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Lesson 13 – Part 7 – Tour Google Analytics

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Let’s switch gears and look at my Analytics data that way you can see what Analytics looks like on an active site. So we’ll go to Google Accounts settings and come over to Analytics.

Analytics Data on an Active Site

You can see I have several websites that I track in this account. I want to take a look at BYOB Website and here we are at our dashboard. We’re actually in our audience overview section here. You can see that in the last month, 16,722 people have visited the site.

A month ago, I had a problem with the plugin. It turned off and I didn’t track the visits for a couple of days and we’re looking at the tail end of that. It’s actually higher than this but it’s showing 23,887 visits by 16,772 people, 68,323 page views, average page view is 2.86 Pages/Visit, Average Time on Site is 00:03:53, the Average Bounce Rate is 52.14% and 67% of the visitors to my site are new visitors, that means that it’s the first time they’ve come to the site.

Mobile Visits

You can get an idea of what’s going on in terms of language. Let’s see what it says about Mobile. This month, I had 318 visits from an iPad, 222 visits from an iPhone, 151 visits from Android, 19 visits from an iPod. For all the effort that we go to make our video mobile, it’s funny that the number is so low although I guess this is material that’s best absorbed by sitting in front of your computer. In any case, you can see what your mobile use of the site is.


We’ll now take a look at demographics here for and we’re going to start off by looking at location. This tells you where your visitors come from, 10,000 visits, which is not half of my visits come from the United States, add UK to that and that’s about half of my visits. India comes next and Canada and so on and so forth.

You can see the average pages per visit that show up here, the average amount of time people spend on the site and the percentage of visits that are new visits. It doesn’t have to just be country and territory, it could be city for example.

Interestingly enough, I get the most visits from any city in London, so London and then New York is a far off second and then Sydney and Manila and so on and so forth. My own hometown is pretty low on the list here.

If you really care and you click on the United States, you can see where most of the visits come from. Most of my visits come from California then Texas, New York and Washington. You have an opportunity to narrow this down. You can click on California and you can see the city, it’s there’s quite a bit of demographic information that you can get out of this.


The same thing is true with language, I’m a primarily English-language site and English-speaking ability is pretty much essential in order to get any benefit out of our site. This is just over half, it’s not even 2/3 of the visitors to the site come from an English speaking country. If you’ve got a multilingual site, you can see where people are coming from.

Behavior of Visitors on the Site

The next thing we’re going to take a look at is Behavior. The obvious one, New vs Returning, 33% of our visits are from returning visitors and 67% are from new visits. The new visits are the one that I really track, the existing visitors and the returning visitors.

It’s not that I don’t care but what I’m usually interested in is what brings someone to the site and not so much what they do once they get here. It’s interesting for me to be able to look at or isolate what a new visitor is doing on the site.

Frequency and Recency of Visits

You can also take a look at frequency and recency. 67% of the people who visit the site have only visited it once in this month. Some percent, to 2 and in a quarter percent visited 200+ times so you can see the profile of people that come to your site. Really, something like 15% of the people coming to my site come here very regularly and the rest of them are just moving through. That was frequency.

You can also look at how many days it has been since their last visit. 14 people hadn’t visited the site for over a year. For 21,000 it had been less than a day since they visited last or this was their first time so you can see how often people come.

Engagement of Visitors to Your Site

Engagement is kind of an interesting statistic as well because with engagement, you can see how interested people are when they come to your site. Obviously, the majority of the people that get to my site aren’t even a bit interested in the information that’s here because they spend less than 10 seconds on the site.

In fact, if we say to ourselves, “Well, you really to have been on the site for at least 3 minutes before the site has any real value to you”. Of the 23,887 visits, only 16% of the site visitors really took anything of value from the site, everybody else browsed very quickly and ran away.

I don’t know whether or not 15% engagement is really good or not. It’s just that if you were hoping that 23,000 people came to the site and were really interested in the material, the answer is over half aren’t interested in the material at all and don’t stick around. That’s the duration.

You can also look at how far they browse and it’s interesting that this 12,000 visits only go to one page, where 16,000 visits spent less than 10 seconds. Some people are really quick and fast but be that as it may, you can see the number of people who go deep into the site and it also of relatively small number.

