An overview on Google Analytics

Metrics are measurable, numerical data like time spent on site or pages viewed. Conversions are data on how many users have completed a desired action on your site, for example buying a product or signing up for a newsletter. Dimensions are groups of user data that can be used to generate a report, such as their device type or location.

Imagine Sarah had 1000 visitors to her website last week 1000 is a metric. 500 of those visitors are from Singapore, 300 from Canada and 200 from London. Those countries are dimensions they organise visitors into groups sharing common characteristics, such as their country of origin.

Finally, let s say 300 of last week s visitors signed up for Sarah s newsletter. Those 300 signups are conversions visitors who did something on Sarah s website that is important for her business.

Before making big changes like sending more newsletters or stopping them altogether, Sarah should review the newsletters to find out why people are unsubscribing.

How many is she sending a week Is she sending too many Is the content of the newsletters the best it can be

Sarah should focus on improving the quality of the newsletters and monitor whether the numbers of people unsubscribing drops.

When it comes to analytics, it s important to focus on the information that has most impact on her business.

In this case, Sarah should focus less on the number of visits to the site or the amount of time people spend on it. It s also not hugely important how many pages people look at on average.

Instead, she should be monitoring specific goals like the percentage of orders that comes from customers on their smartphones, or the number of people who click on the content in her newsletters.

This information is much more valuable as it gives feedback on the new elements she s recently introduced to her business.

Source: HOB

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