Most Important Google Analytics Metrics Explained

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Finally we are moving away from social media to something much more powerful. And I don’t mean only the data itself, but the platforms.

Social media is fun and help you a little bit in your online success, but to really nail it you have to have something that you own. Your virtual real estate that you have a control over.

On your website you are the one who is in charge.

You decide about terms of service, how you interact with your viewers, what is your objective or value proposition. And finally how you are going to attract people to view your content.

Of course there is also a bunch of rules you have to follow to make sure, or actually to increase your chances Google or any other search engine will decide to show your stuff.

That’s SEO and it’s something extremely important. But we won’t talk about it in this article.

I would like to focus on how can you track the most important metrics and what they are. And also how you can use them to your advantage.

Since it is your website you should always analyze from the perspective of “how can I improve it to make more visitors and conversions”. And this is the main role of Google Analytics.

Ready? Let’s rock and roll!

7 Google Analytics Metrics You Should Track

We will start from traffic, the most basic figure you can get from Google Analytics. Depending on how advanced you are on your journey with your website it might be 10 visits or 10 thousands.

Or even a million visits a month. The actual number is irrelevant, because if you have just started you won’t see a lot of traffic anyway. That’s not something to worry about.

The only thing that really matters is whether you met your goal or not.

And once you get a little bit of traffic you can start to analyze the source. Do you get the most pageviews from search, social media or maybe direct entries?

This way you can judge which efforts are bringing the best results and where possibly you should invest more of your time. Just bear in mind social media is quick to provide results.

But they are not very sustainable. Search and content creation is the exact opposite.

From there the next question you should ask yourself is what pages people view the most and what is the page view count. What page or content is the most valuable on your site?

Once you know, just do more of that. Or actually do even better than that. Write another piece of content with even more more details and more valuable. Quality will always find its way to the top.

On the other hand you can also analyze on what page or pages people tend to leave your website.

Maybe they were just looking around and that’s it. But maybe there is something that made them click away? Think about it. Especially if the bounce rate is on pretty high level.

Bounce rate is the amount of times visitor came to your website and left without completing any task. But it might not be that bad if the session duration is on a healthy level.

Potentially, they might have found what they’ve been looking for.

However, the most important one is conversions, without a shadow of doubt. Everything else is just a way to get to your ultimate goal to convert your visitor.

Whether your goal is the newsletter signup, app download or selling some kind of a product doesn’t really matter. Only the end result really counts.

Just to summarize, here are all 7 metrics:

  1. Traffic
  2. Traffic source
  3. Top pages
  4. Exit pages
  5. Bounce rate
  6. Average session duration
  7. Conversions
 

4 Additional Metrics That Can Help Your Website Grow

On top of that there are also many other things you can be looking at with a help of Google Analytics. Over time, when you feel more and more comfortable with the tool, you will add more metrics to your list.

Personally I like to have a look on three other metrics. Or maybe I should say options that Google Analytics gives to me as a website owner.

The first two are location and age. As with any demographics it will help you to understand where your audience is coming from. And potentially what they can expect.

You are able to tweak your strategy towards more mature users if that’s what your audience is.

The third one is user behavior flow. It’s a fantastic option that allows you to see the flow of your users. In essence what was the sequence of pages visitors visited before purchasing or leaving the page. Pretty handy.

The last one is a bit virtual, but it’s worth to mention, because it’s one of the most important factors for Google’s SEO.

It’s called pogo-sticking and you cannot measure it with any tool.

The pogo-sticking defines users behavior when looking for something. Let’s assume you look for something specific in Google. You open a page, checking it out, but can’t find an answer.

So you open another one. Same story. So you try another one and another one until you find an answer. That is pogo-sticking. It tells Google that this person wasn’t able to find an answer on the pages he or she has visited.

This results in rank decrease. The only way to protect your website from that is to write valuable content.

Good luck!

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