Google Analytics Insights: 9 Metrics You Need To Understand

The first thing which comes to mind when we talk about an online presence is traffic.  The more traffic to your website, the more opportunities you have to convert leads.

So how can you bring more traffic to your website?

Google analytics insights

To achieve this, you need to focus on the quality of your website; people don’t spend time on the low-quality website.

Google analytics insights are the best tool that can help you in achieving your website quality goal and meeting your audience needs. And it’s one of the tools used by most of search engine optimization digital marketers. 

You have lots of options to keep track of the actions of every website page and the activities of visitors.

Google analytics insights help you in analyzing the pitfalls in your website and moreover the most important knowing your customers better on a granular level precision.

However, many of us concentrate on an overview of the report when we look at Google analytics insights report. And, don’t bother about different opportunities Google analytics insights report providing you which can take your business to the next level.

Google analytics insights are the powerhouse of data; you can extract different view of data from various features available in it.

The better you understand it, the better you can gain quality traffic and increase website conversion.

Using Google analytics for business can help you in many ways.

For doing all these, you need a good understanding of Google analytics insights tools.

Let’s begin exploring Google analytics!

These are few significant metrics to measure your website traffic and do better.

Source/Medium of Traffic

Source is the root of your traffic, for example- search engine or a domain and medium is the general category of source for example- organic search, web referral (referral), cost per click (CPC) paid search, email (the name of custom medium you have generated), and none (direct traffic has none medium).

Source/Medium is the critical features of Google analytics insights which shows you-

How your website audience is engaged, source from where they are coming, inbound links, type of links, and where they’re linking back.

So where you can find source/medium in google analytics insights?

In Google analytics insights reports>>go to acquisition>>all traffic>>Source/Medium.

Source/Medium in Google Analytics

Traffic source is the significant metric that can help you to know exactly from which source (paid/organic) you’re getting traffic.

This information can help you to track every step of the audience. Moreover, help you to understand your customer better, target those locations, and provide better links.

For example: In your website, the audience doesn’t always follow the same path to reach subpages, here you can find the difficulties facing by the audience in reaching to that subpage.

Based on that you can change the navigation of your pages which direct them to that subpage easily.

Check traffic sources and relate it to identify quality traffic, conversation rates, the source for your revenue.

This report can also help you with what to include in your keywords for better reaching your business goals.

You can also check which pages getting traffic and which not, based on this information you can work out on those pages by making content more informative and adding keywords which rank for that information.

It even helps you to see how people are linking to your site.

You can monitor the activities of your website is getting through certain key partners and press links.

Even you can find the source of unknown links coming to your site.

In source/Medium you can see Acquisition (users, New users, sessions), Behaviour (Bounce rate, Page/Session, Avg.Session Duration), Conversions (Goal conversion rate, Goal competitions, Goal value) patterns which help you to determine the extent of engagement with your site content.

Page Views and Sessions

People often get confused with page views and sessions. However, there is not much difference in that.

Sessions are the period where the audience is actively engaged on the website in a single session, the audience can have any number of page views.

Whenever a user opens your webpage, it’s considered as a pageview.

If the same user opens and closes the same page, for users, every visit to a webpage is counted as a page view.

Here concentrating on unique page views is important for the analysis of your report.

In unique page views, multiple numbers of page views for the same page in a single session is counted as one page view.

Unique page views you can see in the Google analytics insights reports>>site content>>all pages.

You can’t say the number of page views as a number of visitors to your web page.

To get correct metrics to consider unique page views which shows you the number of unique visitors visited your web page.

page views vs unique pag views

These metrics can help you keep track of your audience on a real-time basis.

You can get an exact number of visitors on your site, a number of times a specific user returned to the site, the amount of time a user spent on a web page, also help you to know who is your new users.

From this report, you can easily analyze which pages of your website need improvement; accordingly, you can optimize your web pages for better results.

Bounce Rate

Bounce rate shows how relevant is your webpage to your visiting audience. It’s better to have a bounce rate below 70%, directly or indirectly high bounce rate will affect your visibility in search engine results.

Bounce rate is the important metrics that can help you protect from the coming threat to your website.

You can monitor the bounce rate under Google analytics insights reports>>go to acquisition>>all traffic>>Source/Medium.

Apart from this path, there are many areas where you can monitor the bounce rate of a web page.

Keep an eye on bounce rate, and you can follow these points to improve the bounce rate of your web pages.

  • Make your text size large enough.
  • Focus on storytelling, the more you focus on storytelling people go on reading your story, and they get engaged and stay on your site for a long time.
  • Use a variety of content types- You should have a separate page for videos and audio, which increases the time on site. You can also have a tools page which can have more traffic than text pages. It means you need to use different content types.
  • Use visuals; people engage more with the images than text. Try to add images which depicts your purpose.

Average Session Duration

The average session duration by its name itself shows it is the average length of a session in a specific period.

