Digital Marketing

Learn to use Google Analytics Universal: the guide

You manage a site, an application, or a blog and wish to discover Google Analytics. You’ve heard of this powerful traffic analysis tool, but all those numbers and charts are scaring you. Don’t worry, we’ll help you name it. Learning to use Google Analytics Universal will allow you to become autonomous in analyzing your data so that you no longer depend on a digital agency. Consider this statistical tool as a doctor at the service of your web pages. He sends you an analysis sheet, a bit like a health check-up, and tells you what is going well or what could be improved. We are going to explain to you what information Google Analytics can give you and what are the first concrete actions to take. Ready to boost your site with Google Analytics?

What is Google Analytics Universal for?

Google Analytics is a statistics tool dedicated to the analysis of web audiences. It is used to provide information on the users of the sites studied in the form of tables and graphs. Made available for free by Google, it is preferred by most website administrators. Google designed it with an intuitive interface to make it easier to learn.

Its primary objective is to characterize the profile and behavior of Internet users. The valuable information provided by Google Analytics makes it possible to effectively optimize natural referencing. Very rich in statistical data, it is discovered step by step.

Discover the Google Analytics Universal Dashboard

What do you see when you open Google Analytics Universal?
You see a startup “dashboard” that consists of two elements. First of all, a home page with the most essential tables and graphs for analyzing flows. Then, on the left, a column that gives access to the 5 reports offered:

  • real-time;
  • audience;
  • acquisition;
  • behavior;
  • conversion.

The reports contain data intended to know the profile and behavior of Internet users on the site. This can be, for example, information on the number of visitors, the most popular pages, or the bounce rate. If you are new to Google Analytics Universal, your first step will be to understand Report Ranking.

Understanding the 5 reports offered by Google

The tool provides a lot of data. To make it easier for us to find our way around, Google Analytics has classified them into 5 categories called “reports”. Understanding Google Analytics means understanding the functions of reports. Each one aims to help answer questions about the traffic of the analyzed site.

Rapport Audience

The “Audience” report answers the question “Who?” “. Wikipedia consultants help you get to know your users better. Who are those who visit my site? How did they come and what are they doing? You will find the number of your visitors, the conversion rate as well as the bounce rate. This report allows you to analyze geographic and demographic data. You can find out if they used a computer, phone, or tablet, and if they came through organic, paid, or link traffic. If you know your visitors, then it will be easy for you to adapt to their needs.

Rapport Acquisition

The answer to the question “How?” is given by the “Acquisition” report. How did users get to my website? Through which channels? This report gives you a precise view of the sources and medium of your web traffic.

Behavior report

What do Internet users pay attention to, what do they interact with and what do they do? The “Behavior” report answers the question “What?” “. You learn there what the visitor is doing on your pages, whether he lingered there or not. This report informs you of the performance of your pages.

Rapport Conversion

The “Conversions” report answers the question “Why?” “. It helps you understand why the visitor came to your site and if the goal is achieved. You define beforehand several types of objectives in the tool (destination, duration, and event objectives). Then, after a period of observation, you consult this file to find out if your objectives have been achieved. The “conversion” report is widely used by merchant site managers.

Real-time report

Real-time data makes it possible to observe the activity of Internet users’ lives. It is relevant only if the volume of visitors is substantial. It brings together a lot of data with, for particularity, their presentation in real-time. It measures the impact of optimization actions on the site.

⏩ Although Google Analytics Universal is mainly used, it should be noted that Google has been offering a new version of its analysis tool since the fall of 2020. To find out more, we invite you to read: What are the main differences between Google Analytics 4 and Universal Analytics?

Learn how to use Google Analytics Universal to take action: some examples

Google Analytics is an impressive source of information. When you have taken it in hand and know where to look, you will be able to deduce the actions necessary to increase the performance of the site observed.

Number of visitors

If Google Analytics informs you that your number of visitors is low. You will have to work on this indicator as a priority because a site is made to be seen. The objective will therefore be to generate traffic on your pages. The first step, you will need to improve your SEO. Then, after looking at the data, you can consider doing targeted promotion on the social networks and channels your users love the most. If you know the personal and geographical profile of your typical Internet user, then you will adapt the subjects of your articles to attract his attention.

Rebound rate

The bounce rate is high and the session duration too low: you must conclude that Internet users have not stayed on your pages. You will therefore work on the content. It can be, adopting a more impactful style, responding well to the promises of the introduction, taking care of the UX, creating links with calls to action, and why not, offering a video to improve the time spent on the pages.

Connection mode

Google Analytics informs you that most of your users connect from a smartphone. In response, you will be careful that your site is responsive, that is to say, compatible with consultation on mobile.

Loading time

The loading time of your pages is too long? React by changing the size of your photos.

These examples represent only a beginning. Indeed, the more you master Google Analytics, the more you will have leads for improvements to implement.

Complement Google Analytics information with that of Search Console to optimize your SEO

As you can see from these few examples, all the information communicated to you through this tool will be extremely valuable to you in optimizing your site. In practice, you will find that Google Analytics is often associated with Google Search Console. While the first helps you analyze flows and user behavior, the second tells you about organic traffic. Very complementary, they will be essential for you to take action and achieve good SEO optimization.

Optimizing your site is a subtle art that is practiced with delicacy in small touches. If you want to improve your SEO, you will need to rely on Google Analytics to get a clear view of your data. You have just seen that this analysis tool is incredibly rich, yet we have only scratched the surface of its possibilities. You will learn to use Google Analytics Universal gradually, you will start by using the main graphs then, you will look for finer data. Be sure that you will quickly become addicted to the tool to the point of not being able to do without it. It’s time for you to install Google Analytics and get started! Need advice on analyzing your data? Have your site audited using the expertise of Ladawn to boost your traffic!


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