How To Improve Website Conversions with Google Analytics

June 5, 2024

Knowing how to improve website conversions is crucial for online businesses aiming to turn visitors into customers. Google Analytics is a powerful tool that provides deep insights into user behaviour, helping you make informed decisions to optimize your website. This article will focus on how to use Google Analytics to improve conversions, including an explanation of UTM parameters and how to interpret key metrics like bounce rate, time on page, and more.


1. Set Up Conversion Goals

Define Goals

Setting up conversion goals in Google Analytics is essential to track specific actions that you want visitors to complete on your site, such as making a purchase, signing up for a newsletter, or filling out a contact form.

– Navigate to Goals: Go to Admin > View > Goals > New Goal.

– Create a New Goal: Select a template or create a custom goal based on your business objectives.

– Define the Goal Type: Choose from types like Destination (e.g., reaching a thank-you page), Duration (e.g., sessions lasting a certain amount of time), Pages/Screens per Session (e.g., viewing a specific number of pages), or Event (e.g., clicking a specific button).

Track Goals

Once goals are set, Google Analytics will track these conversions and provide data on how well your site is achieving its objectives.

– View Goal Reports: Go to Conversions > Goals > Overview to see how many goals have been completed and the conversion rate.

  – Tip: Look at the “Goal Completion Location” to see which pages or screens users were on when they converted.

– Analyze Goal Flow: Use the Goal Flow report to visualize the path users take before completing a goal, identifying where users drop off.

  – Tip: Look for loops or unexpected exits in the flow to understand where users might be encountering issues.

2. Analyze Traffic Sources

Understanding where your traffic comes from is crucial for targeting your marketing efforts effectively.

Acquisition Reports

These reports show you the performance of different traffic sources, helping you identify which ones drive the most conversions.

– Access Acquisition Reports: Navigate to Acquisition > All Traffic > Channels.

– Evaluate Channels: Look at metrics such as sessions, bounce rate, pages per session, and goal completions for each channel (e.g., organic search, social media, paid ads).

  – Tip: Pay attention to the “Conversion Rate” column to see which channels are most effective at driving conversions.

– Compare Performance: Use the data to compare how different channels perform and allocate your marketing budget to the most effective ones.

  – Tip: Use the “Source/Medium” report to drill down further into the specifics of where your traffic is coming from within each channel.

Campaign Tracking with UTM Parameters

UTM parameters are tags added to a URL to track the performance of marketing campaigns in Google Analytics. These parameters are:

1. utm_source: Identifies the source of the traffic, such as a search engine (e.g., Google), newsletter, or other referral.

2. utm_medium: Identifies the medium used to share and access the link, such as email, CPC (cost-per-click), or social.

3. utm_campaign: Identifies a specific campaign name, slogan, promo code, or product that you’re promoting.

4. utm_term: Identifies search terms for paid search campaigns. This parameter is used to note the keywords for this ad.

5. utm_content: Differentiates similar content or links within the same ad. This is useful for A/B testing and content-targeted ads.

How to Create UTM Parameters

1. Manual Creation:

   – Start with your base URL (e.g., ``).

   – Add a question mark `?` at the end of the URL to indicate the start of the parameters.

   – Add the UTM parameters using the format `key=value` and separate them with an ampersand `&`.

   – Example: ``

2. Using URL Builder Tools:

   – Google offers a free URL builder tool: [Google Campaign URL Builder](

   – Enter the required fields: Website URL, Campaign Source, Campaign Medium, Campaign Name, and optionally, Campaign Term and Campaign Content.

   – The tool will generate a URL with UTM parameters.

Analyzing UTM Data in Google Analytics

1. Access Campaign Reports:

   – Go to Acquisition > Campaigns > All Campaigns in Google Analytics.

   – This report will show you the performance of your campaigns based on the UTM parameters you’ve set.

2. Break Down Data by Source/Medium:

   – Navigate to Acquisition > All Traffic > Source/Medium.

   – This report will show you how different sources and mediums are driving traffic and conversions on your site.

3. Drill Down into Specific Campaigns:

  – Within the Campaigns report, click on a specific campaign to see detailed information about the source and medium, as well as other metrics like sessions, bounce rate, pages per session, and goal completions.

4. Analyze Keyword and Content Performance:

   – If you’ve used the utm_term parameter, you can analyze which keywords are driving traffic and conversions.

   – The utm_content parameter allows you to see which pieces of content or which ads are performing better, helping you optimize your A/B testing efforts.

3. Examine User Behaviour

Detailed analysis of user behaviour helps identify where improvements are needed to enhance user experience and increase conversions.

Behaviour Flow

This report visualizes the paths users take through your site, showing how they navigate from one page to another.

– Access Behaviour Flow: Go to Behaviour > Behaviour Flow.

– Identify Drop-off Points: Look for points where users leave the site and consider optimizing those pages to retain visitors.

