Not Understanding your Analytics Report? Part 1

If you are currently getting you’re SEO done from an agency then odds are you are receiving a report on your website’s traffic every month, bi-weekly, or quarterly. Analytics reports come with a lot of different conversions and numbers that can completely be overwhelming to look at.  As a business owner, it is important to have some sort of grasp on these reports so you know what to look out for and also so you can formulate your own opinions. Boston Web Marketing is here to give you some tips on what to look out for on your next Analytics report.

KPI & Sessions

At the top of your report, you will see a list of overall conversions and traffic to the site. The top KPI’s listed at the top of the report are:

  • Sessions
  • New Visitors
  • AVG Session Duration
  • Pages/Session
  • Bounce Rate
  • Conversions
  • Conversions Rate

The main points to look out for are the bounce rate, conversions, and Conversion Rate.   Your bounce rate percentage focus’s on the number of visitors that log on to your site and immediately click off. If you are suffering from a high bounce rate this can be due to a number of reasons such as; website homepage not looking attractive, hard to navigate, no calls to actions, slow page loading speed. Your conversions number is the number of times someone clicks on a call to action or fills out a form. For example, if you have a “call us here” button on the top of your website. Every time that number is clicked it will contribute to the number of conversions that shows up. Your conversion rate is the percentage of how many people actually followed through to your site. it is important to understand that conversion percentage may not change that much on a monthly report.

Channel Performance

Your Channel performance is basically how specific areas of your site are doing. The Categories you will see in your channel performance is:

  • Organic Search
  • Paid Search
  • Direct
  • Social
  • Referal

All categories are important but the ones we will be focusing on are Organic Search vs paid search. Within these subjects, you will see subcategories that go horizontally across, these categories will read; sessions, Users, Avg. Session Duration/Pages/Session/Bounce rate/Goal completion/Goal Conversion rate. Just like at the top of the report, you will be able to break down the specifics between each category.

If you have any questions or concerns please contact Boston Web Marketing at 857.526.0096

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