Google Analytics provides valuable insights to help business owners better understand their web traffic, and identify key insights to make improvements to their website.

1. GOOGLE METRICS
Understanding your web data.
Sue Mayo-Smith
Relationship Manager
equatekinteractive.com

2. Two Dashboards / Two Sets of Metrics
• Google Analytics
• Analyze Visitor Data
• Content Performance
• Site Traffic Sources
• Page Performance
• Referral Sources
• Campaign Monitoring
• User Behavior
• Landing Pages
• Exit Pages
• Geographic Data
• Conversion Tracking
• Device Reporting
• Google Search Console
• Indexed Pages
• Keyword Ranking
• Crawling Stats & Errors
• Site Map Management
• 404 Error Reporting
• SEO Tips
• Keyword Performance
• Link Reporting
• Security Issues (Hack alerts)
analytics.google.com webmaster.google.com

3. Google Analytics: Traffic Filters
Ensure reports show CLEAN data. Add filters to remove spam, internal
traffic, and unwanted traffic sources. Found in the Admin Panel.

4. Google Analytics: Dashboard Basics
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5. Google Analytics: Time Periods

6. Google Analytics: Time Periods
Compare current data to past data. Year over year, or customize your
timeline preferences.

7. Google Analytics: Granularity of Dates
Look for traffic
trends, spikes & dips

8. Behavior: Returning Visitors
What content are your
Returning visitors looking at?
Make decisions about new/fresh
content for your repeat visitors.

9. Behavior: New Visitors
Where are your
new visitors coming from?

10. Behavior: New Visitors
What are the pages
your new visitors are
landing on?

11. Top Referrals

12. Behavior: Landing Pages
Understand where your visitors are entering your website,
where they are coming from, and how they found the
landing page.

13. Behavior: Landing Pages
Understand your Referral
Sources on your top landing
pages.

14. Behavior: Landing Pages / Keywords

15. Behavior: Bounce Rate (by page)

16. Audience: Location / Country

17. Audience: Location / State

18. Audience: Location / City

19. Audience: Location/Landing Page

20. Top Content
What content on your website is the most popular?

21. Conversions: eCommerce
Compare Year over Year conversion metrics:
- Overall conversion rate
- Number of transactions
- Total amount of revenue for time period
- Average order amount
- First time customers (Unique)

22. Conversions: eCommerce
Compare Year over Year product conversions
- Understand the buying cycle of your products/categories
- Look at promotions you ran year over year regarding
specific products and how those campaigns performs.
- Explore annual revenue by product

23. Conversions: eCommerce
Understand
where your
product traffic
is coming
from year
over year.
Look for
dramatic
drops and
increases in
different
channels like
Google.

24. Social Media
How much of your traffic
is coming from social media?
Which social networks are driving the most traffic?

25. Social Media
Which shared URLs are getting the most traffic from social?

26. Mobile: Traffic & Devices

27. Real-Time Analytics

28. Google Search Console Dashboard

29. Google Search Console Dashboard

30. Thank you!