Google Analytics: How to use this tool to get to know your audience and sell more?


An introduction to the use of Google Analytics: One of the major advantages of the online digital market lies in the ease of measuring results compared to the market without using the internet (offline).

When using advertisements on TV, for example, it is somewhat impossible to know if your audience is actually affected. On the web, you can specify the origin of the network traffic, the number of people who clicked on a specific advertisement and bought the product, and other metrics that are essential in order to understand if your strategies are working as planned, and identify the aspects that need to be improved to attract more visitors. Generate more leads and of course sell more.

There are several tools that can help you get this data, but the most important tool is without a doubt: Google Analytics, in addition to providing all the information you need on your web page, the Analytics tool has a free version, meaning you only need Having a Google email account to start using this tool.

In today’s post, you will learn what Google Analytics means and how to use the data provided by this tool to improve the performance of your business!    Contents

1) What is Google Analytics?

The Google Analytics tool is a monitoring tool in Google whose mission is to collect data from any website, blog, e-commerce activity , and application by means of a code that is installed on these pages.

Through this tool the following can be recognized:

  • The number of people who visited your site.
  • The number of people who came to the site for the first time.
  • Number of people who are considered regular visitors.
  • Pages with the highest entry rates.
  • The average stay time of the visitor.
  • The keywords that attract your visitors the most.
  • The number of users that came from the search pages and the number of users that came from the ads.
  • And other information.

But don’t worry, you don’t need to analyze all of this data. Analyze only the data that is important to understand the audience you are dealing with and the type of content that is most interesting to them, and for each entrepreneur this data is different.

Sounds complicated, right? We will give some examples to understand the topic more!

A blogger who creates content frequently needs to know the keywords that attract the most traffic for his blog, to improve his texts from a content point of view (such as SEO) and focus on ranking research and thus enjoy more visibility for new visitors.

As for an e-commerce owner who invests in advertising, he needs to know which advertising campaign is performing best, given clicks and sales, to direct his investments.

For a digital influencer , what really matters is knowing which social network is bringing the most users to the site.

2) Why is it important to monitor the performance of your pages?

An entrepreneur needs to know the people who visit his page every month, and see if this number is declining or rising, to improve your online presence.

Through the data provided through tools such as Google Analytics, the digital influencer can identify the obstacles to his strategy and prepare content that is more harmful to the target and is more appropriate to the personality of the persona who intends to reach him.

Here’s another example.

Imagine that you set up an ad campaign on Google AdWords and your website traffic rate has increased by 20%, but the bounce rate on the page has also increased by the same amount.

The bounce rate represents the number of people who entered the page, but didn’t take any action (we’ll explain it better on this topic throughout this text).

What does that ?

There is a assumption that your ads may not be appropriate for the page content. That is, the user who clicked on the banner and who had certain expectations, but was unable to find the solution to the problem he was facing.

By having this information on hand, you can improve the text in your post, insert images and graphics, put more links, use research data to increase the value that is added to that content and make it more important to those who read it.

In the opposite case, when the ads contain a low rate of clicks, but where the visitors are interacting with your page, it is possible that the ads are not able to attract the attention of the audience, which may be a mistake in the division, copy or design .

3) How do I install Google Analytics?

1- Enter the Google Analytics website, link:   

2- To use the service, you must have an email account on Gmail. If you do not have an account yet, you can set it up via this link:    

3- On the next page, fill in the information like account name, website name, website URL path … etc

4- Click on Get a follow ID. The Tracking ID is the number that will collect and store data on your site. You must copy and paste this number on all the pages you wish to monitor.

Important tip:

You can use the same account to monitor more than one webpage. In this case, you will have to generate several different identifiers.

How can I install the tracking code on your site?

There are three options for installing the tracking code on your pages:

  • Paste manually, but this requires programming knowledge and / or professional help.
  • On sites and blogs developed by WordPress, there is a plugin that automatically installs the code across all your pages.
  • Another option for integrating your site with Analytics is Google Tag Manager : Free Google Tag Manager software that is also used to install Google AdWords pixel .

After installing the follow code on your pages, Google Analytics tracks the entry and actions of your visitors. Note that data prior to the installation process will not be calculated.

