Analysis of web traffic: Google Analytics

December 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 :

This document entitled « Analysis of web traffic: Google Analytics » from CCM (ccm.net) is made available under the Creative Commons license. You can copy, modify copies of this page, under the conditions stipulated by the license, as this note appears clearly.