Google Analytics: How to use this tool to get to know your audience and make more sales

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One of the great advantages of online market compared to offline is the ability to measure the results.

With a billboard or TV advertising, it is almost impossible to know if your audience was impacted fact. In the web, you can identify the origin of your traffic, how many people clicked on a particular ad and bought the product, among other metrics that are critical to understand whether their strategies are working and what you need to optimize to attract more visitors, generate more leads and, of course, make more sales.

There are several tools that can help you get this data, but the most important of these is undoubtedly Google Analytics. In addition to delivering all the information you need on your web page, Analytics has a free version, or you just need a Google email account to get started.

In today’s post, you will understand what is Google Analytics and how to use the data provided by him to improve the performance of your business!

  1. What is Google Analytics?
  2. Why is it important to monitor the performance of your pages?
  3. How to install Google Analytics?
  4. What you will find in the Analytics dashboard?
  5. What metrics Analytics delivery?
  6. What are the types of traffic monitored by Google Analytics?
  7. Using Google Analytics to improve your conversions?
  8. Measure, measure, measure to improve

What is Google Analytics?

Google Analytics is Google ‘s monitoring tool that collects data from any website, blog, e-commerce , application, through a code installed on those pages.

With it, you can learn:

  • the amount of people who visited your site;
  • how many of these users have come first;
  • how many are returning visitors;
  • which are the most accessed pages;
  • the average length of visitor stay;
  • which keywords  attract more traffic;
  • how many users come from search pages and how many came from ads;
  • among other information.

But do not worry because you do not need to analyze all this data. Analyze only those who are important to understand the audience with which you are dealing with and what kind of content is more interesting for him. And for every entrepreneur, this data will be different.

Sounds confusing? Let a few examples for you to understand better!

A blogger who produces content often need to know which keywords attract more traffic to your blog, to optimize their texts both from a content point of view, as SEO, focusing on search rankings and thus get more visibility for new visitors.

Already the owner of an e-commerce investing in ads need to know which campaign is having the best performance in clicks and sales, to direct their investments.

As for the digital influencer , what matters is to know which social networks are bringing more users to the site.

Why is it important to monitor the performance of your pages?

The entrepreneur needs to know how many people are visiting your website every month, and that number is falling or rising, to optimize your online presence.

Through the data provided by tools like Google Analytics, it can identify where the bottlenecks of your strategy and create content that is more assertive to the persona that he wants to achieve.

Let another practical example.

Imagine you’ve created an ad campaign in Adwords and traffic to your blog has risen more than 20%. However, the page bounce rate rose accordingly. Bounce rate is the number of people who entered the page, but did not perform any action (better explain this term later this text).

What does that show you?

One hypothesis is that your ads are not aligned to the page content. That is, the user clicked on the banner with an expectation and could not find the solution to the problem he was facing.

With this information in hand, you can improve the post’s text, insert images and graphics, put more links, use survey data to increase the value of that content and make it more interesting for those who are reading.

In the reverse situation, in which the ads have a low click rate, but visitors are engaging on your page, it is possible that the ads are not attracting the attention of your audience, which may be a segmentation fault, copy or design .

How to install Google Analytics?

  1. Visit the site Analytics .
  2. To use the service, you must have a Google email account. If you have not already, click here to create one.
  3. On the next page, fill in information such as account name, site name, site URL, etc.
  4. Click Get Tracking ID . The tracking ID is what will collect and store data from your site. You must copy and paste this number on every page you want to monitor.

An important tip: you can use the same account to track more than one web page. In this case, you need to create different properties.

How to install the tracking code on your website?

There are three options for installing the tracking code on your pages:

  • You can paste manually, but it will require programming skills and / or help from an expert.
  • On websites and blogs developed in WordPress, there is a plugin that installs the code on all your pages automatically.
  • Another option to integrate your site with Analytics is pixel Google Adwords. Here you will also need the help of a developer.

After installing the tracking code on your pages, Analytics starts to track the access and actions of your visitors. Remember that the data prior to the installation will not be counted.

What you will find in the Analytics dashboard?


After installing the tracking code on the pages of your website or blog, the home Analytics will look like this:

Source: Google Support

In it, you can observe data such as number of hits on your site / blog, the conversion rate page, the profit earned and the number of new sessions that were initiated in the last seven days, which is the default tool settings.

Blue rectangle to the right of the page is shown the number of visitors who are on your site right now, besides the list of the five pages more active users.


Administrator displays all pages (properties) that are monitored with that account. In this menu, you can edit information such as goals, Google Adwords link, follow-up information, among others.

Reports (reports)

In reports , you can get customized reports of your page audience (audience), main sources of traffic (acquisition), user behavior (behavior) and conversions (conversions).

But do not worry, we’ll explain the key metrics below.

What metrics Analytics delivery?

As we have already spoken in the text, the metrics you evaluate depend on the purpose of your business.

To have access to detailed reports on their access, click Public Target (Audience)> Overview (overview).

The main graph shows the number of accesses during the period analyzed. But the pie chart shows the amount of new visitors (blue) and the amount of returning visitors (green).

In that same panel, you can see the country that leads the number of accesses, the language in which your page was accessed more, the browser used by most users and, in the case of mobile , the most common operating system among visitors.

Users (Users)

Number of visitors who came to your site in this period.

New Users (New Users)

Number of people who are coming into your page first. This number is always less than the total amount of users because it does not consider people who visit your site more than once during the period.

It is interesting to see that number to know how many people actually engaged with the content you share on your page.