Three Categories of Traffic Sources

BYOB website does a pretty good job of reaching a bunch of people that have no interest in its material and I’m not quite sure what to take away from that but the next thing I want to show you here is Traffic Sources. This is broken into 3 different categories, Search Traffic, Referral Traffic and Direct Traffic.

Direct Traffic is when somebody just types in “” in the bar here and they just go directly to it so 13.66% of my traffic comes from people doing just that.Then you have Referral Traffic and that’s from various sites. You also have Search Traffic which is of course Google and Bing and all the rest of those. That’s what makes up the source of traffic to my site.

Good Sources of Referral Traffics

If we take a look at Sources and we’ll ignore Direct for just a moment but if we look at Referrals, this will show you what sites are referring me. So, tipsandtricks-hq, the people at wp-estore, they sent me 569 visits this month, they spent an average of 1.34 Pages/Visit, 22 seconds Average Time on Site, Bounce Rate of 81.9, this is a high volume, low quality visit.

DIY Themes provides me a relatively low number of referrals although they are my number 2 with 334 visits. Those visits, they spent more time and they have a much lower bounce rate. There were actually quite a bit fewer of them that are brand new visits and they looked at 5 pages.

YouTube sent me 167 visits and it’s a pretty good engagement with people that come from YouTube. Not a bad engagement from Facebook either, 115 people came from Facebook with 6.37 Pages/Visit and 14.43 minutes average time on my site after being referred from Facebook, so it’s a good referral site.

We have all these different sources and this shows 10 but I have 377 different referring websites, we could select 500 rows, scroll all the way down here and see where all of the other referral traffic is coming from. That’s Referral Traffic.

Search Traffic

In terms of a Search Traffic, we’re going to take a look at Organic Search here. I don’t actually have any page search going on right now so it’s the only relevant thing anyway. Search accounts for 73.87% of the total visits from the site. About 1/3 of those, it failed to collect information about what their search term was.

Use of Search Terms and Keywords

Whatever the keyword was, it isn’t provided so you’ve got about 1/3 of the visitors who spent on average 3.29 minutes on the site. We have no idea what they were searching for in order to get there, however, the other 2/3, we know exactly what they were searching for.

133 of them searched for BYOB website. These guys, they knew who they were looking for, they were looking for me and maybe it was even someone new who typed in byobwebsite into a search term rather than into your address bar and arrived at it that way.

Again, a very small percentage are new, right? The majority of these are existing users or existing member or people who have been to the site before. You can just tell that by the new visits over here. Interestingly, in our fourth highest search term was problems upgrading their Thesis 1.8.3.

You can see over here, there are 9,804 search terms so if we pull the top 500, we are the masters of the long tail of keyword because we’ve got a very substantial number of people finding us with the unusual search terms. With terms that only a few people have bothered asking for like pros and cons of multimedia.

I have no idea what that means but you can see the majority of the people that come to our site do not come to our site because of a specific set of search terms. The majority of them come to the site for a wide range of search terms. It could be interesting to know if you have an idea what your search terms might be.

For example, if we want to know how many people came to the site by searching for Thesis or something that had Thesis in it, you can type that over here and 13% of the traffic came to my site with search about Thesis, that was 3,286 visits. About half of those were new visits and including that search term in here, you can see what those Thesis-related search terms were that got people here.

Sorting by Average Time Spent on the Site

We’re sorting this by the number of visits but we could sort this by average time on the site. Somebody searched for “BYOB Header Thesis Plugins”, it was not a new visitor and he spent 6 hours and 20 minutes on the site. On the other hand, here is a new visitor, “Thesis Footer Background Full Width”, they spent 1 hour and 18 minutes on the site.

Another person spent over an hour on the site, “Using Your Own CSS for Thesis” and so on and so forth. You can look at the average time on the site, you could see who’s got the highest pages per visit or what search term produces the highest pages per visit and because I like to know what’s going on from the standpoint of new people finding the site, we can come up over here to Advanced Segments and rather than showing All Segment, you could just decide to show only new visitors and apply that.

