How To Understand User Behavior With Google Analytics? (Question)

The Behavior Flow report visualizes the paths users traveled from one screen, page or event to the next. This report can help you discover what content keeps users engaged with your site. The Behavior Flow report can also help identify potential content or usability issues.

How do you Analyse a behavior in Google Analytics?

Locating Google Analytics Behavior Reports The Behavior section reveals what your visitors do on your website. Specifically, the reports tell you what pages people visit and what actions they take while visiting. You can access Behavior reports using the menu in the left sidebar of your Google Analytics dashboard.

What can Google Analytics tell you about your users?

In simple words, Google Analytics is a free tracking tool offered by Google, and it shows you how visitors use your website. With the help of Google Analytics, you can exactly see the number of visitors on your store, where they are coming from, which device they are using, and much more.

How do you understand user behavior?

In the simplest of terms, user behavior refers to the way users interact with a particular product. To analyze user behavior, you need to set up various user metrics to measure usability and intuitive design.

How do you collect user behavior data?

Identify problem areas, then use recordings and heatmaps to investigate. Instead of performing user behavior analysis on every page of your website, focus on problematic pages first. You can identify them through Google Analytics by looking for pages with the largest exit rates. Go to Behavior> Site Content> Exit Pages

How Google Analytics helps in understanding customers?

Google Analytics helps you to keep a track of all the content that receives views and shares. With this data, you can enhance the top viewed blogs so that they appeal to the customers in a more productive manner. Google Analytics generates a breakdown of the page views each of your blog posts receive.

How do you use Google Analytics Behavior reports to optimize your content?

How to Use Google Analytics to Optimize Your Content

  1. Customize a date range and set up an advanced segment.
  2. Create goals.
  3. Use Content Drilldown Report for performance analysis and content ideation.
  4. Create a custom dimension for multiple blog authors.
  5. Mind your top landing pages, goals, and organic reach.

What is the difference between user flow and behavior flow in Google Analytics?

Behavior flow reports focus on the content that keeps the user engaging. It also helps you identify the content with most potential issues. User flow reports compare volumes of traffic from different sources, showing the different marketing channels that are sending traffic to your site.

How do I see user journeys in Google Analytics?

5 Steps to Understand User Journey from Start to Conversion in Google Analytics

  1. Step 1: Google Analytics View & Filter. Create a new separate view with a filter ‘including’ only virtual page views.
  2. Step 2: Datalayer Event Tracking.
  3. Step 3: Google Tag Manager.
  4. Step 4: Set up Goal in GA.

What is user and entity behavior analytics?

User and entity behavior analytics (UEBA), also known as user behavior analytics (UBA), is the process of gathering insight into the network events that users generate every day. Once collected and analyzed, it can be used to detect the use of compromised credentials, lateral movement, and other malicious behavior.

Does Google Analytics measure user intent?

Google Analytics (GA) allows us to measure the activity of our site visitors in real time, at a super granular level and can inform everything from landing page design to site structure.

What are the methods for gaining an understanding of users?

5 Ways To Increase User Understanding

  • LEARN BY DOING. Products that teach need to be able to distill complex information into a comprehensible, memorable and, perhaps most importantly, engaging way.

Why Understanding Your user is so important?

The better you understand your users, the more likely you are to design and build a service that works well for them. Who are our users? They are people who need to use the services you are working on. When designing or iterating a government service, start by learning about current and future users.

Understanding User Behavior with Google Analytics

The more information you have about your consumers, the better equipped you will be to make informed decisions regarding your website, mobile app, or SaaS (software as a service) application development expenditures in the future. Measure what counts, starting with the download and initial use and continuing through usage, purchases, and customer loyalty. Google Analytics assists you in capturing and understanding user activity across a wide range of applications, including mobile applications (iOS and Android), online and SaaS applications, and IOT (internet of things) devices, among others.

The number of users that engage with your application, the number of sessions that those users establish, and the screens or web pages that they view are all standard metrics to track and analyze.

Opting out of Analytics on websites and SaaS applications may be accomplished by installing a browser add-on, and opting out of Analytics inside mobile applications can be accomplished by changing the settings within the app (if supported bythe mobile app).

You may also use event tracking for granular interactions such as those with video players, downloads, form submissions, and so on to add additional instrumentation to record more specific interactions when necessary.

