What is Web Analytics? Why is it Important?
Web analytics provide you website visitors' data so you can optimize your content based on users interest.
Today, the most widely used search engine is Google. This is where most of your customers spend their time searching for valuable information.
Therefore, it's important to learn about Google Analytics. Understanding the key metrics will help you identify what users are doing on your business or blog website. This will, in turn, enable you to take productive decisions that grow your profit and increase website traffic.
Most Important Google Analytics Metrics to Track
1. Unique Visitors
Unique users are “the number of unduplicated (counted only once) visitors to your website over the course of a specified time period.” Tracking this number monthly is an industry standard for understanding if a site’s audience is increasing, decreasing or staying even. It’s important for calculating the conversion rate to understand how you convert traffic into dollars. The best conversion metric can be explained via the following equation: Total Conversions / Unique Visitors * 100 = Conversion Rate (%)
2. Page Views Per Visitor
This percentage represents the average number of pages a visitor views (up to 30 minutes at a time). A report called Average Length of Visit shows the actual average time a visitor spends on your website. High pages-per-visitor count or average length of visit (over 2 or 3 minutes) means that visitors of your website find your content useful and interesting. In our experience, a good average pageview per visit is about 3 to 4 pageviews with an average length of 1.5 to 2 minutes.
3. Page Views
This data shows the total number of pages viewed, as well as the number of users that revisit any of the pages. It is used as an indicator of traffic patterns and helps you define why some pages are more appealing to the visitors than others. This also helps marketers to decide which pages need to be targeted with calls-to-action, which need more relevant and fresh content, and so on. This is one of the most important metrics to focus on. It forces you to create fresh and interesting content for your audience.
4. Time Spent on Site
Let’s say for example that you visit a website and, after you see its interface and content, you realize that you don’t want to waste your precious time on that particular page as it has nothing new and useful to offer. The average time on site would be negatively affected in this case. “Time spent on site”, in a nutshell, shows how interesting, relevant and informative your content is (or isn’t). This precious data can help you understand what content keeps your users on your site, and which content doesn't.
5. Bounce Rate
This metric measures the quality of traffic your website receives. It tells you how many visitors come to your website, without visiting any other page on it. Bounce rate applies to first/landing page visits, while exit rate tells us the volume of users that decide to leave our site. Some of the most common bounce rate scenarios include the back button, typing in the new URL and letting the session expire automatically (which happens after 30 minutes). Google suggests that the average Bounce rate is around 40%.