5 metrics it’s time to start paying attention to on Google Analytics

By admin.dsm | Oct 2, 2018

 

What is Google Analytics?

Google Analytics is a service offered by Google that generates detailed statistics about a website’s traffic and traffic sources and measures conversions and sales.  Out of the box Google provides valuable reports that can be important to a business when they are developing their online marketing strategy.

To access this service you will need to go to the Google Analytic Homepage.

Once you have logged into your Google analytics dashboard you will find all of the analytic reports on the left hand column, and the ability to change the date range on the top right hand corner (see the image below).

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Traffic Sources

To find this report go to Acquisition > Overview.

This might be the number that people who know a little about Google Analytics would be familiar with.  The traffic source report tells you the number of visitors (both new and returning) and where the traffic is coming from.  One of the most important aspects of this report is the search traffic percent, which is the number of people who are coming to your site from search results.

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Organic Search Traffic

To find this report go to Acquisition > Keywords > Organic.

This report shows you what keywords visitors used to find your website.  The important thing to consider when reading this report; are visitors coming to my site with branded or non-branded keywords.  The idea of the branded keyword is like when someone searches for your business name they are bound to find your website.  Non-branded keywords on the other hand are services, products, or offers that you provide to your customers.

If you find your traffic almost entirely coming from branded keywords, then it might be time to start considering investing more time or money into search engine optimization.

Bounce Rate & Exit Rates on a page

To find this data go to Audience > Overview, and the bounce rate will be one of the metrics tracked below your visitor report.

The statistic of the bounce rate might be one of the most overlooked analytics today.  Most people will look at the number of visitors that came to their site and be happy with that.  However the bounce rate shows how many of those visitors went to one page of your website and then immediately left.  This can tell you that there might be something wrong with the design, layout, or content on a page.

Landing Pages

To find this report go to Behavior > Site Content > Landing Pages.

This report tells you the top landing pages and quite a bit of information on each of those pages.  You can find out the bounce rate, the percent of new users to the page, the average time the visitors are spending on the page, and much more.

To anyone who uses PPC this is a report you will want to look at.  If your landing pages have a bounce rate of 50% or above then it is time to start looking at redesigning your landing page.

Exit Pages

To find this report go to Behavior > Site Content > Exit Pages.

Most of the other reports focus on how traffic came to your site, or what visitors did once they were on it, however this reports looks at how people are leaving.  This report tells us what pages on your site visitors are leaving from.  The thing to consider when reading this report is that you want visitors leaving your site from a form completion page or an order completion page.  However, you don’t want people leaving from your homepage, conversion form or a checkout page.

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