Which Google analytics are important?



Google analytics and SEO will waste hours of your time as a small business owner or blogger. The reality is those hours wasted watching and tweaking can be better invested elsewhere in Zurich. 

Trust me, I have spent hours over time watching “Real Time” on the Google Analytics Dashboard, I have asked myself why are 5 people in San Diego from accessing the site with their Samsung, iPhone and other devices simultaneously. 

The reality is that they could be anyone, a web robot, a class using the website content for an exercise or a number of other inventions of my mind. 

It is why I now look for exceptions and have a quick 20 minute weekly review to look for potential red flags.

Do you sell and worry about your shop statistics?

  • Any sale per customer close to CHF 50 or above makes you average. 
  • The Average Revenue per Paying User (ARPU) is your total monthly revenue divided by the number of users which transacted that month. 
  • If you are below CHF 30, you may be earning other sources of income or need to consider making an offer at checkout. “Customers who purchased this also liked ….” just like Amazon and other large stores do relentlessly.

If you are earning over CHF 500 per customer, you are special and have no need to read any further.

You are in the top 15% of all website stores on the web. 

You must have found this page mistake or think you may want to talk at a network night and tell others how you did it. 

What is the "average sessions per user"?

This is a simple metric to follow, to be average it needs to be between 1.2 and 1.6. 

Once a user visits our website, you hope they will come back, if the value is close to 1.0 because you are starting out with a new blog or website,, do not worry. If on the other hand you have multiple pages or one which attracts a huge amount of visitors compared to the others, think about changing the content mix of your posts. 

A simple example used on this website is to group posts together on some pages. This is what was done with a few LinkedIn posts to cluster them for the reader. 

On this website our average sessions per user is content and event related, some weeks we are at 1.3 and others 2.7 because of event registrations coinciding with an informative local Zurich post. 

Today as we write, for all of 2019 it was a 1.49 average.

What is the Google average for pages per session?

A subtle difference to the sessions per user, yet still worth keeping an eye on in your Google analytics dashboard.

For 2019, The Zurich Networking Group website averaged 2.79 and it is at the lower end of the average but not critical.

Pages per session helps us to see how someone reacts after they get a page or event link in the newsletter or from social media updates.

We spend nothing on Google advertising, so we try to build content in the hope that members see something, read it and then see another page and have a quick look. 

It is also why for 2020 the style was changed to improve the view via a smartphone or a tablet device. 

The danger level is 1.5, so anything below that needs attention.  

The problem could be your homepage speed ( time taken to load up) or the way you take them to the checkout. The journey may be too complicated or just confusing. 

You can see this if you look for the exit page.

To find the metric in Google Analytics, login, navigate to Content > Site Content > Exit Pages. There you will find the total number of exits, exit percentages, and the number of page views

To read more on Google Analytics help page comparing exit and bounce rates.

My Google bounce rate average is high at 60% or is it really?

Google’s definition of bounce rate is the percentage of single pageview visits to a website. 

This means anyone checking out an event or a course description will arrive and leave and be included in the figure. 

The Zurich Networking Group bounce rate is variable by day, month and its yearly averages was 60% for all of 2019. 

  • On the 1st, 3rd and 7th January 2019 the bounce rate was 100% ( I am glad I was not logged into Analytics on those days).
  • Then it reduced on the 16th January to 11% ( dreamland of the top website league) and why? There were only 9 recorded users on the website. 

The age and purpose of your website is a big factor. A new website and blog will have additions made to its pages and content. The writer will learn more about the visitors and then meet their needs better and so reduce the bounce rate.

What is average?

If your bounce rate is below 45% you are doing a good job.

45% to 65% is really the average band, some may add a 5% buffer for site age or content variations.

Once you get over 70%, it is possibly a problem which needs to be looked at, time to have a look around.

It could be you have one page which is trending or that you have paid traffic aimed at for your book or class offer. 

One site which is known to me has over 88% of all traffic hitting a single page during holiday periods.

The bounce rate is close to 90% as people land, take what they need from the page and leave.

The business owner expressed concern, the solution is simply to change the content strategy. Add additional layers to develop other topic areas and to spread the content wider to keep the reader interest or have them share it with friends.  

Do not forget Adsense advertising may be good on the one hand.

On another it harms the site owner and affects the bounce rate because the site visitor leaves to see other content which has been advertised to them. 

the advice is not to worry that your ratios are not as high as Swisscom or the ZKB, you are in a different site visitor world.

Think about your own baseline.

Learn how to plan for a person who visits your website, to give them what they need or how you want the purchase experience to be the best you can make it.

To conclude

Before worrying about your website performance, think about your reader engagement and loyalty, define the purpose of your site.

Can they get to here they need to get to in 3 or 4 link clicks on their journey?

If they can, you are helping them, the site visitors will follow a pattern or path.  This gives you a perspective and one where you can assemble the data and bring it together like a completed jigsaw. 

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