Google Analytics metrics every business should track
AMR Global Advisors
November 19, 2020
Google Analytics is free and an incredibly useful tool for businesses, but because of its terms and metrics, it can be difficult to understand. If you have managed a website, you are probably already using Google Analytics. You probably analyze what the traffic for the day is and compare it to previous results. Knowing how to set up Google Analytics can help you to understand how many web visits you have, who your visitors are and their demographic information, how they behave when browsing your website, or which pages are most popular on your website.
The better understand the terminology, the more useful Google Analytics will be for measuring the effectiveness. Below is a glossary of essential terms for tracking:
– Acquisition: You can understand how people find your website using these reports. It’s one of the sections where you’re going to spend the most time.
Acquisition metrics show where your traffic is originating from, be it Google searches, social media links, or other websites.
– User: The number of users is the most-tracked GA metric. In simpler terms, “users” is the number of new and returning people who visit your site during a set period of time. The first time a person visits your site, a unique identifier will be assigned to them. This will help distinguish the person as a “new user”. When the same user visits your site at a later time, they will be counted as a “returning user”.
– Audience helps you explore who your customers are, including information such as demographics, location, retention, and device technology. With these metrics, you can interpret the impact of your marketing efforts on various user segments.
– Conversion: A conversion is reported whenever a user completes a goal or makes a purchase during a session. Each goal will report a maximum of one conversion per session, while every transaction is reported. An ecommerce conversion occurs when someone successfully purchases during a session. Google Analytics has a range of ecommerce dimensions and metrics to report on your website’s ecommerce activity.
– Page View: Two widely used metrics in Google analytics are pageviews and unique page views. Both are used by digital marketers to measure the performance of a website or webpage over a given period of time. Pageviews is not the same as the number of unique users that visited a website. As you’ll see below, pageviews is the total number of loads and reloads of the same page, from the same user within in a single user session.
– Behaviour: Seeing how visitors navigate and flow through your website gives you a firm understanding of the thought processes at work and how you can influence them to go down the paths that relate to your objectives. The data you receive from the Behavior Section can be the deciding factor for how you optimize your entire interface. For example, you can add, remove, or re-arrange CTA buttons based on how people are interacting with them, make educated decisions on how to re-organize your linking strategy and much, much more.
– Session: A Google Analytics session is a group of user interactions (known as ‘hits’) with your website recorded in a given time period. Like a container, a session collects every interaction a user has with the website: for example, if someone spent five minutes on a website and loaded two pages, triggered a couple of events, interacted with a social element, and completed a transaction, all these actions would be contained in the same session.
– Bounce Rate: Bounce Rate is defined as the percentage of visitors that leave a webpage without taking an action, such as clicking on a link, filling out a form, or making a purchase. The average bounce rate varies considerably from one type of site to the next. However, if yours is elevated you might have a problem on your hands.
– Average Session duration: It means the exact time that a visitor had spent on your website. You can increase this time by putting up the relevant and right content what your visitor is looking for on your website. As this will help them and they are more likely to browse more or come back for further knowledge or purchase from your website.
- Source: in other words, where your website traffic originated from. (i.e. Search engine, if they clicked on an email link, social media, etc.) To find this, click Acquisition, then Overview, and you can see which sources are giving you the most traffic.
If you know how to use Google Analytics properly, it can give you a lot of useful information on how to improve your website, offers and catch up with your competition. Whether you are looking for some basic help with Google Analytics, or you need full course, our marketing team can help you, contact us by phone or write us an email for more information.