What Can Google Analytics Tell You?

If you haven’t used Google Analytics yet, you’re about to discover a treasure chest of valuable information. The information Google Analytics gives you can be used to improve your website, learn more about potential customers and identify the most attractive parts of your business. Here is what Google Analytics can tell you.

At-A-Glance Analytics

The first step in setting up Google Analytics should be creating your dashboard. You can create multiple customized dashboards with different widgets. This is where you want to put your most important metrics that you plan to review often.


Where are your visitors coming from? You can use Google Analytics to identify your top referral sources and to determine what kind of content gets backlinks. Then, you can create similar content that more sites will link to, which is essential in building SEO.

Average Time on Page

The average time on page metric can help you see how much of your content people are actually reading. If a page or blog post gets a lot of visitors, but most leave after only a few seconds, the content needs to be adjusted. The average time on page statistic can also help you determine which pages are the most successful.

Location of Your Visitors

Google Analytics will give you the location demographics of your visitors. You can also see stats about visitors by location. For example, you can look at the average time visitors from Texas spend on your site or the bounce rate (the percentage of visitors who leave the site after viewing just one page) of visitors from Canada. This information can help you create targeted ads and campaigns based on the location of most of your visitors.

Top Performing Content

You want to know what your best content is so that you can create similar content. Look at the pages that are visited the most and have the highest average time spent and try to find trends in the content. You can also view the percentage of clicks on all of your internal links by page. Pages that keep visitors on your site or lead to them clicking onto more pages are top performers.

Worst Performing Pages

Check Google Analytics’ page performance metrics to review pages that visitors read for only a short period or exit your site after visiting. Compare these to your top pages and make the necessary adjustments.

Exit Pages

Page performance metrics can also be used to see which pages are your top exit pages. If people are frequently leaving your site from the same page (and it’s not a blog post), they may not be finding what they need on that page. Review your content and add calls to action to make sure you aren’t losing potential customers.

Mobile or Desktop?

These days every business should have a mobile site, but Google Analytics provides valuable metrics that demonstrate the usage of a mobile site. Under the Visitors menu, there is a mobile option where you can see the particular device people use to visit your site by percentage of total visits. You can also see the average time on site and bounce rate per device.

If you need help implementing Google Analytics for your business, contact us. Keystone clients have access to a marketing dashboard where they can see analytics, keywords, and social media posts all in one place.