Session (Sessions)

A session is the period of time that the user is actively engaged with your page. Takes effect from the moment the visitor accesses your content and ends after 30 minutes of inactivity by the visitor.

Number of sessions per user (Number of Sessions per User)

Number of new sessions opened by the same user.

Page Views (Hits)

Total number of pages viewed. The higher this number, the better, as this means that people sailed by other pages on your site.

Average Session Duration (Average Session Duration)

It shows the average time that the user stays on the page. It is an important indication that the visitor browsed for that content.

For example:

If you have a text with an average reading time of 5 minutes and the user was less than 15 seconds on the page, it means that he only read the title. It has been the average time is longer than one minute, it is possible to conclude that the user has read at least the main points of the text.

If the average session length is too low, you can invest in more graphic resources to pass your information.

Bounce Rate (Bounce rate)

Bounce rate is the percentage of sessions of a single page, in which no action by the visitor was not performed, ie, the user did not use the scroll bar or clicked on any links.

To lower this rate, you can invest in visuals to keep the active user on the page until it performs an action.

Remember that the title and opening paragraph are crucial to the reader’s engagement with the text. Be sure to leave your clear promise and offer something that is of interest to your target audience.

In addition to the overview, you can get more detailed data of your audience as:

  • demographic information
  • interests
  • Geographical
  • Technology
  • Mobile devices
  • Custom
  • Benchmarking

Behavior (Behavior)

The behavior shows the main menu user interactions with your site. To find the most accessible pages, for example, select Behavior (Behavior)> Site Content (Site Content)> All Pages (All pages) .

With this, you can know which content more aroused the interest of your audience and can focus on supplementary materials.

By clicking on the most visited pages you can also see the evolution of the theme throughout the period analyzed. If a post that had many hits, suffered a sharp fall from one month to another, you can implement some changes to recover this traffic and maybe even improve it.

What are the types of traffic monitored by Google Analytics?

acquisition sources show which channels are bringing more traffic to your website or blog. This information is essential to identify whether their efforts and financial investment are being converted into results.

organic search

Computes users who came to your site through searches on search engines. Why is this so important to be in the first place, since the 1st place attracts 33% of clicks while 2 and 3 are 18% and 12%, respectively.

To achieve these placements, invest in quality content combined with the techniques of SEO (Search Engine Optimization or Search Engine Optimization). Here on the blog, we have several tips to create attractive texts, make sure you take a look, after you finish this post!


Social traffic is one that comes from ads and posts made on social networks like Facebook and LinkedIn . With this information, you can discover which channels are more assertive to disclosure.


Are the users that came on your page through a newsletter or other communication sent by email. This number is important to prove the effectiveness of your email marketing strategies.

> Check out our guide to use email marketing properly.

Direct (Direct)

Part of that statistic visits arriving via direct access, ie the user who typed the address of your site in the browser bar. Have a high volume of direct access shows that people consider as your domain authority on that subject.

References (Referral)

Reference visitors are those who come into your page thanks to an alert or a link on other websites or blogs. If you have a business on pets, for example, it may be indicated by a website that provides food for dogs.

You can not control the amount of sites linking to your content, but it is important to check the quality of these links periodically, after all, bad links can harm your ranking in search engines.

If you want to have more links pointing to your content, you can also start a guest posts strategy to exchange texts with websites and blogs in the same industry as yours and increase the visibility of both.

Paid search (Paid Search)

The paid search traffic shows visitors who accessed your page after clicking on one of your ads. This data, along with Adwords are the main thermometers to measure the effectiveness of their campaigns.

But it is important to be careful: if your traffic comes only ads, your business will not be sustainable long-term.

Ads are good for quick results, but having a content strategy well defined is what will keep people coming back to your page, even if you do not have more money to invest in campaigns.

Using Google Analytics to improve your conversions?

Not always the conversion is related to a purchase.

The download an ebook , newsletter subscription and budget request / free trial also require a direct visitor action and therefore should be measured.

To track the conversion rate of its marketing activities, access Administrator> Select the asset (account)> Goals> + New Goal.

Currently, Google Analytics allows you to enter four types of target:

Destination: Follow the visits to a specific page or application screen.

Duration: Monitors the user session length.

Pages / Screens per visit: user-open screens Quantity. It may be an indication that the visitor found several useful content for it.

Event : It shows if the user performed a specific action, like watching a video.

Analytics also allows you to set a conversion funnel to understand the way that your user has access from the first to perform the expected action.

To access this information, choose Monitor funnel conversion and paste manually the URLs of pages you want to track.

Suppose your goal is to increase the number of people who come in contact with your sales team to request a quote. You can monitor the following URLs: website contact page> contact our consultants> request form .

If a visitor fulfill two of these steps and give up the latter, it may indicate that the text of the page is confusing that the form is misplaced or you are requesting too much information.

Google Analytics will not tell you exactly what is wrong with your approach. He only deliver the data that will help you have the insights of improvements, which is already half done. From there, you need to perform some tests to see if your hypothesis is correct.

This optimization process never stops, regardless of whether you are already performing well. Although more work seem to establish these improvements flows is what will ensure that you reach more people, without losing the quality of its delivery.

Measure, measure, measure to improve

The metrics are critical to understand whether their actions are generating leads and sales, but can also show that you need to review your marketing plan. From now on, you will be able to use the features of Analytics to better understand your audience, provide more content aligned with the expectations of that audience and thereby improve the performance of your business continuously and sustainably.

If you are in the Producer Hotmart also recommend that you use the Hotmart Analytics, a completely free tool that delivers accurate information about your business and helps you identify which strategies, public pages and bring more results. Check out the step by step to install the tracking code .

To the next!