What is Google Analytics and why do you need it

Google explains it as a way to get a deeper understanding of your customers. Giving you free tools to analyse data for your business in one place.

Who doesn’t want a deeper understanding of their customers?

Another important feature to mention is that it is 100% free forever!

You can see:

  • Number of visits to your website
  • How long people stayed on your website
  • Where they came from to your website
  • The pages they visited
  • Search terms used
  • The devices they used
  • And so much more

Google Analytics will guide you through the setup process or you can get your website professional to do it for you.

The data within Google Analytics is categorised into Acquisition, Behaviour and Conversions. Below I will explain these briefly and let you deep dive into your own Google Analytics results.


This is where your traffic is coming from or how people arrive on your website. If you look at nothing else within Google Analytics this will provide you will the most valid information for your business. By knowing where your traffic is coming from you know how well you are performing online.

  • Organic – This is the traffic that comes via your organic position in the Google search results
  • Direct – Someone has entered your domain rather than searching
  • Social Media – Facebook, Instagram etc.
  • Paid Ads – Google Ads, paid search results via CPC
  • Referrals – Sites that link to your website and some of the spam results that all website will receive.

As part of this section, you also see the bounce rate and conversion results when you have goals set up. Simple goals like going to your contact page or more defined goals such as purchases on an eCommerce store.


If you are curious about what people are doing on your website then this is the report for you.

Pageviews – Total pages viewed

Unique page views – Number of people who viewed a specific page at least once during a visit

Average time on page – Time that people viewed your pages

Bounce rate – Single-page visits

Per cent exit – user percentage who exit from a page or set of pages

Behaviour flow is particularly interesting as this shows the path that visitors commonly take through your website. The page that people enter, travel to and then ultimately exit from.


Every website owner wants to see their conversion rate. This is people arriving at your website and taking a particular action. Perhaps to subscribe, contact you, buy something, download an ebook etc.

All these types of goals and values to these goals can be set up and monitored in Google Analytics.

Using the Google Analytics reports

Realtime – You can see who is on your website right now in real-time.

Audience – This will break down your traffics personal location, device and more.

Acquisition – The most useful report to see where your traffic is coming from.

Behaviour – What people did when they were on your website.

Conversions – When you set up goals you can see the results of these goals.

Analysis paralysis

Yes, this is a real thing – you can become so glued onto the data that you forget about running your business. Google Analytics is a great tool but don’t get bogged down in the data. It won’t provide you with solutions to any business issues you may be trying to solve but it can show you results. Once you have these results you can work on solutions. 


There will be spam within your results and for the most part, you can just ignore it. If it is overtaking your website results there may be bigger issues that need to be resolved.


If you are not connected to Google Analytics you are not able to see simple results such as how many visitors are going to your website. Without any results how do you know what you should be doing in your business? How do you know what people are doing on your website when they visit and how can you make it better.

If you need help with your Google Analytics, Social Media or Google Advertising, contact Kelly @ My Sassy Business. 

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