Discover the indicators from the main Google Analytics reports, so you can make timely decisions that boost your business's sales.

After applying a variety of digital strategies over a specific period, it's natural to want to know how effective they have been in capturing, converting, and retaining an audience on your website.

For this purpose, a series of reports are generated that detail a set of indicators to help you, along with your support team, decide which strategies should be maintained and which need to be replaced in the coming days.

To simplify the analysis of visits to your website, we will describe its most relevant indicators below.

Audience Overview or Report

Describes the qualities or attributes of the audience visiting your website.

Within the report, the first thing you will find is a graph detailing the number of visitors for each date within the evaluated period. You can observe the period in the upper right-hand corner of the report. This graph reflects only the number of times people entered the website during that period, without differentiating between new or returning visitors.

Below, you will find a series of important data:

• Users: Displays the actual number of users who have visited the website, regardless of the number of sessions initiated. This is the total real number of users.
• New Users: This indicator shows how many of the total users who have visited your website are new. This way, you'll know the effectiveness of your traffic acquisition strategies.
• Sessions: Indicates the total number of times your website has been visited, counting both new and returning visitors.
• Sessions per User: This is an average that, when surpassing the number 1, indicates that some users have returned or visited your website more than once. The goal is to gradually increase this average, indicating that people enjoy your content.
• Pageviews: Displays the number of pages visited.
• Pages per Session: Indicates the average number of pages a user visits when entering your website. When content is relevant to the user and there's healthy linking to related pages, the average tends to rise.
• Average Session Duration: Shows the average time that audience spends on your site. This greatly depends on the extent of content on your website and how much time users invest in scanning the content.
• Bounce Rate: The bounce rate indicates when someone enters a website and leaves without performing any other action. Each site needs analysis to determine a healthy bounce rate percentage, as user behavior varies when entering a blog, e-commerce, or a sales page. However, generally speaking, below 80% is a healthy average, and if it approaches 50%, you've reached an ideal number.

On the right-hand side, you will see a graph with the percentage information of new visitors and those who return to your page.

Further down, you will find a breakdown of these visitors according to their country of origin. This will help you understand if your strategies have captured the attention of the audience to whom your website's content is directed.

Behavior Overview or Report

Here, you will find indicators similar to the Audience Overview. The difference lies in the fact that while the Audience Overview analyzes the user's session throughout the entire website, the Behavior Overview analyzes visits to a single page.

For example: In the following image (Image 4), the graph resembles Image 1. However, Image 1 shows the number of users who entered per day; whereas Image 4 shows the number of pages visited.

You will also be able to see which pages are the most visited within your website, thus understanding your visitors' preferences.

Acquisitions Overview or Report

Here, you will know which channels have successfully captured the audience visiting your website. The first thing you will find is a graphical summary showing the main channels, as well as a traffic overview and the main conversion objectives.

• Main Channels: This will reflect a series of mediums through which it's possible to capture traffic:
  • Organic Search: Traffic coming from the organic search results on search engines like Google, Bing, etc. It's closely related to SEO efforts.
  • Paid Search or SEM: Traffic from paid search results on search engines like Google, Bing, etc.
  • Display: Refers to advertising through banners displayed on other websites or YouTube videos.
  • Direct: Visitors who reached the site by typing the domain directly into the browser (like Google Chrome, Safari, etc.) or through links in documents, instant messaging, among others. It's related to domain awareness, brand recognition, or non-digital advertising.
  • Referral: Traffic coming from other websites.
  • Social: Traffic coming from social media platforms.
  • Email: Traffic originating from emails.
  • Other or undefined source.
• Users: Displays the flow of visits each day within a given period.
• Conversions: Details which conversion objectives have been achieved.  When there's no movement shown, it might be because additional goals haven't been set up for your website, as this is an optional data point and an automated report.

You will also find a breakdown of user behavior based on the acquisition channel

User Flow

In this report, you'll have another perspective on user behavior in relation to the flow of the visit. This will show you which pages tend to be the main entry points and which pages users typically navigate to when visiting your website.

Well, these have been the main indicators you should know in order to make decisions about future strategies to implement on your website.

If you have any questions, you can contact our SEO Agency in Panama through any of the available communication channels.