5 Basic Google Analytics Metrics That Will Help You Improve Your Website’s Performance

Google Analytics is one of the most powerful data tracking tool in the world. It offers an array of features to track and analyze website traffic. The good thing about this tool is that it’s free – unless you want to pay Google for more advanced tracking.

But for the most part, the free version offers a wide variety of tracking types and will give you an idea on what part of the website you should improve or take advantage of. Advanced marketing practitioners often opt into the advanced segments when mining for data, thus giving them a good insight on where to start.

But on this article, we will be tapping to the 5 most basic metrics that will help you in evaluating your website’s performance.

Behavior flow

Behavior flow illustrates the journey of the user from one page to another. It will help you analyze which point a user drops off or what content is consumed the most. Though reading the behavior flow is a little bit tricky because you need to clearly make a story behind the flow to identify what is really happening to your visitors when they visit your website.

You can choose the type of visitor flow you want to see, be it landing pages, social network, or you can even track a custom variable depending on your preference.

Exit Pages

Exit pages metrics enables you to see which page has the most number of exits. Though in most cases the homepage will always be on top when it comes to exit pages. But it is still important to know the reason why visitors are exiting a page. It can also give an idea about what page should be improved on the website.

This segment can be found under the “Behavior” menu. There are lots of factors affecting the visitors why they exit the website. An airline website who uses a third party online booking engine will normally have a high exit rate due to the fact that users are being redirected to another landing page when making a booking. Nevertheless, it is still important to see which page performs well and which ones are in need of improvements. And Exit pages segment can be a good start in analyzing that together with the behavior flow.


This metric allows you to see how many visitors spend a certain amount of time in you website and how deep they dig within the inner pages. Why is this important? You will have an idea on how many of your visitors are checking your other pages and how much time they spend on it. Another reason is that it will help you to determine your loyal traffic. You can do this by adding your preferred segment to this metric.

By using the advanced segments you can further improve your data mining. This will give you a clear idea on whether or not visitors are converting.

Site Speed

In Google Analytics, it gives you a quick overview about the average loading time, redirection, domain lookup, server connection, server response, and page download time. It also provides data about what browser your website performs best. This way you can optimize your site to perform well regardless of the browser used by the user.

You can also see what pages load fast and those that need to be improved. Site speed based on the country is also provided.

In-Page Analytics

This is like a free heatmap tool in Google Analytics. It acts as a visual presentation on how users interact within your website by measuring the number of clicks done on every link of the website.

By analyzing this metric, you will have an idea on whether or not your call to action buttons are effective, if your users are finding the right information on your site or not, and the specific links that they click. Using the data gathered from In-Page Analytics metric, you will be able to come up with a plan to improve your website’s overall performance.