You are most likely using Google Analytics already to monitor your site visitors. But are you getting the most out of the powerful suite of tools? Google Analytics has come a long way since its release in November 2005.

New features are added on an almost monthly basis, so even if you’re familiar with the platform already it’s a good idea to have a refresher to ensure you are getting the information that’s most important to your business. Here are five must-know features of Google Analytics and how you can use them to better understand your customers.

1. New versus returning visitors

When analysing site data, it’s important to understand the breakdown between new and returning visitors. Your website needs to be compelling enough to attract visitors back again and again. Use Google Analytics to determine which of your pages are popular with returning visitors. Then use this data to create new content which your customers will find helpful.

2. Monitor engagement rate

Your engagement rate is the amount of time users spends on your site. The more time people spend on your site the more likely it is they will purchase something. Most people monitor engagement by looking at overall site data. But this only tells you half the story. You should also check the engagement of individual pages. This can help you identify which pages are under performing and need to be re-purposed.

3. Count the number of pages per visit

Ideally, you should encourage customers to visit as many pages on your site as possible. If the page count is low it shows your site is not engaging customers and the content does not match what they are looking for. You can help improve page counts by inserting links to content you think may be useful. Use your engagement data to help determine which content this should be.

4. Monitor bounce rate

The overall bounce rate is one of the most important metrics to monitor. Specifically, the bounce rate refers to people who visit your site and leave immediately without engaging with your content. A high bounce rate could be indicative of a number of things including poor web design, complex navigation, boring content or content which does not match the customer’s intent.

5. Monitor email campaign effectiveness

Email is one of the most effective marketing mediums for most companies large and small. But getting a campaign right can be a difficult and painful process. Google Analytics helps you monitor the effectiveness of your campaigns; they do this by allowing you to monitor subscription rates, click-throughs and conversions. Use this data to improve the performance and profitability of your campaigns.


The above only scratches the surface of what is possible using Google Analytics. This invaluable software can help you increase customer engagement, carry out market research, confirm trends, improve conversion rates and more. If you would like to know more about unlocking the potential held in your Google Analytics data contact us.