4) What can you find on the Analytics dashboard?


After installing the follow code on your website or blog pages, your Analytics home page will appear as follows:

On this page, you can notice data such as the number of hits on your site / blog, the conversion rate per page, the profit earned , the number of new sessions initiated during the last 7 days, which is the typical – standard setup of the tool.

In the blue rectangle on the right of the page, the number of visitors that were on your site at that moment is displayed, as well as the list that includes the five pages with the most active users.


Admin: Shows all pages (belonging to the person) that are monitored through that draw. In this list you can edit information such as goals, Google Adwords extension, tracking information, and more.


In the Reports section, you can get customized reports on your page regarding target audiences, the main sources of visitor network traffic (acquisition), user behavior, and conversions.

But don’t worry, we’ll explain these key metrics below.

5) What metrics does Analytics provide?

As we talked about in the text, the metrics you’ll evaluate depend on your business goal.

To access the entry-level reports, click Audience> Overview.

Fonte: Google images The main graphic (flaw) shows the entry counts during the analysis timeline. The circular graphic shows the number of new visitors (blue) and the number of regular visitors (green).

In this same panel, you can see the country that tops the number of entries, the language with the highest numbers of accessing your page using it, the browser most used by users, and in the case of mobile devices, the most popular operating system among visitors.


The number of visitors that entered your site during the time period subject to analysis.

New users

The number of people who entered your page for the first time, this number is always less than the total number of users, as it does not take into account people who access your site more than once during the period of time subject to analysis.

It’s important to follow this number to see how many people have really interacted with the content you share on your page.

Session (s)

A session represents the length of time the user remains engaged with your page. It starts from the moment the visitor enters the content and closes after 30 minutes without any activities on the part of the visitor.

Number of sessions per user

The number of new sessions opened by the same user.

Page Views (Pageviews)

This is the total number of pages viewed. The higher this number, the better, as this means that people have visited other pages of your site.

Average session duration

This indicator shows the average time the user stays on the page. It is an important indication that the visitor has browsed that content carefully.


If you have text with an average reading time of 5 minutes, and the user is less than 15 seconds left on the page, that means they have only read the title. If the average time is more than a minute, it can be agreed that the user has read at least the main points in the text (pen points).

If the average length of the session is very low, you can invest more graphic features to present the information.  

Bounce rate

The bounce rate represents the percentage of sessions that return to a single page, in which the visitor did not take any action and did not interact with the content, meaning that the visitor did not use the scroll bar and did not click on any of the links.

To reduce this rate, you can invest in many resources and visual benefits to keep the user in a state of permanent activity on the page until he takes an action.  

It is worth noting that the title and the opening paragraph in the text are two decisive factors that affect the reader’s interaction with the text. Check that you let the promise you make is well clear and present something that can be considered important for the target audience.

In addition to the Overview, you can get more detailed data about your audience, such as:

  • Demographics
  • Interests.
  • Geo-information.
  • Behavior.
  • Technology Technology.
  • Mobile devices.
  • Custom data.
  • Comparisons on Benchmarking Market.


The Behavior and Behaviors list shows your users’ main interactions with your site.

To discover more accessible pages, for example, choose behavior> site content> all pages.

Through this information you can know which contents interest the audience the most, and thus you can focus on supplementary materials.  

(Resource: Google Images)

Fonte: Google Images

By clicking on the pages with the most visits, you can also see the evolution of the topic over the period of time being analyzed. If a post has a lot of entry, and then it has experienced a significant month-to-month drop, you can apply several changes to restore that network traffic numbers and possibly improve that number as well.  

 6) What kinds of visitor traffic does Google Analytics monitor?

Customer Acquisition Resources shows which channels are bringing the most traffic for your site or blog. This information is essential for you to decide if all your efforts and financial investments are yielding results.

Organic search

Calculates the number of users who landed on your site by searching Internet search engines. This is why it is very important for your site to be among the first search results within the engines, as the content that ranks first in the engine receives 33% of the clicks, while the second and third rank site receives 18% and 12%, respectively, of clicks.

