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Understanding Google Analytics: 5 Basic Questions Answered
Questions You Will Know How to Answer by the End of this SlideShare:
• How many people are coming to my website?
• Where are my website visitors coming from?
• Which social media platforms are driving the most traffic to my website?
• Which pages on my website are getting the most attention?
• How many people who are coming to my website are converting?
By tracking these metrics, you can monitor your website and adjust to get the most engagement.
How many people are coming to my website?
Step 1: Click ‘Audience’
Step 2: Click ‘Overview’
Step 3: Input date range
Step 3: Input date range
Step 4: Click ‘Apply’
Total number of sessions in the time period
Why This Metric Matters: Your website traffic is a major indicator of your company’s visibility. Tracking this allows you to
see if your website’s traffic (and in turn, your visibility) is increasing, staying the same, or
decreasing over time.
Where are my website visitors coming from?
Step 1: Click ‘Acquisition’
Step 2: Click ‘Overview’
Step 3: Input date range
Step 3: Input date rangeStep 4: Click ‘Apply’
Traffic Breakdown by Source
Traffic Breakdown by Source
What do these categories mean?
Where Visitors Came From.. Examples
Search engines Google, Yahoo!, Bing
Traffic Breakdown by Source
Where Visitors Came From..
No referral source
Examples
Typed in your URL, bookmarked your site
Search engines Google, Yahoo!, Bing
Traffic Breakdown by Source
Where Visitors Came From..
No referral source
Examples
Typed in your URL, bookmarked your site
Social networks LinkedIn, Twitter, Facebook, etc.
Search engines Google, Yahoo!, Bing
Traffic Breakdown by Source
Where Visitors Came From..
No referral source
Custom campaign tracking
Examples
Typed in your URL, bookmarked your site
Social networks LinkedIn, Twitter, Facebook, etc.
Search engines Google, Yahoo!, Bing
Traffic Breakdown by Source
Created unique URL for tracking
Where Visitors Came From..
No referral source
Another website
Custom campaign tracking
Examples
Typed in your URL, bookmarked your site
Social networks LinkedIn, Twitter, Facebook, etc.
Search engines Google, Yahoo!, Bing
Clicked on a link to your site from another site
Created unique URL for tracking
Traffic Breakdown by Source
Why This Metric Matters: This allows you to identify where your visitors are
coming from so you can identify which search engines, social media channels, email campaigns,
referral sources, etc. are driving traffic to your website.
Which social media platforms are driving the most traffic to my website?
Step 1: Click ‘Acquisition’
Step 2: Click ‘Overview’
Step 3: Click ‘Social’
Step 3: Click ‘Social’
Step 4: Click ‘Overview’
Breakdown of Social Media Traffic
Why This Metric Matters: This metrics allows you to see the breakdown of
traffic coming to your website from social networks, revealing which are working for you, which need improvement and which possibly
aren’t worth investing in.
Which pages on my website are most popular?
Step 1: Click ‘Behavior’
Step 2: Click ‘Overview’
10 Most Viewed Pages on Your Website
10 Most Viewed Pages on Your Website
Click ‘view full report’ to see breakdown of all pages
Why This Metric Matters: This metric allows you to see which pages on your
website get the most views. This will help you identify which pages are useful or engaging to your
audience, and which need more work.
How many people who are coming to my website are converting?
In other words, how many people who are coming to your website
are actually doing what you want them to do?
Examples: • Filling out the “Contact Us” form • Downloading a guide or ebook • Signing up for your newsletter
In order to track this, you have to set up what Google Analytics calls a “Goal.”
Step 1: Click ‘Admin’
Step 1: Click ‘Admin’
Step 2: Click ‘Goals’
Step 3: Click ‘New Goal’
Step 4: Type in the name of your goal
Step 4: Type in the name of your goal
Step 5: Click ‘Destination’
Step 5: Click ‘Destination’
Step 6: Click ‘Continue’
Step 4: Type in the name of your goal
Step 7: Copy & paste the URL of the page that indicates the
goal has been completed
For example, this may be the ‘Thank You For Signing Up For Our Newsletter’ page
visitors are directed to upon filling out the web form
signing up for your newsletter
Step 7: Copy & paste the URL of the page that indicates the
goal has been completed
Note: Do not include your domain name in the URL. Copy the URL following your domain name
www.company.com/thank-you-for-signing-up-for-our-newsletter
For example, this may be the ‘Thank You For Signing Up For Our Newsletter’ page
visitors are directed to upon filling out the web form
signing up for your newsletter
Tracking Your Goals
Step 1: Click ‘Conversions’
Step 2: Click ‘Goals’
Step 2: Click ‘Goals’Step 3: Click ‘Overview’
Total Amount of Conversions
Conversions for each goal
Converters/Total Website Visitors
Why This Metric Matters: Setting up goals allows you to quickly determine how
many visitors are doing the desired action. When your conversion rate is high, this generally means the visitors being drawn to your site are interested in your content and want to engage more. If you conversion
rate is low, this may mean the visitors you are attracting are not the appropriate audience for your
content or that your offers and calls-to-action are not prominent or engaging enough.
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Additional Resources:
Why Your Google Analytics Data is Wrong and How To Fix It
Google Analytics: Top Metrics B2B Firms Should Monitor, Part 1
Google Analytics: Top Metrics B2B Firms Should Monitor, Part 2