Part 1
In an era of rapid data growth, understanding how users interact with your website is more crucial than ever. However, among the plethora of available web analytics metrics, it is important to identify those that truly matter to your business.
Google Analytics 4 and Adobe Analytics offer hundreds of metrics, but for deep analysis of customer behavior, it’s essential to look beyond. How do you identify the truly important metrics? Which ones will help you make informed decisions? In this article, we will explore seven key categories of metrics and explain how each can impact your business.
Audience Data.
This category helps you understand who exactly is visiting your site. Some data is accessible through analytics tools, while other data may depend on external factors, such as browser settings or ad blockers.
1. Visitor Geography — Determines where your traffic comes from, helping to assess reach and the potential of new markets. For instance, if your main audience is in the USA but you notice an increase in users from the UK, it might be time to consider adding payment in British pounds.
2. Device Type — Understanding which devices users are accessing your site from (mobile, desktop) helps optimize the site to boost conversion rates. For example, if mobile traffic is high but the conversion rate is lower than on desktop, it’s worth evaluating the usability of the mobile version of your site.
3. Demographics — Information about users’ age, gender, and other characteristics helps you segment your audience more accurately and enhance the effectiveness of marketing strategies. For instance, analysis might reveal that men aged 25-34 convert better than women of the same age, influencing your targeting strategy.
User Behavior Metrics.
These metrics show how users interact with your site.
4. Bounce Rate — The percentage of users who leave the site after viewing only one page. A high rate may indicate irrelevant content or technical issues. For example, if a highly visited page has a high bounce rate, it’s worth analyzing its content and usability.
5. Average Session Duration and Page Views — Reflects the level of audience engagement and the quality of content. For example, if a guide on your site implies detailed study but users spend little time on the page, it signals a need to improve information presentation.
6. Site Search Queries — Analyzing user searches can reveal in-demand content and potential information gaps. For example, if users frequently search for a specific product but it is poorly represented on the site, it suggests a need for navigation improvement.
Conversion and Event Tracking.
These metrics are directly linked to business outcomes.
7. Conversion Rate — The ratio of users who have completed a target action (purchase, subscription, etc.) to the total number of visitors. For example, if one product page converts much better than others, it may be a basis for adjusting advertising campaigns.
8. Event Tracking — Records important user actions, such as subscribing to a newsletter or filling out a form, helping analyze site effectiveness. For example, if newsletter subscriptions lead to high conversions, it’s worth emphasizing this step.
Customer Journey Analysis.
Knowing how users interact with the site at different stages helps optimize their path to conversion.
9. New and Returning Users — Helps determine how effectively the site attracts and retains an audience. For example, if users regularly return to the site but do not make purchases, it may indicate a need to improve engagement mechanisms.
10. Traffic Sources — Shows where users are coming from: search engines, advertisements, social networks, etc., allowing you to assess the effectiveness of marketing channels. For example, if a significant amount of targeted traffic with high conversion comes from Reddit, consider intensifying promotion in this community.
Using analytical tools such as Google Search Console, in combination with other web analytics systems, helps gain a detailed picture of user behavior and enhance the effectiveness of marketing campaigns.
To be continued…
