You have a new, responsive website, the images look great and all of the stakeholders are happy. While on the surface everything seems to be aligned and you’re doing everything you should be; you need to remind yourself one important question. How well is your website actually performing?
Before I get into the reports, it’s important to note that a proper analytics implementation is key to ensuring your data is reliable. Are you properly recording your ZocDoc appointment sign-ups or only the amount of visitors that leave to ZocDoc? Are you tracking mobile phone calls? Are you using a Google forwarding number to capture phone calls made from desktop/tablet users? Are all of your subdomain websites collecting data through the same Google Analytics account? Are you tracking your Newsletter sign-ups? The list goes on and on and while every website is unique, these are the types of questions you need to ask yourself prior to digging into Google Analytics.
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Assuming you understand the landscape of what goals you’re tracking, you’ll be able to jump into Google Analytics and start answering some commonly asked questions:
- Who is on my website?
- How did they find me?
- What did they do once the came to the website?
So, without further adieu, let's dive in.
Who Is On My Website?
You can find the answers to this question in the section titled “Audience.” The specific report I’d like to call out is the Audience > Overview report (screenshot below). This is the standard report you’re sent to once accessing your website in Google Analytics. From here, you can see how many visitors came to the website, along with some applicable usage metrics like how many pages did they view on average and how long they stayed on the site.