Wednesday, January 4, 2012

 After we published a primer for using Google Analytics, readers said they were hungry for more.
Google Analytics has since revamped its design, giving it not only a cleaner look but also updated data sets. You can now find everything from real-time stats to details about which mobile device your site visitors come from.

Though the data possibilities seem endless, Google Analytics product manager Phil Mui says the design reflects three core metrics: acquisition, engagement and outcome. Let’s take a closer look at what these numbers mean and how you can track them with one of the most widely used web analytics platforms.
he lowest-hanging fruit of web analytics is counting metrics. This data encompasses the number of visitors that come to your site and can be filtered to show what sites they’re coming from and how many of them have or haven’t been to your site before. In Google Analytics, this is described as “Visits.”
 
SEE ALSO: 10 New Google Analytics Features You Need to Start Using

The tool has long provided information about where your visitors are coming from (geographically and on the web), what language they speak, how often they visit your site and what computers and browsers they use to get there. More recently, Google Analytics released mobile reporting. As people increasingly access the web from smartphones and tablets, this information is key to optimizing your site for those looking at it from a mobile device. This and most visitor-specific information can be found under the Audience tab. On report pages, the Visits metric can be found in the upper-left, while New Visits  the percentage of visitors coming to your site for the first time  is second in from the right.

Measuring how many people are coming to your site is the most cut and dried  but it’s only one piece of the metrics pie.
  These numbers consider the quality of your site traffic. Once visitors come to your site, they’ll do one of three things: read the page they came to, click to more pages beyond their entry page, or leave. Engagement metrics focus on these actions visitors are taking once they get to your site and how good you are at keeping them there.
The three key engagement metrics in Google Analytics are:
  • Pages per Visit: This is the average number of pages a visitor views when coming to your website. The more engaging your site is, the more inclined visitors will be to continue clicking beyond the entry page.
  • Average Time on Site: This refers to the typical amount of time visitors spend on your site, despite whether they continue to stay on the page they came in on or navigate elsewhere within your domain.
  • Bounce Rate: This represents the percentage of single-page visits to your site. It gives you a sense of how many visitors left your site from the entrance page rather than clicking further into your site as compared to total visitors. Like Pages per Visit, Bounce Rate can help you determine the performance of your entry pages based on the actions visitors take (or don’t take) after they’ve arrived on your site.
Engagement metrics are especially important for reports created in the Traffic Sources and Content tabs. On report pages, Pages per Visit and Average Time on site are located at the top middle of report pages, while Bounce Rate is at the far right.

So, how do you know if your site is “engaging?” Ask yourself: Is your site user-friendly? How simple is it for a visitor to click to the next page? Is there interactive content in which your readers can participate? Does landing page content match the keywords in its title? Considering these questions when designing your site is a surefire way to improve the quality of your web traffic.