Understanding Google Analytics and How To Use It

Understanding Google Analytics and How to Use It

Google Analytics is a powerful tool that helps you understand how visitors interact with your website. Whether you are a photographer, small business owner, or marketer, these insights can help you improve user experience, track performance, and grow your online presence.

Please Note: PhotoBiz is not affiliated with Google. Our Support Team can help you install your Google Analytics tracking tag. For questions about using Google Analytics, please contact Google Support.

Pro Tip

For More In-Depth Training for Google Analytics, check out Google Analytics Academy.

STEP ONE

Understand New Traffic vs. User Traffic

New Traffic – The number of first-time visitors to your site.

User Traffic – The total number of visitors, including both new and returning users.

Why Use This: This shows if you’re attracting new visitors and how well you’re keeping past visitors engaged. A healthy site needs both.

STEP TWO

Learn What a “User” Is

A User is an individual who has started at least one session on your site during a specific time period. Each user is tracked with a unique identifier so Google can tell new visitors from returning ones.

Why Use This: Knowing who’s visiting and how often helps you target content for loyal customers and find ways to convert new visitors into repeat clients.

STEP THREE

Know What a “User Session” Means

A Session is a group of actions a user takes on your site in a set time frame. This could include multiple page views, clicks, form submissions, or purchases. By default, a session ends after 30 minutes of inactivity or at midnight.

Why Use This: Session data helps you understand how visitors move through your site so you can make it easier for them to find what they’re looking for.

STEP FOUR

Track Average Engagement Time

Average Engagement Time measures how long visitors actively interact with your website.

Why Use This: Longer engagement times mean visitors are finding your content useful and interesting. If engagement is low, you may need to improve content or site design.

STEP FIVE

Review Traffic Sources

Google Analytics breaks down where your traffic comes from:

Direct Traffic – Visitors typing your URL or using a bookmark
Referral Traffic – Visitors clicking links from other sites
Social Traffic – Visitors from social media platforms
Organic Search Traffic – Visitors from search engines
Paid Search Traffic – Visitors from paid ads
Email Traffic – Visitors from email links
Display Traffic – Visitors from banner/display ads
Unassigned Traffic – Traffic that doesn’t fit the other categories

Why Use This: Knowing where your visitors come from helps you invest more in the channels that work best and improve the ones that aren’t performing.

STEP SIX

Check Geographic Breakdown by Location

This shows where your visitors are located.

Why Use This: Helps you tailor content, promotions, and marketing campaigns to your most engaged regions.

STEP SEVEN

Monitor Page Views

Tracks which pages on your site get the most visits.

Why Use This: High-view pages show what’s popular so you can promote similar content. Low-view pages may need updates or better promotion.

STEP EIGHT

Track Active Users Over Time

Shows how many people are on your site over a set period.

Why Use This: Reveals traffic patterns, helps you measure the impact of marketing campaigns, and shows if visitor interest is growing or dropping.

STEP NINE

Analyze Users by Device

Breaks down traffic by desktop, mobile, and tablet users.

Why Use This: Ensures your site works well for the devices your audience uses most, improving experience and conversions.

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