Don’t judge your website entirely on bounce rate. It might make you think you have a bad website when the reality is that your users are often accomplishing the entire purpose of their visit in a single page. Looking at bounce rate as a whole can be dangerous. In other words, a user lands on a page and doesn’t click to go to any other pages. There’s very little value in this number, so don’t spend much time thinking about it.īounce Rate - One of the most misunderstood metrics, bounce rate by default in Google Analytics is the percentage of sessions that consist of only one pageview. If you get a lot of these types of sessions, your average session will be artificially inflated. Second, since a session can last up to 30 minutes without activity, a relatively worthless visit could count as a half hour. If you have a high bounce rate, this number will be skewed very low. So even though a user lands on your site and reads your entire blog post, Google Analytics counts it as nothing. First, by default, all bounces are calculated as zero seconds. There are two huge problems with this number. It’s a measurement of the average of a single session, taken from the first action until the session ends. Session Duration - This is one of the least useful metrics you’ll ever see. In fact, a high number here could be a sign of a difficult conversion path that’s costing you customers.Īvg. More pages per session is not necessarily a good thing. If they can fill out a lead form from a landing page, then you don’t necessarily need them to see a lot of pages. When evaluating this, think of how many pages a user really needs to see before they can convert. As with sessions per user, it’s not necessarily bad if this number is low. Pages / Session - This is the average number of pages a visitor sees per visit. There’s not a whole lot you can do with this data other than confirm that people are looking at your content. Knowing how many pages have been viewed on your site isn’t the most helpful metric. If a user refreshes your contact page 100 times, that will count as 100 pageviews. Pageviews - The number of pages that have been viewed during the time range. However, if your business thrives on repeat customers, then you’ll want to see a higher number here. If your users are likely to get the information they need in a single session, then you your site could be working just fine. A low number of sessions per user is not necessarily a bad thing. The closer this number is to 1, the less likely it is for people to come back to your site. Number of Sessions per User - This is the average number of times each user visits your website. If a user leaves their browser open on one of your pages for 30 minutes without interacting with the page, their session will start over when they return. By default, a session times out after 30 minutes. If a user comes to your site, closes their browser, and then returns to your site, this will count as two sessions. Sessions - This is the number of visits to your website within the date range. If it’s going down, then it probably means you aren’t attracting enough new prospects. This is a number you’d like to see grow on a regular basis. In reality, some of them probably have but appear to be new users because they have cleared their cookies since their last visit. In theory, these people have not visited your site before. New Users - This is the number of new visitors during the reporting date range. More users isn’t always better, but it’s important to watch for any downward trends in your users so you can identify potential problems with your various marketing channels. Many website owners obsess over the number of users they are getting. Each person who visits your site within that date range represents one user. Users - This is the number of visitors who came to your site during the specified time period. Here’s what each metric means and what you can expect to get out of it: In simple terms, this report is a basic look at the traffic to your website. The first report you’re likely to come across is the Audience Overview. Here’s a breakdown of a few of the more useful Google Analytics metrics and how you can use them to improve your website. All the analytics reports in the world are useless if you don’t know how to make sense of the numbers and then turn them into actionable improvements. But to make proper use of this data, you first need to know what you’re looking at. Click here to learn about Google Analytics 4 and why you should upgrade now.Īnalytics can be an extremely useful tool in improving your website’s performance and in determining where you’re connecting with your audience and where you might be missing out on growth opportunities. Update (6.28.22) - Google is sunsetting the existing Universal Analytics platform in July 2023.
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