Analysis of web traffic: Google Analytics

October 2016

Analysis of web traffic: Google Analytics

Google Analytics is a tool for analysing referral web traffic. Free and easy to use, it is a vital tool for web publishers, marketers and SEO specialists. This tool allows them to track the daily evolution of visits on a website and provides valuable information for SEO, optimization and behavior of visitors on a site. Here below, is a short presentation of its core functionality and practical use.

What is Google Analytics?

Google Analytics is a service for web traffic analysis which allows the qualitative and quantitative monitoring of web traffic (from different sources), in real time:
  • Search engines (Google, Bing): by listing the keywords (queries) used by the user to visit different pages on of website.
  • Third web pages: indicates the the sites or pages generating traffic to your website (eg from forums, social networks)?
  • Direct Traffic: Internet users who directly typed the addres of a site in their browser.
  • The traffic generated out of "AdWords" campaigns.

Why use Google Analytics?

By interpreting the results provided by Google Analytics, it is possible in to:
  • Monitor the overall traffic to a site: Number of visits (unique visitors), origin of the traffic (source), new visits, etc..
  • Determine efficiency of the keywords used: This step is essential to improve the SEO of the pages.
  • Optimize the content of your site: analysing keywords (the interests of users) and other indicators, such as bounce rate, the number of page views/visitor, time spent on a page, frequency of visits.
  • Determine whether the visitor profiles are in line with your target: language and geographical origin, terminal used (PC or mobile terminals).
  • Assign targets to certain pages of the site: "Conversion via Multi-Channel Funnels".

Google Analytics can be used to analyse traffic for different web platforms: static sites, blogs, e-shops, etc. applications.

Integrate Google Analytics to your website

  • You will need to insert the Google Analytics tracking code to your blog/website, to ensure the monitoring and analysis of the traffic.
  • Create a Google Analytics account: and provide general information on the site to be monitored.
  • Instructions for the insertion of the tracking code are provided by theGoogle Analytics Help Center.
  • Traffic statistics are then available withing a few hours

The essential statistical data on Google Analytics

The three sets of data to be monitored are:
  • The audience
  • Traffic sources
  • The content

Each set provides access to advanced statistics.

The technical terms

  • Unique Visitors: users who have visited a site during a given period (by default, one month on Google Analytics). This is the benchmark for determining the volume of visits to a site.
  • Bounce Rate: Learn more
  • Not provided - correspond to requests that haven't been recorded by Google Analytics, so they are unavailable.
  • Google Analytics Custom Alerts : get notification emails for abnormal drop in traffic, poor performance of some strategic keywords ...

Related :

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