Identify key metrics in Google Analytics

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Business Benefits

Learn the most crucial metrics and reports, and use the insights to optimize your business and increase ROI.


Use bounce rate as a key metric to identify the quality and relevance of your website.

Go to Audience > Overview and select Bounce rate from the drop-down menu to see how Bounce rate trends over time.

  • Look at the timeline to identify positive and negative trends.
  • Analyze the bounce rate at a more detailed level such as traffic source, landing page, and location, to better understand these trends.

Go to Acquisition > All traffic > Source / Medium and check the bounce rate per traffic source in the Bounce rate column.

  • Identify the channels with high bounce rate, those much higher than the website average.
  • Optimize the channels. You can change targeting, change landing pages, and reduce marketing spend.

Go to Behavior > Site content > Landing pages and check the bounce rate per landing page in the Bounce rate column.

  • Identify the landing pages with high bounce rate.
  • Optimize the landing pages with test copy, images, and calls to action.

Go to Audience > Geo > Location and check the bounce rate per location in the Bounce rate column.

  • Identify countries, cities, or regions with high bounce rate.
  • Reduce the marketing spend in these areas.

Check Users metrics to determine the number of visitors to your website.

Go to Audience > Overview and look at the timeline to see how the number of visitors varies over time.

  • Identify positive and negative trends.
  • Analyze the users at a more detailed level by looking at traffic source, location, device category, and so on, to better understand these trends.

Go to Acquisition > All traffic > Source / Medium and check the user count per traffic source in the Users column.

  • Identify which channels are the main source of traffic to your website.
  • Compare different time ranges to identify how traffic sources trend over time.
  • Use these insights to inform your strategy, for example, invest in Search Engine Optimization if your organic search traffic declines over time.

Go to Audience > Geo > Location and check the user count per location in the Users column.

  • Identify which locations generate traffic to your website.
  • Use the insights to inform your strategy, for example, launch additional campaigns in locations which generate few visits but have a good conversion rate.

Go to Audience > Mobile > Overview and check the user count per device category in the Users column.

  • Use the insights to inform your strategy, for example, focus on mobile user experience if the share of users from mobile devices is very high.

Use the Pageviews metric to evaluate the popularity of the content on your website.

Go to Behavior > Site content > All pages and look at the Pageviews column to identify the most popular pages on your website. Use the insights to inform your content strategy. Identify topics that resonate with your audience and create similar content. Identify top product detail pages to learn more about product popularity.

Check the Goal completion and Goal conversion rate columns to better understand the drivers of your business goals.

Go to Acquisition > All traffic > Source / Medium and check the Goal completions and Goal conversion rate columns.

  • Identify traffic sources with many goal completions and a high conversion rate. Scale these channels, for example increase spend and build additional campaigns.
  • Identify traffic sources with few goal completions and a high conversion rate. Increase the marketing spend in these channels.
  • Identify traffic sources with a lot of sessions and a low conversion rate. Optimize these channels, for example, perform the performance audit, reduce spend, and change targeting.

Go to Audience > Geo > Location and check the Goal completions and Goal conversion rate columns.

  • Identify locations with many goal completions and a high conversion rate. Launch additional campaigns or increase Google Ads CPC bids for these locations.
  • Identify locations with a lot of sessions and a low conversion rate. Reduce marketing spend in these locations or exclude them from paid campaigns.

Check ecommerce transaction data to better understand the drivers of your online revenue.

Go to Acquisition > All traffic > Source / Medium and click on E-commerce.

  • Check the revenue numbers under the Revenue column and compare them to the marketing spend for each of the paid traffic sources to calculate your Return On Ad Spend (ROAS).
  • Scale the traffic sources with a high Return On Ad Spend, for example, build additional campaigns, expand targeting, and increase spend.

Go to Conversions > Ecommerce > Product Performance and check the Revenue column to identify your top-selling products.

  • Use this data to inform decisions about the product inventory on your website.
  • Use this data to decide which products to focus on in your marketing campaigns.