Understanding Basic Analytics Metrics
By Seth Price
About Web Analytics
So, you’ve gotten Google Analytics set up on your real estate website and are ready to see how your site is performing. But, when you dive into your Google Analytics account, you’re immediately overwhelmed by all of the different metrics.
Fear not! We’re here to help you make sense of it all. Below is a breakdown of some of the most basic Google Analytics metrics you should know:
Visits – Each and every time someone visits your website, Google Analytics registers it as a “visit.” In general, you want this number to be as high as possible. (Keep in mind, however, that visits alone aren’t always a strong indicator of your site’s success.)
Unique Visitors – If you don’t count repeat visitors (wherein the same person visits your site more than once), what you’re left with is unique visitors or “uniques.” Many marketers consider uniques to be more important than visits, as they do a better job of representing how many individual people are interested in your site.
Pages / Visit – This is the average number of pages viewed during a visit to your site. A high average could mean that visitors are engaging with your content. However, it could also indicate that visitors are having trouble finding what they’re looking for on your site.
Avg. Visit Duration – This is the length of time the average visitor spends on your site during a particular visit. As with pages / visit, a high average visit duration could be considered positive. Alternatively, it could mean visitors are struggling to find what they’re looking for.
Bounce Rate – Bounce rate is the percentage of visitors who come to your site and leave without viewing any other pages. A high bounce rate is generally a bad thing, as it indicates that visitors don’t want to engage with your site. (However, it could also indicate that visitors are finding what they’re looking for right away.)
% New Visits – This one’s pretty self explanatory: it’s the percentage of first- time visitors to your site. While a high percentage is generally considered positive, it might also indicate that visitors aren’t finding much value in your site, which is why they aren’t returning.
Want to dive deeper into the world of web analytics? Download our free eBook below: An Introduction to Google Analytics for Real Estate.
Published on April 25, 2013
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Written by Seth Price
Seth is a brand and marketing strategist with 20 years of digital marketing experience. He’s a founding team member and VP @Placester, author of the bestselling small business marketing book, The Road to Recognition and host of The Craft of Marketing and Marketing Genius podcasts. As a speaker, writer, and marketing workshop leader, Seth brings levity, mentorship, and a dose of reality to the businesses and entrepreneurs he coaches.