{"id":8117,"date":"2021-11-02T11:47:51","date_gmt":"2021-11-02T08:47:51","guid":{"rendered":"https:\/\/www.evenzia.com\/?p=8117"},"modified":"2021-11-02T11:47:53","modified_gmt":"2021-11-02T08:47:53","slug":"35-insights-that-google-analytics-can-give-you-about-your-website","status":"publish","type":"post","link":"https:\/\/www.evenzia.com\/fr\/35-insights-that-google-analytics-can-give-you-about-your-website\/","title":{"rendered":"35 Insights that Google Analytics Can Give You About Your Website"},"content":{"rendered":"\n

Google Analytics is arguably one of the most valuable and powerful tools for website analytics. Let\u2019s explore 35 valuable data insights Google Analytics offers and how you can use them to improve your marketing and SEO.<\/p>\n\n\n\n

What Is Google Analytics?<\/h2>\n\n\n\n

Google Analytics is a web analytics tool designed to collect user data. It sorts the data into easy-to-read reports via a customizable dashboard.<\/p>\n\n\n\n

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Example of a custom Google Analytics dashboard<\/figcaption><\/figure>\n\n\n\n

What Is a Metric in Google Analytics?<\/h3>\n\n\n\n

In Google Analytics, a metric is a single, measurable piece of data. Metrics can appear in sums or ratios.<\/p>\n\n\n\n

Some common Google Analytics metrics include pages per session, screen views, bounce rate, and time on page.<\/p>\n\n\n\n

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Screenshot of a Google Analytics report<\/figcaption><\/figure>\n\n\n\n

Types of Google Analytics Insights <\/h2>\n\n\n\n

Insight 1: Active Users on Site<\/h3>\n\n\n\n

This metric indicates how many active users are on your site in real-time. You can also use this metric to double-check if you\u2019ve set up Google Analytics correctly on your website. <\/p>\n\n\n\n

\"google<\/figure>\n\n\n\n

Insight 2: Top Active Pages<\/h3>\n\n\n\n

Use this metric to track the most active pages on your website in real-time. If you\u2019ve launched a new blog post and you\u2019ve pushed it through your marketing channels, this metric can indicate if your new content is drawing any traffic.<\/p>\n\n\n\n

\"google<\/figure>\n\n\n\n

Insight 3: Goal Conversions <\/h3>\n\n\n\n

The Goal conversions metric helps you track conversions on your website. You can also use this report to review any buttons, forms, or transactions used to complete a conversion.<\/p>\n\n\n\n

 You\u2019ll have to set your goals in Google Analytics first before you can see this data. When a user completes a specific event, Google counts it as a conversion towards your goal. <\/p>\n\n\n\n

You can also use this metric to determine whether your website can track conversions correctly. Note that this metric only tracks conversions completed in the last 30 minutes.<\/p>\n\n\n\n

\"google<\/figure>\n\n\n\n

Insight 4: Audience Age<\/h3>\n\n\n\n

You\u2019ll mostly use this to understand or refine your target audience. Review this metric to track the average age range of your website\u2019s visitors. <\/p>\n\n\n\n

\"google<\/figure>\n\n\n\n

Insight 5: Audience Gender<\/h3>\n\n\n\n

Similar to the above, this metric is great for understanding your user demographics. Combine this with other audience metrics to verify your target market is responding to your campaign.<\/p>\n\n\n\n

\"google<\/figure>\n\n\n\n

Insight 6: Audience Geographic Location<\/h3>\n\n\n\n

This chart tracks the locations of users visiting your site. It can also indicate which language your user\u2019s browsing in. <\/p>\n\n\n\n

This metric can be useful for marketers working on international campaigns who want to better understand their reach. <\/p>\n\n\n\n

Depending on the number of international users, you may need to consider an alternate language version of your website. <\/p>\n\n\n\n

\"google<\/figure>\n\n\n\n

Insight 7: New vs. Returning Visitors<\/h3>\n\n\n\n

This chart easily segments your overall visitors into new or returning visitors. New visitors are visitors that have never landed on your website before. Returning visitors are visitors that have visited your website more than once in the past two years. <\/p>\n\n\n\n

An influx of new visitors can indicate a successful marketing campaign, popular content, or an increase in brand awareness. <\/p>\n\n\n\n

Returning visitors can provide more insight into popular pages on your website, valuable content you can repurpose, or even a compelling product to highlight. You can also target returning users with loyalty rewards or a more enticing CTA.<\/p>\n\n\n\n

\"google<\/figure>\n\n\n\n

Insight 8: Desktop vs. Mobile <\/h3>\n\n\n\n

This chart segments visitors by device. Compare mobile to desktop visitors to determine how visitors primarily access your website. <\/p>\n\n\n\n

If your marketing campaign targets one or the other, this metric can help you track its success. <\/p>\n\n\n\n

