Google Analytics: 12 data provided by the Main Page
Google Analytics is a Google tool that analyzes the visits to our website. If you are using it you will know how it works and how useful it is. If you haven’t used it yet I invite you to do so, you will be able to handle a lot of data.
What can be measured can be improved. So when you learn to use it well you will get a better performance of your site and you will see how it positions faster.
It provides us with very necessary inputs for SEO. And although it is not a simple tool to use, with a little practice you can get incredible results.
How does Google Analytics work?
Google keeps track of your site through a code that you must insert in your website. It then records the characteristics of the users of our site such as gender, age and their interests.
It also collects information related to the actions of those who enter the site, the sessions, the visits and much more data.
Let’s look at its functionalities gradually so that it’s easy to understand. First we will analyze the main page.
The main Page Reports
The Main Page provides you with general information which is then expanded on specific pages.
That is to say, on the Home Page you will have a wide view of your website.
And if you want to go deeper, each of the cards has a link that displays more data for you to perform an exhaustive analysis.
The first information that appears are the different people who have visited your website. If someone enters several times, it will count as a single user. The “Users” and “Active Users” metrics show how many have interacted with your website.
I was very struck by this information from Google about the low error rate of these metrics:
“At the beginning of 2017, Google Analytics began to change the way it calculates the metrics “Users” and “Active Users” in order to count users more efficiently, with high accuracy and a low error rate (usually less than 2%)…”.
2. The sessions
A session is a set of interactions that take place on your website over a period of time. For example, a single session may contain multiple page views, events, social interactions, and different transactions.
In short, they refer to what the visitor does on your website. Sessions end after thirty minutes of inactivity or at midnight. In addition, each time a user’s campaign source changes, a new session is also started.
3. The percentage of rebound
The concept refers to a single-page session. It means that the navigator leaves the site after having seen a single page.
This is a very important variable but must be analyzed along with other Google Analytics metrics such as the average time on the page. It is not the same for a user to retire after 4 minutes, as it is for a user to leave after 10 seconds. In the first case no doubt the information was relevant to him, while the second case reflects that he was not interested.
The rebound percentage is obtained by dividing the one-page sessions by all the sessions or by the percentage of all the sessions of your website in which users have only visited one page.
4. The duration of the session
It calculates the average duration of the sessions, adding the duration of each session during the period we have chosen and dividing the result by the total number of sessions.
The duration of the session and the rebound percentage are elements that, together with the CTR, Google takes into account when positioning our website. That is why the analysis of these variables is so important.
5. Active users in real time
The “In Real Time” feature allows you to monitor website activity as it occurs. Updating reports is almost immediate because visits are counted seconds after they occur.
You can see how many people are on your site, what pages they are viewing, how they are interacting and what conversions have occurred.
6. Where the traffic comes from?
Here Google Analytics tells us if the search was organic, direct, social media or referrals.
Organic is the number of visitors that come to your website through a simple search. Direct are those who type our address without having to navigate previously. Referrals are the pages that drive traffic to our website. With regard to social media, it informs us which media they come from.
7. Where are the users?
It shows us the geographical location and a percentage of the sessions by country. In Google Analytics we find several geographical dimensions, such as city, country, continent, etc. You can also use filters to segment by sales regions, specific regions, etc.
8. When they access?
This report gives us the time and day users access the site.
Passing the cursor over the table that reflects the days and hours we will have the information of how many users accessed. This metric is very important when defining the most appropriate times to display advertising.
9. What pages do users visit?
It is a section that contains the URLs of the pages that users visit. There we can see the number of page views that are loaded into a browser.
It also gives us the value of the page, a concept that allows us to identify which contributes most to the income of the site.
10. Trend over time
We provide a report of trends of active users daily, weekly and monthly with a graph that provides visual information.
11. Gadget used
It also informs us about the devices that have been used for the search: computers, mobiles and tablets. The data shows them in percentages.
This helps us to improve. For example, if we have few visits on mobile devices it is very likely that our website is not well optimized to be seen on them. Then we already know what we need to correct.
12. How do you retain users?
This section is related to cohort analysis. A cohort is a set of users who share a common characteristic, which is identified in this report by an Analytics dimension. You can examine the behavior of groups of users who share common attributes.
Additional information provided by the Home Page
- Dimensions/metric selector. The dimensions or metrics that appear on each card provide additional information when we click on them. We can segment our query. For example, to find out how users are obtained, click on the traffic channel (organic, direct, social or referred), or the source (Google, Facebook, Instagran, etc.).
- Period selector. It allows us to adjust the period on which we require the information. Some give us the option to choose: today, yesterday, last 7, 14, 28, 30, 90, 180 days and last year. Others have different stripes.
This information is only a contribution to start using this magnificent tool. If you’re not used to using it it can seem very complex. But I always think there’s nothing we can’t learn with perseverance and effort.
So I will gradually expand on it. Because every card, every dimension, every Google Analytics metric has multiple possibilities.
It is important to know how Google Analytics works because we can focus our marketing strategy more precisely. In this way we will improve the performance and conversions of our site.