9 Important Areas to Analyse in Google Analytics

Google Analytics is a powerful analytics tool and the industry standard in data gathering. It can provide you with more information than you know what to do with, but there are a few metrics that it is in your best interest to learn how to track. 

The more information you have about how users are finding, navigating, and interacting with your website, the better prepared you’ll be to present them with the exact information that they’re looking for to convert from cold lead to buying customer.

In this article, we’ve compiled a list of 9 important measures to analyse in analytics and provide you with a few thoughts as to how you can put each of these Analytic insights to use for your business.

Why Use Analytics & Benefits For Business?


Having a website is nearly mandatory in 2021 if you own a business. But just having a website and populating it with some content, products, and calls to action isn’t enough. To have a successful website, you must understand how viewers are finding your website and interact with it.

The more knowledge you have about how real people are using your site, the better you’ll be able to give them the information and products they’re searching for. If you can present your viewers with what they want to find, when they want to find it, they are much more likely to convert into paying customers.

If they’re disappointed in your website, you can lose their attention forever.

Analysing Your Website With Google Analytics

Google Analytics does an impressive job at providing you with all the data you need to discover how and when traffic is landing on your website, where they are coming from, how they’re navigating your site, and when, how, and why they’re leaving.

If you want to get the most out of your website, start learning how to use these 9 metrics to your best advantage.

1. Current Traffic

Google Analytics gives you the ability to see who is visiting your site right now, in the very instant you’re analysing your data. Why would that be important? It can help you monitor the results of a social media post or ad freshly gone live, to name a few things. You can also watch for trends in traffic during different times of day and test out changes and updates you’re making in real-time.

2. Visitor Geo Stats

Learning where your traffic is coming from is another important area to analyse and, in this case, we’re not talking about website shares but physical geography. Are your website visitors local to your city, or international? Do you have a strong following in a specific area of the country or the world? Understanding this information can help you better serve the visitors who are already finding you and test strategies to bring in more traffic from new geographic locations.

3. Devices Accessing Your Site

How people are browsing your website is also important information to know and Google Analytics provides you with data on what devices are accessing your site. You will be able to see if your visitors are primarily using desktop computers or mobile devices, and even what brands are most popular. This can help you not only adapt your website to meet the criteria of those devices for optimal viewing, but you can also slant your content and the language you use to appeal to the audience on a more intimate, knowledgeable level.

4. Social Channel Analytics

Social media is a powerful tool that every business should be using to the best of its ability. Not only can you track which sites are sending the most traffic to your website, but you can test marketing messages and strategies to see which are producing the best results.

Google Analytics doesn’t just provide you with the data either. They also give you the power to group your campaigns together so that you can keep track of the data over time and view it easily, on-demand.

Having viewers find your website through a Google search is important, as is tracking that traffic. Equally important is watching what you’re visitors are searching for after they’ve reached your website. Google Analytics can be programmed to track the searches made from the Search tool on your website, if you have one. You can track what visitors are searching for and how they react when they find the pages they’re directed to.

If there are regular or consistent search trends, you can optimise your website to provide viewers with the information you most want them to see and act upon.

Beyond how your visitors are searching your website, you can also track how they’re navigating your site. Google Analytics allows you to see where a person first lands on your site, and every page or section of your website they visit from there. You can track which pages are directing traffic to other pages, and also where people are leaving your site most frequently.

Behaviour Flow reports can help you direct traffic in the most efficient manner and capture potentially lost customers before they leave.

Another incredibly powerful metric to watch is your popular content. Pay attention to the pages that are getting the most views and optimise those pages to either convert views into leads or buyers, or at least direct them to the page or action of your choice.

It’s also important to analyse the pages that aren’t performing as well as you’d like them to. Are they getting no traffic? Is everyone who lands on a specific page exiting from there? This is a golden opportunity to figure out why and start trying to improve your SEO results.

8. Website Speed

How fast your website loads is one of the most critical factors for SEO, and Google Analytics provides you with all the metrics you need to keep your site as fast as possible. You can get detailed site loading times and use this information to place your optimisation efforts where it can count the most.

9. Site Conversions

The metric you are probably most concerned with and interested in is your conversions. Whether your goal is to convert viewers into buyers or merely get them to join your mailing list, tracking conversions will help you understand how your marketing efforts are paying off.

You can set specific goals within Google Analytics and track them separately. If your website is set up for eCommerce, you can track what your top-selling products are, for example. You can even track how far a user scrolls on a website page, or how many times specific ads are clicked in different locations on your website.

This information gives you the power to maximise top-performing products and placements for better conversions.

Concluding Statement

Analysing and understanding Analytics traffic can make a significant impact on the strategy your business uses for developing your web content and online reputation. If you aren’t sure where to start or how to accomplish everything that needs to be done, Riordan SEO can help. Get in touch today.

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