Last time you read how to set up Google Analytics for any website. If you successfully set up one for your website, then it’s time to go through the different key metrics of Analytics.
On Google Analytics Home you will found a menu
On the top you can see options for Home, Reporting, Customization and Admin Menu tabs. Below you can see a folder with name ABCD, its the customized name I have given to folder. You can give any name according to your convenience.
If you have installed analytics for one website you can jump to next tab by clicking on reporting or you can also select the folder and click on All Website data to go to the reporting tab if you have set up analytics on more than one website from same account.
In reporting tab you will see a menu on left side comprise of different features to view detail report on how your website is performing and on right side you will see dashboard with brief detail of website.
You can see the sessions, bounce rate, users, page views and page session details in brief. To understand these terms first know their meaning.
Sessions- Multiple interactions on a website within a particular time frame are considered as session. Whether a user viewed multiple pages or an ecommerce transaction or social interactions is done all these will be considered as one session if user has perform these activities in particular time frame. By default session duration time is 30 minutes. If a user performs any of above activities or all activities within 30 minutes, it will be considered as one session. If same user performs another activity after 30 minutes it will be considered as new session.
Users- How many total number of visitors interacted or viewed your website, it includes both new and returning visitors.
Pageviews- Pageviews record how many times the different pages of your website viewed by users. If a particular user reload a page it will be considered as additional pageview. Also if a user visits a page and then click on link to visit next page and then again return to previous page then it will also be considered as a second page view.
Pages/ Sessions- Pages per session show average of pages viewed by different users in a particular session. Suppose a user viewed 4 pages in a session and other user viewed 2 pages so it will be considered 3 as an average.
Average Session Duration- Average session duration is calculated from total duration of all session/ total number of sessions.
Bounce Rate- Bounce rate shows percentage users who get bounced from your website. When a user land on your website and leaves the website without further browsing or visiting any other website page, then user is considered as bounce.
% New Session- It shows percentage of new sessions generated when a new user land on your website.
So now you are clear about the basic terms used in Analytics, we can move further to know the different options available in left menu that will help you to view the data and traffic on your website.
In dashboard you can set the widgets according to your convenience, you can check the status of website health in one look. By default Google gives MY Dashboard option under Private in dashboard menu.
In image below you can see new user, total users, sessions on map, sessions from particular browser, bounce rate, Goals and revenues in MY Dashboard.
You can also create custom dashboards that facilitate you to view the data, if you really want to create custom dashboards then first check out 5 custom Google Analytics Dashboards.
You can also use existing templates in Google Analytics Gallery to save your time.
Shortcuts are really time saving option that remembers your setting and you do not have to follow the complete process every time you want to see that report.
In the above image you can see a shortcut option for the report, if you create shortcut next time you can reach the same setting from shortcut menu and you do not have to go through other menus.
Intelligence events generate alerts for variations it notices while monitoring website traffic. There are two types of alerts automatic alerts and custom alerts. You can get reports on daily, weekly and monthly basis. To know more you can check About Intelligence Events.
Also I found seven essential Intelligence events that you can add in your Google Analytics Accounts.
Real time gives the live report on users active on your website? Users are from which county or particular location? What website pages they are checking? Whether there is any conversion or completion of goal. From they landed on your website i.e from which traffic source? All this information is available in real time.
To get detailed analysis of audience visiting your website audience overview can help you.
User is from which county, what language he has? You can read this information in GEO tab.
How many new users landed on website? People are returning to your website or not? Read complete information in the behavior tab.
Technology tab shows user comes from either desktop or other device. Which browser user used to visit your website.
Demographics tabs shows age and gender of users. Learn more about demographics here https://support.google.com/adwords/answer/2580383.
Interest tab shows what is the interest of majority of audience? This will help you to reach people who are interested in your products. To know more check out this article https://support.google.com/adwords/answer/2497941.
In Mobile Tab overview check the how much traffic is from desktop, mobile and tablets. Device tab shows which device is used by user to visit your website.
In User Flow you can see from which location user visited your website and up to which extent user interacted with the website. At which point user drop off from your website.
Acquisition help to understand the traffic landed on your website comes from direct, referral, social, email and other resources. Traffic is from paid resources from Adwords or from organic search in search engine optimization tab or people shows interest in your posts on social websites like Facebook, Twitter, Pinterest, Reddit etc. Check the paid and organic keywords in organic tab and you can draw cost analysis also.
In Behavior you can check where the user landed on your website, drop off from that page or has other interaction with the website.
From entering to exit of a user you can check complete path in behavior flow.
Check Site Content to see how website content is performing and know the top landing pages and exit pages.
Site Speed help you to understand which pages are responsible for slow speed of website and you can also take suggestions from speed suggestion tab.
For advance detail of Behavior section check out Google Analytics Behavior Reports.
Conversions help you to track micro and macro conversions for your website. Tracking newsletter sign ups comes under micro conversions and tracking purchase of goods, product sign ups comes under macro conversions.
Goals are for tracking conversions; eCommerce shows transaction details of products. Multi channel funnels shows which traffic resources help in conversions. To know more about conversions and creating reporting from conversions check out this post Understanding conversions and sales funnels.
Admin section of analytics helps you to manage user and their access. If you want your team member can see the analytics you can give permission with control over. You can also link Google Adwords and Adsense account with Analytics using Admin section.