6 Useful Google Analytics Metrics To Help Understand User Behavior

google analytics metrics

The metrics of your posts and the response of your audience is of vital use for you to understand if you are doing a job well done in engaging them. Of course, knowing your Google Analytics metrics gives you an idea of what to change and where to improve on the strategies you are currently using.

Overall, the aim is to studying your stats before you employ new ways to connect with your target site audience. Here is the list of Google Analytics metrics that you need to monitor for your own audience impact study:

1. Returning Visitor Rate (RVR)

google analytics metrics returning visitor rate

One of the first Google Analytics metrics that we will talk about is RVR, defined as the number of returning visitors divided by number of new visitors in your site. The reason why this metric is a useful measure for your audience user behavior is that you will be able to understand what specific things in your site make them want to come back. The loyalty of your audience is a result of your strategies to engage them through the use of other channels such as emails, social accounts, and other websites.

An RVR greater than 30% suggests that you are doing a good job in engaging with your audience.

View this by going to go to Audience > Behavior > New vs Returning.

2. Duration of Sessions

google analytics metrics session duration

The session duration of your audience is measured by the length of their stay or activity in your site. In principle, site visitors stay in your site because they see something interesting to them. This is an indicator that your site readily offers what your visitors are looking for.

If a given blog post is relatively lengthy, then it is supposed to be responded with a higher rate of session duration. If not, then that must be an indicator that your visitors were bored and that they did not stay long enough to be interested.

If you see that most of your visitors don’t stay beyond 10 seconds, then you should improve on strategies to keep your visitors interested.

To see this metric, go to Audience > Behavior > Engagement to find the Session Duration metric.

3. Page Depth (Pages per Session)

google analytics metrics pages per session

Your site’s page depth is defined by the number of pages in your site that your visitors choose to view. Ideally, your site should encourage online users to visit more pages in your site beyond the one they landed on. This metric is vital in your audience behavior because this determines what motivates your visitors to explore what else your site can offer.

To view your site’s performance based on this metric, go to Audience > Overview. The dashboard includes a portion indicating Pages/Session, and that is where you will see your site’s rate.

It is also highly suggested that you also view your site’s pages per session to provide you with a better idea on which pages in your site have higher rate of audience engagement.

4. Bounce rate

One of the most popular Google Analytics metrics involves the rate by which your visitors leave from the first page of site that they initially viewed. This metric suggests that if your visitors did not explore the other pages of your site, then you should develop other ways on how to keep them asking for more. That could either be interesting stuff like video testimonials, catchy taglines, and engaging stories that you can put strategically in your site.

The higher your site’s rate based on this metric is, the greater the possibility that your visitors finds something lacking or wrong in your site. That could either be a bad website design, a difficult website interface, a confusing navigation system of your site’s features, or too many site distractions present. Different industries should maintain different average bounce rate, so you should know what rate your company is comfortable with, based on the industry you fall under.

Bounce rate can be calculated by going to Audience > Overview, in the same window as Pages per Session. Essentially, you wouldn’t want people to bounce from your website to another — and especially not to your competitor’s pages!

5. Frequency of visits

google analytics metrics frequency recency

This metric represents the engagement of your new and returning website visitors. The number of sessions per user is calculated, wherein the new visitors are down to their first session while your returning visitors are on their second, third, or fourth session depending on their number of visits or how frequent they visit your site.

Use this metric to determine the seasons when your site is frequently visited so you will be able to know what times of the year new and returning visitors are present in your site.

Your site’s rate based on this metric can be seen by going to Audience > Behavior > Frequency & Recency.

6. Recency of visits

Your visitors’ recency of site visits is closely associated with the frequency of their visits. This metric determines the number of days from their most recent visit to the next. By measuring the rate of your site based on this metric, you will be able to find out how often your returning visitors are present. Also, you will be able to track if your new visitors come back to check your site and how often they do.

This can be seen by going to Audience > Behavior > Frequency & Recency and click on Days since last session.

Final Word

Google Analytics is loaded with several other metrics and features that can help just about any type of business. By using these six Google Analytics metrics, you should be able to put a finger on what your target market really wants with your website. In the long run, the data from this amazing Google service should enable you to improve on your business.