Google Analytics (GA) has proved over and over again to be one of the best web marketing tools out there. And its totally free! Using GA business owners and enterprises can improve their understanding of their customer and realise the full potential of their website.

For novices and experienced users alike, GA has a lot to offer and as Google continues to upgrade its offering its worth keeping up to speed with the changes. You can access live read of valuable data that ranges from the number of daily site visits, to the time they spend on the site, to what they are clicking on. Besides the daily data, you can measure visitor performance over a longer time span as well. Since the options can be quite overwhelming, we have compiled key points and strategies that will allow you to take full advantage of GA.


Improve your targeting by deepening your understanding of your customers. GA provides you with information about gender, age, location and a host of other useful information. Using different data points in GA you can create your customer persona and fine tune your customer segmentation goals.

Source of Traffic

There are various sources of traffic that delivers visits to your site, and GA can help you see the traffic type is working for you. It can also help you decide where you should invest your capital, whether it’s SEO, PPC or social media. For example direct traffic sources are those who visit your site by either typing your URL into their browser’s address bar or clicking on your URL from another source like an article.

Referring Sites

Referring sites are other websites that link to your website. This could be a blog or a newspaper article that refers to your product or service with a link directing to your website. Getting quality websites referring to  your site can improve your sites visibility in search engines.

Bounce Rates

Bounce rates measure the percentage of the individuals who landed on your site and left without clicking on any of your other pages. In order to get a better picture, you will need to compare the bounce rate to different pages and keep an eye on the site average. In general high bounce rates indicate poor user engagement however there are certain pages on websites where a high bounce rate is perfectly acceptable ie Contact us page.

Engagement & Average Session

The average session will tell you how long a visitor spent on your site. If you have a high average session and low bounce rate, it’s likely that your visitors are interacting with your content. The ability to transform data into action can lead to more engagement with your audience. Once you understand which pieces of content generate the most interest, you can then create similar pieces to draw visitors to your site, and keep them there.

New Visitors

Google sees a new visitor as someone who visited your site for the first time on a specific device. For instance, if your visitor went to your site on their desktop at work and then again on their laptop at home, then they would be recorded as 2 new users. Returning visitors are those who have been to your website before and returned later. These metrics will help you determine whether you have a loyal set of customers or whether most of your traffic consists of new visitors.

Learning about the customers that visit your website is a good start, but you can gain so much more by making sure its delivering the best user journey. Why? Because Google prioritises sites that make it easier for their users to access the information they need. To learn how your site is performing, let us take a look under the hood. Get in touch today and quote ‘audit’.

Contact us on +44(0)20 7231 8000 or email