To reach these ranks, invest in content quality as well as in search engine optimization (SEO) techniques or in English Search Engine Optimization, and here on our blog we have many great tips for preparing attractive texts. Take this opportunity now and read these posts and texts after you finish reading this text !

Social media

Social network traffic is that traffic that is generated from ads and posts made on social media networks such as Facebook and LinkedIn . With this information, you can discover which social channels are most useful for your marketing and promotional activities.


It talks about users who accessed your page via the newsletter or any other means of communication sent by email. This number is important for proving the effectiveness of your email marketing strategies.

Also, read our comprehensive guide on using email marketing the right and useful way.

Direct network movement

Under this category falls the traffic received through direct entry, meaning that the user has typed your website address into the search bar in the browser. Having a high volume and high rate of direct entry numbers shows that people consider your domain to be an authority and reference in that topic.

Referral retinal movement

Referral referrals are those who land on your page thanks to a referral or link from other websites or blogs. If you have a business related to teaching knitting with wool, you can refer, for example, to a wool-selling website where wool is the first priority.  

It is impossible to monitor the number of sites pointing to your site with a link, but it is important to check the quality of these links periodically, as a result, bad links may darken your ranking within search engines.  

If you want to get more links that lead to your site, you can also start with a guest posts strategy to exchange texts with sites and blogs that talk about the same niche you work in, thus increasing the visibility of both sites (your site and the host site) .

Paid Search

Paid traffic shows visitors who enter your page after they click on one of your ads. This data, with the help of Google AdWords, is the main metrics for measuring the effectiveness of your advertising campaigns.

But it is very important to be careful: if traffic and traffic are only generated from ads, your business will not be sustainable and will not last in the long term.

From an angle, we consider ads good to get quick results, but having a well-defined content strategy is the real factor that will make people return to your page, even if you don’t have more money to invest in advertising campaigns.

How do you use Google Analytics to improve conversions on your site?

The conversion rate is not always related to the purchase.

Downloading an ebook, subscribing to a newsletter and asking for a price / free trial also requires direct action from the visitor, and so all of these aspects must also be measured.

To follow the conversion rate on your business and marketing actions, go to: Manager> Select Ownership (Account)> Objectives> New Target

Currently, Google Analytics allows you to enter 4 types of goals:


Follow visits to a specific page or screen of the app.


Monitor the length of time a user session lasts. This number varies according to the target.

Pages / screens per visit:

The number of screens and windows opened by the user may be an indication that the visitor has accessed several useful contents.

the event:

Shows if the user takes a specific action, such as watching a video.

Analytics also lets you set up a funnel for conversions to understand the path a user has taken from their first entry to their specific desired action.

To access this information, select the command Monitor Conversion Funnel, and manually paste the URL links back to the pages you want to follow.

Suppose your goal is to increase the number of people contacting your sales team to request a budget or price for something. You can monitor (monitor) the following URLs: the site’s contact page> contact our consultants> the application form.

If the visitor completes two of these stages and withdraws from that in the last stage, this may indicate that the text of the page has caused him confusion and confusion, or that the application form has been placed in an inappropriate place or even that you are requesting a large amount of information from the visitor.

Google Analytics won’t tell you exactly what it’s wrong with it.

Rather, it only provides you with data that will help you make some necessary improvements, and by that, the tool has taken you halfway.  

Based on this, you must do some tests to prove the correctness of your hypothesis.

This optimization process never stops even if you are performing very well. Although this work seems daunting and requires a lot of effort, it is defining these improvement paths that will ensure that you increasingly reach more people, without losing the quality of the materials you provide.

7) Measure, measure, measure for improvement

Metrics are fundamental to understanding whether or not your actions are generating leads to you, and they can also show you that you need to revise your marketing plans.

And when we talk about measuring results online, there is no other tool that is as comprehensive and integrated as Google Analytics.

From now on, you will be able to use the functionality of the Google Analytics tool to better know your audience, and to provide content that is more compatible and compatible with the expectations and desires of this audience, thus improving the performance of your business in a continuous and sustainable way.

Take advantage and read our post on goal setting and see how to set up key performance indicators (KPIs) or just call them KPIs that relate to your business.


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