Google Analytics

Audience: Visits (Sessions), Unique Visitors (Users) and New vs Returning Visitors
- Visits are now Sessions (which can be split into New vs Returning Visitor) and Unique Visitors is now referred to as Users. You need to see how many (unique) people are visiting your website and their demographics including age and gender, as well as geographic location. It can also be valuable to see how often your audience returns to your site.
- Understanding who is visiting your site, if they converted, and where they came from is incredibly valuable information so you know to put more resources into channels that are showing results.
Traffic Sources: Medium and Google Analytics Channel Grouping
- How people find your website is an invaluable metric to measure with Google Analytics. Visitors come from different “sources” including:

Organic Search (Google, Yahoo, Yandex)
Paid Search (CPC) (Google adwords, Yahoo search marketing, Yandex direct)
Referral (visitors that came via direct links on other websites)
Social (Twitter, Facebook, Google+)
Newsletter
Direct Traffic (users that typed in your URL directly)
By understanding where your website traffic is coming from, it is easier to make informed decisions about where to focus your marketing funds

Page Tracking: Bounce Rate and Average Session Duration by Channel
- These Google Analytics KPIs indicate whether your visitors find what they are looking for on your website or if they leave your site immediately. Bounce rate refers to the percentage of single page visits (when visitors leave the site from the entrance page). In laymen’s terms, bounce rate refers to customers following the motto, “I came, I puked, I left.” Average Session Duration refers to the average time visitors (including all types) spends on your site.
- By knowing your bounce rate and average session duration you can identify where customers are coming from, what they are looking for, and whether they found what they wanted from your site.