Google Analytics tracks users and views to provide key insights into acquisition and behaviour flow, making it a very powerful tool for business owners. If you have installed Google Analytics into your website but haven't looked at the data, or do not understand what the data is telling you, this post is for you.
Firstly we'll cover the key terms you'll need to understand and some of the key information you can extract from the Analytics tool.
Sessions: A session is the period of time in which a user is actively engaged in your website. The same user can have multiple sessions, which is why this figure is usually higher than users.
Users: Unique users who have visited your site one or more times during the selected date range. In general these are specific unique people who have viewed your website, although people using multiple devices (e.g desktop and phone) will show as two users.
Page views: Total number of pages views. Every page viewed per session is included in this figure, including pages viewed multiple times by the same user.
Bounce Rate: The percentage of single page sessions in which the page was not interacted with. This effectively means someone has entered your website and left quicker than Google Analytics could register a time. If this is a particularly high percentage you should look into what might be causing this, e.g slow page loading speed, unresponsive websites being opened on mobile or spam traffic. You can test the speed and responsiveness of you website here (https://developers.google.com/speed/pagespeed/insights/ and https://search.google.com/test/mobile-friendly)
View Digity's Guide to Google Analytics to find out more about the key metrics you should be tracking.
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