Google Analytics is one of the most used analytics tools. It’s used by some 28 million websites worldwide. It’s an easy tool to use and comes with no cost.
On one hand, when you effectively track your website’s traffic, sales, and revenue, you will start to understand your target audience better. You’ll ultimately drive more website growth.
On the other hand, not tracking your website’s metrics is a huge disservice to your business.
And of course, when you first start out you need to learn how to use any analytics tool. For a sophisticated analytics tool like Google Analytics, it won’t be of much help if you don’t know how to use it and what to track with it.
More importantly, the insights that you draw from the analytics make all the difference.
The truth is, not many people know what metrics to measure and how to make sense of them. I’ll show you how.
But first, let’s get the basics out of the way.
A common Google Analytics mistake
Businesses make a lot of mistakes when using Google Analytics. Some of them confuse views with visits while others aren’t sure of causation and correlation.
But the biggest mistake that businesses make is that they use the tool to track website traffic – and that’s all.
For them, Google Analytics is all about seeing how much traffic your website gets every month (or week). They never go beyond this single metric.
According to Jayson DeMers, “most of the inexperienced users only rely on a single and most familiar metric.” This strategy is acceptable for a few months when your business is new, but relying on a single metric after 6 months could hinder your business’ growth.
In reality, Google Analytics helps you measure a whole lot of metrics (both vanity and actionable metrics) which you need to make informed decisions on the direction that your website is going.
For instance, the “User Behavior Analysis” helps you understand what users do when they arrive at your website.
The behavior analytics reveals metrics like visitor flow, exit pages, events, what actions visitors take on your website, and you can experiment with different types of behavioral patterns.
If you want to improve your search rankings, you’ve got to understand that measuring the behavior of website visitors is more crucial and meaningful as compared to simply tracking the monthly visits and new sessions.
For instance, if you’re getting a lot of traffic but the conversion rate is under 1%. No matter how large that 1% might be, I don’t think it’s encouraging. So what are you expected to do?
Well, this is where behavior analytics comes to the rescue.
The “Behavior Flow” metric will show what visitors did when they’re on your website, the page they exited and what type of content they like the most.
Could this be the best use of Google Analytics?
I think so.
Source:: Jeff Bullas Blog