- [Instructor] Ultimately, publishing a website is about
publishing content, and understanding how that content
is used and consumed is a principal
goal of any analytics package.
The behavior reports focus on the content within the pages
of your site and how your user can engage with it.
Again, you can access the Behavior section here
on the left navigation bar under the Behavior site here,
it's just under the Acquisition reports we were looking at.
And let's go ahead and take a look at the overview here.
Here, like the other overviews we've seen,
you can get a condensed report
made up of most of the important dimensions
and metrics within this section.
There's the familiar data over time graph,
along with a bar of metrics that might
be a little bit new to you here.
Page views is the total number of times a page was viewed,
this specific number being the accrual of all of the views
of all the pages within the Google merchandise store
that we're seeing here in the month of June.
Unique page views is different than just page views
in that a user can view a page as many times as they want,
which would be the total number of page views.
However, here for unique page views, it's the number
of sessions during which that page was viewed at least once.
So, even if you view that one multiple times in a session,
it's only gonna get counted it once.
And so, if you reload a certain page,
we're really tryin' to understand
how many sessions saw this page.
Average time on page is just how it sounds,
it's the average amount of time
a user spends on a specific page.
The bounce rate is the percent of users
who enter and exit the website on a landing page
without interacting with it all.
In other words, the entire visit only had one page,
it was the page they came in on,
and that was it, that's all they did.
And the percent exit is the number of times
a user exits that page over the total number
of views of that page it accumulates.
It represents how many users are leaving the site
from that page versus continuing
on their session to other pages.
Now, remember, if you're ever unsure what a metric means
or how it's calculated, you simply hover over the name here,
and it's going to provide you a quick definition
of what that is and how it's calculated.
Now, the rest of the overview here is split up
by important dimensions under Site Content.
Site Search and Events, we're gonna be going over these
in more detail, as these really kinda
make up the meat of the Behavior section.
Below the Overview here is the Behavior Flow.
This report is interesting, it visualizes the path
that users take from one page on your site
to the next or one content group.
It can also display the events that the user acted upon.
It can be useful in that it helps you visually understand
how your user engaging with your site,
where they're dropping off, where they go next,
which pages can be further optimized to improve performance.
And this is gonna be most useful
if you create content groups.
If we come up here and take a look at how we're going
to do this, these first ones are here by content groups.
But that's a bit more of advanced topic.
You can still select the pages down here,
and you can understand how folks
are flowing from one page to the other,
even if you don't have content group.
They'd come up here, select a page to start with,
and it will show you, starting with that page,
what the interactions were as people went through your site.
OK, again, from here, we can see the subcategories
where engagement is mainly categorized under
Site Content, Site Speed, Site Search,
and Events that you're going to configure.
We're gonna take a closer look at those
in more detail in this chapter.
Site Content is gonna cover the pages within your site,
including the landing and the exit pages,
and how your audience is interacting with them.
The Site Speed Reports help describe which pages
could be improved to decrease your load time.
And Google Analytics is even gonna offer
some suggestions on just how to do that.
Site Search is useful if your website has
an internal search function that your users can use.
These reports give some insight
on how that search is performing.
And the Events section is all about the events
that you can configure and track, and, again,
we're gonna go more in depth on that in this chapter.
There's also a Publisher section down here,
which is a bit more specialized.
So, we're not gonna go into that in this particular course.
But if you do connect your Google Analytics with AdSense,
ad exchange, or DoubleClick for Publishers,
this may be an interesting section to look into.
Overall, this Behavior section really helps
answer the essential question of how
are your users engaging with your site.
Without understanding how your audience
is interacting with the content of your site,
you really won't be able to meet your business
objectives or get your users to convert.
These behavior content analytics are gonna do just that
in helping you to figure out ways to improve your pages
in the overall online experience.