Essential Website Parameters in Google Analytics 4

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1 - Location of Your Website Visitors

If your business is small, this data can help target marketing appropriately. On the other hand, traffic from outside the location on which we base our marketing strategy does not always mean we should expand our marketing area. For national or international companies, location information can be valuable to determine which cities or regions their customers come from.

2 - Average Time Spent on the Page

This tab measures the duration of users' visits to the page and the number of subpages visited. It indicates whether the page genuinely captures attention and how interested visitors are in the content posted there. The more time a user spends on your page, the better.

3 - Traffic from Mobile Devices

The number of searches from mobile devices doubled between 2012 and 2013. Currently, globally, the number of mobile searches has already surpassed those from traditional computers. The increase in mobile traffic is one reason why it is worth looking at how many people visit our site from smartphones and tablets. The lack of a mobile version, or poor optimization of the site on smaller devices, can significantly worsen your site's performance.

4 - Sources of Visits

This data primarily helps in determining the strengths and weaknesses of your site's marketing campaign because it identifies the source of traffic that leads people to your website. Here you can check how strong your organic position is and how much traffic you owe to paid campaigns.

5 - Social Media Traffic

This indicator determines the most popular links from Social Media pages leading to your website and can help direct social marketing.

6 - Website Content Trends

Over time, this parameter can show trends such as a sudden increase in traffic to your website around holidays and the effectiveness of particular promotions.

7 - Bounce Rate

The bounce rate, known as a key metric in Google Analytics, shows the percentage of visitors who leave your site after a short time without any interaction. Usually, the lower its value, the better. An exception might be, for example, a blog, where regular readers seeing a link to a new post read it and immediately leave the page because they are already familiar with it. However, if your page is more of a 'landing page' type, a rising bounce rate can be concerning – perhaps the content on the page is uninteresting, the page is not very intuitive, too complicated, or unattractive to the user. A high bounce rate is often related to a slow-loading website. Internet users simply don't like to wait.

8 - Search Engine Keyword Analysis

This indicator, crucial for SEO, shows what phrases users searched for before landing on your page. Based on this, we can assess which keywords are the most effective and modify the content on the page accordingly. Full insight into this data is essential for planning an SEO strategy.

9 - Event Tracking

This parameter specifies user interactions with content on your page, providing insight into user behavior. Events can include clicks (e.g., on an ad), downloads, video plays, AJAX elements, etc. Some visitors may leave the page after reading everything and finding what they needed or immediately upon arrival. To increase the number of events on your page, it is worth analyzing, for example, optimizing content and navigation, or adding Call to Action elements and links. Correct configuration in Google Analytics allows for a deep analysis of these interactions.

10 - Goals

How effective is your strategy, considering your goals? This indicator allows the website owner to check how high the conversion, or goal achievement, is. For example, for e-commerce stores, this will be a purchase; for marketing websites – submitting a form with data, etc. Thanks to the proper configuration of goals, we can determine the effectiveness of our website.