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INTERACTING WITH DATA IN GOOGLE ANALYTICS These metrics and others become more meaningful when we split them up according to different dimensions (and, in later chapters, combinations of dimensions)—that is, basic segmentation. To see segmentation in action, we turn to an example of a typical report in Google Analytics. If you click on Content in the side navigation, then Site Content, and then All Pages, you will reach the “All Pages” report. We will return to this report in Chapter 7, but for now, we look at this report to learn more about interacting with data within the tool (in later chapters we will export data and work with them).

Pivot Lastly, there is Pivot, a complex and powerful way to interact with data. Pivot lets you show data in a pivot table, which lets you take a dimension and turn it from a row to a column. In the mobile devices example, you would have a row for each kind of mobile device, and then you could select another dimension, such as browser type or whether the user is new or returning, and make that a column. Then, within each column, you could show multiple metrics like pageviews or average time on page.

Time on page, the count of pageviews from new visitors and their average time on page, and the count of pageviews from returning visitors and their average time on page. This feature is complicated and powerful. Although we will not use it in this book, it is important to be aware of it if you use Google Analytics. KEY TAKEAWAYS ■ ■ ■ There are two basic approaches to web analytics: page tagging and log files. Page tagging works by adding code to every page of the website that executes when the browser processes the page.

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