Google Analytics is a great free tool for measuring how your website is performing. One of the most useful resources is the ability to measure traffic to your website. But if you stop there in your use of Google Analytics you are missing out on some essential, targeted data about your visitors that every business needs to know. Google Analytics is so complete that you might not even  know some of these metrics for your website exist. So without further ado…

Here are 5 Google Analytics tools your business cannot overlook

1. Audience Engagement

This metric provides you insight as to the length of time a visitor stays on any given page of your website. This information can be absolutely crucial in gauging how interested your audience is in the content of your website. Pages with less time spent on them are likely not engaging your audience the way that you want. Use this data to make necessary improvements to your pages.

2. Traffic Sources

There are many ways that a visitor can land on your website. The traffic sources metric tells you exactly how people are finding your site. Whether it be from direct links, through social media channels or organic search results, these metrics help you determine what marketing efforts are working for you and what needs to be improved.

3. Page Bounce Rates

A “page bounce” is when someone lands on one of your pages and then quickly navigates away to another page or worse yet, offsite completely. Believe it or not, this is one of the most crucial metrics from a search engine optimization perspective. High bounce rates on landing pages are a good indication that your content is not immediately engaging and Google will actually penalize websites in search engines that have excessive bounce rates. Use this metric to re evaluate your pages content.

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4. Mobile Traffic

In today’s digital world, mobile use has surpassed desktop use. Everybody is plugged in and online nearly at all times. Websites absolutely must cater to the mobile world that we live in today. This metric will reveal insight to how mobile use is affecting your website traffic. Use this data to gauge the overall customer experience on your website.

5. Audience Location

This metric gives you specific information as to where your visitors are coming from geographically. Knowing the location of your traffic can help you to further gauge your marketing efforts to your website. This information can help you determine if you are reaching your target audience and give you insight as to who is finding you that you may not even be aware of. Use this data to adjust your marketing efforts accordingly.

These are just a few of the awesome tools available to you through Google Analytics and just a few reasons why every business needs to utilize all of the helpful insight that this incredible free tool offers about your online presence.

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