Learn about the most important Google Analytics metrics you should be keeping track of.

1. Google Analytics
Metrics You Should Be Monitoring

2. Audience > Demographic > Location
This report lets you see where visits originate (Continent, Sub Continent, Country, City). For web
visitors, Location is derived from mapping IP addresses to geographic locations. City location may not
be accurate for visits from mobile devices.

3. Audience > Overview
An at-a-glance view of of visitor metrics. You can see visits over the last month (line graph), new
vs returning visitors (pie chart), and a list of values for each of the following metrics: visits, unique
visitors, pageviews, pages per visit, average visit duration, bounce rate, and new visitors.

4. Traffic Sources > Search Engine
Optimization > Queries
Source: Every referral to a website has an origin, or source. Possible sources include: “google” (the
name of a search engine), “facebook.com” (the name of a referring site), “fall_newsletter” (the name
of one of your newsletters), and “direct” (visits from people who typed your URL directly into their
browser, or who had bookmarked your site).
Medium: Every referral to a website also has a medium. Possible medium include: “organic” (unpaid
search), “cpc” (cost per click, i.e. paid search), “referral” (referral), “email” (the name of a custom
medium you have created), “none” (direct visits have a medium of “none”).
Keyword: The keywords that visitors searched are usually captured in the case of search engine
referrals.
Campaign is the name of the referring AdWords campaign or a custom campaign that you have
created.
Content identifies a specific link or content item in a custom campaign.

5. Traffic Sources > Search > Organic
This report allows you to view various metrics like Keyword, Visits, Pages/Visit,
Avg. Visit Duration, % New Visits and Bounce Rate. You can also drill down on
other metrics like Contact, Technology, Traffic Sources and Visitors using the
primary and secondary dimensions.

6. Content > Content > Overview
Google Analytics tracks the following kinds of data about how visitors interact
with your site content:
• The pages on which they enter and exit your site.
• How often and how long they view individual pages.
• The extent to which they search your site for specific content.
• The extent to which they interact with things like slide shows or
embedded videos.
• How frequently they click AdSense ads, and the revenue you see from
those clicks.

7. Conversions > Goals > Overview
Goals are a versatile way to measure how well your site or app fulfills your
target objectives. You can set up individual Goals to track discrete actions, like
transactions with a minimum purchase amount or the amount of time spent on
a screen.
Each time a user completes a Goal, a conversion is logged in your Google
Analytics account. You can also give a Goal a monetary value, so you can see
how much that conversion is worth to your business. You can analyze the Goal
completion rates, or conversion rates in the Goal Reports. Goals conversions
also appear in other reports, including the Visitor Report, Traffic Reports, Site
Search Reports, and the Events Reports.

8. Thanks for attending our Google
Analytics webinar.
Need your Google Analytics set up or have
other questions? Call ITC at 1-800-383-3482.