Understanding visitor behaviour through Google Analytics involves tracking and analysing key metrics that reveal how users interact with a website. Google Analytics collects data via a JavaScript tracking code embedded on each page, which gathers information such as user sessions, page views, device types, traffic sources, and user engagement.
Key metrics to understand visitor behaviour include:
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Number of Users and Sessions: Users represent unique visitors, while sessions count the total visits, including repeat visits by the same user. This helps gauge overall traffic and repeat engagement.
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Average Session Duration: The average time users spend on the site per session, indicating the level of user engagement.
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Average Pages per Session: How many pages a user views in a session, reflecting content interest and navigation behaviour.
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Engagement Rate (GA4): The percentage of sessions where users actively engage by spending at least 10 seconds, viewing multiple pages, or triggering conversion events. This metric offers a more nuanced view of interaction than traditional bounce rate.
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Bounce Rate: The percentage of single-page sessions where users leave without further interaction, signalling potential issues with content or user experience.
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New vs Returning Visitors: The ratio of first-time visitors to repeat visitors, which helps understand audience loyalty and acquisition effectiveness.
Google Analytics 4 (GA4) introduces enhanced user metrics such as Active Users, which counts users with engaged sessions, providing a more accurate picture of meaningful visits compared to Universal Analytics.
Privacy features in GA4 anonymize IP addresses by default, slightly reducing geographic precision but enhancing user privacy.
By analysing these metrics, businesses can identify popular content, user engagement patterns, traffic sources, and areas needing improvement, enabling data-driven decisions to optimise website performance and marketing strategies.
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