Google Analytics is a tool that analyse user behavior to our website to improve the user experience and ensure the success of the business. If you are new to Google Analytics, you check my previous article "A Beginner's Guide to Google Analytics-1".
Let's see how we can analyze the reports on Google Analytics:
In Google Analytics, the Behavior category is one of five main categories that you find on the left-hand sidebar. The categories are organized from the top of the funnel down to the bottom. The first category is Real-Time, or people on your website at the moment. Real-Time is followed by Acquisition (amount of traffic to your website), Behavior (level of engagement on your website) and Conversions (effectiveness of your website in converting visitors to customers or leads). You will identify this Acquisition - Behavior - Conversion (ABC) breakdown in many reports throughout Google Analytics. Audience is also a larger component of Google Analytics, but it doesn’t make as much sense, so we will focus on ABC's: Acquisition, Behavior and Conversions:
Why ABC's Are Most Important?
Here is the reason why ABC's are important-
- Acquisition measures traffic to your website and tells you how your website acquires visitors.
- Behavior tells you how effective your website is at engaging visitors; it also points out what pages they view and the actions they take on the website
- Conversion tracks the effectiveness of your website in persuading website visitors to take desirable action.
A conversion is the completion of an activity on your website that is important to your business' success. Tacking conversions ultimately measures your website's overall business performance.
Real time Reports
Data updates continuously and each page view is reported seconds after it occurs. Real time show
- the number of people on your site right now
- their geographic locations
- the keywords and sites that referred them
- which pages they are viewing
- conversions as they happen
Without traffic, your website is dead weight in the digital space. Regardless of the level of effectiveness your website has, it cannot fulfill its mission if there are no visitors. This is why you must track the following Audience reports:
Session and Users
Users refers to Unique visitors , or a person who has come to your website. Sessions refers to Visits, or different times that person came to your site.
New Sessions (%) estimates the percentage of first-time visits. It is the ratio of unique visitors to returning visitors. You have to look at this number in the context of what is happening and what you are trying to accomplish. A high percentage of new users may be a good sign that your new marketing campaign is producing results by drawing in new visitors. However, a high percentage may also represent a substantial base of one-time visitors which could mean you are not building a loyal following or generating residual traffic to your website. New Sessions is the number of first-time visits (people who had never visited your site before).
A user flow is a series of web pages that define a visitor or task. It includes the steps that a user performs to complete the task, during a website visit.
The Acquisition section tells you where your visitors originated from, such as search engines, social networks or website referrals. This is a key section when determining which online marketing tactics are bringing the most visitors to your website. Here are some snippets:
The Behavior section reveals what your visitors do on your website. Specifically, the reports tell you what pages people visit and what actions they take while visiting. You can access Behavior reports using the menu in the left sidebar of your Google Analytics dashboard. Here is the screenshot of Overview page of Behavior analysis:
Behavior flow visualizes the path a user follows from one page to the next or from one event to another. A path can be multiple pageviews or just a single pageview during a session.
The Site Content section contains the following reports about how visitors engage with pages on your website. You can use the All Pages report to quickly see your top content along with the average amount of revenue each page generates. This report helps you determine what content performs best on your website.
A conversion takes place when a visitor to your site completes an activity, online or offline, that is important to the success of your business. This could be through filling out a form, signing up for your email newsletter, completing a purchase, or by simply showing a high level of engagement with your site.
These are the most important metrics. Apart from these, there are lot more metrics that one can explore in Google Analytics like locations, traffic sources, events, site content, site speed, goals,etc.
If you have a blog or a website, whether for personal or business use, then you need Google Analytics for knowing how many number of people are active on your website right now, their geographic locations,the keywords and sites that referred them, conversions as they happen,etc. There are many, many additional questions that Google Analytics can answer.
A company can use Google Analytics to track how many people visits their website, for how long they stayed there, get real time updates and check its content performance, to improve in the lacking areas and make strong area more stronger.