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GOOGLE ANALYTICSGoogle Analytics provides powerful digital analytics for anyone with a web presence, large or small. It's one of the most powerful digital analytics solutions available - and it's free for anyone to use.

Who can use Analytics

Executives can learn:• Which marketing initiatives are most effective• Accurate website traffic patterns/trends• Which customer and customer segments are most valuable

Marketing Professionals can learn:• Where visitors come from and what do they do on the site• How can the website convert more visitors into customers• Which keywords resonate with prospects and lead to conversions• Which online ad or creative is the most effective

Content & Developers can learn:• Where people leave the site• Which pages retain visitors the longest• What search terms people use to find the site

REAL-TIME REPORT

AUDIENCE SCREENAn at-a-glance view of visitor metrics. You can see visits over the last month (line graph), new vs. returning visitors (pie chart), and a list of values for each of the following metrics:• Visits (total number of visits to your site)• Unique Visitors (total number of unique visitors to

your site)• Pageviews (total number of pages viewed on your

site)• Pages per Visit (average number of pages viewed

per visit)• Average Visit Duration (average visit length of all

visitors)• Bounce Rate (percent of single-page visits)• New Visitors (percent of total visitors who visited

your site for the first time)

AUDIENCE SCREENThe Audience reports are designed to provide insight into:• Who makes up your audience (demographics,

interests, location, language, custom variables)• How that audience reaches and consumes your

site (technology, mobile)• Loyalty and engagement (behavior)

Demographics (Age, Gender)

Interests (Affinity Categories, Other Categories)

Geo (Language, Location)

Behavior (Recency, Frequency, New vs. Returning)

Technology (Browser & OS, Network)

Mobile (Devices)

Custom (Custom Variables, User Defined)

ACQUISITION SCREENThis report focuses on the following metrics:• Acquisition

– Visits– Bounce Rate– % New Visits

• Behavior– Pages per Visit– Average Visit Duration– Pageview

• Conversion > Ecommerce– Transactions– Revenue– Ecommerce Conversion Rate

• Conversion > Goals– Goal Conversion Rate– Goal Completions– Goal Value

BEHAVIOR REPORT• The Behavior section contains reports

designed to help you improve the content on your site to meet the needs and expectations of visitors.

• The Site Content > Pages report shows how frequently each page on your site was viewed. Look for high bounce rates on the Landing Pages report to identify landing pages that need to be rewritten or redesigned to be more effective.

• If you provide a search box on your site, use the Site Search reports to find out how successful your visitors are when they search your site.

• If you incorporate Flash, Ajax, or other kinds of interactive elements on your site, you may wish to know how your visitors use them. The Events reports provide a non-pageview based approach to tracking interactivity.

CONVERSION SCREEN

In Analytics, a conversion is the completion of an activity on your site that is important to the success of your business. For example:• a completed sign up for your email newsletter (a Goal conversion)• a purchase (a transaction, sometimes called an Ecommerce conversion)

Goal conversions• You must define Goals in Google Analytics in order to track Goal

conversions. Goal conversions are the primary metric for measuring how well your site fulfills business objectives. A Goal conversion occurs once a visitor completes a desired action on your site, such as a registration or download. You'll be able to see the conversion rates and number of completions for each Goal you set up. If you set a monetary value for each Goal, you'll also see the value of your conversions.

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