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2 Google Analytics Demo Account

Wondering what a sort of information you might get through Google Analytics? But you want real life data and not some enthusiasts view on it? Or are you convinced already but you just want to have an example to look at? Need to convince someone else in your organisation? Look no further.

Google finally enabled public access to the Google Merchandise Store’s Analytics account so that everyone can see, smell and play with the sort of data that a proper Google Analytics setup enables. You will get into the Google Analytics Demo Account in a few simple steps explained here.

Google Analytics Account Structure

First, once you have access, observe the way the account is structured. There is one Account (Demo Account BETA), one Property (the Merchandise Store) and then three Views (Master, Test and Raw Data).This is similar to my set up and allows for a testing of important filters in the test view and a back up in case something goes wrong in the Raw Data view.

Google Analytics Settings

google analytics setupNext you can start by looking how the settings have been set up. Go to the Admin section and going through and mimicking the setup in the following parts:

  • Property settings; please not how “Enable Demographics and Interest Reports” and “Use enhanced link attribution” have been toggled on.
  • Tracking info; please note how Data Collection both “Advertising Reporting Features” and “Remarketing” have been toggled on. In the Referral Exclusion List the URL of your website needs to be filled in to prevent self referrals. The rest has been left at the default setting.
  • View Settings; please note how “Bot Filtering” and “Site search Tracking” have been enabled. Also, make sure you check the time zone in the account.
  • Filters; A simple Hostname filter has been set up, make sure you use your own URL instead of that of the Google Merchandise store.
  • Account Settings; under Account, click on “Account Settings”. Tick the box for “Benchmarking” and “Google Products and Services” and read the other three and make a choice to what extend you want others to have access to your data.

Now, if you have followed the advice from above, or you want to see what sort of data you can get, keep on reading.

Google Analytics Benchmarking Reports

Let’s start with the Benchmarking report in the Audience section. Great feedback for any business owner on how your business is performing on some core metrics versus peers in your industry. Notice how I selected the vertical (clothing accessories), left the geography to “all countries” and selected the size of the daily session to closely reflect the size of the Google Merchandise shop.


You can see how your mix of traffic sources compares to others in your industry. But you can also look at how well you do within those traffic sources, by comparing bounce rates. You could use this to see where your competition is getting more or more qualified traffic and decide where to focus your attention. Absolute gold dust if you ask me.

Google Analytics Demographics and Interest Reports

From this report you can see the Affinity and In-Market segments that are connected to your visitors. If you drop a Converters and non-Converters segment on this data (as per screenshot below), you usually get an interesting picture. For most niche websites, you will see a very strong correlation with a very specific in market segment. If you are lucky, there are significant differences between converters and non converters. Either way, this could feed into your wider marketing strategy.  The data for the Google Merchandise shop (bottom left) is not that telling unfortunately. The other picture is Demo & Interest Report for in market segments for this blog, you can see there are some in market segments that correspond quiet well to the sort of people we would want to reach.

.GOOGLE ANALYTICS DEMOGRAPHICSsetting up google analytics


Custom Dimensions

Custom Dimension is a concept explained fully later on in the Google Analytics get started guides. They are a way of going beyond the basic set of dimensions available in Google Analytics and customise your setup with data that is important to your business. Usually these can simply be imported from the code in the page the client is on. Google is showing you can set up a custom dimension for on a hit, session and user level, and has connected an example stat for each of the three options. If you go to Admin > Property > Custom Definition > Custom Dimension you can see that there are three custom dimension live. By clicking on them you can see how they are being imported from the server.


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