A Guide to Google Analytics

A Guide to Google Analytics

Here at Speak, we focus a lot of time on measuring website performance. One of the tools that we use is Google Analytics. Google Analytics is a service provided by Google that allows a user to generate statistics for their website. You can use Google Analytics for basic reports or even set up an entire goal conversion system to track a specific campaign. 

If you need insight into how to set Google Analytics up on your website, check out this article: Google Analytics Support

So, I want to hit on a few specific topics (more basic stuff) in this blog and write about more detailed stuff in further blogs. 

1. Audience
2. Time Span
3. Acquisition
4. Behavior 
5. Conclusion


In this category, we get a snapshot into how your site is performing on the web. This overview allows you to see the basic categories we use to measure success. 


A session is a period of time in which someone on the web engaged with your website. Basically, it's when someone accesses your website. 


The amount of people who have engaged in a session. This number includes first time people and also returning visitors. 


This is the total amount of pages, on your website, that have been viewed by users in their sessions. 

Pages Per Session

This is actually also called 'Average Page Depth' which means, how many pages are viewed (on average) in a particular session. Also, this number includes returning visitors on all pages.

Average Session Duration

This is the average amount of time a user spends during a given session on your website. 

Bounce Rate

This is calculated by the percentage of one-page visits to your page. For example, a user visits your page, and exited before they engaged with any other areas (i.e. clicks a link, uses the navigation, etc.)

Percentage of New Sessions

This number represents an estimated number of first time visitors. For example, if your website's % of new sessions was 80%, that would mean ~80% of your page's traffic were new visitors who have not landed on your page before. 

Time Span

When using Google Analytics, one of the best things to do is to compare your site activity to a previous time span. Granted, there are a lot of things that could potentially affect your website, but looking at a time span can be very beneficial. 

If you are pushing content, or making changes to your website, looking at your website traffic is extremely important. You want to measure if your hard work is increasing traffic to your site. 

Also, comparing the changes to a time that previous to making those changes is important. You want to determine if things you've done this month were better than the previous month (or months).


The Acquisition tab is a very important view. Here, you are able to see referral traffic organic search traffic, direct traffic, social traffic, email traffic, etc. 

This answers the question: How are people finding my website? 

Two of my favorite areas in Acquisition are the 'All Referrals' and 'Keywords' tabs. With Acquisition, you are able to see what the sources are for your traffic. You can see what links are sending people to your site. 

In the 'Keyword' tab, you are able to take a look at your organic and paid keywords. These keywords are very important to SEO, If you aren't paying for AdWords, you should not see any 'paid keywords'. 


This tab is one of the most important tabs if you have a site with multiple pages. Here, you are able to take a look at what pages of your site are getting viewed.

Also, one of my favorites is the 'Behavior Flow' tab that allows you to watch how users interact with you site. You can see what areas of your site are most popular and what areas users tend to ignore. 

You can dive into a lot of information in 'Behavior' and it's extremely important you understand what you're looking at before all of the numbers get overwhelming to the eyes. 


We know that analytics can be confusing and sometimes tough to understand. That's why we're here to help. Feel free to reach out to one of our internet marketing experts if you have any questions or are interested in more information! 

Posted by Michael Morgan at 7:43 AM