In simple terms, it measures how much time people spend on a website.

It’s one of the significant google analytics insights which helps in analyzing patterns and trends in your data.

You can determine which post triggering your customer, where your audience is spending their time, which job openings people are more interested in, which type of content grabbing the attention of the audience, which is the trending topic people interested in and similar other information.

This information can help you to do the necessary changes in other posts to make it more interesting by changing some content parameters.

For example

If you’re spending on social media advertising and experiencing a low average session duration, it indicates the problem may be with your targeting parameters.

Keep in mind; you can’t depend purely on this metric to make decisions about your advertising budget and decide which strategy to take forward.

For this, you need to do a complete analysis of other key performance indicators of your website.

Instead of depending on overall average session duration, it’s better to look at the individual average session duration traffic source for a better understanding of the Google analytics insights report.

Because the average session duration itself an average of some metrics which is average of some other metrics and so on that can skew the final results.

You can check individual average session duration under google analytics insights reports>> acquisition>>all traffic>>source/medium on the left side you have performance button from there you can check whatever the response of your site from the two drop-down menus.

average session duration in Google Analytics

Top Landing Pages

What do you think how landing pages in the report can work for you in optimizing your website. A landing page is nothing but the first page of a session. Means, it’s the first page which visits by your audience.

Landing page can be any registration form, blog post or any other informative page from where your audience visits other pages of your website.

In Google analytics insights report, we have landing pages in two places.

One at behaviour>>site content>>landing pages and other at acquisition>>search console>>landing pages.

Search console landing page report is limited to landing page data from search results whereas site content landing pages report shows page level conversion rates which provide Google analytics traffic and users metrics at page level as well as conversion stats for every web page. 

landing pages in Google Analytics

It provides you information like-

  • What’s the interest of your audience
  • Who come from which website
  • What they’re interested in
  • Who came from which social media and which landing pages.
  • A number of conversions happen from a particular landing page.

acquisition overview in Google Analytics

From this report, it’s very easy to determine what made them click on your landing pages.

It also tells you how many sessions started from a particular landing page, and it’s quite interesting to determine the interest of your audience.

landing pages

From the Google analytics insights report, you can list the top landing pages of your website.

Then interlink those webpages which can provide further information about that page.

Consider an example

You can add a link at the end of the post which directs to posts which can provide further information of that landing page content or to the main site.

landing page to main site

 Include lead forms, email opt-in, or add banner which you want to promote on your top landing pages.

landing page to lead forms

You can also interlink to your web pages which are ranking low and related to those posts.

AMP (Accelerated Mobile Pages)

You may have heard of this term AMP while building your website for ranking in web search.

It’s a website publishing technology that allows you to create webpages which speed up the delivery of content with the help of stripped down code referred to as AMP HTML.

In simple terms, it helps in building static web pages for static content that changes according to user behaviour that enables the pages to load quicker than regular HTML codes.

Blogs, news and most of the publishing sites preferred to go with the AMP pages because they need to deliver a large amount of content to their users.

To construct AMP pages, you should create a separate version of your site that ensures the AMP project’s standards.

After that, your AMP site has its separate URL, and that is compatible with leading browsers. Moreover, Google considers AMP pages while ranking in the search engine results.

Website speed is the main feature that attracts the audience of your website. AMP is one of the most powerful solutions for it.

Most of the publishers like- Google, Facebook, Pinterest, and Twitter have already implemented this technology.  Increase in speed leads to more engagement of the audience and improves bounce rates to a greater extent.

It works well in areas where the issue with the internet network coverage or any congested public areas like airports, railway or metro stations, and restaurants.

In this area also, content loads fast in apps when regular browsing is at a lower speed.

Goals and Conversions

Every business has its specific goals for a particular time period. Google analytics insights is a good source to determine your goal of the campaign.

The Goal of a campaign may be- tracking the number of downloads for Newsletters/ebooks, registration for events, number of views or impressions, number of purchase or sales, webinar signups, affiliate links, trial/free accounts, and similar others.

In Google analytics insights, you have four options to select your goal such as-


To consider a page view or screen view as a conversion.


To determine the user engagement, that is the amount of time spent by the user.

Pages/Screens per session

It’s also the same as user engagement but in a different way to measure the number of page views per session as a conversion.


If you want to measure the interaction of users like click on ads, video play, download ebooks, and similar other actions.

It’s very easy to set up the goal of your campaign. Follow these steps for setting up your campaign goals-

  • Sign in to Google analytics insights
  • Select your website
  • Click admin and then on goals
  • Click on new goal button
  • Enter the name, goal slot ID, type of your goal, and continue.

After this, it will ask you to submit the destination URL, it is usually a thank you page and saves it.

For this, You need to design a thank you page on your website before submitting the form. Whenever conversion happens audience get redirect to thank you page.

