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How to Analyze Your Google Analytics in 20 minutes

Supporting Video Links:

PowerPoint Download Link: 

How to set up Google Analytics:

How to set up Goals in Google Analytics:

How to set up Google Webmaster Tools:

Audience Overview

  • Overall bounce rate benchmarks
    • 26%-40% – Excellent
    • 41%-55% – Average
    • 56%-70% – Needs work or further analysis
  • Take spam traffic into account
  • Look at Audience >> Geo >> Language for better assessment
  • Avg. session time could be misleading
  • Better overview: Behavior >> Site Content >> All Pages


  • Use URLs, time, pages/visit, and events to set up goals so you can track the essential metrics of your site. The closer these metrics are to activities that generate revenue, the better. You should start tracking:
    • Leads
    • Trial signups
    • Account creations
    • Newsletter signups
    • White paper downloads
    • E-book downloads
    • Anything else that helps you generate income
  • When accessing your goals, analyze conversion rate monthly rather than number of conversions. Focus on increasing conversion rate each month.

Traffic Sources

  • Look for link/partnership opportunities with your referrals.
    Find out who is referring you by clicking referral for more details.

    • Discover more about your organic search including the keywords that are driving traffic to your website by clicking organic search for more details.
  • Seeing a lot of (not set) for organic searches? Google is hiding them based on privacy concerns. Learn more:
  • Want to see hidden (not set) keyword data? Just sign up for Google Webmaster Tools, which gives you key insights about your website – including data that Google doesn’t show in Google Analytics!
  • Goal conversion rate is more important than number of conversions.


  • If you’re noticing a high bounce rate for mobile, you’ll want to analyze your mobile website.
    • Visitors want content quickly via mobile. Review your mobile user interface and page load speeds to help lower the bounce rate.
  • If you’re noticing a low average session duration, this means a device is not keeping the visitor engaged.
    • View how your content is laid out on mobile and tablet and put the most important elements (ex. a video, which increases session time) first before content. 

Top Pages

  • Pages with a high bounce rate and low average session time should be analyzed further.
    • Adding video content or adding quality content could lower bounce rate and increase session time.
  • You can use Exit % to help you pinpoint areas on your website where visitors leave before converting.
    • For some pages on your site, a high Exit % might not be a big issue, such as “contact us” pages and “thank you” pages shown after a form has been submitted.


Topics: Business Intelligence, Brand Management, Website Design, SEO/SEM