The Audience
section of the Google Analytics dashboard contains metrics that can help you
track website traffic, see the number of pages viewed, and estimate audience
interest in your content.
While
Acquisition metrics reveal how users got to your site, and Behavior metrics
tell you what pages they visited while there, Audience metrics comprise the
heart of the Google Analytics platform and are the first items you see once
logged in.
There are
seven primary audience metrics to which you should pay attention: Sessions,
Users, Pageviews, Pages/Session, Average Session Duration, Bounce Rate, and %
New Sessions.
Sessions
Sessions,
formerly referred to as “Visits,” reveals the number of interactions a user has
while actively engaged with your site. All usage data — pageviews, events,
ecommerce, and more — is associated with a session.
Google
Analytics records sessions based on two factors: time and “campaigns,” which
consist of different traffic sources, such as search engines, referring sites,
or other tracked URLs.
A visitor
can leave your site, return, and still be in the same session. However, if a
user is inactive on your site for 30 minutes or more, then returns, Google
Analytics records that as a new session — something it calls “time-based
expiration.”
Users
The User
metric shows the total number of users (visitors) who have registered at least
one session in a given period. It tells you how many users came to your site —
regardless of whether or not they visited multiple times — and includes both
new and returning visitors.
Google
Analytics calculates a user in two ways. The first is based solely on the
number of sessions in the given date range and the time of each session, as
described above. The second, on the cookies Google Analytics adds to the
visitor’s browser.
Both
calculation methods can produce inaccurate results.
Pageviews
A “pageview”
is a view of a page on your site by a visitor, which Google Analytics tracks.
The Pageview metric shows how often visitors access your web content.
A high
number of pageviews could be due to the value and quality of your site content.
It could also be that visitors are unable to find what they’re searching for or
are reloading pages that don’t render correctly. Refer to the other metrics to
determine the exact cause.
Pages/Session
This metric
calculates the average number of pages viewed during a session. It counts
multiple views of a single page.
Pages/Session
can help determine how well the visitor flows through your content, from one
page to another. The closer your Pages/Session is to the number one, the less
likely visitors are proceeding along the path to conversion. Ideally, your
Pages/Session would be close to the number of pages required to complete a
conversion.
Average Session
Duration
This metric
records the average length of a session in hours, minutes, and seconds.
The more
relevant your site is to the visitor, the longer the average session duration
will be since a visitor will spend more time accessing information that
interests him.
If the
Pages/Session metric is low and Average Session Duration is high, it could mean
that there’s either too much information on one page, resulting in more time
spent there, or that the information is confusing, resulting in a longer duration.
Bounce Rate
The “bounce
rate” is the percentage of single-page visits. By that I mean a visitor lands
on a page and then leaves the site, rather than exploring further. Blogs
commonly see high bounce rates, since visitors tend to read a single post and
then move on.
% New
Sessions
The % New
Sessions metric shows a ratio of first-time visits to returning visits. This
metric is not only important in tracking the number of new visitors coming to
your site, but also the extent to which you are encouraging them to return.
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