Google Analytics Report Interpretation

　　Google Analytics (analytics) divides all its reports into six categories: consoles, visitors, traffic sources, content, goals, and E-commerce . The console is the summary of the report summary. The goal is the website analyst in order to better analyze the website data and set the target for the website, can say the sales data, can also be the order quantity. Consoles and targets are not discussed here. Take a specific look at the terms in the other four reports:

1. Google Analytics (Analysis) Flow source report

　　Direct Flow : Represents the number of visits to visitors to your site by clicking on a bookmark or entering your Web address directly in the browser.

　　Referral sites : including all sites that bring traffic to you, the promotion may be a blog, a banner ad or link on a affiliate marketing site, or any site that provides links to your site.

　　search engine : This traffic represents the number of visits to visitors who click on a search result link in Google, Yahoo, or any other search engine. Search engine traffic can be a regular search result, such as free search results, or a paid search result. Paid search engine traffic is the Pay-per-click traffic you buy through search engines, such as Google AdWords. By understanding which search engines bring you qualified traffic, you can better choose the search engines you want to advertise.

　　all traffic sources: the "All Traffic sources" report lists all of the sources that bring traffic to your site, including referral links, search engine traffic, and direct traffic. This report can help you determine the most efficient source of traffic (both search engines and Web sites are included).

　　AdWords: The reports associated with AdWords are listed under "AdWords" in the "Traffic Source" section. The first is the AdWords Campaign report, which lists the effect metrics for your adwords keyword ads. This report is actually at the top of the reporting hierarchy. By clicking on an ad series in the table, you can go to the ad group report, which lists all the ad groups in the campaign. Click on one of the ad groups to enter the AdWords keyword report, which lists all the keywords in the ad group.

2. Google Analytics (Analysis) Content report

The first three reports listed in the "Content" section show the same information, except that the organization information is reported in different ways. The pages in the content report are represented by the request URI, which is the part of the URL after the domain name. Therefore, the forward slash ("/") represents your home page. When you create a configuration file, you should specify the first name as the default page. This will show your first page URI, not a forward slash, in the report.

　　Hot content: each page that gets the traffic is listed.

　　content by Title : Displays your Web page in groups based on the Title tab. You can click a title to see the page that is sharing the title.

　　Content Breakdown : Displays your Web page according to the directory grouping. You can enter and click a directory to view the pages in that directory.

The most common destination page: Lists all the pages that visitors get to your site. You can use this report to monitor the bounce times and bounce rates for individual target pages. The bounce rate can well reflect the relevance and effectiveness of the target Web page. To reduce the bounce rate, you can adjust each target page accordingly according to the associated ads and referral links. The more relevant the Web page is, the less likely it is for visitors to leave.

　　Navigation analysis

The Navigation Analysis report helps you understand how visitors can browse your site. This type of report is listed on the Content Overview page. Alternatively, you can find this type of report in the appropriate Drop-down menu for the detailed page details report.

　　Navigation Summary : The first item in the Navigation Analysis report to help you understand how visitors get to a specific page and where they will go later. "Percent of entry" indicates how often a Web page is a destination page. Previous percent indicates how often visitors reach the appropriate page after browsing other pages in the site. Export percent represents the frequency at which the corresponding page ends, and the next page percentage indicates how often the visitor continues to browse the other pages in the site from the appropriate page.
The list of pages browsed before the corresponding page appears in the left column, and the right-hand column displays a list of pages that are browsed after the corresponding page.
Sometimes, the previous page, next page, and the page you are currently analyzing are the same page. This problem may occur if a visitor clicks the refresh button more than once and causes a "self referral" click. In addition, if a Web page contains content that visitors can click on to enlarge the graphic, it may also cause this problem. For example, when a visitor browses to the appropriate page, Google Analytics (analytics) logs a browse. The visitor then clicks on a graphic and looks at the enlarged graphics file. Since the enlarged graphics file does not contain the Google Analytics (analysis) tracking code, the subsequent operation of the visitor does not produce a browse amount. Next, the visitor clicks the back button, and the system records the browsing again. If you have a lot of pictures on your Web page, visitors may be able to click one by one. In this case, the previous page, current page, and next page will be identical.

　　entry path : Can play an important role in analyzing navigation paths. For example, you can use this report if you want to confirm that the visitor clicked on the "Buy" button on your destination page and actually completed the purchase. To do this, visit the most common target pages report and click the target page you want to analyze. When you enter the "Content details" report for the page, click "Enter path". You can then see the "Enter path" report for the target page. In the middle column, you can see all the clicks that the visitor has made on the page. Select the link that represents the purchase page. In the right column, you can see all the pages that visitors browse after they leave the purchase page. By looking at this list, you can see how many accesses ended on the purchase complete page. This report shows whether your target Web page has played its part.
You can use the Analysis Drop-down menu to view additional reports, such as enter source and enter keywords. In the Content Drop-down menu, you can select or search for specific pages to analyze.

