Understanding Google Analytics

Google Analytics is a powerful tool that allows you to gain insight about your website’s audience. Here is a breakdown of its features and some ways you can optimize this handy tool. On the left panel, you can find 5 reporting options: realtime, audience, acquisition, behaviour, and conversions.

Website analytics displayed on a laptop

Realtime Report

The Realtime report shows you an overview of the current visitors, people who are viewing your website that very minute. This section is primarily useful for larger businesses that bring in a large audience each day.

Audiance overview

The Audience overview is where you will gather the most essential information about your audience. You can find out information such as the number of new/returning visitors over a set time, the bounce rate, session duration and demographics. Based on the collected data you can also create audiences to engage with users through marketing integrations. To do so go to Admin -> Audience Definitions (in the property column) -> Audiences.

Acquisition overview

The Acquisition overview shows you where your audience is coming from. You’ll see whether they clicked through from social media, a blog post or organic search. This report is very important, as it essentially lets you know what marketing campaigns are working best for your brand. Let’s say you recently shared a promotion on Instagram, you’ll be able to see how many people clicked on it to get to your website.

Behaviour overview

The Behaviour panel shows you how users interact with your website. You can see which pages are the most popular, how many users exit your website on each page and more. This breakdown is incredibly valuable as it shows you where most of your visitors spend their time.


The Conversion panel is where you will be able to see the impact of any marketing effort. It shows you how much money you’re earning by turning your audience into customers. If you sell products on your website, you should keep a keen eye on these reports. As the name suggests, in the goals section you can set up your goals and follow how they are performing.

Google Analytics is a must-have for any business. You not only gain valuable insight about your website, but also be able to track its performance together with your marketing efforts.