Google Analytics offers users a plethora of data that can be used to better understand their website and its visitors. Those who are relatively unfamiliar with Google Analytics may be overwhelmed by the amount of data it provides. Depending on the business or industry, certain sections of Analytics can be more important than others. Here are some of the more useful sections of Analytics and how to access them:
An overall snapshot of your website’s performance and the default section. Audience Overview provides data such as the total amount of visitors to your website (Users), Pageviews, Average Visit Duration, and Pages Per Visit. Audience Overview also provides users with the Bounce Rate of the website, which is the percentage of visitors who came to your website and left without viewing an additional page.
This section is particularly useful for local businesses or businesses using local SEO strategies. The Location section provides users with a breakdown of where traffic is coming from geographically. Users may drill down the data from country to state to individual cities and towns.
Channels shares data on how users find your website, and breaks down your traffic into the following categories: Paid Search (if applicable), Direct Traffic, Referral Traffic, and traffic coming from social media websites. This section can help shed light on which strategies are working and which may need improvement.
Behavior>Site Content>All Pages
This section provides relevant statistics for individual pages on a website. All Pages gives users information including Sessions, Pageviews, Average Visit Duration, Bounce Rate, Pages per Session and more for each page. Among other things, All Pages gives feedback on which pages are getting more attention than others.
Search Engine Optimization
Acquisition>Search Engine Optimization
The SEO section of Analytics essentially provides data that Google Webmaster Tools offers, such as Impressions, Queries, and Clicks. In order for users to be able to view such data in this section, Analytics and Webmaster Tools accounts must be linked (if they are not a button will appear to do so). Most importantly, the SEO section offers insight on some of the keywords are bringing searchers to a website.
These are just some of the many ways that Google Analytics can help track your online marketing campaigns. There are several other sections and data available in Analytics. It is worthwhile for users to poke around in order to familiarize themselves with the useful platform.