Google Analytics Tutorial: Basic Stats (version 2)

Ian Lurie

the fat free guide to Google Analytics

This is an updated version of a Google Analytics Tutorial I did waaaay back in 2007 or so. You know, back in the days when the American Dollar could still buy a loaf of bread in Canada.
I cover unique visitors, pageviews and engagement stats, as well as referring traffic data.
This new version uses the updated interface, and should make a lot more sense:

Google Analytics walkthrough that focuses on the basic stats you likely want to use as you start out.


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

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  1. Great tutorial. Exactly what I need to watch on a Saturday morning. Would love to learn a little more on this subject. Do you have any book recommendations on more advanced topics in regards to Google Analytics?

  2. Thanks for this Ian. Quick question: I don’t see much traffic from url-shorteners on my Analytics dashboard, and we use a lot to promote new posts on Twitter, etc. Just wondering if this traffic might be getting lumped in under the “Direct” category?
    Looking forward to the next tutorial, cheers.

  3. Hey Ian, wow, great video, even with your sarcasm included lol, really really REALLY helped me understand google analytics, I installed the analytics code on my blog a few days ago and didn’t have a clue how to read the stats. Thanks so much Sally 🙂

  4. Ian, I’ve only had the analytics on my site for a couple of weeks, and have been blundering through my own (Bentley Befuddled Analytics of Google Analytics) attempts to sort through all the data. You gave me several new understandings, particularly in using the filters, which I hadn’t touched.
    thanks a lot; looking forward to the next one.

  5. Hi Ian, you’re saying in the video you’re going to websites that link to you. Then check why and give them a thank you and maybe a link as payback. That’s good mentality and more people should do that 🙂
    BTW, you’re a funny guy 🙂 and have the quality to tell things in a simple and understandable way.

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