How to Measure User Engagement with Google Analytics

Sachin Kaushik |

18th June 2019

A website is a critical business requirement in this age of digitization. Your website reflects your business and its value proposition. To attract new customers and rank higher in searches, businesses of all size give their best efforts. Thousands of businesses compete to rank for a single keyword. Everyone wants to be found on the first page of Google search results. No matter how good your services are, your website will not gain traction on search engines without a clearly defined digital marketing strategy.   First and foremost, your website should be user-friendly with up-to-scratch search engine optimizations. In addition, it must have an appealing design and high-quality content to engage visitors and turn them into customers. Most importantly, you need to get a clear picture of your website’s footfall statistics.   Google Analytics is an online tool that tracks your website’s inbound traffic. It measures your website’s performance based on various factors like traffic channels, country, bounce rate, new visitors, and returning visitors.

Advantages of using Google Analytics

Given below are the key benefits of using Google Analytics.
  • Google Analytics reveals the source and location of your website’s visitors. It enables you to effectively target your potential clients or customers
  • It identifies the likes and preferences of your audience based on what they access on your website
  • You can also check the impact of running a campaign by analyzing the figures listed in live Google reports.
Let's see how Google Analytics measures a website’s performance
  • The average duration of each session enables you to determine the average time spent by users on a particular landing page. It is the total time spent by users on your website divided by the total number of sessions (excluding the last page).
  • The average session duration varies depending on the type of content you publish on your website. To increase the average duration, it is important that you make your website interactive, and appealing to visitors. You can do so by adding videos, inbound/outbound links, and attractive graphics.
  • Using Google Analytics, you can measure the retention rate of your website visitors. It lets you analyze your new and returning visitors and how much time they spend on your website.
  • You can also keep track of your website’s bounce rate and take the necessary steps to reduce it.
Also read The June 2019 Broad Core Algorithm Update: Its Effects On Search Ranking
Closing Thoughts
Google Analytics is an essential medium to identify the digital marketing metrics of businesses. The graphical representation of data makes analyzing easier and convenient for the decision-makers of any business.