If you work in SEO, web analytics can help you measure the performance of your content and identify areas for improvement.
Tools like Google Search Console show organic search data at the page level and keyword level.
You can see that one of the keywords (or queries) for “fever sores” for this website has dropped in position, from 14.9 to 19.9. And the impression volume and click volume have decreased Increase SEO potential and attract more organic traffic.
An SEO analyst could quickly identify which page is associated with the drop and come up with a specific plan to improve the ranking position for that particular keyword.
Examples of metrics to track with Web Analytics
Metrics are quantitative measures that help you understand the performance of your analytics.
The specific web metrics you prioritize should emails refer a friend you buy something now depend on your company’s unique measurement goals. That said, the following metrics are broadly applicable and worth reviewing for most organizations.
Both metrics and dimensions are used to track your web analytics data. While metrics are quantitative measurements, dimensions are attributes that help you understand those quantitative metrics.
You’ll see how metrics and dimensions work together when you read about sessions, users, and traffic sources below.
Sessions and users
Every time a user visits your website, it counts as a session.
While sessions equal visits , users count towards the number of unique visitors.
For example, let’s say the same user visited your site three times during one month. That would count as one user and three sessions in your web analytics data Increase SEO potential and attract more organic traffic.
Here we see the Google Analytics data for the Google Merchandise Store demo account, showing 66,342 unique users representing 94,465 total sessions.
Trending your traffic over time can be a useful indicator of site health, brand health, and overall top-of-funnel performance.
Traffic sources.
Traffic source is a dimension you can use to dig deeper into your web traffic metrics, such as session count and user count.
Below, you’ll see the same user and session data that we saw in the previous section. But now the data is broken down by the “Session Default Channel Group” dimension (“channel group” is a way to organize traffic sources in Google Analytics).
And you can see that 25 users came to the site in the specified time period through links from unpaid video sites like TikTok and YouTube.
With the help of this traffic dimension, you can prioritize the top performers and identify new potential opportunities from the underperformers.
For example, Google Merchandise Store european union phone number might have the opportunity to invest in its organic video channel. It only drives a small portion of total traffic, but the average engagement time per user is higher than anything else on screen.