Google Analytics is an extremely useful tool that collects user data. By providing you with insights about your users’ profiles and behaviours, it can help you to get to know your customers and fine-tune your content to serve them better.
You access Google Analytics from a dashboard that provides metrics in a wide variety of reports that cover all kinds of information to help you to make improvements to your website.
These metrics, also known as insights, can help you understand if your content is effective.
Let’s look at some of the most useful insights you can use to improve your marketing and SEO.
1. Track your page activity
Top Active Pages
You can use this to determine the most active pages on your site. Maybe if you have posted a new blog post or landing page you can check if it is drawing any traffic.
Average Page Load Times
Core Web Vitals has a big impact on Google ranking so keep a tab on any issues such as slow loading pages to help you identify where to make improvements.
Goal Conversions
For this one to work you need to set your parameters to track specific goals. Once you have done this you will be able to see data that measures actions that count as a conversion such as using a button, completing a form or making a transaction.
Site Content Metrics
Find out the pages that your users are interacting with more to see what content grabs their attention.
2. Know your Audience
Audience Age
This will show you the percentage of visitors to a page according to their age. This kind of information about audience demographics can help you to refine your content to suit them.
Audience Gender
In the same way this will help you to understand more about who is visiting your page. Remember that the more you know, the more you can analyse whether your marketing is targeting the right people.
New vs. Returning Visitors
This can provide a valuable insight into the balance between those visitors who have landed for the first time and those who are regulars.
Getting a big chunk of new visitors suggests that something in your marketing has been particularly successful whereas a larger number of regular visitors could highlight an aspect of your content that is very popular.
3. Track Behaviours
User Flow
Flow helps you to see a user’s journey. How did they arrive at your page and where did they go when they left? Use this info to direct your marketing to attract more visitors. Aim to keep them on your site in future by satisfying their needs rather than going to a competitor.
Behaviour Flow
This one helps you to find out what visitors do once they arrive on your website. It tracks things like the order of pages they visit, and the time spent there. Very helpful for optimizing your UX.
Top Acquisition Channels
This is simply a way of identifying where your most powerful traffic source originates to target future marketing.
Bounce Rate
A high bounce rate suggests that visitors cannot find what they are looking for and leave quickly. Use this to make some changes that help keep your users happy, so they are more likely to convert.
Average Session Duration
The longer a user stays the better so use this to see what pages keep your visitors satisfied.
Exit Pages
If you find that a certain page features here more often, then you might want to check that it is working ok since often a broken widget or link can cause people to leave prematurely.
