When you create a website, Google Analytics is a must-have Google tool. Install Google Analytics on your website, you can easily monitor web traffic.
However, it’s not just traffic that you can know. This platform also provides various data about the performance of a site. Monitor where the traffic sources, visitor demographic data, popular content, and others.
You can use all of this data to evaluate content and websites. For example, you can decide which content needs to be rewritten or optimized. What plugins need to be added. What technical aspects need improvement. Which content or products attract visitors.
All things about your website can be known through Google Analytics. As long as you know how to use Google Analytics.
Here, you will learn how to use Google Analytics. We will explain to you how to read all the analytics data. There are at least six types of Google Analytics data that you need to know about:
- Visitor demographics;
- visitor behavior;
- Total traffic;
- Traffic sources;
- Website speed;
Important Terms in Google Analytics
Organizations When you have many products and metrics to measure, Organization is grouping them all in one “folder”. Through Organization, you can use several Google tools at once such as Analytics, Google Tag Manager, and Optimize. You can also manage users, data access, and inter-product integration.
Accounts – Are your access points to the Analytics service. You need at least one account to be able to use and monitor metrics from Google Analytics.
Properties – Properties are names for objects whose metrics are monitored by Analytics. The object in question can be a website, mobile application, or device. Later, Analytics will issue a unique tracking ID for each monitored property.
Views – A name for the specific data you want in a property. For example, you can create individual views specifically for overall web traffic, Google AdWords traffic, subdomain traffic, and so on.
Session – Interaction between users and web pages within a certain period of time. Generally, Google Analytics counts interactions until the user is inactive (no interaction) for 30 minutes.
Bounce rate – The percentage or number of visitors who leave the web after viewing only one page.
How to Use Google Analytics
After you understand the terms above, we will immediately discuss how to read Google Analytics data. In fact, the six ways below are just a small part of the overall data that Analytics can get.
However, for starters, these six ways are enough to introduce you to Google Analytics. These six ways are also more than enough to analyze the performance of a simple web or blog.
Real Time Google Analytics
In the Realtime > Overview menu, you can check web realtime metrics. When you open the web, application, or your device at that time, the recorded data can be directly accessed
In the Overview page, some data will appear:
- The number of users who open the web in real time;
- User distribution based on the device used for web access (desktop vs. mobile);
- Pageviews per minute;
- Pageviews per second;
- Top referrals;
- Top social traffic;
- Top keywords;
- Top active pages;
- Top locations.
All of the above data is available in simple form. For a more complete view, you can access the Locations, Traffic Sources, Content, Events, and Conversions submenus under Realtime.
2. Audience Demographics
Who visits your website? Where did they come from? What topics are they interested in?
It can all be known with Google Analytics. In fact, compared to the other four main menus, the Audience section provides a very complete insight.
audience demographics google analytics
To see a simple view, aka a summary of audience data, you can go to Audience > Overview. In this section, you can see data such as:
- audience overview google analytics
- Number of users;
- Number of page views;
- Number of new users;
- Number of pages opened in one session;
- Number of sessions;
- Number of sessions per user;
- Bounce rate / bounce session;
- Demographics by language, country and city;
- The operating system used;
- Information on the mobile operating system used by the audience.
Apart from the data above, you can also find out specific information about the audience. Click Audience > Demographics to find out the gender and age of the audience.
You can also find out what topics your audience likes via Audience > Interests. Through this menu, you can find out what topics visitors are interested in (Affinity Categories), what products are in demand and ready to be purchased (In-Market Segments), and both (Other Categories).
3. Visitors’ Behavior
Don’t think that visitor interactions with web content can’t be mapped. Through Audience > Behavior, you can find out how the audience actually responds to each page on the website.
Since this data is very important for you to know, we will discuss this section specifically. There are five kinds of data that will be discussed, namely new visitors vs. longtime visitors, frequency and recency, engagement, session quality and conversion likelihood.
New Visitors vs. Old/New Visitors vs. Returning
new visitors vs old google analytics
Here, you can detect the number of unique visitors or audiences who are visiting the web for the first time. In addition, you can also know how many loyal visitors you have.
It’s not just the raw numbers that can be known. In both categories of data, there is a more complete description of the bounce rate, number of pages per session, and average duration per session.
All of this information can help you chart the behavior of new and existing audiences.
Frequency and Recency / Frequency & Recency
frequency and recency google analytics
This part can be a bit confusing. But, we will try to simplify it for you.
Frequency means how often visitors return web visitors in a given time. Google will record every time an audience visits your website.
Say, a visitor visits your website four times a week. Google will separate each session and count them separately. Each session is named “first session”, “second session”, “third session”, and so on.
It’s different with the current. This data shows the length of time (in days) since the audience first visited the web. If a visitor opens the web on Monday, then opens it again on Thursday he will be counted as one visit since the first session.
engagements google analytics
Through engagement, you can find out two kinds of data. The first is about the duration of the session. Second is page depth.
In session duration, Google lists sessions for a specific time period. For example, session 0-10 seconds, 11-30 seconds, 31-60 seconds, and so on. You can check the number of sessions and the number of pageviews for each session range.
Page depth or page depth describes how many pages are opened in one session. As well as session duration, you can also see the number of sessions and the number of page views in the page depth category.
- Session Quality / Quality Session
- session quality google analytics
- As the name suggests, Google rates quality
4. Website Speed
In addition to Google PageSpeed Insight and other SEO tools, you can also check website speed through Google Analytics. For that, just click Behavior > Site Speed.
site speed overview google analytics
If you want a simple view, you can select the Overview or Summary menu. Here’s some of the data shown on the summary page:
- Average Page Load Time;
- Average Switching Time;
- Average Domain Mapping Time;
- Average Server Connection Time;
- Average Server Response Time;
- Average Page Download Time;
- Site speed by browser, country and page.
Apart from the data above, the load time of each page can also be searched in the Page Timings or Page Time section. Google deliberately sorts from popular pages and mentions the time it takes to load those pages.
speed suggestion site speed
Google also provides ideal recommendations for page loading. Click the Speed Suggestions section. Choose which pages you want to know about. Then click the link in the Page Speed Suggestion column.