How Google Analytics works and how to use it

How Google Analytics works and how to use it

Posted on: 1 December 2017

google analytics

Google Analytics is a very important, underused digital marketing tool. Once you set-up your Google Analytics account, you can measure the results of individual campaigns in real-time, measure monthly statistics, compare the data to previous periods, and so much more. Here are some of the reasons that you should be using Google Analytics to measure the success of your website.

Traffic to website

With analytics, you can monitor the direct traffic to and from your website, including where the most users came from and which platforms offer the best return on investment.

Here are some of the traffic monitoring options you can report on:


  • Organic Search - everyone that found your content from a search engine
  • Paid Search - people that were navigated to your content from an advert
  • Social Media
  • Referrals - traffic generated from backlinks
  • Direct Traffic - when a visitor manually enters the URL of your website or have it bookmarked


Thanks to this data, you can review what is working well, and what isn’t. If you are currently putting money into your SEO, PPC, or Social Media Marketing, you can monitor your return and which social media channel offer the best results.

Customer Engagement 

As well as following the customer journey, Google Analytics can display more specific data - let’s delve into the world of engagement.  

The below statistics are the most important and offer insight into how long users spend on your site, as well as how quickly some people leave. The figures worth monitoring are:


  • Bounce rate – The percentage of visitors that navigate away from your website without interaction, after viewing only one page.
  • Pages/Session – The average number of pages each visitor has viewed 
  • Average Session Duration – The average amount of time spent on the website by each visitor (not including those that have bounced).


These figures give a better idea as to which pages are performing well, and which may need optimising to improve the user experience. With this in mind, why not include better signposting on each of your most popular web pages. If you have an effective call to action, highlighting other blogs that might be of interest or pages where users can find further information, you may hold their attention and ensure they spend longer on your website.

Although these are the most important statistics, they aren’t the only ones you can access through analytics. You can also investigate your audience, their age, gender, interest as well as determine which keywords they used to search and find your content online. Moreover, you can also create your own goals, which Google will monitor for you, as well as how many users made purchases on your site and the value of the said purchase.

When it comes to clients doubting the power of social media and digital marketing, it’s these kinds of figures and analysis that can display the value to them. 

If you’re still unsure about how to use analytics, or why you should use it at all, sign up for the online Google Digital Garage. This is Google’s online training centre where they take you through each of their capabilities, including analytics, outlining how it can help you and your business and how to get the most out of it.

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How Google Analytics works and how to use it



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