Significance of Google Analytics

Google Analytics is a well-known tool to analyse visitor behaviour on a website and make required changes to a website to ensure the visitor stays for a longer duration on the website. To apply a Digital Marketing strategy, it is essential find an SEO Agency in Mumbai which helps you understand certain key terms of Google Analytics that help in identifying what is required by a viewer in order to generate conversions. Therefore, by knowing how beneficial Google Analytics can be, marketers before applying a digital marketing strategy should understand the workings of Google Analytics as it becomes easier to help their Digital Marketing partner in applying different strategies in order to increase brand awareness in the online marketing world.

Digital Marketing has enforced businesses to take their product or service online through various digital marketing mediums such as websites, blogs, social media and search engine optimization (SEO). These mediums work when several strategies are applied to target the right set of customers and by analysing consumer behaviour.

When companies create a website, the main focus is to attract visitors and create a need to purchase the product or service offered. This requires a thorough assessment of a website to identify the key areas which need improvement and this is where Google Analytics comes in. Google analytics is one of the most used technique to analyse a website. Research has revealed that 55% of the most well-known websites use Google Analytics to monitor user behaviour.

Identifying key terms in Google Analytics

When business owners decide to advertise their services online, the main question that can arise is how to monitor the success rate of all the Digital Marketing techniques applied. Google Analytics is where business owners get answers to all the queries related to the strategies applied such as the performance of campaigns conducted to the content that has attracted the most number of visitors to the website.

As Google Analytics is a wide domain providing vast information about the performance of the website, it is essential to understand certain key terms involved in it. This will help business owners modify their website marketing strategies and help SEO service providers in Bromsgrove, Redditch, Worcestershire and other service providers in U.K to increase the ranking in Search Results by modifying certain areas of the website. Every marketer who wants to adopt Digital Marketing as a marketing strategy needs to be aware of certain key terms regarding Google Analytics, such as –


When a page is viewed through a Google Analytics tracking code, it is considered as a pageview. Each time the Google tracking code is implemented, a pageview is recorded, which includes clicking on the back button, refreshing a page and opening the page in a new browser.

Session and Page / Session

A page session is the number of pages visited per session. It takes into account the number of pages a visitor views each time they visit the website. It calculates the total time of all the activities conducted by the user on the website. A normal Google time frame to calculate the activities performed by the visitor is 30 minutes however, this time frame can be modified as per convenience. The amount of time spent on the website by the user indicates the quality of the content that keeps them engaged on the website.

Bounce and Bounce Rate

When a visitor views a website and leaves the website only after visiting the landing page, it is considered to be a ‘bounce’. ‘Bounce rate’ is the percentage of the visitors who left the website after viewing just the landing page. A low bounce rate indicates that visitors are viewing more than one page on a website and is staying on the website for a longer period of time.


UMV also known as Unique Monthly Views is the number of individual users visiting the website. It is a parameter for bloggers or advertisers to sell their work to another business as it is an indicator of growth on a month to month basis.


It is essential to monitor the traffic that is directed to the website by analysing those websites which bring in more traffic to the main website. There are three main types of traffic; direct, organic and referral. A website URL which is directly entered on the browser by a visitor to view the website is known as Direct traffic. When a user searches for a website on Google and clicks on the search result and visits the website, it is known as Organic traffic and when a user visits a website through other mediums such as an advertisement, it is known as Referral traffic.

How to optimally utilize Google Analytics

Define specific objectives

In order to make maximum use of Google Analytics it is essential to set pre-defined objectives to measure accurate performance of the website. Setting objectives will help identify the success rate of the applied strategy and derive traffic from various Digital Marketing sources such as online advertising, Social Media etc.

Customized Audience Views

Google Analytics provides an option to apply various inbuilt settings for audience views as per convenience. It is preferable not to change the default view of ‘All website data’. Instead it is better to create new views with the given settings to analyse visitor behaviour on a website.

Micro and Macro Conversions

To generate conversions, content marketing is the key to create brand awareness. Conversions are not just related to sales but it can be broken down into micro and macro conversions. Micro conversion is an ongoing path to transform into a macro conversion (sale). For instance, if a viewer subscribes to a regular blog update, it is considered as a micro conversion in the world of Digital Marketing.

Monitor Bounce Rate

It is important to analyse the amount of time a visitor spends on a website to lower bounce rate. If the bounce rate is high, certain factors of the website such as content, keywords or its design have to be modified so as to keep the visitor engaged on the website. On the contrary, if the bounce rate is low, identify the areas due to which the user is engaged on the website and optimize those key areas to generate more traffic.

Monitor Exit Rate

With bounce rate, it is essential to monitor exit rate as it informs which specific visitor left the website. If a webpage is receiving a high exit rate, it is important to make changes and modify the webpage to facilitate viewer engagement on the website.

Analyse page sessions

There is a probability that because Google Analytics provides percentage data for page sessions, people overlook this data as it may be perceived of being less significant. However, to carefully analyse page sessions it is essential to divide the page session results into categories like traffic source, state, city, country etc. to gather the required information.

Identify the most important keywords

Google Analytics provides Top Keywords report which is considered as the most important tool for website analysis. It gives an overview of which keyword was responsible to bring in visitors to the website.

Google Analytics is that tool which can be used to its maximum potential by monitoring user behaviour that helps in initiating a lead by making certain changes to the website. eTrack Media is an SEO Company in Mumbai, India which helps in identifying certain key areas in Analytics, So marketing a product online will be an easier task as day to day analysis on consumer behaviour will cater to the need of the buyer and in time generate return on investment.


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About eTrack Media

eTrack Media is the brain child of some astute professionals who by their experience and shrewdness wish to bring about a drastic change in the way online marketing is perceived. Having a rich experience of almost 15 years working with small to medium sized businesses providing an array of IT solutions and services, the team aims to provide unmatched solutions in the area of online marketing. With a head office based in Andheri in Mumbai, in India, eTrack Media provides search engine optimisation services, website designing, web development, social media marketing and an array of online solutions to several clients in Mumbai and neighbouring areas. Talent has no boundaries and so has eTrack Media, as it has spread its wings to more people in the UK, the US, Canada, Australia and the Middle East. Our Services: - Search Engine Optimization (SEO) - Pay Per Click (PPC) Management (Google Adwords) - Social Media Marketing - Facebook Marketing - Twitter Marketing - Content Editing and Creation - Website Design - Website Development

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