In this post, we will discuss:

Measurement planning

Every company should develop a measuring strategy to guide the deployment of analytics initiatives. This allows you to concentrate on the data that is relevant to your business measuring requirements. Every user activity might result in a data collection that is both too huge and impossible to evaluate if it is collected. Your measuring strategy should include the following elements:

  • Your overarching company objectives
  • The plans and tactics that support your overall business objectives
  • And the financial results you expect to achieve. In order to evaluate the effectiveness of your strategy and actions, key performance indicators (KPIs) must be established. Marketers should separate their marketing operations and their most important consumers in order to better understand what motivates them to succeed. Targets for each key performance indicator (KPI) to determine whether or not your company is meeting its objectives

Take the time to discuss your business objectives with those individuals within your company who will be tasked with interpreting the data in order to acquire this information. Product designers, marketers, and other individuals who make commercial choices may fall under this category. Remember, you want to be able to identify the essential bits of information that will assist individuals in understanding the performance of their organization.

Create a simple measuring strategy based on their responses and document it. Now, let’s take a look at some of the most crucial elements that you can utilize to better understand how users interact with your website.


The effectiveness with which your application or website serves your company objectives is measured by goals. When a goal is achieved, it symbolizes a completed action (also known as a conversion) that adds to the success of your company. The completion of game levels (for a mobile gaming app) or the submission of a “contact me” form (for an online marketing or lead generation site) are examples of goals. Using a certain function inside your SaaS application is another example of goal setting.

When you have correctly established objectives, Analytics can give you with vital information that will help you determine whether or not people are performing the behaviors you want them to do on your site.

Find out more about Objectives.

Enhanced Ecommerce

Enhanced Ecommerce monitoring allows you to track the number of transactions as well as the amount of income generated by your website or mobile application. Users’ activity across the full online shopping experience may be tracked using enhanced Ecommerce tracking, which includes things like: product impressions, product clicks, examining product details, adding a product to a shopping cart, commencing the checkout process, transactions, and refunds. For integrating Enhanced Ecommerce on your website, we have several excellent resources available, including a sample shop that is running the new Enhanced Ecommerce scripts, so that you may see this fantastic resource in action firsthand.

Event Tracking

It is possible to track the number of transactions and income generated by your website or mobile app with the use of enhanced Ecommerce tracking. Users’ behavior across the entire online shopping experience can be tracked using enhanced Ecommerce tracking, which includes things like: product impressions, product clicks, viewing product details, adding a product to a shopping cart, initiating the checkout process, transactions, and refunds, among other things. For integrating Enhanced Ecommerce on your website, we have several excellent resources available, including a sample shop that is running the new Enhanced Ecommerce scripts, so that you may see this excellent resource in action firsthand.

Custom DimensionsMetrics

It is the same as having preset dimensions and metrics in your Analytics account, except that you define them yourself! You may use them to acquire and analyze data that is not routinely collected by Analytics, such as demographic information. If you’re developing a mobile-app game, you may utilize a custom dimension to capture the user’s level information. Another option for publishers is to capture the user’s subscription level using a custom dimension created specifically for that purpose.

Custom dimensions and metrics enable you to blend Analytics data with non-Analytics data, resulting in more in-depth insights into user behavior and behavior patterns. Learn more about Custom Dimensions and Custom Metrics by visiting their respective websites.


Now that we’ve gone through some of the most typical implementation tweaks, let’s take a look at some actual data from the implementation. A variety of analytic approaches are listed below that might assist you in gaining insights into user behavior.

Active Users

As with any business, you’ll want to keep track of how much interest there is from users. Your sweet spot will be reached when the figures are constantly in line with your expectations. If your sales figures fall short of expectations, examine your marketing efforts to determine whether you are targeting the relevant people and whether your advertisements are winning auctions. You may also check for any bad news coverage or social media material that may have an impact on traffic flow. Even if all of your marketing and social media chatter is excellent, it is possible that your website or app design is generating technical obstacles for your visitors.

For example, a large number of people may download an app only to discover that it does not fit a need they have or does not pique their interest.


An extremely frequent strategy for determining user involvement is through the use of a technique known as cohort analysis. A cohort is a group of users who have anything in common with one another. All users who have the same Acquisition Date (or first usage) are grouped together as belonging to the same cohort. The Cohort Analysis report allows you to isolate and evaluate the behavior of individual cohorts. Cohort analysis is a technique for understanding the behavior of component groups of users who are not part of the overall population of users.

