In today’s competitive business world, it’s imperative that you have a thorough understanding of who your visitors are and what are their expectations. If you’re looking for a powerful analytical tool for your company’s website, Google Analytics one of the best options in the market. Yet trying to understand Google Analytics and its strategic use can make your head spin. If you’re just starting out, here’s an overview of Google Analytics and its key metrics that are noteworthy.
What exactly is Google Analytics?
Google Analytics is a free website analytic product offered by Google. It is an application that collates visitor data from your website and provides basic statistics and analytical tools for search engine optimization (SEO). The data is used to generate reports that give you insights as to how your visitors are engaging with your website.
With Google Analytics, you can analyze your traffic to discover whether your target market is finding your website, how they’re finding it, and if they’re taking the actions you expect them to take while on your site. By tracking and analyzing your traffic you can increase the engagement and enhance your marketing strategies.
Google Analytics’ Key Metrics
Navigating Google Analytics can be mind-numbing, since you are likely to get lost in its many features, variables, and settings. Check out these basic key metrics that will help you analyze your website traffic.
Most people tend to confuse this metric with “Visits”. The Unique Visitors metric can give you an accurate number as to how much real traffic you receive on a daily basis because, unlike the Visits metric, it doesn’t solely rely on cookies to count. This means any of your visitors would be counted once, even if they cleared their computer of cookies.
The Pageviews metric should increase in direct proportion to the numbers shown in Unique Visitors. This metric represents how deep your unique visitors go into your website pages. If the percentage is low, your content may not be engaging enough to encourage visitors to explore the your website further than the home or landing page.
The Bounce Rate metric will tell you the percentage of visitors who left your website after viewing only one page. High bounce rates can mean that your website is not appealing to visitors in certain aspects such as the design, content, navigation, and so on. Tracking your website’s bounce rate will quickly help you identify things that are not working well on your website, so you can fix the problem accordingly and ensure you grab visitors' attention from the first click.
This metric shows which sources drive the most and least traffic to your website. Generally there are four types of metrics: Referral, Direct, Organic Search, and Social.
- Referral traffic - These visitors found your site via your off-page marketing efforts, such as backlinks and blog articles on other websites.
- Direct traffic - These visitors are highly targeted, since they type your URL directly into their web browser.
- Organic search - These visitors discover your site after searching a keyword in a search engine, usually from Google.
- Social traffic - These visitors came from social media platforms, such as Facebook, Twitter, and Instagram.
These are the metrics that matter to tracking your website’s visitors. They consist of basic numbers that are easy to understand and interpret. Once you get a handle of these metrics, you can make your way to more advanced metrics that provider deeper level and more accurate insight.
For more tips on how to utilize your business data with Google Analytics, contact our specialists today.