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Google Analytics: Metrics to Improve your Website

You’ve just invested in a snazzy, new web interface and now you’re wondering who’s engaging with it and how they’re navigating your pages. Google Analytics can pinpoint your users’ profiles – from when and where they visit to how long they spend browsing your pages – so that you can target content, blog posts, pictures, and videos specifically to their interests. Below, you’ll find a beginners’ guide to navigating the metrics platform and suggestions on how to convert real-time, website data into actionable intelligence.

Audience – This feature provides a glimpse into the number of users who visit your page, what language, and even what city they viewed it in. Along with other data, you’ll be able to see the number of unique visitors – that is, the number of non-duplicated visitors to your site – and your current bounce rate, which is the percentage of visitors who viewed only one page before navigating elsewhere. *If you’ve recently paired your website with a social media profile, you can use data provided in the Audience section of Google Analytics and your social media post history to identify a correlation between your social media posts and any influx in website traffic. Google Analytics simply provides data; the onus is then on us to extract meaningful information from this data.

Acquisition – This feature provides information on how visitors made it to your site in the first place, potentially offering you a glimpse into what marketing or social media strategies are drawing users in. The acquisition graph presents four data points on how visitors navigated to your site.

  • Direct – those visitors who typed the URL directly into a browser or search engine.
  • Organic – those visitors who typed specific terms into a search engine. *The organic feature allows you to see what terms were entered in a search engine so that you can then use this information to retarget your SEO, better enabling search engine crawling through your content and overall SEO ranking.
  • Social – those visitors who found your page through social media: Facebook, Twitter, Instagram, etc.
  • Referral – those visitors who clicked a link on a page other than yours or a search engine hit list.

Behavior – Utilizing the above metrics, you now know the city a majority of your users come from and that most of them arrived via an organic search including, for example, the terms “premium+red+roses.” However, you have an unusually high bounce rate of 75 percent, meaning that three out of four visitors left your site having viewed only one page. The Behavior feature allows you to map-out user experience by providing page-by- page metrics. *Assumedly so, your home page has the highest views by percentage, but perhaps a product page or a blog post has received unusually high traffic, as well. You can use this data to see what’s working on your highest-traffic pages to improve the content or user experience of your lowest-traffic pages or those with the highest bounce rate.

Conversion – This is the measured success feature. You set the goal and define success. Whether that means signing up for e-newsletters or making a purchase, the Conversion metric tracks the number of users who have met this goal.

Those willing to invest the time in learning how their visitors engage with their website will find Google Analytics a self-remunerative platform. They’ll not only be able to riff-off their website users’ demographics but also improve their content and SEO. In today’s digital world, physical storefronts have been replaced by chic web interfaces, which are most often paired with social media platforms. There’s quite a bit to get lost in: the logging in, the logging out, content management across several platforms, and then tracking data from individual interfaces. To simplify this process, we provide a content and analytics tool that allows users to manage and edit content and extract data across their various profiles utilizing a single, unified platform. If you’d like more info on metrics or our service, head on over to Viralheat and see what solutions we have to help you further build upon your online success.

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