How to Use Google Analytics to Gain Unique Perspective towards your Business

How to Use Google Analytics

As almost everyone who manages a website knows how Google analytics is useful in tracking website performance.

Business owners can analyze how their audience is behaving on their website and plan their strategies accordingly.

We feel that most businesses do not utilize the insights provided by Google analytics to their advantage.

And that’s why in this article, we’ll discuss a few ways through which Google analytics can give you a new perspective towards your business strategies.

The hundreds of metrics available in Google analytics make it daunting. But you don’t have to keep track of everything to make sense. The factors we discuss below are enough to help you create new business and marketing strategies.

1. Number of Users and Sessions

The user metric provides the number of unique individuals that visited your website in a given time. A session represents the number of times the users interacted with the website.

The user and session metric can help you gauge your marketing efforts that involve driving traffic to your website. When you plot data against time, you can understand what campaigns give you better traffic and user engagement on your website.

2. Bounce Rate

When writing website content or blogs, businesses hope that visitors will read the content and convert into leads. However, in most cases, this is not the end result. Most of the time, users just land on the web page and exit without spending much time.

So all the time spent in curating high-quality content is wasted. So you need to analyze such pages on your website.

The high bounce rate pages are available in the Behavior Site ContentAll Pages report, and low converting pages are available in the Landing Pages report.

You can analyze these pages and check what factors might be causing users to bounce off so quickly.

Making changes to high traffic, low conversion pages is a good way to generate sales for your business.

3. Organic Vs. Paid Traffic

Organic-search traffic is the traffic attracted to your website from non-paid search engine results. Paid traffic is the traffic attracted through paid advertisements. You can find this information in all traffic sections under channels.

If you are heavily investing in SEO and see that only paid advertisement is bringing traffic, you realize that your SEO efforts are not working out.

Organic efforts are important in measuring the long-term benefits of your campaign while paid efforts summarize your short marketing campaigns.  

4) Use UTM Parameters

Using UTM parameters in your marketing campaigns is a great way of measuring exactly how a particular campaign performs. For Example, You can exactly know how your newsletter is gaining traction on social media.

Based on these findings you can adjust your marketing campaigns. Another benefit of using UTM is that Google analytics stops categorizing the traffic as direct in the traffic acquisition tab and you get a clear sense of where the traffic is coming in from. 

5) Explore New Opportunities using Location Metric

If your business can operate at a global level, the location metric helps you uncover the location in which your content is performing well. You can go to the AudienceGeoGeolocation tab, sort the data by conversion and see which location is giving you good sales.

If you find such countries, it could be a perfect opportunity to scale your business. You can apply the same technique to a city level and try to expand your business there.

6) Ratio of New/Returning Visitors

In Audience > Overview, you can compare the two metrics and see what ratio they each follow. New visitors means that your marketing campaigns are successful in attracting new prospects. Returning visitors means that your content is extremely helpful and your prospects revisit your website to consume it.

In terms of SEO, new visitors gain a heavy weightage from the algorithms. As it implies you are creating new and fresh content and attracting new visitors to your website. Returning visitors indicate increased lifetime value (LTV), and new visitors indicate growth.

7) Use Content Grouping

Content grouping is yet another metric that Google Analytics provides. With it, you can group your content according to topics, author, word count.

This feature is heavily utilized by bloggers and businesses who publish blogs on a regular basis. With this, you can see which author brings in the highest traffic, the average number of words, and which blog topics bring in the regular traffic.  

This feature isn’t directly available in the analytics, you need to configure it on your own.

8) Identify Website Problems with Internal Site Search

When users don’t find something on the site, they either bounce off or search on the website.

Thus, capturing the terms people search on the website is a good way of identifying potential queries.

The internal site search metric is not available by default, you need to configure it on your own.

9) Google Ads

You can get detailed reports about your Google Ads campaigns by linking your Google analytics to your Google Ads report. Doing this will help you understand the results of your ad campaign. The search query section is useful when you need granular data – to understand which keywords bring in the highest click-through rate, and good conversion rates.

10) Uncover High-traffic Sources

Knowing which traffic sources bring in the highest traffic can help you optimize your marketing and business efforts. With this metric, you’ll save time and money by focusing on sources that bring in sales and money. 

This is useful when you are running multi-platform campaigns. This will help you know which platforms are bringing in good, high-converting leads and you focus your efforts there. This will increase your ROI and further grow your business. 


Google Analytics provides you valuable information about users and their behavior, but it has limitations. The default sections give you good information but you need to go further.

Google Analytics is a great tool to understand your business deeply and navigate your business strategy. To get a fuller view of your website and business performance, you need to integrate Google Analytics with other platforms.

Analyzing website and business performance begins with first knowing which metrics are useful for your business and using the Google analytics configurations to track them.