visit Duration.

ENGAGED VISITOR

Don't just take Pages/Session at face value. Improve it by setting a goal at least 2x above your site average.

USERS = UNIQUE VISITORS

Users used to be called Unique Visitors in GA. This still won't automatically tell when somebody 
uses a different browser or device. You'll need enable User-ID for that.

CAMEL CASE URLS

Did you know yoursite.com/ThankYou.htm and yoursite.com/thankyou.htm are treated as separate URLs in GA? Pretty scary stuff. You can get around 

BOUNCE RATE VS. EXIT RATE

Bounce Rate isn't the end-all-be-all. Pay close attention to Exit Rate when evaluating your page performance in GA. High Bounce Rate can sometimes indicate you've met somebody's needs on the first page. High Exit Rate can 
indicate a leaking point in your funnel.

EVENT LISTENERS

Google Tag Manager gives you the ability to listen for Clicks, Link Clicks and Form Submissions on every page of your site and fire events into GA accordingly. This makes it really easy to track actions on your site that don't result in a new URL in the browser.
 

WEIGHTED SORT

Often, when you sort on percentage metrics (either Bounce Rate or Conversion Rate, especially), you end up with situations where that percentage 
doesn't imapct very many Sessions. 
Use Weighted Sort to get around that.
Destination URL goals should never not (purposeful double negative) have a funnel
Anticipate the paths 
you think a user will
take to a key page on
your site and see how
people use that path.

FUNNELS

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