Using Google Analytics and website operation optimization

1. What is Google Analytics?

Google's official explanation is: Google Analytics shows you how people find and browse your website and how you can improve the user experience. Improve your website's ROI, increase conversion, and get more benefits online.

Your free Google Analytics account has over 80 reports, allowing you to track visitors to your entire website and continuously track the effects of your advertising series: whether it's AdWords, email, or any other advertising plans. With this information, you will know which keywords actually work, which ad words are most effective, and where visitors exit during the conversion process. Do not underestimate this feature for free. Google Analytics is a comprehensive and powerful analysis package.

AdWords advertisers can gain all these advantages in their AdWords accounts: Google Analytics is fully integrated with AdWords. You can view your reports and settings from the Analytics tab.

Therefore, Google Analytics is no longer a website access statistics system, but a powerful website access analysis system, it not only helps you better understand the website traffic status, but also helps you better understand the website operation status and user behavior, and provides data support for website operation optimization and website user experience improvement.

2. The most common features of Google Analytics

The most common function of Google Analytics is to view the website access status and trends. I usually use Google Analytics to easily view the access reports of the tianyway network planning community over a period of time, this is mainly to look at the first page, including the traffic curve during this period. If it is stable or stable, it indicates that the website is in good status, as shown in the figure below.

 

Then, pay attention to the following metrics:

 

As shown in the figure above, if the website traffic increases, but the average website stay time of users and the number of visits dropped each time, it indicates that a problem occurs somewhere. Generally, there are several possibilities:

First, the traffic obtained by website promotion is not the target traffic or a large amount of non-target traffic. As a result, users are not interested in the website content when they arrive.

Second, the quality of the website has declined, resulting in a decrease in the user's stay time and the number of pages accessed each time.

Then, the website operator will begin to analyze the root cause of the problem, identify the problem, and optimize it. After a while, he will read the report. If these indicators increase, it indicates that the problem analysis is accurate, the solution is feasible and effective.

Next, there is a map coverage chart on the right. After you click it, you can intuitively find out where the website users come from, and where the users are the most.

 

The following is an overview of the traffic source and content, which allows you to quickly learn about the user source during this time period. There are usually several situations, as shown in the figure:

 

The bottom right is the content overview, which is sorted by the page with the most visited users, as shown in the figure:

 

The above is the website Planning Forum of tiantiao. We can clearly see that the pages with the highest page views are home pages, login pages, original versions, registration pages, and User Center (control panel)

This is only the content displayed on the homepage of the Google Analytics report, which gives us a general understanding of the website operation status. More powerful features will be available in the future. In fact, if you only pay attention to the traffic trend during this period, you do not need to read the Google Analytics report. When you enter the Google Analytics background, it will prompt you, as shown in the figure: