Word of the week: Google Analytics
Google Analytics is a service provided by Google that offers in-depth statistics on a website. The reports on Google Analytics provide information about a website, including the number of page views, unique page views, average length per visit, percentage of new visitors and the bounce rate. In addition, Google Analytics tracks the channels by which the audience visits the site, and it segments this information into four different groups—search, direct, referral and social. By tracking channels, a company can determine which areas are most successful in attracting visitors to their site and which avenues they need to work on improving. Google Analytics also tracks the behavior of site visitors, including the pages that generate the most visitors, exit pages and landing pages. The top pages tool is ideal for identifying which areas of a site generate the most traction. Companies can use this to make improvements to their pages that are receiving the least amount of hits. Weekly Google Analytics reporting is recommended, so companies can constantly remain aware of the effectiveness of their website. Overall, Google Analytics provides deep insight into a website, which companies can utilize to determine the effective areas of their website and those that need improvement.