  – Tip: Look at the “Starting Pages” to see where users begin their journey and how effectively these pages lead to conversions.

Site Content Reports

These reports provide insights into how users interact with your content.

– View All Pages: Go to Behaviour > Site Content > All Pages to see metrics for each page, such as page views, average time on page, and bounce rate.

  – Tip: Sort by “Page Value” to see which pages are contributing most to your site’s revenue.

– Identify High-Performing Pages: Find pages with high engagement and analyze what makes them effective.

  – Tip: Use the “Landing Pages” report to identify which pages users first see when they arrive on your site and how well these pages perform in terms of conversions.

– Optimize Low-Performing Pages: Improve pages with low engagement or high bounce rates to enhance user experience and drive conversions.

  – Tip: Use the “Exit Pages” report to see where users are leaving and make improvements to keep them engaged.

4. Audience Insights

Understanding your audience is key to delivering relevant content and improving conversions.

Demographics and Interests

These reports provide insights into the age, gender, and interests of your visitors.

– Access Demographics and Interests: Go to Audience > Demographics and Audience > Interests.

– Analyze Audience Segments: Understand the composition of your audience and tailor your content and marketing strategies to their preferences.

  – Tip: Use the “Affinity Categories” and “In-Market Segments” reports to identify what your audience is interested in and tailor your content accordingly.

User Segmentation

Creating segments allows you to analyze specific groups of users based on their behaviour, location, or other criteria.

– Create Segments: Go to any report and click on Add Segment. Choose predefined segments or create custom ones.

– Compare Segments: Analyze how different segments behave and convert. For example, compare new vs. returning users or users from different geographic locations.

  – Tip: Look at “User Explorer” under Audience to see detailed individual user journeys and identify patterns or issues.

5. Conversion Funnel Analysis

Understanding the conversion funnel helps identify where users drop off and what can be improved to enhance the conversion process.

Funnel Visualization

This feature helps visualize the steps users take to complete a conversion goal and where they drop off.

– Set Up Funnels: Go to Conversions > Goals > Funnel Visualization and define the steps leading to the goal.

– Analyze Drop-Offs: Identify steps with high drop-off rates and optimize those stages to improve the overall conversion rate.

  – Tip: Look at the “Goal Flow” report for a more detailed, flexible view of the funnel, allowing you to segment and filter by different dimensions.

Enhanced E-commerce

If you run an online store, enabling Enhanced E-commerce provides detailed reports on shopping behaviour, product performance, and sales.

– Enable Enhanced Ecommerce: Go to Admin > View > Ecommerce Settings and enable Enhanced Ecommerce.

– Analyze Shopping Behaviour: Use reports under Conversions > Ecommerce to understand how users interact with your products, from viewing products to completing purchases.

  – Tip: Pay attention to the “Shopping Behaviour” and “Checkout Behaviour” reports to see where users drop off in the purchase process.

– Optimize Product Pages: Identify high-performing and underperforming products to make necessary adjustments.

  – Tip: Use the “Product Performance” report to see which products are generating the most revenue and optimize those with low conversion rates.

Key Metrics to Understand in Google Analytics

Bounce Rate

Bounce rate is the percentage of single-page sessions where users leave your site from the entrance page without interacting with the page. A high bounce rate can indicate that the landing page is not relevant to the visitors or that the user experience is poor.

– Interpreting Bounce Rate: A high bounce rate isn’t always bad; it depends on the purpose of the page. For example, blog posts often have high bounce rates but still serve their purpose.

– Improving Bounce Rate: Optimize your landing pages by improving content relevance, enhancing page load speed, and ensuring a clear call to action.

Time on Page

Time on page measures the average amount of time users spend on a single page. It helps assess how engaging and useful your content is.

– Interpreting Time on Page: Longer times on the page generally indicate that users find the content valuable and engaging.

– Improving Time on Page: Enhance your content quality, use multimedia elements, and make your pages more interactive to keep users engaged longer.

Pages per Session

Pages per session indicate the average number of pages viewed during a session. It helps understand user engagement and site navigation efficiency.

– Interpreting Pages per Session: Higher pages per session suggest that users are exploring your site more thoroughly.

– Improving Pages per Session: Improve internal linking, use compelling calls to action, and create content that encourages users to explore more pages.


Google Analytics is an invaluable tool for improving website conversions. By setting up and tracking goals, analyzing traffic sources, examining user behaviour, gaining audience insights, and conducting conversion funnel analysis, you can make data-driven decisions to enhance user experience and boost your conversion rates. Implementing these strategies, along with a clear understanding of key metrics like bounce rate, time on page, and pages per session, will help you understand your audience better, optimize your website, and ultimately drive more conversions.

View our article on How to Create A Website That Drives Conversions

You can always learn from Google through their free online course, which can be found here.

If you would like to sign up for Google Analytics, you can do that here.


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