Introducing: Google Analytics

Google Analytics is a free Google-service to collect site statistics. The purpose of this service is to give the administrator an accurate insight on page views, visitor rates and traffic sources. By using this service, an administrator can adapt advertisements or parts of the site to make it more suitable for the readers.

Google Analytics offers several important functions, displayed on the dashboard, such as: the number of visitors, page views, average time people visit the site,.. . Also the service gives you very useful information on the site’s findability, a term for the ease with which information contained on a website can be found, both from outside the website and by users already on the website.

Google Analytics: the disadvantages

The service uses JavaScript, which means that it is possible that some visitors aren’t counted. This means that the statistics aren’t that complete and there might be some ‘holes’. That gives you a distorted view of the visitors. Another disadvantage: due to the performance of JavaScript, it sometimes take a little while to load the page.


Google Analytics gives you the opportunity to see dozens of KPI reports (Key Performance Indicators), but there are so many, even for advanced users. In this blog post, you can find the most important indicators a content creator needs to focus on.

  • Bounce rate: the number of visitors who enter the site and bounce (leave the site) rather than continue viewing other pages on the site. For example: if 90% of the visitors arrive at your site, view only one page and leave the site,  you have a bounce rate of 90%. The lower this rate is, the better. The average percentage is between 40 and 60 percent.
  • Average time on site/page viewers per visit: a high number means visitors are engaging with your contents. Those two rates are not positively correlated: visitors may spend more time reading some selected contents, but view fewer pages during their visit, resulting in a high number in time and low in page views.
  • New vs. returning visitors: this depends on the focus of your site. if your organization is proactive in online marketing or promotion, you should expect a higher number of new visitors, otherwise someone needs to take a closer look  at either the promotion or the contents. on the other hand: a niche or hyper-local site may expect a larger portion of returning visitors.
  • Frequency and recency: how frequently do visitors return to your site within a time frame? If visitors only come once and don’t return you might think that you’re marketing your site to the wrong audience.

    Read the full article here.


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