Measuring website traffic using Google Analytics

Website traffic is about more than the number of visitors who land on your website. UniSA uses Google Analytics tracking to measure key metrics including referral sources, keywords, time spent on page, bounce rates, and conversion tracking.

Note: The Google Analytics code is automatically included in the base templates on corporate UniSA websites and is injected using Google Tag Manager. Websites that do not sit within the UniSA Corporate Web environment will not have their analytics tracked by default - and in some cases you will be required to setup an additional account. The CMK digital team is unable to provide support for, and will not be liable for the loss of visitor data for websites that are not approved under the corporate web structure. Please email for further details.

Accessing Google Analytics

To access Google Analytics you will need to sign up for a Google account - separate to your personal Google or Gmail account so that we can easily identify the names of staff members.

  1. Create a Google account (choose "use my current email address instead and use your UniSA email address when registering").
  2. request access to UniSA's Google Analytics account

Once you have received access go to to logon and sign in using the Google account you created in Step 1.


Retrieving basic statistics for your website

The Google Analytics interface changes regularly, so please bear that in mind when following these screenshots.

  1. From the side panel, select "Behaviour > Site Content > All Pages"

    This will show you basic traffic for all pages on the University of South Australia website, with the top results showing first.

  2. To drill down to your area of the website, use the "Advanced" filtering options located here:

  3. From here you can apply filters to various dimensions - by default, you will be narrowing down the "Page" dimension which is what we require to filter traffic to your specific URL.

    For example, if you would like to measure all traffic from UniSA International's website, you could filter the results in a number of ways. Eg.

    Include Page Containing "international"


    Include Page
    Containing ""


    Include Page Matching RegExp "|study-at-unisa/international-students"

  4. You could also inclue multiple filters including exclusion of particular words from a URL if this picks up pages you didn't intend on tracking.


Please note that Google Analytics will often report on sampled data which means it is prone to being inaccurate depending on the size of the data and date range you have selected.


Further training resources

We have provided you with the most basic of instructions to access key metrics about parts of your website, but Google Analytics has a plethora of features that we have not touched on.

If you require advanced training in Google Analytics, we recommend the use of to identify an appropriate training module tailored to your skill level. Alternatively, Google offer various training modules through the Google Analytics Academy.