Google Analytics has various metrics that website owners can use to gauge how their content and copy are performing. However, out of all of these website measurements, which ones will you find beneficial?

Don’t waste your time tracking vanity metrics that’ll only tell you half the story as it relates to how your website is actually converting traffic.

You should track the following metrics: page views, bounce rate, average pages per session, goal conversion rates, and returning visitors to assess the performance of your website. Throughout this guide, you’ll better understand each metric’s purpose and how you can use it to enhance your website.

At least 85% of websites that have revealed their analytics tools use Google Analytics as their solution. However, just because a website uses analytics doesn’t mean that they’re correctly using it.

Instead of wasting your time tracking metrics that won’t benefit your website, use Google Analytics metrics that’ll help you figure out what content attracts and engages users. Moreover, use these measurements to help you track your website’s goals.

Once you better understand these metrics, you’ll better understand how your ideal user thinks. You can make data-driven design decisions that’ll glue eyes to your content and guide your leads to where you want them.

1. User Bounce Rate

Bounces rates in Google Analytics are a metric that measures the number of people who arrive on a page and don't perform any actions like clicking a link. This metric helps website owners better gauge their website’s quality. In addition, the longer a user stays on a site, the more they enjoy it.

The way you need to interpret bounce rates depends on your site’s structure. If you have a single-page website or pages that call users to click on outbound links, then you won’t need to worry about high bounce rates. However, if you need to funnel them throughout your website, then you need lower bounce rates.

Using this metric helps you better understand how users interact with each page on your site. That way, you can figure out where to divert your resources and what pages to adjust based on your users’ actions.

Don’t confuse bounce rate and exit rate, though, because bounce rates record single-page sessions, whereas exit rates don’t.

2. Pageviews

Google Analytics’ page views (or page tracking hit) metric presents the number of unique or repeated pages being loaded within a browser. While this metric alone doesn’t provide the most information, it does help you better understand how a page is performing.

You can dive further into this metric into Unique Pageviews, the number of sessions where a user views a specific page. This metric is the best way to see the number of sessions per page. If a user viewed the same page multiple times throughout a session, this might mean that the page’s contents confused them.

3. Average Pages Per Session

An average number of pages a user views in a single session, you can calculate this metric by dividing your pageviews by your site’s total sessions. For example, if you have a pages per session reading of 2, it means users typically visit a couple of pages before leaving your site.

This metric can help you better understand whether users engage with your site. However, if you’re having trouble engaging your users, you can potentially increase your pages per session by taking these actions:

• Break up your content into readable chunks
• Utilize internal linking to keep users on your site
• Weave more visual elements into your content such as infographics and graphs
• Reduce the number of ads on your site

4. Goal Conversion Rate

Goal conversion rate is a metric that helps you measure your users’ actions and determine whether they meet your chosen goals. For example, you can set a goal of a user registering for a subscription, then GA will let you know whether users subscribe to your services.

Using Google's goal conversion rate metric will help you determine whether you’re meeting your goals and will help you identify trends among your leads. Once you figure out what you need to adjust, you can either do the job yourself or save time and outsource your website redesign project to a specialist.

5. Returning Visitors

This metric shows you visitors who have made their way to your site within a 2-year period. However, after 2 years, Google Analytics will mark them as a New Visitor again. You can use the data of New- vs. Returning visitors to compare their behavior, sessions, and whether they complete your goals.

Combining the Returning Visitors metric with the metrics mentioned above will help you draw conclusions about how you can improve your website, user journey, and user experience.

If you’re having trouble achieving your goals within these metrics, don’t worry. We can change that. Reach out to our experts through our contact form, email, or call us at (318) 219-5353.