The Google Analytics Cheatsheet

Ian Lurie

I’m an idiot.
Last week, someone commented on a post I wrote for SEOMOZ’s YouMOZ service that they’d like a Google Analytics Cheatsheet.
I wrote back “OK, I’ll do it.”
Guess what? Google Analytics has a ton of features. And even more tricks and hacks that folks have developed over the years. So this 2-page cheat sheet, which took 3 days and nights to pull together, is a tiny sliver of the whole system.
But it does cover the stuff that I’d want my staff to use. You can download it for free, no strings attached:
Version with links: The Google Analytics Cheatsheet
Printer-friendly version: The Google Analytics Cheatsheet, Printer Friendly
It’s licensed under the Creative Commons. If you re-use it, be sure to keep the attribution at the bottom.
If you have any cool ideas for improving it, let me know.


Ian Lurie
CEO & Founder

Ian Lurie is CEO and founder of Portent and the EVP of Marketing Services at Clearlink. He's been a digital marketer since the days of AOL and Compuserve (25 years, if you're counting). He's recorded training for, writes regularly for the Portent Blog and has been published on AllThingsD, Smashing Magazine, and TechCrunch. Ian speaks at conferences around the world, including SearchLove, MozCon, Seattle Interactive Conference and ad:Tech. He has published several books about business and marketing: One Trick Ponies Get Shot, available on Kindle, The Web Marketing All-In-One Desk Reference for Dummies, and Conversation Marketing. Follow him on Twitter at portentint, and on LinkedIn at

Start call to action

See how Portent can help you own your piece of the web.

End call to action


  1. Thanks for going through the effort – at a first glance it looks really useful, and I already found 2-3 things I will try out later!
    We need more “idiots” like you 😉 Thanks again!

  2. Very good PDF, especially the subdomains section. I’ve found that event tracking is a very good use of Google Analytics, maybe you could include a brief summary in another cheat sheet 😉
    About a year ago I wrote a post on my site about it, I’m not proud of the post though, I’m rubbish at explaining things!

  3. Hi Ian:
    This is great! Thanks a ton for putting it together.
    One question: could you make it a bit more printer friendly? I try to print it and it’s so teeny I can’t even read it.

  4. Every post you make reminds me of all of the work I have yet to do. Thank you so much for the document and your efforts, they are greatly appreciated.
    Thanks Ian!

  5. Great stuff!
    Had a look through and it does what it says on the tin.
    Thanks for putting this together.

  6. I am fortunate. I live not two blocks from Google headquarters, and two of my friends are programmers with Google.
    I mentioned the strategies being used by SEO analysts the other day, especially regarding page rank, and one friend said. “Are we still offering that?”
    His comment was that the programming at Google is so compartmentalized and dynamic that he would be surprised if any one person had a handle on the effects of any one “strategy” on the overall positioning of an entity on a search.
    In other words, all this analysis goes on, and Google itself has folks employed who believe it irrelevant to the Google system itself.
    Things change in the Google system so often that, although each change is made to get a better result on a search, that doesn’t easily translate into one or even many ways of an entity climbing to the top of a page result.
    What works one week may be obsolete the next.
    That’s just the way a living ever-evolving system works. To try to pin it down in any absolute manner is a hopeless task.

  7. Ian, this is so useful, thanks for the effort you’ve put on producing it. It is definitely handy to have all the essential tricks compiled in one single doc… cheers, David

  8. The cheatsheet is great. Even better are the various blogs listed, I was only following Avinash Kaushik, will be adding the others to my list.

  9. This is a great document. For webmasters and corporations, this is an extremely helpful tool to decipher some of the technical elements of Google Analytics.
    The tough part is still getting executive buy-in for GA. As a web analytics consulting company, we are always recommending GA as a great mid-market solution but people are always worried about Google reading their data.
    Tough sell as I can understand the concerns…

Comments are closed.

Close search overlay