• Impact Web Design

The Most Relevant Google Analytics Data

Updated: Oct 12, 2021

We will show you which views to look for and where to go to find the most relevant data.

It will assist you in gaining a comprehensive view of your traffic, conversion, and visitor behavior.

It's easy to get lost among all of the information provided by Google Analytics, which is why we wanted to highlight the data that will have the most impact on your business.

1. Acquisition

2. Behavior

3. Conversion


1. Acquisition

A. All traffic


Determine the percentage of SEO traffic in total traffic.

8 categories:

  • Organic search

  • Paid search

  • Direct

  • Referral (backlinks)

  • Email (with a link to your website)

  • Social media

  • Display (advertisement)

  • Other (not categorised)

This will show you the statistics and their evolution.

Remember that in the eyes of Google Analytics, a session cannot last longer than 30 minutes.

You will see if the bounce rate is more or less important depending on the acquisition chain.

You can then compare your evolution over the last 30 days or the previous year.

B. Search Console


We will connect the Google Search Console to our analytics view. The goal is to use analytics for what it can do that the search console can't, which is to determine the impact of our traffic on our business.

The crucial information will come from the ''Behavior'' and ''Conversion'' columns.

Read it using the various reading grids, such as ''Landing page'' and ''Queries''.

→ Which keyword or landing page generate:

  • A high-quality visits

  • A high number of CTR

  • A low bounce rate

  • A high number of page views/sessions

  • A high number of conversions (submitting a form, subscribing to a newsletter, click on a button)

You can compare the volume and conversion rate for each organic traffic source.

You will be able to see the page with the highest conversion rate, as well as the top conversion page.

''Queries'' will help you to identify the intentional, hot (more qualitative) transactional entry points. Which searches lead to your pages and result in interesting conversions?

2. Behavior

A. Site Content → All Page


Add the organic traffic segment to distinguish between all users and those who came from organic traffic.

The pages can then only be compared in terms of organic traffic. Your priorities should be reflected in the hierarchy of the pages.

B. Site Content → Exit Page

Which page will organic visitors exit from? This will indicate areas where we can make progress (internal link, content improvement).

C. Events

You will be able to analyse key behaviors that aren't necessarily conversions, such as:

  • Watching a video

  • Leaving a comment

  • Reading enough content to stay on a page for two to three minutes.

  • Etc

3. Conversion

A. Goal → Goal URLs


Subscribing to a newsletter, for example, is less impacting than enrolling in a course. You will just need to prioritise in terms of business impact.

The acquisition view will show you which entry door leads to a conversion.

The conversion view lets you see on which page the conversions are taking place (Goal completion place).

What types of conversions do organic visitors make, and more importantly, which URL do they make them on?

B. Reverse Goal Path

It displays the most common schemas that result in a conversion.

You can have visibility on the most frequently visited pages as well as those that can be optimised (some steps are maybe not necessary). The longer your conversion path, the lower your chances.

If you don't already have a conversion goal, you can create one by going to:


Use goals only for significant steps, such as completing a form, contacting someone, or making a purchase (see a form would be more considered as an ''event'').