Breakdown of Google Analytics
Since Google bought out Urchin, they have become not one of, but the best traffic analysis tool on the internet today. If you are not monitoring where you traffic is coming from at all times, you are walking blind, and that’s without a cane! With the internet growing more and more competitive all the time, you need every advantage you have at your finger tips. Luckily Google provides Analytics for free, and it just so happens it’s the only tool you are going to need in this department.
Visitors
The visitors section of analytics allows you to see how many visitors have accessed your website, and how many of them were unique. It also tells you how long they stayed on your website, and how many users bounced (clicked the back button on the browser, as they thought your website irrelevant). All this information is extremely important in setting long term goals for your website, and possible changes that you may have to make should you wish to gain more traffic, convert better, and make visitors stay longer. This section, in addition, also shows which pages on your website are the most popular, giving you some idea on what area to spend the most time on.
Traffic Sources
Without Google Analytics you are pretty much in the dark as to where your visitors are coming from, and who is sending your traffic. The traffic source section answers all these questions. On top of this Google even shows you if your website is included in its own index, and what keywords people are using to find your website, another great hint on what to spend more of your time and effort on! This also shows the effectiveness of the keywords you have chosen in your Google Adwords campaigns, by telling you who referred the keyword you were bidding on currently.
Map Overlay
Another great feature offered by Google Analytics, is the ability to see what part of the world you visitors are accessing your site from, all the way down to city level. This is done graphically by using a map plotted with dots on the areas accessed by the visitor. Clicking on each country will give you a more detailed map. The majority of you visitors generally come from the USA, depending on the site you have, so you will see it shaded a darker color then the other countries.
Site Overlay
This tool allows you to see what parts of your website are attracting the most attention from your visitors. Analytics shows your website as it would normally appear in a browser, however overlays will be placed on top of it giving you information about how many times a visitor clicked on a link etc… This gives you the ability to see your website from the visitors point of view, an invaluable asset.
All in all, Google Analytics offers many advanced features which are beyond the scope of this article. However the more use you make out of Analytics, the more you will notice yourself making use of these features, and slowly but surely traffic analysis will become like second nature to you.
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