Google Analytics is a fantastic source of data on website traffic, but proper analysis of Google Analytics can tell you so much more than simply how much traffic your site is getting.
You can find out all sorts of information on things like traffic sources, for example which sites have referred traffic through to your site, which of your social media channels are bringing visitors directly to your website, which keywords are ranking on Google and as a result are sending you through traffic and so on.
In addition to traffic breakdown, interpretation of Google Analytics can also show you how visitors are engaging with your site by reporting on key areas such as:
- your top content, which shows the most popular pages of your site,
- new versus returning visitors over specified periods of time giving you a feel for how sticky your site is and how many visitors come back for future visits,
- the length of time spent on your site,
- and so much more.
When working with clients we will interrogate their Google Analytics data to gather some key base line information such as referral traffic sources, search engine generated traffic, social traffic and so on. We also analyse the data further to get key insights into website visitor behaviours such as levels of engagement, time spent on site, most visited pages, typical user journeys taken through the site, the drop out rates on certain pages.
We also measure different types of traffic to determine which is more valuable for example search engine traffic as compared to social media traffic.
There can often be a danger with website analytics when you look at statistics in isolation and draw conclusions just based on simply just the data; because of this we conduct website walk through audits from the perspective of key audience personas and we can then overlay website analytics data on top of this which enables more robust conclusions about site usage.
An example would be when it is suspected that there are some website structure and navigation issues such as content being hidden too far down a page’s structure or site navigation being too complex. In this situation, Google Analytics data such as in-page analytics can be used to gain real evidence of some of these problems by checking data on click through rates on different buttons and elements of the page and from here the suspicion can be confirmed and a recommended solution proposed.