Frequently Asked Questions

Google Analytics mini-tutorial

The Acquisition section is one of the most important parts of your web analytics.


It tells you where your traffic is coming from, the effectiveness of your marketing efforts (SEO, social media, PPC and more), as well as who is linking to you.

This report can thus help you identify weaknesses in your strategy and how to address them.

If you link your Analytics account to your Google Webmaster Tools, you can also get reports on the search queries Googlers are using to find your site under theSearch Engine Optimization tab.

The Acquisition report will also tell you which pages your audience most lands on, which search engine and social networks are sending you the most visitors and what kind of traffic (organic, direct, paid, social, referral) rakes in the most views.

The Behavior section is all about gaging the quality and effectiveness of your content. The default view will tell you about pageviews rather than visits, which is why the numbers will (hopefully) be higher than under Audience.


You can also contrast this number with unique pageviews. The latter are only logged once per browsing session while the former also also counts it when a page is reloaded, the back button in the browser is used etc.

In addition to that, you can learn the average time users are spending on your site. The more engaging they find your content, the higher this number will be. Same goes for the bounce rate, only that here your goal is to keep the number as low as possible.

The Behavior section also allows you to view the search terms visitors are using to come to your site as well as which of your content is the most popular.

In addition to that you can learn about landing pages (where most visitors enter your site) and exit pages (where they leave it). This is crucial information to optimize these pages for visitor retention.

Another section that has become more important in recent years is that for site speed. It will give you a rough estimate of the time it takes for your site to load in different browsers.

Google Analytics will even give you suggestions how to increase your page load speed.

If you enable site search (more on that below), you can check the section of the same name for search terms that visitors are inputting into the internal search on your site.

Conversions is one of those magical Internet words that everyone is chasing.

In reality there isn’t too much magic to it. It basically means that you manage to get your users to do what you would like them to. Be it to sign up to a newsletter, make a purchase or fill in a form.

Google Analytics knows two categories of conversions: goals and ecommerce.

For the former you can create up to four sets of goals with five individual targets each. These can be of the following four types: Destination (audience visits a certain page), duration (certain time on page is reached), pages/screens per session and event (e.g. user played a video).

An example use case for this is to measure how many people reach a product page or thank you page after completing an order.

Worth measuring if you have a concrete objective you want your visitors to reach, such as the end of your sales funnel. Google Analytics will track the numbers for you.

Goal tracking for ecommerce is more complicated, but you can refer to the official documentation on that topic.

In order to derive value from tracking your site’s data, you need to make sure you or a member of your team actually gets to see it.
Otherwise it’s easily out of sight, out of mind.

A good option for that are automated email reports which you can set up in most of the reports by clicking on Email in the submenu at the top.

Set a frequency, day of the week, and recipient address and you will always stay up to date with your site’s life signals.

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Last Updated 4 years ago

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