Whether you are a beginner or experienced Google Analytics user, there are always ways to delve deeper into the sites you are analyzing to improve your insights and boost your sites’ performance.
Here are some widely used and little-known tips that will help you make the most of your Google Analytics experience.
1. Look at the Source of your traffic
To do this, go to the left-hand side of your screen, click ‘Acquisition’, ‘All-Traffic’, ‘Source/Medium’.
You’ll now be able to see where your traffic is coming from. This includes seeing how much of your traffic is organic including a break down of how much comes from Google, Bing, Yahoo and other search engines. It will show you how much comes from ads, how much comes from email, how much comes from sites such as Reddit or Quora.
To break this down further, click ‘Secondary Dimension’ and choose ‘Landing Page’. This will enable you to see specifically which pages are coming from which traffic sources.
Now that you have this information, you can use it to know which channels are already working for specific pages and your overall site and continue to optimize for these channels.
You can also see where you have a lack of traffic, and focus your efforts to improve traffic generation from these areas.
For example, this screenshot shows how to use the source/medium tab to look at where the traffic from a specific webpage is coming.
In this specific example, I can see that I have 6 organic traffic views from Google for the KrogerFeedback webpage.
2. Look at your audience demographics
To do this, go to the left-hand tab again and click ‘Audience’, ‘Demographics’. Then you can delve deeper by clicking the overview tab or click the age or gender tabs to specifically delve into at an age or gender breakdown.
The tricky part about the demographics tab is you actually have to click into the tab, then click, ‘enable’ before it will actually start collecting any data.
Google does this to make sure you are in agreement with their user data collection agreement, as this data pertains specifically to users and can be considered “sensitive information”.
Once you’ve enabled the demographic data collection function, you can use this tool to figure out who is visiting your website, data which you can use to hone your understanding of who your audience is. You can use this information when crafting brand or ad proposals to companies, or when deciding how to target or what information to feed your audience through your website.
This tab allows you to see the specific age ranges of your website visitors as well as gender and can be very helpful in understanding your ideal audience.
Here is an example where you can see how the report breaks down the age even down to a page-level view, where my www.walmart.survey.com page received 11 views, all from people aged 65+.