Analysing Google Analytics Data

Expert Advice

In an earlier blog post I gave you explanations of some of the terms you will see on your Google Analytics dashboard and in this post, I will explain which pieces of data will be valuable for you to keep track of as your website grows.

If you are going to run an e-commerce website and are hoping to make sales through it then you will need to know what is working on your site, what isn’t, which are the top pages that you users are interacting with, and the number of conversions or sales your website generates.


In your marketing strategy, you may have determined your goals for your website, if not then I recommend you consider doing this. You should set goes such as how many people visit the site, fill out the contact form, put product in their basket and check out. Your strategy should also include regularly monitoring your overall traffic, bounce rate, and time on your site as these are areas that you can improve which will then increase sales.

Once you have a grasp on your website data, you can start to use these figures to create an understanding of your audience. Google Analytics can really help you find the necessary data and you can create graphs and charts so that you can track visitors by date range, work out how your users interact with your website and analyse the changing numbers over time. Google Analytics allows you to create your own Custom Dashboard to monitor the most important data for your company.

Your aim should be to analyse your users and website interactions so that it informs your marketing decisions and messages, identify the pain points of the website and improve the overall health of your site.