  • Individual cohorts should be examined to determine the reaction to short-term marketing activities such as emails or alerts to users. Examine how the behavior and performance of certain groups of users varies from one day to the next, from one week to the next, and from one month to the next, in relation to when you first gained those users. Organize users into groups based on similar features such as the date of their first registration, and then monitor the behavior of those groups in terms of metrics such as user retention or revenue

Understanding the point at which users tend to disengage (for example, by initiating fewer sessions, seeing fewer pages, or generating less income) may help you discover two things: (1) the type of user who is disengaging and (2) the type of user who is engaging.

  • Frequently occurring areas of attrition that can be readily rectified
  • A measure of the pace at which you must recruit new customers in order to make up for unavoidable attrition

Behavior Flow Report

The Behavior Flow report depicts the pathways taken by users from one screen, page, or event to the next using graphical representations. This analysis can assist you in determining what material on your website keeps people interested and engaged. It is also possible to use the Behavior Flow report to discover potential content or usability concerns. Users’ engagement with your content may be investigated using the Behavior Flow report, which can also be used to discover possible content concerns.

  • Is there a certain event that is always triggered first in a sequence? Does it encourage people to participate in more events or engage in other behaviors? Does your mobile app or website have any pathways via which users seem to like to go more than others? And if so, are they the paths you want them to take? Did consumers proceed directly from product pages to the checkout page without making any extra purchases?

Find out more about the Behavior Flow report by clicking here.

Event reporting

Event reports categorize and label your events according to their Category, Action, and Label.

It is based on the taxonomy that you have defined in your event tracking code that the precise categories, actions, and labels that are displayed in the reports. As an example, you may create the categories, actions, and labels listed below to track interactions with your video player.

  • Category: “Videos: Instructional”, “Videos: Music”
  • Action: “Play,” “Stop,” and “Pause”
  • Label: “Dance music video,” “Getting started with Google Analytics,” and “Getting began with Google Analytics”

Find out more about the event reporting process.

Custom DimensionMetric reporting

Once you have defined and gathered custom dimensions and metrics, they will be made available to you through the user reporting interface on your computer. Custom dimensions and metrics are accessible in custom reports, and they may also be used with advanced segments to further refine the results. Custom measurements can also be used as secondary dimensions in regular reports, in addition to being used as primary dimensions. Using custom dimensions and metrics in a gaming app, for example, can help you understand more about player behavior and preferences.

Additional features to enhance the user experience, such as “powerups,” may be sold in order to generate additional revenue.

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You’d be able to tell whether some powerup characteristics were more popular than others in this manner.

  • How many times are easy levels played versus how many times are medium or difficult levels played
  • In a three-day free trial, how many levels are played on each day of the trial
  • How many levels are played by users who are participating in the trial vs users who have purchased the game


The ability to understand how users interact with your applications, whether they be mobile apps (iOS and Android), online and SaaS applications, or IOT (internet of things) devices, is crucial for your company’s success. Understanding user behavior may assist you in improving the user experience, refining features and content, and developing a product that is helpful to your target audience. Google Analytics can assist you in measuring user activity, uncovering insights about use, and implementing actual change that enhances both the user experience and the success of your organization.

Other resources

  • Analytical Academy: Digital Analytics Fundamentals
  • Analytical Academy: Mobile App Analytics Fundamentals
  • Mobile App Implementation Guide
  • Analytical Academy: Data Visualization and Predictive Analytics Fundamentals
  • In case you’re a mobile app developer, you might be interested in our Analytics Academy class on developing a measurement plan for your company.

How to Understand User Behavior With Google Analytics

Using Google Analytics, you may gain valuable insights on your users’ behavior, their path through your website, and the extent to which marketing activities are translating into commercial results. Understanding exactly what inspires your users and what drives them to take the activities that they do is critical to achieving success in any kind of digital marketing. Throughout this column, you’ll learn how the built-in Google Analytics reports, as well as certain custom setups, may assist you in uncovering these important user details.

Things You Can Track in Google Analytics Out-Of-The-Box

There are several reports accessible in Google Analytics that do not require any further settings. These can provide you with valuable information on how people travel around your website, what material they find more intriguing, and which pages they leave.

Behavior Flow

The following are the locations:BehaviorBehavior Flow The representation of visitors’ trips around your website is known as behavior flow. Here’s an illustration: This flow shows that a part of people that install my SEO Pro extension and land on the Thank You Page subsequently browse to the homepage, followed by the contact page and a few additional pages, as shown in the diagram below: Advertisement Read on for more information. Below You may utilize such a flow to get an idea of where to position your CTAs and how to interlink pages so that consumers can follow the trip you’ve built for them.

