Breaking down and understanding Google Analytics (Pt.3 of 3)
In this final part of our Google Analytics breakdown, we will look into the Behavior Reports available with Google Analytics.
As with the previous breakdowns, we’ll concentrate on the key areas of the Behavior tab that are the most beneficial to the majority of users and don’t require additional setup.
In the Behavior Overview, the focus is on individual pages. Here you can view how users interact with individual pages of your website instead of your website as a whole. You’ll see information similar to other reports we’ve previously discussed such as Pageviews, Time on Page, Bounce Rate, etc.
In the Behavior Flow tab, you get a chance to see where users enter your website and how they move from page to page. This tab presents as a flow chart allowing you to see the user’s journey through your site. For example, you can see when a user visits a landing page if they then move from that page to your product page and on through checkout. You can also discover which content is the most engaging to your user. Understanding how people move from page to page or which pages they gravitate toward can give you an idea of how your website flow is working.
The Site Content tab focuses on the individual pages based on content. This section helps you determine which content people find more engaging. If you find that some of your key content pages aren’t getting enough engagement, it may be a sign you need to rework the content on those pages.
This tab shows you how effective individual pages are on your website. You can view a breakdown of pageviews, unique pageviews, and average time spent on each page.
You also see the Entrances metric, which is how many times people started with that page on your site as well as the % Exit, which is the percentage of times a user has left your site from that page.
This section shows your pages arranged in the sub-directories they belong to and provides statistics on those specific sub-directories. If, for instance, all of the product pages on your site start with /product/ in the URL, you’ll see the folder here for /product/. Viewing this hierarchy helps you see how users interact with each section of your website. If you click on the path, you can drill down further to information on a specific product.
The Landing Page tab shows all of the pages people use to enter your site. It gives you vital information on which of your pages are driving traffic or that attract visitors. This report focuses on the Acquisition > Behavior > Conversion flow and, if set up correctly, shows conversion data that shows how effective these landing pages are.
This tab identifies the pages people exit from the most on your website. If you have specific transactions on your website (such as on an e-commerce website), a thank you page would ideally show up near the top of this report. If you see a landing page showing up near the top of this report, it could mean it’s not as effective as it could be.
Google Analytics Site Speed isn’t available for all users. In this case, you need to average more than 100 visitors per day for it to start delivering data. Not all sites can realistically pull in that type of traffic, so for most websites, this isn’t a concern. However, if you are attracting more than 100 visitors a day, this can be a helpful tool to identify areas that are impacting your website’s speed.
Here, you can see your average page speed and server response time. You can also see how the site speed differs between browsers and by country.
The Events tab shows anytime a visitor interacts with a specific event on your site that does not require loading a new page. Examples of this could be playing a video, downloading a file, or clicking a button to email someone.
Google also tracks any link to another website as an Event under the category outbound-link.
Google tracks some interactions by default but you can (with the help of your web developer) set up custom events. For example, a custom event can tell you when someone plays, starts, or even stops a video. A custom event can also be set up to tell you when a user scrolls through a specific amount of information on your page.
Events tracking can be used to track things such as
• Number of clicks on outbound links (links to other websites)
• Number of times someone downloads a file
• Number of times users click on a specific button
• Number of times someone shares a blog post
• Number of times someone starts filling out a form but doesn’t finish
Within the Overview or Top Events, you can see how many total events (clicks on a specific button) took place. The Event Category/Event Action/and Event Label near the bottom. If you click on each of these links you get a drill down of each. Event Category says what kind of event it is. Event Action identifies the specific link a visitor clicked on. And Event Label shows you the label of the button itself.
Here you can see which pages have the most events. Knowing this information is handy when you go to create other pages that you want to include similar events. If you find a page is successful you can replicate it in the future or if you think it’s not performing as well as you’d like you can tweak the design.
Much like Behavior Flow, here you can track how people interacted with your website before they triggered the event. This is especially useful to see if your users are interacting with your website as expected.
And that concludes our deep dive into Google Analytics Reports.
There is so much more that we could go into, but these reports will provide you with more than enough information to analyze who your audience is, where they are coming from, how they find your website, and as we learned today how they interact with it.