Top 10 Essential Google Analytic Metrics

Mitch Mizerak
June 26, 2017

Understand your visitors with Google Analytics Metrics

Learn what metrics matter in Google Analytics and better understand how your visitors view your website. There are tonnes of great Google analytic metrics and stats you can track in Google Analytics that will increase the performance and quality of your site. Pay attention to what matters to your visitors. Regularly testing and making positive changes will help your customers quickly find the information that solves their problems and needs.

If you haven’t yet installed Google Analytics on your website, visit Google Analytics and sign up for a free account.

If you need help creating Google Analytics dashboards and understanding meaningful data and setting up conversion tracking, we offer theses Google Analytics Services directly to our customers.


Conversions, otherwise known as Goals in Google Analytics, are one of the most important metrics to track. Conversions can be set up in multiple ways including tracking a purchase, an email sent from a form and even complex event tracking. A good way of improving conversions is by looking at the goal funnel, which can help you understand the buyer’s journey. Improving each step of the goal funnel will help visitors better complete the required goal.

Returning Visitor / New Visitor

One of the crucial metrics in making sure you’re gaining new visitors is by comparing returning visitor with new visitors. These metrics are a great way of getting a snapshot of your Google Analytics performance. They can help you understand if people are returning to read more content on your site and how much traffic your current keywords are driving to your website.

Bounce Rate

Tracking the Bounce Rate metric can help understand how engaging your content is. A typical bounce rate should be around 35%, but this can change depending on your niche market. The bounce rate is looking at how many visitors come to your website and then leave without going to another page. The more pages the customer visits, the lower the bounce rate.

Time on site

This Google Analytics metric works hand in hand with the bounce rate as it is telling us how long people spend on a website before they leave. Time on site is a great metric to track to understand better how engaging your content is. Over time look at this metric with conversions to understand the customer's journey towards completing a goal.


Pageviews tells us the average number of pages viewed during a visit to your website. The important thing to remember here is repeated views of a single page are counted. So if you need a more in-depth insight into how visitors are viewing your pages, check out Visitors Flow. Visitors Flow is a visual way of understanding how people are navigating through your site.

Demographic Metrics

Demographic Metrics are a great way of seeing how relevant your visitors are and how likely they are to convert into a sale or a lead. Looking at location metrics can help you gauge customer relevance and the likelihood of conversions. Having clicks in multiple countries can mean many different things. But if you wish to get more visits from your country, try adding location names throughout your content.

Search Queries

Google Analytics allows you to link to your Webmaster tools to import search queries straight into your account. This gives you an excellent overview of how people are coming to your site. It is also an excellent opportunity for seeing how your website is ranking and what keywords can be strengthened through more content and links.

Traffic Source

There are many important traffic metrics we can track in Google Analytics that can help us better understand what marketing method contributes to drive more visitors. The Traffic Sources Overview shows us a breakdown on Search Traffic, Referral Traffic, Direct Traffic and Campaigns. Knowing where the traffic is coming from will help you better value what marketing methods are working for you.

Mobile Metrics

Google Analytics shows an in-depth overview on how people are using their mobile to view your website. Use this to your advantage and get your site mobile-ready. If you are using WordPress, consider using a responsive template or at the very least make sure your site can be viewed well on all devices. Comparing device site usage with bounce rates will help you understand if your site is engaging on all devices.

Social Media

Social Media is not only essential for driving traffic and building your brand but also contributes to helping you rank in the organic search. Compare two different date ranges and monitor the effects and discover where your social traffic originates. This is a great way of knowing what social networks are driving your traffic and what networks you can improve on.

What’s a Rich Text element?

The rich text element allows you to create and format headings, paragraphs, blockquotes, images, and video all in one place instead of having to add and format them individually. Just double-click and easily create content.

Static and dynamic content editing

A rich text element can be used with static or dynamic content. For static content, just drop it into any page and begin editing. For dynamic content, add a rich text field to any collection and then connect a rich text element to that field in the settings panel. Voila!

How to customize formatting for each rich text

Headings, paragraphs, blockquotes, figures, images, and figure captions can all be styled after a class is added to the rich text element using the "When inside of" nested selector system.

Mitch Mizerak

I am extremely focused and have worked in large and small agencies where I have been influenced by some amazing marketers. I am passionate about Users Experience, Machine Learning, Artificial Intelligence and learning new online marketing techniques and strategies.