What should I look at in Google Analytics?

Key Question:

What should I look at in Google Analytics?

Keystone Answer:

Google Analytics can tell you so much about the success of your website. So much that it can be intimidating. If you are just getting started with Google Analytics, we suggest starting with the following metrics:

1. Audience>Unique Visitors

Definition:This is the number of visitors that went to your site for the specified time. Each visitor is counted only once.

What you can learn: This tells you how many individuals are really seeing your content. If you are trying to get more people to your site, this is how you measure your success.

2. Acquisition>Traffic Sources

Definition: A breakdown of how people are getting to your site. This is divided into direct, organic and referrals. Direct visits are when a person types in your URL to get to your site. Organic Search visits are when people find your site through Google or another search engine. Referral sites are links from another website. Social visits are visits that come from a social media platform such as Facebook or Twitter.

What you can learn: This is a helpful report to help you establish goals as well as measure them. If you are low in organic search, you may want to increase your blog posts. Google likes fresh and helpful content, so start writing. It might take a little while, but blogging on topics that interest your audiences will increase organic traffic. Another example are visits from social sites. If you are spending time and money using social to get people back to your website, social traffic sources is an analytic you’ll want to look at.

3. Behavior> Site Content> All Pages

Definition: This report shows several stats for pages on your website including page views, average time on the page and bounce rate. (Bounce rate means they left the site without visiting a second page.)

What you can learn: Here you can see which of your pages are getting the most and least amounts of traffic. If you know a page is popular, brainstorm what similar content you could create. Also look at the other elements on the page. If the popular content is an article offering helpful tips, make sure you have a link to sign up for your email. On the other hand, if a page is not getting the traffic you would like, think about what other content you can place on the page to deliver your readers a more helpful page. Watching the popularity of your specific pages can tell you a great deal about the interests of your audiences. When you know more about what works, you can make content marketing decisions quicker and easier.

4. Audience>Mobile>Overview

Definition: The number of people viewing your website from tablet, mobile and desktop.

What you can learn: We are encouraging people to watch this report regularly. We are seeing mobile visits grow at a rapid pace, and many organizations are not responding as quickly as they need to. If your site is receiving high mobile traffic, make sure your site is responsive. This means your website will be optimized no matter the device your reader is using. Even if your mobile and tablet traffic is minimal, you should still consider going ahead and applying responsive design. Google likes it, and non-desktop traffic will continue to increase.

This is just a start. Dive into Google Analytics and see what you can learn about your website.

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