You may also experiment with various settings and observe the flow of traffic for the landing pages and traffic sources, as well as for events and people. Some examples of what you may learn from the Behavior Flow report include the following:

  • User journeys of users who come from social media platforms such as Twitter, LinkedIn, Facebook, and others
  • What effect various operating systems have on website users’ behavior
  • How different operating systems are utilized by website visitors
  • Insight into whether a user journey for a certain campaign performed as intended

User Explorer

Where to look for:Audience User Explorer is a program that allows you to browse the internet using your computer’s browser. When compared to the Behavior Flow, which displays aggregate user trips, the User Explorer displays the experiences of each individual user. A Client Id is used to identify each user (no personally identifying information is used here). Here’s what it looks like in real life: You can view how many sessions have been completed by each user. Further investigation into each of these sessions reveals which sites a user viewed, which events or objectives were triggered, and which traffic sources were used.

If you have ecommerce tracking enabled, you will also be able to view the Customer Lifetime Value (CLV) in this section.


AudienceAudiences can be found in the following places: This report is fantastic since it allows us to have a deeper understanding of certain audiences of people. You must first establish an audience in the AdministrationAudience Definitions section. People who have viewed specific pages on your website, or those who have added a product to their shopping cart but have not completed a transaction, are examples of this type of visitor. If you link your Google Analytics account to your Google Ads account, you can use the same audiences in your Google Ads as well.

  • Sources of traffic
  • Devices that are being utilized
  • Demographics (age and gender)
  • Browser

Site Search

What to look for: BehaviourSite Search This is the only report on this list that requires any setting, so keep that in mind. But believe me when I say that it is quite simple and will take you less than a minute. When you activate site search monitoring, you will be able to view the following information about what users search for on your website: It can assist you in determining what material you need to generate and which existing content is difficult to locate, among other things. Advertisement Read on for more information.

Traffic Sources

AcquisitionAll TrafficChannels is where you’ll find it. This is one of the most often requested reports. It displays the sources from which your consumers arrived, such as organic traffic, referrals, social media traffic, and so on and so forth. In addition, you will see that a percentage of the traffic will be labeled asDirect traffic. While a portion of direct traffic is comprised of recurring visitors who are familiar with your website and have typed it into the browser, the vast majority of direct traffic is classified as “black box.” When Google is unable to determine the original source, it will classify the result asDirect.

If you send a large number of emails but do not tag links heading to your website from these emails, for example, the traffic will be ascribed toDirectand you will not be able to determine the effectiveness of your email marketing campaign.

Advertisement Read on for more information. Below Pro tip: Always make sure that the rightMedium is selected in your campaigns that are monitored using UTM parameters to avoid having traffic ascribed to(Other):

Bounce Rate, Pages/Session, Avg. Session Duration

What it is and where it can be found:As metrics in certain reports such as Landing Pages, Traffic Sources, and so on.Bounce rateis a session where only one hit occurs.Pages/Session shows how many pages a user visited within a single session.Continue Reading BelowAverage session durationis calculated the following way: total duration of all sessions (in seconds) divided by the number of sessions.All of these metrics are useful but you should always use them together.

  1. The fact that someone only needs to see one page before converting is still considered a win.For instance, consider the following scenario: Someone searches for your company’s contact information.
  2. Google Analytics will record a bounce rate of 100 percent for this session.
  3. While this appears to be a negative outcome in Google Analytics, it is actually a positive outcome in terms of revenue for your company.
  4. That is why I usually propose utilizing these measures as supplemental key performance indicators (KPIs), rather than as the primary ones (and in certain cases, you will not use them at all).AdvertisementContinue Reading Below

Landing Pages and Exit Pages

Behavior Site Content Landing Pages/Exit Pages are where you’ll discover them. Landing pages provide you with information about where visitors originally arrived on your website. Additionally, exit pages display where people have gone. These are excellent reports for analyzing and determining whether or not your users’ trips take place as intended.

Additional Tools You Can Use to Uncover More Insights

There is an official In-Page Google Analytics add-on that provides additional information, such as click tracking and heatmaps, to your website. The only drawback is that there is a limit. When measuring the percentage and number of clicks on a page, the add-on makes no distinction between the link placements on the page. Advertisement Continue reading farther down this page. The add-on will display the same numbers for both of these links, for example if you have a link that is both in the main menu and in the footer.

