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Understanding Analytics: Know Your Visitors

At HighRock, we like to educate our clients as much as possible. We believe providing insight into your business and industry best practices will help you make educated decisions for your marketing plans in the future. 

One of the tools that we recommend and share with our clients is Google Analytics.  An in-depth look into your website stats is vital in order to understand how your website is performing, what parts are most valuable for you, and where it can be improved. Here's the catch - understanding these stats requires some research and knowledge, and that's where we come in. We've done the R&D to create a report for our clients to give them the most valuable snapshot of their website. 

Take a look at our Analytics report here. Over the next few posts, we'll break this report down and explain what all of these stats mean for your website. 


Visitors sounds pretty obvious… the total number of visitors to your website! But, did you know that there are different types of visitors, and Google can tell you what kinds of visitors are ending up on your website?

Visitor Type

First, there are New Visitors and there are Returning Visitors. That one is pretty cut and dry, but it's also a great stat to pay attention to. New Visitors let you know how many potential customers are looking into your business, while Returning Visitors gives you an idea of your returning customers who are likely pleased with your services or are looking into your business beyond one visit. 

Traffic Type

You'll also notice another pie chart that drills your visitors down into four more specific groups. Organic (Search) traffic and Direct traffic are the ones you really want to focus on. 

We like Organic traffic … a lot. These results tell us that all of that blogging, keyword research, and fresh content we talk about is working for you. All of that internal R&D is helping you to rank well with search engines and traffic is being driven to your website. 

Direct traffic refers to visitors who are typing your web address into their browser. This means they either know your web address by heart (score!) or they're typing it in from one of your printed marketing materials. 

Visits by Mobile

This stat will provide a clear idea of how much your website is being used from mobile devices. If you have a high number of mobile visitors, you may want to take a look at your mobile homepage in particular. Consider this - mobile visitors have a shorter attention span than desktop visitors. They're likely looking for contact information or just a quick snapshot of your business, so you'll want to make sure your homepage is achieving those goals for them - and make it quick!

Stay tuned for our next post where we’ll discuss the often overlooked and/or misunderstood “Bounce Rate.”