In CWT Advertising, today we offer you an explanatory guide of the main indicators that you should measure, the significance of each of them, and how to do it.
1. What is Web Analytics?
Web analytics is about understand the traffic your website is having, in order to evaluate the results of the marketing actions you are doing, and define what you can improve. It is no use knowing metrics such as bounce, unique visitors or page views (at the end of this note we share a glossary of the most common terms), if you cannot understand what is happening. Remember that having more statistics and more metrics will not make you make better decisions. You must instead arrange the precise information at the appropriate time.
2. Configure Google Analytics on your website
The most used measurement tool is Google Analytics, and it is completely free. In order for you to know your visitors’ data, you must allow them to register the information beforehand. In this article we explain how to achieve it on your Website.
3. Check if you have done it correctly
One of the common questions after creating an account in Analytics, is if the information has been configured correctly. If you have doubts about it, We share a very simple procedure to verify it!
- Access your website with your browser.
- Then in Google Analytics, Enter Real Time-> General Description.
Note that at least one active user has to do – what are you! . If not, something has not been well configured.
4. Learn the main concepts of Google Analytics
In Analytics, the menu you should use is on the left. As the names may not be clear to you in your first access, we tell you the most relevant information you can get in each of the options. All of them have the “Overview” view, with a summary of the fundamentals that you should know.
a) Audience – Who visit you
Here you will meet the set of visitors to your site. How many have visited you, during what time, the% of rebound,% of new and recurring visitors, their geographical location, or even from which devices they are accessing. This information is vital to understand your audience.
b) Acquisition – How they enter your website
In this submenu, you will find all the answers about how visitors have accessed your website. That is, how many through organic traffic (Google, Bing), how many to through social networksor in direct form. You will additionally know the amount attracted through other sites that have put links to your website
If you have made campaigns for Google Adwords, or Facebook Ads, you will also get a view of their results
In short, you will know how they are getting to your page, so you can see in what factors you should optimize or improve
c) Behavior – What pages are you visiting?
In these views, you’ll see everything about how your visitors interact in the pages of your website.
That is to say, We go from a general perspective, to a detail regarding what they are seeing from your website. You will be able to know for each page of your visits, which are the preferred ones of the users, and which ones have less acceptance, giving you information to improve their content and make it more attractive. Notice how you are already moving from the most general to the most particular!
d) What else can you find in Google Analytics?
You also have the functionality called “real time”, which we explain at the beginning of this article, and “conversions”, an advanced module where you can observe the degree of fulfillment of objectives that you have defined with respect to your visits.
Finally, you have really useful panels (Control Boards), to generate particular visions, so that in seconds you can answer your fundamental questions about your website analytics.
5. Glossary of web analytics for beginners
Finally, I share definitions of terms that are important to start handling
% Bounce: is the percentage of sessions on a single page, that is, sessions in which the user has left your site on the first page they visited. Your analysis is not trivial! It may be that they left because they did not find what they wanted, or just the other way around, that they found it and left the web satisfied.
Average duration of the session: It is the average time that visitors to your website remain.
Destination Pages: It is a list that you will find in Behavior, which shows you all the pages through which you have accessed your website, that is, what was the first page visited.
% of Outputs: Indicates, for all times that a page has been viewed, on what percentage has been the last of the session. In other words, what% of visitors have left your website from there.