Google Universal Analytics is the old version of Google Analytics 4. Both one and the other help you find out what happens on your website and how effective your marketing actions are, among other aspects. All these are thanks to reports that are very easy to interpret and use, aimed at improving conversions on your website.
In the case of the old version: Google Universal Analytics, it had great benefits, many of which remain in the current Google Analytics 4 version and others that were changed to be perfected, such as the bounce rate, which was replaced by the engagement rate.
Statistics in Google Universal Analytics
Google Universal Analytics has statistics that are very important to know to understand the new version; among them are the following:
Session – This is one visit by a visitor to your website, regardless of how many pages they viewed, whether they bounced or not, and what they did. A session is simply a visitor who spent some time on your website. This is important because it gives you the volume of visits your website receives during a given period.
Page Views – These are the number of pages a person viewed during their session on your website. For example, a person can consult several other pages during a visit session. It is essential to know how much a person explores your website; it can also indicate the ease of navigation on your website.
Bounce Rate – This is the percentage of sessions considered a bounce on your site compared to the total number of sessions. A bounce rate can tell you several things:
- The quality of your ad targeting (whether you’re running ads that lead to your website).
- The accessibility of information.
- The ease of navigation.
- Simply the user experience on your website.
Average Time Per Session – As the name suggests, this is the average time someone spends on your website during a session. It is affected by bouncing (a bouncing counts as a 0-second session). This is a relevant statistic to track because it tells us how quickly the person found the information they were looking for. Or, in some cases, the effectiveness of our website to keep the person on our site (this is the case of social networks, newspapers, mass media, and more).
If you want to learn more about how the old Google universal analytics works, I will help you immerse yourself in its navigation in this article. Knowing how it works is essential so that you can understand the new Google Analytics 4 (GA4)