3. Google Analytics (analysis) Visitor report

　　Visitor Overview : How many of the people who visit your site are new and how many are returning visitors? What do they read about you? With this flow overview, you can drill down to a variety of data about the quality of access (i.e. average browsing, site stay, bounce rate, etc.) and access characteristics (i.e., initial visitors, return visits, etc.).

　　new respondents and return : The number of high new visitors indicates that you have successfully attracted traffic to the site, while the high number of return visits indicates that the content of your site is attractive, so that visitors are willing to make a return visit. In the "recent" Report and the "Loyalty" report (both in the "Visitors" section, under "New visitors and visitors"), you can learn about the frequency of visits and visits by visitors.

　　Map Overlay Chart : Use this map to chart the quantity (number of visits, views) and quality (each visit, conversion rate, value of each visit, etc.) by geographical area. Click on any area to enlarge to the city level.

　　language : What language does your visitor prefer to use? What are the differences in the use, transformation, or other metrics of Web sites for visitors from all languages? This report gets the preferred language that visitors have set up on the computer. Mastering the composition of visitors is essential to choosing the right content and optimizing the marketing cost. Most of the time, just knowing the location is not enough. Many countries/regions have a diverse population structure and different languages, and these are important market positioning opportunities.

　　Visitor Trends : Reports in this category can also help you determine the specific interaction between your visitors and your site, in addition to showing you how many visitors have visited your site.

　　Visitor Loyalty : Loyal visitors often pay a high level of attention to your brand, and a large number of visits show that the site is effective in customer/visitor retention. New visitors are more likely to show that the site is longer than attracting visitors.

　　Browser features : What browsers does your visitors use? Optimizing your site for the appropriate technical features helps make your site more attractive and easier to use, resulting in higher conversion rates and more sales.

　　Network Properties : What are the most common Internet service providers, host names, and connection speeds in the number of visits that your site receives? Host names can sometimes reveal which organizations are interested in your site, and the speed of connections can help you optimize your site so that it can be easily loaded for most of your visitors.

　　User Defined : This report allows you to compare visitors from a defined custom audience. You can define audiences by calling the Utm_setvar function in your site code. For example, if a visitor fills out a form on your site and provides job information (such as "manager", "technical expert", "marketing staff", and so on), you can call Utm_setvar to get its selection and store the appropriate information in a user-defined variable.

4. Google Analytics (Analysis) e-commerce report

　　Overview : This report provides summary information about E-COMMERCE activities on your site. "Income" means the value of a purchase. "Conversion rate" refers to the percentage of the total number of accesses that were eventually converted to a purchase. "Number of transactions" refers to the number of purchase orders, "Average order value" is the average income from each purchase behavior. "Purchased Products" shows how many different products (SKUs) have been sold.

　　Total Revenue: Income depends on the number of purchases and the average purchase value. Here are some important steps to help you maximize your revenue:

1. Make a purchase-oriented ad and write a valid advertisement (see Traffic Source report)
2. Ensure that your target Web page displays information, services, or products that you have committed in the advertisement (see the "content" report to see how to minimize the bounce rate)
3. simplifies the conversion channel and reduces the potential customer's abandonment of the checkout process (see the "target" report)

　　conversion Rate : This report shows the proportion of the total number of visits to the Web site that was eventually converted to purchase. By continuously tracking the conversion rate over a period of time, you can effectively determine the quality of your marketing practices and the ability to transform your site. Note that the conversion rate is best used as a corporate-level marketing measure and as a benchmark for site effectiveness, because of the distinct characteristics that vary from company to organization (and even for the same industry).

　　Average order value : It is important to track the average order value changes over a period of time for a directory site that may replace and adjust the main promotional products and services. This metric is monitored by many e-commerce sites to verify the effect of cross promotions. Many top management reports cite this indicator, and the importance is evident.

　　Product Overview (Product effect): How much does each product sell? This report shows the quantity sold, total income, average price, and average order quantity for each product you sell online. Click on any SKU to view specific information.

　　Product SKU (product effect): This report can display the number of sales, total income, average price, and average quantity of each product you sell online by SKU.

　　category (Product effect): How much does each product category, product, and SKU sell? For E-commerce sites, it is important to know which products are selling well and to write related content, promotions and advertising. This report shows the quantity sold, total income, average price, and average order quantity for each product you sell online.

　　Transactions : This report contains all transactions made on your website and can be used for the audit of transactions.

　　number of visits before purchase : How many visits did visitors make before buying? Understanding the sales cycle is important for improving the overall effectiveness of your site. This report helps you understand how many visits you need to convert your visitors to your customers, and then on this basis, determine which content is better suited to attracting potential customers.

　　The number of days to buy : How many geniuses do you buy after visitors visit? Understanding the sales cycle is important for improving the overall effectiveness of your site. This report helps you understand how long it takes to convert visitors to customers, and then on this basis, determine what is more appropriate to attract potential customers.