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Google Analytics - Metrics You Should Be Following
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Google Analytics - Metrics You Should Be Following


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Learn about the most important Google Analytics metrics you should be keeping track of.

Learn about the most important Google Analytics metrics you should be keeping track of.

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  • 1. Google Analytics Metrics You Should Be Monitoring
  • 2. Audience > Demographic > Location This report lets you see where visits originate (Continent, Sub Continent, Country, City). For web visitors, Location is derived from mapping IP addresses to geographic locations. City location may not be accurate for visits from mobile devices.
  • 3. Audience > Overview An at-a-glance view of of visitor metrics. You can see visits over the last month (line graph), new vs returning visitors (pie chart), and a list of values for each of the following metrics: visits, unique visitors, pageviews, pages per visit, average visit duration, bounce rate, and new visitors.
  • 4. Traffic Sources > Search Engine Optimization > Queries Source: Every referral to a website has an origin, or source. Possible sources include: “google” (the name of a search engine), “” (the name of a referring site), “fall_newsletter” (the name of one of your newsletters), and “direct” (visits from people who typed your URL directly into their browser, or who had bookmarked your site). Medium: Every referral to a website also has a medium. Possible medium include: “organic” (unpaid search), “cpc” (cost per click, i.e. paid search), “referral” (referral), “email” (the name of a custom medium you have created), “none” (direct visits have a medium of “none”). Keyword: The keywords that visitors searched are usually captured in the case of search engine referrals. Campaign is the name of the referring AdWords campaign or a custom campaign that you have created. Content identifies a specific link or content item in a custom campaign.
  • 5. Traffic Sources > Search > Organic This report allows you to view various metrics like Keyword, Visits, Pages/Visit, Avg. Visit Duration, % New Visits and Bounce Rate. You can also drill down on other metrics like Contact, Technology, Traffic Sources and Visitors using the primary and secondary dimensions.
  • 6. Content > Content > Overview Google Analytics tracks the following kinds of data about how visitors interact with your site content: • The pages on which they enter and exit your site. • How often and how long they view individual pages. • The extent to which they search your site for specific content. • The extent to which they interact with things like slide shows or embedded videos. • How frequently they click AdSense ads, and the revenue you see from those clicks.
  • 7. Conversions > Goals > Overview Goals are a versatile way to measure how well your site or app fulfills your target objectives. You can set up individual Goals to track discrete actions, like transactions with a minimum purchase amount or the amount of time spent on a screen. Each time a user completes a Goal, a conversion is logged in your Google Analytics account. You can also give a Goal a monetary value, so you can see how much that conversion is worth to your business. You can analyze the Goal completion rates, or conversion rates in the Goal Reports. Goals conversions also appear in other reports, including the Visitor Report, Traffic Reports, Site Search Reports, and the Events Reports.
  • 8. Thanks for attending our Google Analytics webinar. Need your Google Analytics set up or have other questions? Call ITC at 1-800-383-3482.