Google Analytics metrics are a great way to track the performance of your website. Do you know the most important metrics that you need to follow?
With online marketing blooming in the markets today, analytic tools are also seeing an increase in number. But there is no denying that Google Analytics remains an industry-favourite even today.
There are ample reasons why Google Analytics reign supreme amidst such strong competition. It is powerful and freely accessible. You can track nearly 200 different metrics starting from Acquisition to Conversion using Google Analytics.
With great variety comes a bit of confusion as well. If you are a marketer getting acquainted with Google Analytics metrics, you might be wondering which one’s more important than the other.
Read this blog to find out more about the different kinds of Google Analytics metrics that you need to focus on for your online business.
What are Google Analytics Metrics?
Metrics are the yardsticks that decide the horoscope of your business and its success. Using Google Analytics and similar marketing tools, you can determine different metrics.
A metric is a piece of information that reveals some aspect of your online business within a period.
Following are a few examples of different types of Google Analytics metrics.
- Pageview Metrics
- Bounce Rate
- Entrance Rate
- Exit Rate
- Click-through Rates
And the list of Google Analytics metrics continues.
Why are Google Analytics Metrics so Important?
Google Analytics offer you complete control over your business and its analytics. The tool can track website data and its traffic.
Google Analytics lets you peek into heavily customised activities on your website and delivers reports on the same. You can survey the journey every user has through your website using Google Analytics metrics.
The estimated number of sites using Google Analytics is 50+ million. There is little surprise as to why this tool is the most accurate one for site analysis and data comprehension.
What are the Most Important Google Analytics Metrics?
You can track every one of your visitor’s moves on your website using Google Analytics. One thing about this tool is that you need spoon feed it the kind of data you are looking for.
It is very specific. You need to filter the tool so that it can generate exactly what you are looking for. Filters, including locations, IP address, referrals, etc., need to be set up on your Google Analytics.
Once your filters have been set, you receive many varieties of reports on your site performances.
So here are eight Google Analytics metrics you cannot avoid.
1. Users Metric
Each visitor of your website gets categorised as a user. After setting up your tool, “users” are displayed by default on your dashboard.
You can navigate through intricate data about this metric using “Audience > Overview”.
Google Analytics differentiates two kinds of users; new and returning. They are distinguished by cookies to read user data. Each time a user visits your website, they receive a unique client ID, stored in browsers as cookies.
“Users” are the most tracked Google Analytics metric by online marketers.
There is a difference in the “Sessions” metric from the “Users” metric. One user can log into various sessions on a website.
2. Bounce Rate Metric
“Bounce Rate” is the “single-page” session on a site. If a user visits your website but doesn’t interact with it and leaves, they end up triggering no additional requests to the Google Analytics server. This is a “bounce”.
Thus, a bounce rate is the total percentage of all the “bounces” your website suffers.
There are both good and bad bounces. If a page intends to prompt traffic on other pages, there is a chance to lower the bounce rates.
In Google Analytics, bounce rates are accessed from Audience > Overview. You can access particular bounce rates of pages by going to Behaviour > Site Content > All Pages.
3. Sessions Metric
“Sessions” are also displayed on the dashboard of the Google Analytics metrics. The tool details every one of the sessions involved by each user.
A session starts once a user loads a webpage and ends after it remains inactive for 30 minutes. Every little manoeuvre that occurs in a webpage/site, from each click to all transactions, is recorded as one “Session”.
One person can indulge in various sessions. You can customise how you would like to get reports on your site’s performance in Google Analytics Sessions Settings.
If one user revisits a site after some time or a few days, Google Analytics metrics records a new session.
4. Pages per Session Metric
The number of webpages accessed/viewed by a user during a session is counted as pages per session. An increase in pages per session means that there is increased activity on your website content.
Analysing your Google Analytics metrics on pages per session helps you understand if all your webpages offer correct pathways to enter other pages.
This can help you increase conversion rates as well.
You can access the pages per session metric on Google Analytics through Audience > Overview.
5. Pageviews by Pages
Pageviews per page is a website metric that delivers information on the number of pageviews each webpage in your website receives.
You can access this through Behaviour > Site Content > All Pages of Google Analytics dashboard. If the same user accesses a page repeatedly, pageviews are counted more than once.
The Unique Pageviews metric of Google Analytics tells you how many times a webpage is accessed/viewed within a single session by a user. That is, if a user revisits a webpage multiple times during the same session, the tool records the unique pageview as one.
6. Average Session Duration Metric
Google Analytics metrics can estimate the average amount of time visitors spend on your website in multiple sessions.
The total duration compiling all sessions are measured in seconds. Further, it is divided by the total number of sessions.
You can access the average session duration through Audience > Overview.
If Google Analytics record 0 hits on the last page in a session while recording individual sessions, the duration is calculated by subtracting the time of the initial hit on the last page from the second of the first hit on the first page.
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You can also track the average time spent by users on each individual pages. If you wish to have users engage more with pages, your average page metrics can reveal where you need to improve. Including multimedia content and blog posts can increase user activity on each page substantially.
7. Device Metric
This has become increasingly important these days with the increasing popularity of smartphones and other gadgets over the standard desktop computers.
Device metric tells you which device users are using to access your business website.
With an assessment on which device users usually access your website, you can determine how to make amendments to your site.
For example, if your users access your site through mobile phones more, you might want to invest in developing a mobile-friendly interface for your site. Optimizing your site to suit mobile users is an important aspect of succeeding in online businesses today.
You can access these Google Analytics metrics on devices by navigating through Audience > Mobile > Overview.
8. Source or Channel Metric
It is the metric that defines where the site traffic comes from. It determines where each person visits your website from, via search engine searches, direct URL entries or saved bookmarks.
The Medium Metric offered by Google Analytics records how a user enters your website. The Channel Metric refers to the grouping of sources of traffic within the same media, like paid searches, direct searches, social, emails, etc.
These Google Analytics metrics help you determine whether your marketing campaigns are effective.
You can access this metric via Acquisition > Overview > Channels, Source/Medium sections.
As a budding marketer, you would already be aware of why Google Analytics is important. Tracking the performance of your online business using Google Analytics metrics can help you determine the areas in which you need improvement.
According to the Google analytics reports, you can make changes to your usability, functionality, design, interface, etc.
Another thing about Google Analytics is that, like every other tool, it is not 100% foolproof. One can leverage the information delivered to them. Before making changes based on the insights offered by Google Analytics, it would be advisable to make your own analysis.
8.4% of all 348 million websites worldwide use Google Analytics effectively to track their performance rates. You do not need to think twice before following their path. Additionally, a well-consolidated and customised analysis of the metrics offered by the tool is vital too.
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