Google Analytics Metrics 101

Google Analytics metrics are essential tools for businesses and entrepreneurs seeking to make data-driven decisions and optimise their online presence. In this guide, we'll break down key Google Analytics metrics that every business owner should understand, but before we do, make sure your Google Analytics setup is complete!

Google Analytics Metrics: Sessions and Users

  • Sessions: Represents the number of individual visits to your website.
  • Users: Reflects the total number of unique individuals who visit your site.

Website Users Lineplot

Why Are Sessions and Users Important?

Tracking sessions and users in Google Analytics is vital for understanding audience behaviour, measuring engagement, optimising campaigns, and refining content strategies. It also helps in improving user experience, ensuring device compatibility, and allocating budgets effectively.

Pageviews and Unique Pageviews

  • Pageviews: The total number of pages viewed by visitors on your site.
  • Unique Pageviews: Indicates how many sessions included the viewing of a specific page.

Why Are Pageviews and Unique Pageviews Important?

Did you know: A study by HubSpot found that companies who publish 16 or more blog posts per month receive 3.5 times more traffic than those who publish 0-4 posts. As a result, carefully monitoring pageviews is useful in identifying popular content for your content strategy, helping you drive more traffic to your site in the long term.

Bounce Rate

  • Bounce Rate: The percentage of visitors who leave your site after viewing only one page.

Why is Bounce Rate Important?

Nielsen Norman Group reports that users often leave a webpage within 10-20 seconds if they don't find what they're looking for. A high bounce rate is likely flagging issues with content or user experience, so the web page should be reviewed and updated in a timely fashion to prevent further loss of customers.

Average Session Duration

  • Average Session Duration: Indicates how long visitors spend on your site.

Why is Average Session Duration Important?

According to a study by Nielsen Norman Group, users read about 20% of the text on an average web page. A longer average session duration suggests engaging content, which can lead to higher conversion rates and customer retention, whilst a shorter duration can signal a need for updates.

Acquisition Channels

Acquisition channels in Google Analytics refer to the different sources through which users find and visit your website. These channels are categorised based on how visitors arrive at your site. The main acquisition channels are:

  • Organic Search: Visitors who find your site through a search engine like Google, Bing, or Yahoo.
  • Direct: Visitors who type your website URL directly into their browser, use bookmarks, or access your site via an untracked referral source. This channel typically represents users who are already familiar with your brand.
  • Referral: Visitors who come to your site by clicking on a link from another website. This includes any links from other websites that are not search engines or social media platforms.
  • Social: Visitors who arrive at your site through social media platforms like Facebook, Twitter, LinkedIn, Instagram, etc. This channel encompasses both paid and organic social media traffic.
  • Paid Search: Visitors who come to your site through paid advertising efforts, such as Google Ads (formerly AdWords) or other pay-per-click (PPC) campaigns.
  • Display: Visitors who arrive at your site by clicking on a display ad, which may be in the form of a banner or other visual ad format on a website.
  • Email: Visitors who click on a link in an email campaign, leading them to your website. This channel allows you to track the effectiveness of your email marketing efforts.
  • Other Advertising: Visitors who arrive at your site through other types of advertising, which may include affiliate marketing, sponsored content, or other forms of online advertising.
  • Affiliates: Visitors who come to your site through affiliate marketing efforts. This channel tracks traffic generated by affiliates who promote your products or services.
  • Other: This category is used for any other sources of traffic that don't fall into the specified channels above. It may include custom campaigns, specialised tracking, or any other unique sources.

Acquisition Channels Bargraph

For e-commerce stores, a good chunk of traffic comes from organic search. Therefore, it would make sense for a store to allocate a considerable amount of resources towards improving their SEO in order to rank higher on Google for customer keyword searches.

Understanding the acquisition channels relevant to your business and industry will guide you to allocating resources towards your most productive channels.

Conversion Rate and Goals

  • Conversion Rate: Measures the percentage of visitors who complete a specific action, such as making a purchase.
  • Goals: Specific actions set up in Google Analytics to track success.

According to industry leaders, e-commerce conversion rates sit between 2.5% to 3%, so if you own an e-commerce store, you know what good looks like. Monitoring conversion rates and goals allows your business to fine-tune your strategies for maximum effectiveness.

Want to Increase Website Traffic and Convert Customers?

In essence, tracking sessions and users in Google Analytics forms the foundation for understanding your audience, optimising your website's performance, and making informed decisions to drive business success. If you want to increase your site traffic and attract more leads - with the help of Google Analytics metrics - then contact us today!