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Understanding Google Analytics Metrics

So often we speak to new clients who have a Google Analytics account, however they are not using the data. Here at Mars we love Google Analytics– you can discover all sorts of interesting information about your website like number of visitors, countries they are from, which pages were most viewed and much more!

We have compiled some handy explanations of the metrics below.


This is a measure of how many visitors came to the site and leave after looking at only one page. Its a measure of both the quality of the visitor and how relevant the site content is to that visitor. According to Google, the bounce rate for most sites hovers between 40% and 60% (there are some exceptions here).


The page your user begins their visit to your site.


Tells you where in the world people are when they visit your website.


New visitors have not been to your website before, returning visitors have. It’s worth noting that the new visitor numbers may not always be accurate. for example if a visitor goes to your site on their mobile phone and then later in the day on their desktop, both are recorded as new visits, when actually it’s one person.


More and more people are browsing the web on their mobile devices, tablets, iPads and smartphones. If you are considering whether to invest in responsive or mobile friendly version of your website this is a great report to be looking at. You’ll probably notice that almost 50% of your visitors are viewing your site on mobile devices such as tablets and smartphones.


This is one of the most useful reports to find out how people are finding your website. Visitors will arrive at your site one of fours ways.

  1. Search traffic – This indicates people who find you through keywords that they type into a search engine.

  2. Referral Traffic – Visitors that are ‘referred’ have clicked on a link to your website from another website.

  3. Direct Traffic – This basically means that Google can’t identify how the visitor came to your site. There are many avenues that some can come to your website directly. Some of these are; they typed the URL directly into their browser, they have your site bookmarked, they clicked on a link to your website from an email or a PDF.

  4. Campaigns – This is paid advertising. e.g.  if someone arrives at your site via a paid adwords campaign.

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