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Google Analytics is a free software created by Google that allows businesses to analyze their website performance. The software itself can be easily integrated into to a website by adding a single snippet of code. The question that most people will ask is how to use Google analytics? Which metrics are most important and how are they measured? 

A metric is information or more precisely data against certain actions performed on the website. For example traffic i.e the number of people that have visited the website. Here we will present the most important metrics that every website owner needs to track and analyze. 


This metric indicates the number of people that visit a website over a particular period. This is one of the most basic yet instrumental metric for any website performance. In the case of low traffic, a boost can be given by running paid ads using Google Adwords, updating web content, improving SEO etc. To pinpoint the reason for low traffic often an analysis of other metrics may be required.

2. Traffic Source

This metric i Google Analytics indicates the channel from where the visitor reached the website. For example, did the user come from paid ads, email, organic search or social media? This explains which channels are performing well and where further investment should be made. On the other hand, low performing channels can indicate problem areas.

3. Average Time Spent

This shows the average time a user spends on the website. This metric can help a website owner understand the performance of its user experience and content. A low measure on this Google Analytics metric often can indicate a poor content strategy.

4. Average Pages Per Visit

This helps display the average number of pages a user visits on the website before leaving. This number can be used to help develop an effective navigation system to increase this metric.

5. Exit Pages

This metric shows the pages from which a user leaves a website. This is very useful to understand which page may have significant issues. An analysis of the webpage further should indicate the reason for visitors leaving. On the resolution of the issues, overall web performance can be enhanced.

6. Bounce Rates

The bounce rate is a very important measure in Google Analytics and shows the number of people that leave a website after visiting a single web page. A high bounce rate is representative of major flaws in the website.

7. User Behaviour Flow

This metric shows the entire flow of a visitor. It indicates the pages that the visitor accesses in the exact order including the landing and exit page. This helps the website owner understand which pages are performing well and which are underperforming.

The metrics do not end here and are quite expansive. Google Analytics has a wide range of analytics and data to provide. However, for a beginner understanding these basic metrics is a good start. A Google Analytics certification can also be obtained by attending a small online course and allowing practice on a demo account. The ability to track and analyze a website has become imperative for all and with Google Analytics it has become simpler than ever.

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