The Web Site Data Menus

Figure 1 The Google Analytics Data Display Main Menu

Last week you saw how to create Google Analytics tracking code and insert it into the HTML code of web pages. You also, hopefully, interacted with a simple 3-page website designed to generate Google Analytics data for the course. This week you will see how a website owner can access their data and the various ways that Google Analytics displays it.

Google can display a lot of information about your website use, including:

  • number of website users through time
  • realtime use of the website
  • the bounce rate, i.e. users who land on one page and immediately disappear
  • where the users are in the world at country and city level
  • devices used, e.g. notebook, tablet, phone
  • user’s operating system

There are many sub-options for each of the main menu options shown in Figure 1. These include:

REAL-TIME Overview  
  Locations  
  Traffic Sources  
  Content  
  Events  
  Conversions  
AUDIENCE Overview  
  Active Users  
  Lifetime Values  
  Cohort Analysis  
  Audiences  
  User Explorer  
  Demographics Overview
    Age
    Gender
  Interests Overview
    Affinity Category
    In-Market Segments
    Other Categories
  Geo Language
    Location
  Behaviour New vs Returning
    Frequency & Recency
    Engagements
  Technology Browser & OS
    Network
  Mobile Overview
    Devices
  Custom Custom Variables
    User Defined
  Benchmarking Channels
    Location
    Devices
    Users Flow
ACQUISITION Overview  
  All Traffic Channels
    Treemaps
    Source/Medium
    Referrals
  AdWords Campaigns
    Treemaps
    Keywords
    Search Questions
    Hour of Day
    Final URLs
    Search Console
    Landing Pages
    Countries
    Devices
    Queries
  Social Overview
    Network Referrals
    Landing Pages
    Conversions
BEHAVIOUR Overview  
  Behaviour Flow  
  Site Content All Pages
    Content Drilldown
    Land Pages
    Exit Pages
  Site Speed Overview
    Page Timings
    Speed Suggestions
    User Timings
  Site Search Overview
    Usage
    Search Terms
    Search Pages
  Events Overview
    Top Events
    Pages
    Events Flow
  Publisher Overview
    Publisher Pages
    Publisher Referrers
    Experiments
CONVERSIONS Goals Overview
    Goal URLs
    Reverse Goal Path
    Funnel Visualisation
    Goal Flow
  E-commerce Overview
    Product Performance
    Sales Performance
    Transactions
    Time to Purchase
  Multi-Channel Funnels Overview
    Assisted Conversion
    Top Conversion Paths
    Time Lag
    Path Length
  Attribution Model Comparison Tool

This is a lot of options and it will not be possible to review them all in the time available this week. However we will be able to investigate questions such as:

  • how many of us visited our website last week?
  • where do we come from? Which countries and cities?
  • what is the usual language of our users?
  • how many of us used notebooks, tablets or mobile phone?
  • how did visitors use our simple 3-page website?
  • how many repeat visitors did we have?
  • what was the bounce rate?

As you will see, these simple questions will generate a lot of tables and graphic displays.

Share this article:

This article is from the free online course:

Introduction to Data Science with Google Analytics: Bridging Business and Technical Experts

UNESCO UNITWIN Complex Systems Digital Campus