Additional Tracking You Can Configure in Google Analytics

While the default Google Analytics installation includes a plethora of useful capabilities, there are a plethora of extra things you can track to have a better understanding of your audience.


Goals are used to track when users accomplish a certain activity or arrive at a specific place on your website, for example. In Google Analytics, there are several different objective kinds to choose from:

  • The final destination (for example, a person who viewed your email subscription Thank You page)
  • And a user’s time on your website (for example, a user spent at least 3 minutes on your website)
  • The number of pages seen each session (e.g., a user browsed at least four pages in a single session)
  • An event (for example, a user clicking a button)

While the first three goal kinds may be added as goals without any further settings, the final goal type – Event goals – is more difficult to add as goals since they require an underlying event in order to function.

Advertisement Continue reading farther down this page.


Events are distinct behaviors that visitors take while on your website. You have the ability to transform events into event objectives. Here are a few instances of occurrences:

  • Toggles between button clicks, form fills, outbound link clicks and scroll depth.

Ecommerce Tracking

It is very necessary to use ecommerce tracking if you sell things on your website and are able to include the transaction code on your Order Success page.

How to Set up Custom Event Tracking

Custom event monitoring allows you to view user behaviors that are not automatically logged by your system. If you’re using Google Tag Manager, custom tracking is significantly easier to set up than it is otherwise. If you’re considering making the switch from hard-coded Google Analytics to Google Tag Manager, consider the following:

A Process for Defining and Setting up Custom Event Tracking

Step 1: Create a list of all of the actions that need to be monitored across the website. Step 2: Determine the sort of tracking that will be required. Was it decided if it would be a button, form, or anything else? Continue reading below for more information. Step 3: Define relevant Labels and Actions for your application. That you want to provide extra context for your events, check to see if the Category, Action, and Label are all appropriate. You should have something along the lines of this at this point: Step 4: Include all of the dataLayer codes that are required for custom events (if needed).

  • However, you must provide specific directions on which dataLayer codes should be included and in what locations they should be put.
  • Important to note: Not all custom events will require the use of extra dataLayer codes.
  • In Step 5, you will create variables to send more information to the event Labels (if needed).
  • Only if you’re tracking something really particular will you need to establish new variables (e.g., the name of the product that is being added to the cart).
  • Please double-check that you’re using the correct event categories, actions, and labels that you’ve already configured in your configuration.
  • Step 7: Check to see sure everything is functioning properly.
  • Step 8: Have a party.


It will be easier to grasp what genuinely pushes the needle for your particular audience if you understand how people behave while they’re on your website and how their journeys look.

Advertisement Continue reading farther down this page. Make use of these data to increase conversions and guide how you organize marketing efforts to get the greatest possible return on investment and overall performance. For further information, please see the following:

  • Google Analytics Can Provide You With a plethora of SEO-related information. There are six different types of user behavior to track on your website, and the tools to do so are listed below. The Essentials of Web Vitals: A Complete Guide

Credits for the image Photographs taken by the author in July 2021.

User Behavior Analytics

Google Analytics gives marketers with powerful capabilities to better analyze user behavior, improve the user experience on a website, and achieve their business objectives. Using critical insights, you can see where users are coming from, where they are spending their time, and what motivates them to finish a task or complete a transaction. Understanding user behavior analytics can assist your company in producing great content that will help it expand in the proper way and discover patterns throughout the client journey, which will benefit your company.

How It Works

Website owners who wish to use Google Analytics must first create an account with Google and then embed the tracking code on their website. Google Analytics is a free service provided by Google. The issue is that many individuals are unsure of how Google Analytics works or what it is intended to accomplish. As a strong marketing tool, Google Analytics may give useful insights about your users’ interests, their path on your website, and how business goals can be reached by adjusting marketing efforts in the proper direction.

  • You should be aware that user behavior analytics will assist you in analyzing site traffic in order to boost conversions and return on investment.
  • There is also a wealth of other information provided, such as demographics of visitors, how they found the site, what keywords they used to search for the site, and which pages were visited.
  • These components include everything from gathering data to configuring it, processing it, and eventually generating a report for distribution.
  • This code begins to function as soon as a user navigates to your website from another website.