\"google<\/figure>\n\n\n\n

Insight 9: Users Flow <\/h3>\n\n\n\n

This metric shows you the journey of a user on your website. You\u2019ll be able to see which websites lead visitors to yours, or which websites they visited after leaving your site.<\/p>\n\n\n\n

\"google<\/figure>\n\n\n\n

Insight 10: Lifetime Value (LTV) of a User<\/h3>\n\n\n\n

This insight looks at a user in the first 90 days after they have visited your site. If you have someone sign-up for a service, this metric is essential.<\/p>\n\n\n\n

You can set the metric to measure page views, conversions, or other goals you want to select. You can then start to determine how this user will use your site and be a great customer for you in the future.<\/p>\n\n\n\n

\"google<\/figure>\n\n\n\n

Insight 11: Top Acquisition Channels<\/h3>\n\n\n\n

This is arguably the most important acquisition metric. This shows your site\u2019s most powerful traffic sources and which campaigns are working, where most of your business is likely coming from.<\/p>\n\n\n\n

\"google<\/figure>\n\n\n\n

Insight 12: New Users<\/h3>\n\n\n\n

This metric tells you the number of first-time visitors to your website. If you\u2019re launching a new campaign to get new visitors and new signups, this is the metric you need to focus on.<\/p>\n\n\n\n

\"dQ3uFgFSU68qX800-4wzzlLYucGJmvtWvddyExobwlPOyaRUbc3rzE9B7xogB16e7mBZKPxrAolBa7zN3J_-EqaH0kpetN0mt-k6oYEzJ7wQ-K9YPnU6K7Q4JLh0MZIGiLSAZTF3\"\/<\/figure>\n\n\n\n

Insight 13: Landing Pages<\/h3>\n\n\n\n

If you\u2019re running PPC ads, this metric can show you the effectiveness of your ads or their landing pages. If a blog post or web page suddenly becomes popular, you\u2019ll be able to review their metrics with this chart.<\/p>\n\n\n\n

\"google<\/figure>\n\n\n\n

Insight 14: Sessions<\/h3>\n\n\n\n

A session is a unit of time \u2014 usually 30 minutes. This widget tracks how many sessions a user has been active on your website. A single user can have multiple sessions.<\/p>\n\n\n\n

\"google<\/figure>\n\n\n\n

Insight 15: Sessions via Social Referrals<\/h3>\n\n\n\n

How many sessions were created from a social source, such as Facebook or Instagram? This widget is your best bet for monitoring any social media traffic or campaign results. <\/p>\n\n\n\n

\"google<\/figure>\n\n\n\n

Insight 16: Track Specific Campaigns with UTM Tracking<\/h3>\n\n\n\n

Urchin Tracking Modules (UTM) are unique URLs that track the effectiveness of specific marketing campaigns. <\/p>\n\n\n\n

\"google<\/figure>\n\n\n\n

Insight 17: Average Session Duration<\/h3>\n\n\n\n

This metric averages the session length of your visitors. It is a helpful metric for comparing different marketing channels and campaigns.<\/p>\n\n\n\n

\"google<\/figure>\n\n\n\n

Insight 18: Bounce Rate<\/h3>\n\n\n\n

The bounce rate is a percentage of single-page visits or sessions where the user did not interact with the site. High bounce rates indicate users leave your site quickly. <\/p>\n\n\n\n

If you have high bounce rates, you\u2019ll need to create a strategy to help visitors stay on your website longer.<\/p>\n\n\n\n

\"google<\/figure>\n\n\n\n

Insight 19: Site Content Metrics<\/h3>\n\n\n\n

This shows you which pages on your website people are interacting with the most. It shows you which pages and which content catches people\u2019s attention.<\/p>\n\n\n\n

\"google<\/figure>\n\n\n\n

Insight 20: Behavior Flow<\/h3>\n\n\n\n

The user flow metric shows the volume of users from different locations. However, Behavior Flow indicates what users do once they land on your website. It can show you the order of pages visited and time spent per page.<\/p>\n\n\n\n

Do users follow internal links to other pages? Do they follow a logical path of browsing, adding to the cart, and checking out?<\/p>\n\n\n\n

\"google<\/figure>\n\n\n\n

Insight 21: Exit Pages <\/h3>\n\n\n\n

This shows you which page users left your site. Use this widget to determine if there\u2019s a specific issue with the page, like a poor call to action, broken links or <\/p>\n\n\n\n

\"google<\/figure>\n\n\n\n

Insight 22: Average Page Load Times<\/h3>\n\n\n\n

This metric is good for the Core Web Vitals, as page load speed is one of the critical components in Google\u2019s page ranking. <\/p>\n\n\n\n

Issues affecting page load speeds can be a slow server, image compression, lazy loading, and page layout shift.<\/p>\n\n\n\n

