8 ways to get more out of your google analytics data


Knowing how many visits/pageviews you have or how much traffic Google is sending your way, is a good way to measure your online marketing effort, but there’s a bunch of good opportunities to make your site better and finding new ways to go with your content in Google Analytics that, sadly, is overlooked by many people who have installed GA on their sites. Here’s 8 ways that could give you a better understanding of your visitors and their needs. And they do not require any customization of your GA account.

1. Identifying where you lose your visitors

Find it in Google Analytics under: Content – top exit pages – comparison % exit or exits
This can be an eye opener. You might realize that you are losing visitors by not providing a call to action on the right page or not giving them a way to “read more”.

2. Finding pages that don’t match visitor intent

Find it in Google Analytics under: Traffic sources – keywords keyword and landing page
Find out where it is you are failing to provide the content your visitors want. Google is a machine, and it can’t always understand the intent of visitors although it’s better at it than most machines.

3. Finding topics for future articles and blog posts

Find it in Google Analytics under: Content – Site Search or Content – Top Content – Containing Filter
This is very similar to the one above, finding the places where people come to you site to find something and doesn’t find it. Here you can also use your internal searches to see what people are looking for. If you have your site search set up in GA you can use that to find new content ideas. Or use the “Containing” filter to find your search pages

4. Find your most valuable referrers to specific pages

Find it in Google Analytics under: content – top content – use the pivot feature – showing pageviews and bounce rate.
Find out if you are getting really high converting traffic from one source to one specific page. This will help you find great opportunities for partnerships or maybe give you a better idea of where you should spent your marketing budget. It’s also a great way to find new sources of traffic, so you have to rely on search engines of traffic.

5. Find out if people are sharing your content offline

Find it in Google Analytics under: Traffic sources – direct traffic – landing page – visitor type
I have a small food recipe site, and I found that my content is actually getting shared offline(and online) . Analysing your direct visits can be a real eye opener. These new visitors could come to your site in any number of ways. Bookmarks, copied a link in an email, maybe even from a printout of your page that somebody shared with them.

6. Finding out if your site is good on mobile phones and how they behave

Find it in Google Analytics under: Visitor – mobile – mobile devices – bounce rate
Are your site getting visits from cellphones? And here you can go see how they are behaving on the site, and if they are just bouncing off. If they are just bouncing your website might be hard to navigate on a cellphone. Test it out and you can then look for ways to improve the experience.

7. See if your visitors are bouncing because they can’t see your content

Find it in Google Analytics under: Visitors – Browser capabilities – Java support – Landing page and Visitors – Browser capabilities – Flash versions – Landing page
See if your visitors are bouncing because they can’t see that fancy graph or that nice flash animation that you are promoting. Webmasters notoriously overestimate the technical level of their users, me included. Make sure you are not loosing out by being too fancy with your pages.

8. Find out what your return visitors are coming back for

Find it in Google Analytics under: Content – new vs. returning – landing page
Knowing your pillar content or flagship content is important to understand as this is the content people are refering back to, craving and sharing with other people. Find out what users like and provide more of it. Your visitors might like your video tutorial. If they do, do another tutorial, make a Q and A video or start a how to section on how to use your product.

That was 8 ways to get more information out of google analytics, and the great thing is, these are actionable thing. You can with small changes start to see results immediately. Please provide other easy ways to use google analytics that you love.

10 Responses to “8 ways to get more out of your google analytics data”

  1. Eldad Sotnick-Yogev Says:

    Nice informative post here! I like how not only do you share what you can gain from Google Analytics but how exactly to go about and see it yourself.

  2. Tony Payne Says:

    Excellent GA suggestions! I plan on checking them out in the next week. Analytics has been one of my weak points. Thanks.

  3. Thomas Fjordside Says:

    Glad you liked it 🙂

  4. Sarah Says:

    I will be trying out these tips as well. Just a correction- #1 says Identifying where you “loose” your visitors. This should be LOSE not LOOSE. It’s also wrong in the description 😉

  5. scott aughtmon @rampbusinesses Says:

    Excellent post! Really informative and creative ways to use Google Analytics! I especially like #2 & #3. Thanks for the great ideas!

  6. Thomas Fjordside Says:

    @sarah Thanks for pointing that out, sadly spelling is not one of my strong areas 🙂
    Should be corrected. Glad you liked the post 🙂

  7. Ela Iliesi Says:


    Great list. I’m happy I can show my clients some interesting GA info and that I learned some new things.

    I do have some comments..

    At number 3. Finding topics for future articles and blog posts
    you mentioned to look for what people didn’t find on the site, and what people searched in the site..

    I would add to see which blog posts where most successful and create a sequel for them.

    Concerning no 4: Find your most valuable referrers to specific pages

    You say: find it in Google Analytics under: content – top content – use the pivot feature – showing pageviews and bounce rate.

    I’d say: go to GA: Traffic Sources – Reffering Sites – Pivot – Visits and Bounce Rate – Source and landing page

    use also Filter – Visits greater than .. and Bounce rate less then ..

    This should be a good approach to see which sources bring most interested visitors to specific pages.

    And the last comment, which is kind of off-topic.. in the thumb pic you seem like your picking your nose :)) The spelling errors are ok if your not a English native. But the avatar just doesn’t look professional.. at all 🙂

  8. Thomas Fjordside Says:

    Hey Ela,
    Thanks for the great comment. I like your suggestions very much and I’m sure I’ll do a follow up post on this topic and I’ll be sure to include your suggestions there also 🙂

    As for the avatar I see what you mean 🙂 but this is not a professional blog at all 🙂 But It should be changed now 😛

  9. Muhammad Yoosuf Says:

    Awesome tips an the fact are true 🙂

  10. Matt Says:

    Great article. Very useful. Thank you 🙂