Top 5 Google Analytics Statistics

We’ve all heard the saying, ’you get what you pay for’, so it’s nice to find something valuable for free.  That’s exactly what you’ll find with Google Analytics, a free tool that provides a host of valuable information about traffic on your website(s).  With the amount of information available, the toughest part is sorting through the data that’s the most valuable so you can cut to the chase and analyze your information efficiently and effectively.

We’ve identified the top 5 statistics from Google Analytics to be sure to include in the analysis of your site (as often as you take a look at the data).  With all of these data points, it’s extremely important to evaluate them over time and respective to past data and competitive data (if available) . These statistics include:

  1. Unique visitors - the number of individual visitors that have visited the website, not including repeat visits.  This number is important because it identifies the number of  people (prospects, clients, employees, and any other audiences of your website) that have seen the information on your website.
  2. Visits – The total number of visits made by all (if a visitor re-visits the website they are counted again).  While recurring visits are important, new visits are important as well because they show growth in your audience (and overall traffic).  This stat will show the combination of both.
  3. Average number of pages per visit – the average number of pages each visitor looked at (page views) during a ‘session’ of visiting your website.  This statistic (along with ‘average time on site’) is important because it helps you determine if the visits tracked in the data above are ‘qualified’ visits (i.e. the user is confident they will find the content they are looking for and decide to stay, instead of ‘bounce’.  However, be careful because a high number for this statistic can also mean that your website is hard(er) to navigate and takes the user longer than they’d like to find what they want.
  4. Average time on site - the average time in minutes that the visitor stayed on your website.  Like the average number of pages per visit, this statistic shows that your content is relevant to visitors (if your numbers are good).  This statistic is an excellent indication of how compelling your content is.
  5. Source - a breakdown of where the visitors come from. This statistic is an important means of identifying the success (or failure) electronic marketing campaigns (PPC campaigns, electronic ads, blog posts).  By identifying which sources are successfully sending traffic to your site, you can allocate more resources to those that are successful in creating additional traffic and eliminate costs spent on campaigns that aren’t generating traffic. Over time, this stat is also useful in helping determine the effectiveness of your Search Engine Optimization (SEO) efforts.
  6. BONUS: Goal Conversion – Google allows you to setup custom goal funnels so you can track the amount of visitors that complete a goal (or the steps along the way).  Goals can be e-commerce oriented (i.e. a sale transaction) or something as simple as collecting information (i.e. quote request), but each step the user has to take to complete the goal can be tracked. 

While there are many other data points that can be put to good use – especially when they are evaluated over time, the statistics above will give you a good grasp on how your site is performing.

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