Day 17 – Website Analytics (Step-by-Step Guide)
Week 4: Google Ads Optimization & Reporting
Day 17 – Website Analytics (Step-by-Step Guide)
The purpose of Day 17 is to analyze how visitors interact with the client's website after arriving from Google Ads, Google Search, social media, or other sources. This helps you understand what users do on the website and whether the website is converting visitors into customers.
Step 1: Log in to Google Analytics 4
What are you doing?
Accessing the client's Google Analytics 4 (GA4) account to monitor website performance and visitor behavior.
Tool
Using Google Analytics 4 (GA4) – Analyze website visitors, user behavior, traffic sources, and conversions.
How to Access
Go to:
Log in using the client's Google account.
Free or Paid:
✅ Free.
Step 2: Select the Website Property
What are you doing?
Opening the correct website (property) in Google Analytics.
Steps
Log in to Google Analytics.
Select the client's property.
Example
Root Learning Website
Choose the date range.
Recommended:
Last 7 Days
Last 30 Days
Custom Date Range
Step 3: Check Website Visitors
What are you doing?
Reviewing how many people visited the website.
Where to Find It
Reports → Acquisition → User Acquisition
or
Reports → Acquisition → Traffic Acquisition
Metrics to Review
Users
New Users
Returning Users
Sessions
What They Mean
Users
The number of unique people who visited the website.
New Users
People visiting the website for the first time.
Returning Users
People who have visited before and came back.
Sessions
The total number of visits to the website.
Example
| Metric | Result |
|---|---|
| Users | 1,200 |
| New Users | 950 |
| Returning Users | 250 |
| Sessions | 1,650 |
Why?
This helps you understand:
Website growth.
Audience size.
Customer loyalty.
Step 4: Check Visitor Engagement
What are you doing?
Measuring how visitors interact with the website.
Where to Find It
Reports → Engagement → Overview
Metrics to Review
Average Engagement Time
Engaged Sessions
Engagement Rate
Events
What They Mean
Average Engagement Time
How long visitors actively interact with the website.
Engaged Sessions
Visits where users actively viewed or interacted with the site.
Engagement Rate
The percentage of sessions that were considered engaged by GA4.
Example
| Metric | Result |
|---|---|
| Average Engagement Time | 2 minutes 45 seconds |
| Engagement Rate | 68% |
| Engaged Sessions | 890 |
Why?
Higher engagement often indicates that visitors find the content useful and relevant.
Step 5: Check Traffic Sources
What are you doing?
Finding out where visitors are coming from.
Where to Find It
Reports → Acquisition → Traffic Acquisition
Traffic Sources
Organic Search (Google Search)
Paid Search (Google Ads)
Direct
Social
Referral
Email
Example
| Source | Visitors |
|---|---|
| Organic Search | 600 |
| Google Ads (Paid Search) | 300 |
| Direct | 180 |
| Social Media | 90 |
| Referral | 30 |
Why?
This tells you which marketing channels are driving the most traffic.
Step 6: Check Conversions
What are you doing?
Reviewing the actions visitors completed on the website.
Where to Find It
Reports → Engagement → Conversions (or Key Events, depending on the GA4 interface)
Examples
Contact Form Submitted
Phone Call Click
Book Consultation
Lesson Booking
Student Enrollment
Example
| Conversion | Total |
|---|---|
| Contact Forms | 20 |
| Phone Calls | 12 |
| Lesson Bookings | 8 |
Why?
Conversions show whether the website is achieving the client's business goals.
Step 7: Check Top Pages
What are you doing?
Finding the pages visitors view the most.
Where to Find It
Reports → Engagement → Pages and Screens
Example
| Page | Views |
|---|---|
| Homepage | 1,500 |
| Online Tutoring | 900 |
| Math Tutoring | 700 |
| Contact | 350 |
Why?
Popular pages can help you decide:
Which pages to improve.
Which pages need stronger calls-to-action.
Which content attracts the most visitors.
Step 8: Check User Devices
What are you doing?
Seeing which devices visitors use.
Where to Find It
Reports → Tech → Tech Details
Example
| Device | Users |
|---|---|
| Mobile | 78% |
| Desktop | 18% |
| Tablet | 4% |
Why?
If most visitors use mobile devices, make sure the website is fast, responsive, and easy to navigate on phones.
Step 9: Identify Opportunities
What are you doing?
Looking for areas that can be improved.
Ask Yourself
Which pages receive the most visitors?
Which pages have low engagement?
Which traffic source brings the most conversions?
Are Google Ads visitors converting?
Do mobile visitors have a good experience?
Use these insights to guide future SEO, content updates, and advertising improvements.
Step 10: Record Your Findings
What are you doing?
Creating a website analytics report.
Tool
Using Google Sheets or Microsoft Excel – Record website performance and analytics data.
How to Access
Free or Paid:
✅ Free.
Example
| Metric | Result | Notes |
|---|---|---|
| Users | 1,200 | Good traffic growth |
| New Users | 950 | Strong acquisition |
| Returning Users | 250 | Opportunity to improve retention |
| Engagement Rate | 68% | Healthy engagement |
| Average Engagement Time | 2 min 45 sec | Visitors are interacting well |
| Organic Search | 600 | Top traffic source |
| Paid Search | 300 | Google Ads performing well |
| Contact Form Conversions | 20 | Positive lead generation |
| Lesson Bookings | 8 | Good conversion rate |
Best Practices
Monitor Analytics Regularly
Check key metrics weekly.
Review monthly trends for long-term growth.
Focus on Meaningful Metrics
Instead of looking only at visitor numbers, pay attention to:
Engagement
Traffic sources
Conversions
User behavior
These provide a clearer picture of website performance.
Compare Performance Over Time
Use date comparisons to answer questions like:
Are visitors increasing?
Is engagement improving?
Are conversions growing?
Which marketing channels are performing best?
Deliverables for Day 17
By the end of Day 17, you should have:
✅ Website visitors analyzed.
✅ New and returning users reviewed.
✅ Engagement metrics evaluated.
✅ Traffic sources identified.
✅ Conversions measured.
✅ Top-performing pages identified.
✅ Device usage reviewed.
✅ Website analytics report completed.
Final Goal
By the end of Day 17, you should clearly understand:
How many people are visiting the website.
Where those visitors are coming from.
How they interact with the website.
Which pages perform best.
Whether visitors are completing important actions such as contacting the business or booking tutoring sessions.
These insights will help you make informed decisions to improve both the website and future Google Ads campaigns.
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