The Web Site Data Menus
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:
|Behaviour||New vs Returning|
|Frequency & Recency|
|Technology||Browser & OS|
|Hour of Day|
|Site Content||All Pages|
|Reverse Goal Path|
|Time to Purchase|
|Top Conversion Paths|
|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.