If you’re a business owner, you should know what Google Analytics is. Why? Because it’s one of the most powerful tools available to grow your business and increase revenue.

The importance of Google Analytics can’t be overstated. Google Analytics is free to use and provides tons of helpful information, including SEO Services, how many customers visit your website, how they found your site, where they’re located, the number of pages they’ve viewed, and more.

Unfortunately, google analytics is just a tool. Just using the Google Analytics basics won’t cut it. Having a well-designed Google Analytics setup and strategy will provide you with the most valuable information that can help you improve your business and grow revenue.

Here are 10 questions you should ask and a few Google Analytics tips:

1) How much traffic is going to my website?

This is a fundamental Google Analytics question. By looking at the total number of daily visitors, you can get a good idea of how much traffic your site is getting and which Traffic source(s) are sending that traffic to your site.

However, you need to think about multiple aspects of your traffic, not just what it looks like now. Comparison is key. Compare it to last week, last month, last year.

This will help you understand:

  • if traffic is on the rise or a decline
  • what causes fluctuations in traffic
  • how you can increase traffic

2) What is my average time on site?

By looking at your google analytics for Average time on site, you can understand if your content is engaging and attractive to visitors. Think about whether or not your time-on-site matches the type of content that you’re providing (i.e., do users spend a lot of time looking at your product pages? Or are they bouncing back to google/yahoo/etc. in under 30 seconds?)

It would help to investigate where people are dropping off in your Google Analytics bounce rate report. This will help you find the points at which visitors stop reading or engaging with your content and can give you insight into what’s not working on your site so that you can improve it and increase engagement.

3) How much time is spent shopping on my site?

This question is helpful if you have an eCommerce website. This report will show you how long a shopper has been on your website before purchasing a product, which products were purchased, and how much time was spent between each action. This can help you understand the customer shopping experience on your site and where people are dropping off.

4) What are the top traffic-driving channels?

By looking at the traffic sources Overview report, you will understand which channels are most effective at driving traffic to your site and how much traffic is coming from each source. You can use this information in your marketing campaigns so that you spend more time and money on the channels that work most effectively for you.

5) Which platforms are underperforming?

While it may feel good to see how well one site is doing, it’s essential to look at all linked platforms on your Google Analytics account. You can compare timeframes for visits from each platform, investigate the most popular days and times for traffic on each platform, and uncover any weak spots.

It is crucial to make improvements on your underperforming platforms. In the age of technology and social media, you cannot afford to drive less traffic—or no traffic—from specific platforms.

6) Which keywords drive traffic?

You should use the Acquisition > Search console to determine the keywords that drive traffic to your site. After looking at this information, you can optimize your content to make it easier for search engines to find. You’ll see precisely how many impressions your content is getting, whether or not users are clicking through, and which keywords might be most beneficial for your business.

7) How much is my bounce rate?

Several factors can contribute to your bounce rate, and it’s essential to take all of them into account. Your Google Analytics bounce rate report will show you which content is attracting the highest bounce rates, what day of the week has the highest bounce rate, and what time of day has the highest bounce rate.

This data will help you understand if your content is interesting to users. If relevant content is attracting high bounce rates, it might be time to revamp your content.

8) What type of content generates the most traffic?

Looking at the content> Site content report, you’ll see a breakdown of your site traffic by content type. This information can help you understand which content attracts the most page views, time spent on site, and conversion rates.

You may find that certain types of content tend to outperform others. If you discover that your content isn’t converting to leads or sales, then it’s time to try something new by revamping!

9) How do users engage with my website?

This report is accessible under Behavior > Site content. The data shows where users are clicking on your site. This can help you understand why visitors are engaging with your content, where to place calls-to-action, and what areas your site is not getting much action.

By looking at the clicks or engagement for your content, you can deduce whether or not users find your content helpful or promotional. This information can help you make your site more user-friendly and improve your overall conversion rate.

10) How does my mobile site compare to my desktop site?

You can improve your site’s performance by analyzing your Google Analytics data with the information provided in the Mobile Usability report. This data shows you which areas of your site are not mobile-friendly and how this might affect user engagement.

If users are disengaging with your site because of its mobile friendliness, it’s time to make some changes! Sites need to be mobile-friendly because, according to Andrew Lipsman, principal analyst eMarketer, mobile commerce will drive almost 50% of e-commerce sales in 2022.


Your business needs to assess its analytics data every so often. Regularly asking yourself these 10 questions can help you uncover actionable insights and discover the true importance of Google Analytics.

Paton Marketing is a Miami-based digital marketing agency specializing in web development, video production, SEO Services, etc. Feel free to ask your Google Analytics questions here, or check out the rest of our blog for more Google Analytics basics, Google Analytics tips, and Google Analytics setup.