So now you have already set up Google Analytics on your website. What do you do now? Now you have a map to what is going on with your website, but if you don’t know how to read the map, you are still lost. Here are some Google Analytics reports that you should know to be able to interpret what is happening on your website, including who is coming to your site, where they are coming from, and what they are doing while they are on your site.
Traffic Acquisition Report
The Traffic Acquisition Report tells you how people get to your website, whether from paid traffic, from organic (unpaid search results), referral from another site, social networks, email marketing or directly to your URL, as well as how people are engaging with your site once they get there by channel. This tells you which channels are giving you the most traffic, and which aren’t giving you much at all.
Is Paid Search getting you most of your traffic? Maybe you want to add more spending to your campaigns since they are already working well. Have you been trying hard to get links on other sites for referrals, but your traffic from that channel is still very low? Maybe you need to look at getting referrals in a different place or start focusing your efforts elsewhere.
The Audience Report can tell you who is coming to your site, everything from whether they are New or Returning Visitors, their default browser language, where they are located, browser, operating system. You can also enable the Demographics report to learn about their age and gender.
Who is coming to your site? Is your site tailored to 18-24-year-old men, but there are many women coming to the site? You might want to update your message for a different audience. Do you see a lot of traffic coming from Internet Explorer, but you know your site doesn’t work very well with that browser? You might want to get that fixed!
The Behavior Report tells you what people do once they are on your site. What pages do they look at, and what order do they look at them? What pages do they see first, and which one do they leave your site from? These are all important questions to answer to make your website the best it can be.
Do you find that a lot of people get to your sales pages, but you aren’t getting very many purchases from the page? You might want to look at redesigning the page to get more people to act. Do you have a lot of traffic to your About page, but there’s not much information there? Maybe you need to build the page up more.
Google Analytics has a huge amount of information available in many different reports. These 3 reports only scratch the surface, but once you understand these three, you can start to move on to other reports and understand what they are telling you and pick other reports that make sense for your website. Now you have a map to your website, and you understand how to use it to optimize it to be the best it can be. Good luck!