Importance of Understanding User Behavior

The acts that a person does on a website determines their behavior on that website. User behavior analytics is critical in determining how people interact with a website, including their clicking behaviors, scrolling patterns, the precise pages they visit, and where they depart or exit the website. The ability to track user activity on a website is essential if you want to keep track of how people engage with your website. The first step in monitoring user activity with Google Analytics is to figure out what brings people to your website in the first place, and then eliminate any obstacles that stand in their way.

  • Knowing the major aspects that influence the end-decision user’s to take particular actions is essential for achieving success in the digital marketing environment.
  • Understanding user behavior through the use of user behavior analytics (UBA) provides you with valuable insights into the user experience that you would not otherwise have.
  • In other words, user behavior includes the collection, consolidation, and analysis of user data, as well as the knowledge of how users interact with a website.
  • Using this information, you may develop a new strategy and make improvements to the current user experience.
  • The adage goes that when you desire clarity, you should start by concentrating on the fundamentals.
  • As a result, employing user behavior analytics is a good approach to obtain insight into what attracts people to your website.

Only once you have gained access to these invaluable insights will you be able to enhance existing operations and develop new business plans for your company.

Google Analytics Features

One of the most important aspects of Google Analytics is the ability to produce reports for all of your marketing efforts on the go. Different sorts of reports are available with this reporting capability, including:

  • Detailed advertising reports reveal how successfully your advertisements worked in terms of attracting consumers and their conversion patterns after clicking on the advertisement. The Audience Reports section of this report displays user behavior analytics based on various indicators and the patterns of interaction between users and marketing campaigns. Reports on User Behavior — With this report, you may learn about the particular path your users travelled as part of their trip, the material that keeps users interested, their engagement with your website, and any adjustments you should do to convert more visitors to customers. Real-Time Reports — If you want to keep an eye on the actions on your website or in your applications in real time, this report will be useful
  • Using conversion reports, you may learn about your conversion rates and determine whether or not your referrals, advertisements, and other traffic sources have resulted in any improvement.
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Graphs, diagrams, scorecards, and dashboards are all used to display changes in data over a period of time. You may gain a better understanding of these numbers by utilizing analytical methods to uncover their hidden characteristics. Because of their convenience and readability, visual data models are always preferable to text-based data models. Taking in all of the information and numbers might get tedious after a while. Studying charts, on the other hand, is more efficient and creates the groundwork for combining and connecting numerous indicators on a single dashboard.

To improve your overall performance, you may make use of Google AdSense, Google Ads, Google Search Console, Data Studio, Survey 360, and Salesforce Marketing Cloud, among other tools.

Google Analytics Dashboard

User activity in Google Analytics fluctuates over time, which is why you require reports to fully comprehend the results of your investigation. A variety of user behavior analytics reports can assist you in understanding the navigation patterns of users (on your website), the material that piqued their attention, and the pages that they left without completing their task. The Google Analytics dashboard contains a number of useful features, which are as follows: Behavior Flow–The aggregate user trips are depicted in the behavior flow.

  • You may be able to view traffic origins and the flow of landing pages if you experiment with a few different parameters.
  • This behavior may be caused by the use of numerous operating systems or platforms such as Facebook, LinkedIn, and Twitter, or it may be the result of the influence of a specific marketing effort.
  • Every user refers to the navigation habits of each and every visitor to your website while they utilize your service.
  • Despite the fact that this report may be beneficial, it may contain a large amount of information that is difficult to process.
  • AudienceUser Explorer is the route to take.
  • You may learn about their demographics, traffic sources, devices utilized, age, and gender by observing their online behavior.
  • Steps to take: Create an audience under AdminAudience Definitions, then move on to Audience Definitions Audiences After activating site search monitoring, you will be able to observe what people are searching for when they visit your website.
  • BehaviorSite SearchTraffic Sources– This is the path to take.
  • It displays the sources from which your consumers arrived, whether it was organic traffic, referral traffic, or traffic from social networking sites.
  • CTR (Click-Through-Rate), Pages/Sessions, Average Session Duration–A bounce rate is defined as a session in which only one hit happens; studies have revealed that the average bounce rate is around 55%.
  • Generally speaking, the average session duration refers to the amount of time that a typical session lasts.