\"google<\/figure>\n\n\n\n

Insight 23: Goal Completions <\/h3>\n\n\n\n

You can set up goals with your website. Completion of these goals by users will return this metric to you. These goals can include completing a form, watching a video, or making a purchase<\/p>\n\n\n\n

\"google<\/figure>\n\n\n\n

Insight 24: Goal Conversion Rate<\/h3>\n\n\n\n

Like the previous metric, this gives you a percentage of goals completed by visitors to your website.<\/p>\n\n\n\n

\"google<\/figure>\n\n\n\n

Insight 25: Reverse Goal Path<\/h3>\n\n\n\n

Again, following up from the above, you can follow the path they took to get there for those who did complete the goals. <\/p>\n\n\n\n

This helps track the user\u2019s journey, and you can find spots along the way to strengthen your message and increase the conversion rate.<\/p>\n\n\n\n

\"google<\/figure>\n\n\n\n

Insight 26: Average Ecommerce Order Value<\/h3>\n\n\n\n

This insight gives you the average dollar amount per order on your website. It provides a good indicator of the ROI for your marketing campaign and can give you an idea about setting prices for your products and services.<\/p>\n\n\n\n

\"google<\/figure>\n\n\n\n

Insight 27: Checkout Behaviour Analysis<\/h3>\n\n\n\n

This metric shows you when a customer checks out and pays for their items or leaves the cart entirely. It’s suitable for triggering abandoned cart emails and for understanding the customer\u2019s journey.<\/p>\n\n\n\n

\"google<\/figure>\n\n\n\n

Insight 28: Multi-Channel Conversions<\/h3>\n\n\n\n

With this insight, you can investigate which channels are giving you the most conversions on your website. You can combine channels to give you an overall conversion amount as well.<\/p>\n\n\n\n

Use this metric to determine where you should invest more of your marketing budget to get better ROI.<\/p>\n\n\n\n

\"google<\/figure>\n\n\n\n

Insight 29: Top Conversion Paths<\/h3>\n\n\n\n

Check out what are the most successful paths users take to your website and then conversion. This gives you some insights into your target audience and how well your marketing campaigns are going.<\/p>\n\n\n\n

These insights can also reveal to you a target audience you didn’t know you had.<\/p>\n\n\n\n

\"google<\/figure>\n\n\n\n

Insight 30: In-Market Segments<\/h3>\n\n\n\n

With this insight, you can investigate where Google places your users. \u201cIn-market segments\u201d is the same kind of analysis used by Google Ads. These are people who are actively looking for your products and services; Google groups them by their search intent.<\/p>\n\n\n\n

\"google<\/figure>\n\n\n\n

Insight 31: Conversion Probability<\/h3>\n\n\n\n

This is an interesting metric because it can predict the probability of a user converting through your channels. This gives you insight into which marketing channels are working and hitting the right target audience with your marketing message.<\/p>\n\n\n\n

You can focus more money on the channels which predict higher conversions to get a better ROI and let the lower prediction channels ease off.<\/p>\n\n\n\n

\"google<\/figure>\n\n\n\n

Insight 32: On-Site Search Terms<\/h3>\n\n\n\n

If your website has search functionality, this insight will tell you what people search for once they land on your website. This allows you to put more resources toward the category or products they\u2019re searching for, build a channel directly to those pages, with marketing and backlinks.<\/p>\n\n\n\n

It can also show you which pages they are searching, if there is a content issue, such as descriptions being misleading or not clear enough for the user.<\/p>\n\n\n\n

\"google<\/figure>\n\n\n\n

Hidden Insights & Metrics<\/h2>\n\n\n\n

Some hidden insights and metrics are not immediately available in \u201cout-of-the-box\u201d Google Analytics. Adding some of these metrics can give you insights you might not have known you needed.<\/p>\n\n\n\n

Insight 33: Query Word Count (Paid Ads Linking)<\/h3>\n\n\n\n

You can integrate your Google Ads account with your Google Analytics account. This allows you to see the number of clicks for a PPC by the word count in a search term.<\/p>\n\n\n\n

You can choose the number of words in a Google Ad, the length of search terms, and help budget for more effective campaigns.<\/p>\n\n\n\n

\"google<\/figure>\n\n\n\n

Insight 34: Search Console Queries<\/h3>\n\n\n\n

Link your Google Search Console with your Google Analytics account to see which search queries your website receives impressions. You can see clicks and view your click-through rate as well.<\/p>\n\n\n\n

This integration means you don\u2019t need to look at your Google Search Console. You can find the information in one place.<\/p>\n\n\n\n

\"google<\/figure>\n\n\n\n

Insight 35: Not Provided Keywords<\/h3>\n\n\n\n

Hidden keywords, or \u2018not provided\u2019 keywords, are common within Google Analytics. You can find this information under Acquisition. <\/p>\n\n\n\n

Our Organic Traffic Insights<\/a> tool is an excellent workaround as well for this. It can;<\/p>\n\n\n\n