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For many of us, traffic and website analytics are very foreign ideas. But understanding traffic and reading website analytics reports doesn’t have to be a complicated endeavor. First up, let’s break down the terminology:

Page views: Each time someone lands on your site (when they load one of your pages) it generates a page view. Keep in mind that this tallies regardless of who visits or how many times they’ve been to the site. To some degree it is a bad measurement of traffic. We all love returning visitors, but most of us really care about those valuable first time folks.

Visits: This measure shares how many users have spent time on your website, regardless of the number of pages each user views.


Unique visitors: This is an important stat and as the name implies, this metric counts only the unique users who visit the site. If a particular visitor comes to the site every day, it still only counts as one visit.

Pages/visit: This metric shows you how many pages a visitor perused during each session. The higher this number, the better.

Average visit duration: How much time do users spend on the site during each visit? While you want someone to spend a long time on a site, the average time spent is generally 3-5 min and sometimes less. Obviously longer is better, but currently the only site that gets massive visit duration is Facebook, with an average of twenty minutes per visit.

Bounce rate: This number indicates people who “bounce” off of the page. So, someone visits and then decide they are either in the wrong place or you’ve sent them into “surf shock” and they leave. Generally the lower the number the better, but the average bounce rate is around 50-59%.

% new visits: This measure is the percentage of your traffic from first-time users who have never been to the site before. If you’re eager to get repeat people to your site (and this will often depend on the nature of your business) you’ll want this number lower than your repeating visitor number.

Understanding Google Analytics

These days, most websites use Google Analytics to measure traffic. It’s considered by most web designers to be the gold standard of measurement, and best of all, it’s free.

Getting Google Analytics is easy. You simply register on the site and it will give you a snippet of code that will go on each page of your website. Your web person can add this if it wasn’t installed when your site was built. Most hosting companies come with a C-panel backend that measures traffic. Even so, I highly recommend getting Google Analytics for accuracy and some other reasons you’ll see in a minute.

Once you set up Google Analytics, give it a few days to gather data. Once you do, you’ll start to see numbers appear on your dashboard. Google Analytics continues to update their system and recently launched a beta version of real time traffic, available. I tend to watch these real-time traffic numbers pretty closely. It’s a great tool if you’re on top of a promotion, letting you see what kind of traffic you’re driving to your website in real time.

Getting to Know Your Data

When you first start looking through the numbers, you’ll want to get a sense of the things we described above: Page Views, Bounce Rate, etc. If you’re worried that your bounce rate is too high, consult your web person to see if there’s anything you can do to lower it. One of the areas I spend a lot of time on is the Traffic from All Sources page, so I can gauge what hits are coming from where. Not only will this help me create referring traffic from various channels, but it also helps me know what’s working and what isn’t.

Measuring Social Media

One of the most exciting additions to Google Analytics has been their tracking of social media. This is a fantastic tool that lets you see how much of your traffic is coming from social media. So, what’s a good mix? I think half of your traffic should come from social media; the rest should come organically from Google.

Measuring AdWords

Google Analytics can also connect to your AdWords campaign, allowing you to measure how your online ads are performing. If you run ads on your site, click Content > AdSense > Overview to see which pages are earning the most revenue (and how much). You’ll need to link them together in the AdSense tool first.

How much traffic you get and how well it’s converting will depend on your reach and your website, but knowing these numbers is important. Remember that the significance of each category will depend largely on the industry you’re in. If you want lots of returning visitors, then the percent of new visits number will need to be lower. If you’re looking for lots of new traffic then unique visitors is what you need to pay attention to.

Getting to know your traffic is not only important, but mandatory if you’re going to know how effective your online marketing is. Also, knowing your Google Analytics numbers will show you if there’s a problem on your site, like low conversion, which could be because of a broken page or broken link.

RHIPExcerpt from Red Hot Internet Publicity: An Insider’s Guide to Marketing Online by Penny Sansevieri, available now on

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