Showing the Number of New Visitors

Now the statistics are all going to be changed so that it only shows us new visitors. If we pick BYOB Thesis, all of these are 100% new visits. I got 11 new visits from somebody searching for BYOB Thesis and they’ve never been to the site before. 11 people searching for Genesis vs Thesis, Thesis 1.8.3, Thesis 2.0, Thesis Forum and Content Management System Thesis.

If we look at Pages/Visit for a second here, 100% new visits, this person looked for “Facebook Open Graphs with Thesis”, hadn’t been to our site before and spent 55 minutes on the site.

You can get a good understanding of the kinds of things that people are searching for that are encouraging them to spend a bunch of time on the site. Now instead of using Thesis, we could use WordPress. If we use WordPress, almost 2,000 people who were new visits came to our site looking for WordPress like WordPress Private Coaching, Create Professional Webpage in WordPress.

Google Searches

We’re going to look at Search Engine Optimization. If we look at Queries for a second and we look at what Google has shown us for, somebody searched for Join Us button. There were 3,500 searches for Join Us button, our average position in that search was 68 and we got less than 10 clicks in order to get there. We got 35 clicks on login and if you search for wp estore, this is our average position which is 11 and we got 12 clicks out of a wp estore search.

If we come over to the site and search for wp estore and scroll down here, this is our average position and we are 6th in the search for wp estore. If you want to know what your average position is, let’s not use high but let’s go the other way, oh that’s not useful.

For “Thesis Full Width Header”, we’re in position 2.3, 2.7, 2.7, so you can see where you are. This is your search position within the search results. “Thesis Shortcodes” says we should be at 4.3 so if we type in “Thesis Shortcodes”, there we are. Position number 4 for Thesis Shortcodes.

You see the information is not bad, right? It’s reasonably accurate. For FileZilla synchronized, you know a lot of people come to us for that and we would’ve never guessed that.

FileZilla Synchronized, here we are again, “Synchronize Your WP Website and Local File Structure with FileZilla”, this is actually a pretty popular page for us. Let’s see what else did I want to show you on this.

Landing Pages

Under Content, Site Content, Landing Pages, this shows you the pages that people first arrive on and 1,590 people first arrived on our Home page, 603 arrived at subscribe-to-our-site, 306 arrived at thesis-forum-answers/how-to-create-a-3-column-custom-template. This is a page that we could really beef up and add a lot of content and quality to because it’s a page that’s regularly visited.

How-to-make-an-e-commerce-website and simple-header-widgets-plugin. Actually, this the main page for this course, it’s our 8th highest page this month and it has only existed for a month but we’ve had 134 new visits that have landed on that page and Bounce Rate was pretty low, 50%. Most of them visited more than 3 pages and spent more than 4 minutes on the site.

This is a useful tool for you to find what your important pages are. Those are the ones that people come to most often because it gives you a chance both to sell yourself and also to provide more and better content that way.

This is just a summary of what’s really available to you here but it’s clearly a tool that’s useful. I have videos on the site about how to set it up for Ecommerce. You can tell for example on our site, if you go to Ecommerce and we just look at our overview over Ecommerce, we sold $1,339 to first time visitors.

Advanced Segment of New Visitors

What we’re looking at still is our in Advanced Segment of new visitors, so of 11 of the transactions that happened are 8 unique purchases. I’m not quite sure what the difference is between a transaction and purchase but 8 out of the purchase for the month came from new visitors.

If we get rid of the new visitors and make it just everybody, $5,900 were the transactions in the last month, 31 unique purchases. So 8 out of 31 were from people who only visited the site for the first time, the rest have visited the site more than once.

If we want to look at the source, it turns out my highest revenue source is still Google Organic even though so many people arrived at the site from Google and are not interested in the material, it’s still is nevertheless the highest source of revenue for us.

Second highest is direct revenue where people typed in our address but then we have a couple of people who joined out of DIY Themes Referral and somebody joined off of Youtube, somebody off of a Bing, Organic and so and so forth.

We can see what the referring sites are and there are lots of other things you can identify as well. Once you’re able to configure it that way, this becomes a compelling piece of software that’s available to you for free from Google which is why we spent all this time talking about how to make it work.

Next week we’re going to talk about configuring Google WebMaster Tools. This is also an absolutely essential tool for webmasters to master and we’ll talk about that next week.

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