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Understanding Google Analytics can help you grow your business

Google analytics has made it easy for most entrepreneurs using the internet to get feedback from their clients. In addition, it is a sure way to zone in on your target market as it can help you do just that. Your Google analytics account is a vital part of your business.

Setting up a Google analytics account only requires some basic information regarding the site you would wish to monitor. Then a tracking code to paste onto your pages is given to you so as to notify Google of any traffic on your account. All it takes is a few hours for you to start seeing data about your website.

In order for all this information to be relayed, Google uses a business metric known Key Performance Indicators otherwise known as KPIs. Different KPIs are suitable for different organizations or businesses. For example, in business, the KPIs may be net revenue or a customer loyalty metric but in government, it may be employment rates.

A metric can be either a ratio or a number so there are ratio metrics and number metrics. Those metrics with numbers such as page views, revenue, and visits can be viewed as number metrics while their counterparts in the form of ratios such as conversation rates and average order value pass for ratio metrics.

However, an effective KPI is one that reflects your business objectives and helps you steer it further forward. Here are some of the key KPIs used in Google Analytics accounts.

1. Bounce Rate

Bounce rate refers to the percentage of single-page site visits. This is a simple way to evaluate user engagement and the quality of your content. It can also help you identify the problems that might be crippling your site's growth.

Nonetheless, bounce rate is highly reliable on its own and requires other engagement metrics such as average session duration or pages per visit to function effectively. Needless to say, a good bounce rate is a good sign for your business. To get one, ensure your site is easy to navigate, has relevant content, and is articulate.

Slow page loads, poor aesthetics, and low or irrelevant content contributes to high bounce rates, which may be an indication of people leaving your page.

2. Pages per session

Google analytics KPIs can help you expand your business based on your outreach. This specific KPI basically scales how compelling your content is to users by giving you an average of the number of pages viewed by a user during their visit to your site.

A good aim should be at least two pages per session. You can achieve this by keeping your users engaged. After understanding your clients’ interests, it is easier to take them to the next step. More pages per session indicate interest in your site and whatever product you may be selling or advertising.

However, involve other Google analytics KPIs average time spent on site or bounce rate to understand your visitors’ intentions better. You may have high pages per session rates but if most people are just passing by your site then a next step would be a bad business move.

3. Average Session Duration

This refers to the average joint duration of time spent on all site visits. This is the true measure of interest when it comes to gauging your next step in your business. Pages per session may tell you the number of visits you get but actual engagement matters more.

The industry standard time spent on a site is 2-3 minutes. Two minutes can be enough time for a visitor to view an item on your site and start interacting with you. Time is a precious resource so make sure you are readily available to your clients.

4. Traffic sources

Google Analytics KPIs help advertise your site further especially if you consider your traffic sources. Traffic sources are basically how people got to know about your site. These range from organic search, that is, Yahoo or Google, social networks such as Twitter or Facebook, paid search such as Yandex direct or Google AdWords, referral when visitors came via direct links and direct traffic where users directly type your URL.

Most of these outlets promote your page or website for free for a few days and to a limited audience. However, they also promote it further depending on the payment package you opt for. Knowing which site is bringing you the most traffic helps you know where to spend more money on advertising.

At the same time, it also helps you promote your business further in other websites since it offers a glimpse of your products or services to people who might eventually end up being your clients.