First analytical path
Google Analytics is a complete but complex tool, so, we should set a first analytical path to follow at least, at the beginning.
Three first metrics we should have a look might be:
1. How many visitors have my website?
2. Where my visitors come from?
3. Which are the most visited pages on my website? (So, probably the most interesting contents for my readers)
Gives us a big picture about performance of the website, with the most common metrics. As well, it is possible to change the time interval, comparing that period with another previous period of time.
We recommend to compare always with the previous year; in this way we compare the data with the same conditions of seasonality.
Main Google Analytics metrics
Sessions means a group of
interactions between a user and a website, over a determined period of time on
an ongoing basis.
For ongoing basis, we
consider that between two interactions it doesn’t have to pass more than 30
This means that in one session, a user can visit several pages.
A session expires in these
1. After 30 minutes of user’s
2. At midnight
3. When we change advertising campaign; this means that, if we arrived to a website through a advertising and we return on the same website by clicking on another ad our previous session will be expired
Google Analytics offer you
the possibility to change your session settings, in the Tracking info section,
at Property level.
This is the number of pages viewed by the user but also take into account every time the page is refreshed.
The average number of pages that a user view in one session.
Avg. Session duration
This is the average time that a user pass on the website. NB: Bounce sessions are considered, by default, zero.
The Bounce rate is the number of visits that do not go beyond the homepage, before to leave the website.
Google Analytics’ acquisition report
In this section we can understand where our user come from, in terms of medium and source.
This is the vehicle that
brought our users on the website.
This might be:
1. Organic, i.e. through the organic search network
2. CPC, means the traffic resulting from an ads campaign on the search network, like Google Ads.
3. Referral, refers to the traffic derived from a link on a website, different from the search network.
4. Email, is the traffic resulting from an Email Marketing Campaign.
5. (none), means that the user digit the exact URL to arrive on our website.
This source gives us more
info about the medium.
For example, if the medium is
“referral”, the source is the URL of the website that sent the user on
On the other hand, if the
medium is “organic”, the source will be the search engine, like
Analyzing the section
“Channels” we will have a simplified view of the sources, as grouped in
In addition, the visits coming from social networks are separated in a specific channel; clicking on “Social” we will have the detail of all the social medias involved.
Behaviour Report in Google Analytics
In this section, we can have a look to which contents our audience prefer to view on our website, i.e. the pages with the more interesting contents.
This section groups al data we have seen before per section. Selecting one item you will have a report about the performance of all the pages starting with that URL.
This first easy and intuitive analytical path will help us to start examinat our website and more important, the performance of our marketing strategy; as well, this tool allow us to fix promptly any issue or problem our company might face.