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Google Analytics

INTERPRETING DATA

Reports Audience (visitors) Acquisition (traffic sources) Behaviour (Content) Conversions (Goals)

Report 1: Audience

Audience – Location: Country/ region

•  Where are your visitors coming from?

•  Need for translation?

Audience – screen resolution

•  Optimize your site for most used screen resolutions

Audience – flash usage

•  Share of flash-plugins -> do your visitors have flash installed, if so what version? (max. compatibility)

Report 2: Acquisition

Types of traffic

•  Direct Traffic – Visitors who typed your URL, navigated via their bookmarks or any other non-referral way of getting to your site.

•  Referring sites / referral – are other sites who direct traffic to you. This can be by means of banners, weblogs, textlinkts etc.

•  Search engines – all traffic that came in through a search engine. Organic as well as paid search (adwordse e.g.) are included

•  Keywords – Which ‘search queries’ were used to get to your site via a search engine.

Report 3: Behaviour

Report 3: Behaviour

•  What are the most popular pages on your site •  What pages have the highest ‘Exit-ratio’? •  On which pages do people enter your site the most? •  How do your visitors navigate through your site?

Report 3: Behaviour

Sessions= number of site-sessions on your site Bounce Rate = percentage of visitors that has left the site immediately after viewing the first page Pagesviews = number of pages that has been requested in the specified period Pages/Session= average number of pageviews per visit Avg. Session Duration = How long did your visitors stay on this page? % New Sessions = how many first time visitors

Interpretation of site usage (dashboard)

Interpretation (1)

Bouncerate = 55,80% –  % of visitors who

immediately leave the site. –  Market average is 25-30% –  High ratio’s are probably

very bad for your SEO ranking

Cause?: –  Wrong implementation

code? –  No tagging on other pages? –  Bad or irrelevant content?

Interpretation (2)

•  % New Visits= 83,68% –  How many of the visitors are

here for the first time? –  Lower=better Causes: –  High percentages could mean

you are running an online campaign generating lots of new visitors or perhaps your site offers no need for people to plan return visits often

Interpretation (3)

•  % mobile sessions= 38,97% –  Do you need a mobile version of your website? –  You have very low conversions Causes: –  You don’t have a mobile version of your site, but almost 40% of

your visitors are coming via their mobile. They can’t ‘convert’…

Funnel overview

Report 4: Conversions

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Google Analytics

INTERPRETING DATA