Refer to the number of distinct individuals
viewing a website. For example, if one
person views your website twenty-five
times, it counts as twenty-five views but
only one unique visitor.
Calculated by measuring the number of
people who leave a website after viewing
the first page divided by the total number of
website visitors. Rule of thumb: the lower
the bounce rate, the better.
Logged when a visitor completes a goal
you’ve established. (Goals and Funnels are
explained later on in the newsletter.)
Types of Traffic
• Direct– Visitors enter URL directly into their
• Referred – Directed from another website.
• Search Engine– Resulting from showing up
in search engine results pages.
The Audience tab
allows you to
your visitors live,
their age and
gender, how they got
to your site, what
using and much
The Overview page shows you statistics like the number of
unique visitors, average visit duration and bounce rate.
Interests break down
the age, gender and
interests of your
information is critical
As you go through the other sections, you’ll learn
more and more about your visitors.
For example, in the Geo section you’ll be able to see
where your visitors live.
If you’re a local brick and mortar store, it’s important
to have a local audience. If you’re an ecommerce
platform, you’ll likely want a more geographically
diverse customer base.
Click on Admin ! Goals ! New Goal.
For this example, the full URL destination will be
You need to choose the type of goal you’re setting
up. For this example, we set up a destination goal.
Since our goal is to get more visitors to the contact
page, we simply named it that.
There is also a Value option for correlating monetary
value with goals. If new customers spend an average
of $100 and 10% of new visitors end up becoming
customers, give each visit a $10 value.
The paths that you want visitors to take are
referred to as Funnels. For this example,
let’s say we want a visitor to go from the
Home page to the About page to the
You’ll notice that the Required option is off.
This is something that often confuses
people. If you turn the required button on, it
means that visitors must start from the
Home page to be included in the funnel.
Now click on the Reporting Tab at the top of
your Google Analytics page. Go to
Conversions and click on Funnel Visualization
to check your progress. There’s no data yet
since we just set it up, but this is what the
funnel looks like.
since we just
set it up, but
this is what
Analytics & AdWords
Linking Google Analytics to your AdWords
account (covered in the last newsletter) will
automatically track the behavior of visitors
who end up on your website as a result of
Analytics & AdWords
If you’re interested in linking the two
accounts, Google describes the
easy 12-step process here.
Many of the problems businesses, particularly small
businesses, have historically struggled with can be
simplified, and in many cases solved, by
understanding customer tendencies.
Google Analytics is one of the best tools for finding
and analyzing that information.
As always, we hope this information has been
valuable and that this series is helping your
small business grow.
If you’d like suggestions for more specific
resources or have any questions, don’t hesitate
to shoot us an email.
email@example.com!” Acuity Scheduling
Acuity Scheduling is an online scheduling platform that
saves thousands of small businesses time by allowing their
customers to book appointments online, on their own time,
at any time, from anywhere in the world. For more
information about services and pricing, visit
About Acuity Scheduling