website analysis by google analytics

Guide to complete website analysis by Google Analytics

You have a website for the business that displays your products or services online. You received the business queries on and off, but how many times you do the website analysis? Do you know what users are doing on your site, from where they come and where they go and which content they consumed on your website.

All these questions can be answered by Google Analytics. Yes, another free analytics platform by Google to setup your conversion game.

Let’s take a holistic look at functions of the Google Analytics to understand the major segments that are being offered:

  1. Audience
  2. Acquisition
  3. Behavior
  4. Conversions

But what you can do with the above segments and how can you perform the website analysis. well, in a nutshell, you can measure the following things:

  1. Page view
  2. Users
  3. Sessions
  4. Bounce rate
  5. Geo information
  6. Most visited contentent
  7. Source of traffic
  8. Search queries
  9. Behavior flow
  10. Conversions
  11. E-commerce
  12. Multi-channel funnels


how to use audience segment in google analytics for website analysis

Use Audience segment to know more about your users















The audience overview mainly provides you the information about your acquisition of users. It includes the demographics that includes: age group and gender.

Interest also tells you about the affinity categories and in-market segments.


You can get all the information about the users from where they are coming and what language they speak. Based on this segment, you can invest and focus more on these areas in your campaigns. You can insert the content in secondary dimension to see what content is viewed by which country.


It tells you about the visit frequency and recency of the users. You can also see how much the users are engaged with your content. You can use the secondary dimension to compare several things related to the behavior.


This segment tells you about the contribution of the mobile traffic. Not only about the mobile traffic but from other devices as well. You can also perform a mobile conversion analysis vs. other devices to see the most contributing aspect towards the devices.

Custom variables

In this segment, you can play around with different metrics and perform your desired analysis.It gives you the freedom to pick and choose different metrics to keep an eye on audience characteristics.


This is one of the coolest features of the Google Analytics which help you to compare your data with other industry aggregated data. You can analyze your performance against those set industry benchmarks by industry peers.

You can select the industry data over 1600 categories and then filter it as per the location and seven different modes of traffic size classifications.

User flow

User flow describes the user journey on your website through graphical analysis. It tells you the entry points of your user, pages to pages journey and drop offs. You can examine the traffic patterns to boost the user experience of the site.


Use acquisition in google analytics for website analysis

Acquisition tells you more about the traffic sources










The acquisition tells you about traffic coming from different sources such as referrals, emails, display and other marketing campaigns. You can evaluate the content based on the traffic sources and see how your marketing strategy works for different channels.

All Traffic

As mentioned above, this metric defines the sources of the traffic, referrals and other sources from where you get the traffic. You can analyze which channel is contributing more to your traffic. You can also fine-tune your strategy for those channels which are under performing.


If you are running an AdWords campaign and want to measure the impact and overall performance, so this space is for you. To understand the campaign dynamics and customer behavior, you can explore the analytics to refine your campaign. The best thing about this link up is that you will get enhanced remarketing capabilities and multi-channel funnels report.

Search Console

Google search console is a tool offered by Google to analyze your site’s presence in search engine results. You can see the landing pages on which the user landed from different sources. You can evaluate the impressions, clicks and CTR other key metrics to see how search engine bringing the traffic your site.

You can evaluate the impressions, clicks and CTR other key metrics to see how search engine bringing the traffic your site.

You can monitor the countries and queries that generating the results for you.


Social analytics provides you the insights for the social activity that brings the traffic to your site. You can analyze which social platform is helping you more to get the traffic. You can analyze the landing pages , conversions, on-site social measurement through plug ins. Based on this metrics, you can scale your content distribution strategy across different social platforms.


This metric will help you to analyze the search, referral, email and other marketing campaigns. This will help you to look deeper on different engagement metrics such as bounce rate, pages per sessions and other conversion metrics.


Use Behavior segment in Google analytics for website analysis

Get more details about the behavior of your users on your website












This segment helps you to analyze the how users interact with your content and how they consume the content. The speed of the pages and suggestions to improve it user experience, all this you can perform through behavior.

Site content

You can find all the content of your website here, wherein you can analyze different metrics  such as page views,  unique page views, avg. page on time, entrances and bounce rate. All this data can be viewed through page titles.

Site speed

Google performs a check on your website to make it hassle-free to the users. It tells you about the page load timings along with speed suggestions, and user timings as well.

Site Search

Site search helps you to understand what users are searching on your site. It helps you to improve the overall layout of your site in a proper hierarchy. You can closely analyze what they are looking for, either for products, categories or any other thing that you skipped to put it on the front.

You can view the list of the pages and search term that they used to navigate through out the site.


You are keeping an eye on the traffic of your site, what content users are consumed and how much time they spent. But what about the small detailing such as tracking the clicks on the buttons, file downloads and other ajax-based activities. To keep monitor these activities you can activate the event tracking to start these trackings.

In page analytics

It tells you about the analytics of your page. It tells how your customers interact with you page and the points where they click the most. You can consider it as heat map that tells you the most clicked content graphically. This feature will help you to analyze the UX of your customer on the website. You can improve the overall layout and increase your conversions.


Use Conversions in google analytics for website analysis

Conversions tell you about the goal completion rate on your site








A conversion is the end result of an activity. It could be a download, registration or any other desired action.

To track your success for any particular metric in Google analytics, you can setup the goals to track the particular activity on your website.


There are certain types of goals available in the Google analytics, that will be helpful in your website analysis process. Goals can be of different types; such as time spent on site, specific destination, pages/ screen, event etc.

Keep in mind that you can set 20 goals per report. If you want to create more goals either you have to edit the existing goals or you have to create the new view in the property.


You have an online store and want to see how it is performing along with other website analytics, so Ecommerce report is the best thing to start off with. It combines your transaction and purchase data with other metrics in the Google Analytics. By this, you can see your product performance, sales performance and transactions.

You can also keep an eye on the overall journey of the user. You can track from where the user come on your site, how much time they spent before making a purchase.

Multi-channel funnels

The behavior of the customer is really difficult to predict. However, you can analyze the behavior of the customer through multi-channel funnels to understand the conversion paths. This will help you to make the data-driven decision.


Each and every step of the user is crucial to understand and attribute the buying behavior. Thankfully, Google analytics has those tools that can provide you attribution modeling to track the pattern that leads to conversion.

You will get default models such as:

  • Last interaction
  • Last non-direct click
  • Last adwords click
  • First interaction
  • Linear
  • Time decay
  • Position based


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