Google Analytics - Measuring Behavior

As companies begin to further analyze their website data, they are realizing that metrics like number of users on the site, page views, and unique visitors are just the tip of the website data iceberg. Taking a deeper dive into website behavior can give brands real insight into how their sites work, how people are using the website, and where changes can be made.

In Google Analytics under “behavior” there is an overview of how people are using the site. Further exploration of the behavior section will show metrics like the entrances and exits, which tells companies where people enter and leave their websites. If a lot of people tend to exit from a page when they are meant to click somewhere else, that brand can make the necessary changes. Page entrances also hints to the best external referrals that are bringing people onto the site. Showing these on a dashboard can allude to user flow without going too in-depth for companies. Another aspect of the behavior section is the content drill-down. The content drill-downs analyzes the pages users are spending the most time on. This shows the type of content users enjoy interacting with, and future content can be built in the same style. Aspects like the breakdown of the browsers shows the top internet browsers website traffic coming from, which can help optimize content.