Google Analytics is typically the first tool that professionals think of when discussing the analysis of digital marketing metrics, as it is not only the most popular web analytics platform but also one of the most comprehensive systems in terms of data for website owners.
Installing and using the tool is pointless if you are unfamiliar with the meaning of each Google Analytics metric. In this post, we have identified 4 key indicators from the platform that you should be aware of.
4 essential Google Analytics measurements you should be familiar with
Page and the number of views received during each visit
Both metrics are combined into one item because they are closely related. One metric measures the number of pages visited on the site within a specific timeframe. However, this metric alone may not provide significant insights to the analyst and could be seen as a superficial measure.
The pages per visit metric in Google Analytics is derived from the first option and provides more valuable insights into visitor behavior. It indicates the average number of pages accessed by each visitor to the site, with higher values indicating increased visitor engagement.
Visitors and their visits
The term “visitors” can often be mistaken for “visits,” even by experienced analysts. In Google Analytics, “visitors” or “unique visitors” refers to the number of individuals who have accessed a site, regardless of how many times they have done so.
The number of visits indicates the total number of times the website has been accessed, regardless of the number of individual visitors. This means that if the same person visits the site five times in one day, Google Analytics will count this as one visitor and five visits, accurately representing the total audience of the web pages.
Bounce rate or rejection rate
This metric from Google Analytics is dreaded by digital marketers as it shows the percentage of visitors who land on a webpage, do not engage with it by clicking on anything, and then exit.
The way to measure this should not be seen as absolute, but rather analyzed for each page with a segmentation that categorizes the indicator based on traffic sources.
The bounce rate for a blog post is usually higher than that of a landing page.
Percentage of visits that are new
This metric indicates the proportion of site visitors who are visiting for the first time, aiding in analyzing new user acquisition and existing user retention.
A low percentage may suggest successful retention despite acquisition failures, whereas a high rate could indicate effective acquisition but difficulty in retaining visitors and encouraging their return to the website.
Measuring and tracking visitor behavior is crucial for companies aiming to improve their online performance. Understanding Google Analytics’ key metrics and analysis capabilities is essential for effective monitoring.
Explore our blog further to learn about the significance of Google Analytics for your website and the correct way to set up the tool.
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