Google Analytics offers users a plethora of data that can be used to better understand your 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 a great place to start, however, these metrics won’t give you the full insight you’ll need to make efficient changes to your website. It’s recommended to spend time understanding these metrics before you begin analyzing the other data to see how you can make website changes to attract more visitors and get more leads.
Audience > Geo > Location
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. By understanding this data you’ll be able to optimize your site for locations that aren’t bringing as much traffic to your site as you would like.
Acquisition > Overview
Acquisition data shows how users find your website, and breaks down your traffic into the following categories: Paid Search (if applicable), Direct Traffic, Organic 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. For example, if you are getting a lot of direct traffic and referral traffic you may want to consider optimizing your website more so that you can increase the organic traffic coming to your site.
This section provides relevant statistics for individual pages on a website and how users are interacting with each page. This section allows you to track how long users stay on each page, the specific day and times of day you get the most traffic, your page speed, and more. By analyzing this data you’ll be able to see which pages get more attention than others. Once you can see which pages are getting more attention you’ll be able to step up your optimization game on the pages that are not getting as much attention. However, make sure you’re still paying attention and optimizing the pages that are getting attention so that the traffic keeps up.
Conversion tracking is an important section of Google Analytics as it tells you all the leads your site is receiving. Once you set up Goals for your site in Analytics, it will track how many calls you get from the website, how many people fill out your contact form, how many people click for directions, etc. These Goals are made by you, so whatever conversions you would like to track on Analytics, you can do so!
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 this useful platform. If you’re looking for a company to assist you in your website and search engine optimization, contact Boston Web Marketing today!