Running a campaign without any goal is just a waste of time.

For better use of Google analytics insights, keep your goals regularly update, create goals with complete determination to achieve it.

E-commerce Tracking

If you’re into the e-commerce business, you definitely have come across this term e-commerce tracking.

In simple terms, it’s one of the features of Google analytics insights that enable you to track the online transactions or activities of your audience on e-commerce websites.

It provides you complete analytical report to follow every step of your e-commerce website visitor based on that analytical report; you can easily plan a path which leads to maximum ROI.

For e-commerce website tracking all you need is a code that brings the most for your e-commerce business.

E-commerce tracking can help you to gain a deep insight into your products like-

  • Revenue of each product
  • Total revenue of an online store
  • Total transaction
  • No. of particular products sold
  • Number of products sold in a specific period
  • No. of purchases made for a unique product
  • Day-to-day revenue generation
  • Time of transaction occurs

From this data, it will be easy for one to find and analyze the pitfalls in every product.

Based on the Google analytics insights, you can gain maximum return on Investment with fewer efforts.

Consider an example

If some products are not getting a good response, you can analyze the issue with the product and can set discounts or offers or optimize content to get ROI from those products.

For any e-commerce business retargeting plays a primary role to make customers return to your website and do some actions.

E-commerce tracking has a remarketing feature to target a particular audience and enhance conversions.

Now we have learned about e-commerce and its benefits, but the question comes how do we implement in Google analytics?

Steps to Implement Ecommerce Tracking in Google Analytics Insights

  • Sign in to your Google analytics insights account or else create an account.
  • Choose the desired profile account and click on admin at the bottom of the left side.

google analytics insights admin

  • In the view section, click on e-commerce settings option.

ecommerce setting

  • Click on ‘ON’ then done.

ecommerce setup

  • To see the report go to conversion in the home page, and then click on e-commerce, there you will get the entire transaction report of your e-commerce business- product purchase, purchase, product more in demand, number of sales, transactions, and many more.  

Ecommerce report

You can’t perform these above steps before adding code in your website. For this, you need to make e-commerce tracking set up.

For this, you need to add the e-commerce command between the analytics code and install e-commerce plugin in your website.

Here is your E-Commerce command-

Syntax: ga(‘require’, ‘e-commerce’, ‘ecommerce.js’);

Place it below this code: ga(‘create’, ‘UA-your id’, ‘auto’), without this code, it’s impossible to track.

Look at the below screenshot to place this command properly in analytics code.

ecommerce tracking code

Otherwise, you will get this page after clicking on e-commerce setting.

New and Returning Visitors

New/Returning users in Google analytic insights are self-explanatory still many people get into confusion what it means.

In Google analytics insights, they consider ‘user’ as a combination of unique random number and the first time stamp.

Client ID = Unique random number First time stamp

Google analytics insights consider a user as a new user when a user visits the site for the first time or cookie for that site was set for the first time.

new vs returning

Whenever a device (mobile, desktop, laptop) or a browser (chrome, internet explorer) loads website content Google analytics tracking code generates a random unique client ID and send it to Google analytics server.

Whenever a new user visits a website, Google analytics consider it as a unique visitor.

When Google analytics metrics detects the same client ID in a new session, it takes it as a returning user.

In case, the user deletes the browser cookies; client ID gets deleted or reset.

Whenever a user changes their browsing habits from device to browser, a unique ID is created.

For example

When a user visited a website from a laptop then switched to another device and opened the same site, a unique client ID gets created, and the same user considered as a new user.

In google analytics insights report>>audience overview you will get the complete report of ‘users’.

new vs returning

‘Users’ is the combination of both the new users and returning users.

However, when you combine the separate new users and returning users, it will not equal to users because Google Analytics metrics consider new users as returning users if they come back within a selected period.

It shows how your users are spending their time on a website, how frequently they are visiting your site.

It can help you to plan for a strategy that can engage customers like- to make new user to return to your site, reduce bounce rate, creating pop-ups with a welcome message to new users and for popular pages you can add a call to action for registration, sign up for an event, making donation, downloads, and other actions.

Final Word

No doubt, Google analytics insights gives valuable information for any business that can help to take a business to the next level.

However, most of the people, they don’t utilize the various amazing features of Google analytics insights. Instead, they depend only on reports.

The above-stated metrics can help you in gaining proper knowledge about what more you can do with google analytics insights reports.

We hope this article can help you in reaching your business marketing goals.

Please comment on your experience with Google analytics insights.

We’re here to listen from you!


Syeda Khadeer Sultana

Khadeer sultana has been working with challenging clients for more than four years. She holds a master's degree in engineering and technology and has the first-rate conception on digital marketing. Her thirst for knowledge lies in learning something exciting every day. Currently, she is putting her efforts in delivering content on advanced marketing techniques to confer a benefit to entrepreneurs.

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