In layman’s terms, landing pages are the pages that users visit before they reach the main website, and exit pages are the sites that visitors visit after they have left or departed your website. The following steps are required: BehaviorSite ContentLanding Pages/Exit Pages

Vital Metrics

In addition to investigating the characteristics stated above, other critical metrics that may be used to track user activity analytics include:

  • Number of first-time users and the total number of users for a certain time period are provided. Session duration refers to the average amount of time that a user spends in a given session. In the web design world, this is referred to as the bounce rate. It is the rate at which visitors ‘bounce’ away from your website. In other words, the bounce rate is determined by the number of users that visited a website but then quickly left without navigating any further through it. Pageviews: The number of times a user views a single page during a session is referred to as the pageview count. Exit rate: The total number of departures from a website or application is referred to as the exit rate.

Compare Metrics and Dimensions

Following receipt of your user behavior analytics report, it is vital to do correct interpretation. This type of report includes a variety of metrics and dimensions. Metrics are numerical properties that are used for measuring purposes. For example, page visits and average session time are both important metrics. Dimensions, on the other hand, are qualitative properties that are utilized for characterizing data sets. For instance, the browser type, the country, the language, and the medium. Some of the most often utilized metrics in Google Analytics are as follows:

  • Acquisition metrics – This indicator gives information about where users are located and what sources referred them to the website. When consumers begin to interact with a website, behavior metrics are collected to show them what they are doing. Conversion metrics – This component of user behavior analytics displays the number of users who eventually converted as well as the amount of income they received as a result of their conversion.

Benefits and Limitations of Google Analytics

Understanding how visitors behave on your website will assist you in improving your conversion rates in the future. They also assist you in maximizing your return on investment by allowing you to better arrange your marketing initiatives in the future. Google Analytics is a tool for corporate growth and market research, in addition to being a tool for tracking online traffic. Overall, it contributes to the improvement of website efficacy and the increase of conversions. The advantages of utilizing Google Analytics are numerous, but it is possible that there are some drawbacks as well.

If someone visits your website only for the purpose of finding your contact information and then contacts you for business, it is not a bad sign.


Google Analytics 4 is a significant step forward in terms of user behavior analytics in the future. It was introduced as the next version of Google Analytics in October 2020 and became operational in November 2020. A website or an app, or maybe both, can be created using this technology. Because of the capacity to track web and mobile applications, this kind of analytics is more sophisticated. Because it is based on the notion of machine learning, it is capable of providing comprehensive insights about a user’s journey across several platforms and devices in addition to providing diverse reports.

With new integrations inside the Google Marketing Products, you can more easily put your learnings into action and get a higher return on your marketing investments.

You may also have a full insight of the trips taken by your consumers.

You may now obtain reports depending on a certain stage of a user’s journey by clicking on the appropriate link.

You may also take into account user expectations, technology advancements, and other advances while developing your marketing plans, and you can do so while simultaneously attending to the demands of your customers.

User Behavior: How to Track it on Your Website + Analysis

Learn more about /Blog/Article To return to the blog, imagine that you’re the owner of a brick and mortar store. From your vantage point at the counter, you can see and address any problems that customers are experiencing as they move around the store: if they are having trouble navigating the aisles, you can make adjustments and assist them; when they come up to the counter, you can strike up a conversation with them and learn more about who they are and what they want. User-centered design Analyses of human behavior No, an ecommerce website does not operate in this manner.

Because you have limited access to your users, it is possible that you will have difficulty understanding their behavior or determining what they desire.

Table of contents

  • What is the behavior of the user
  • In what way does user behavior analytics (UBA) help you? There are four advantages to tracking visitor behavior on your website: For your user behavior analysis, a three-step structure is provided.

What is user behavior?

It includes all of the actions visitors take on a website, including where and what they click on, how they scroll down a page, where they get stuck, and where they ultimately drop off the page and depart. Users’ behavior may be tracked to provide you with an inside look at how they engage with your site and what barriers or hooks they encounter on their route to become your clients.

What is user behavior analytics (UBA)?

Using user behavior analytics (UBA) to understand how and why people engage with a product or website is a strategy for gathering, organizing, merging, and analyzing quantitative and qualitative user data. Note: UBA is sometimes confused with UEBA (user and entity behavior analytics), which focuses more on cybersecurity and data protection than on conversion optimization; and behavior analytics is sometimes confused with behavioral analytics, which focuses more on predicting user behavior than on improving the user experience; and conversion optimization is sometimes confused with conversion optimization (UX).

When faced with important business concerns such as “Why are people arriving to my website?” or “Why are they abandoning my website?,” conventional analytics alone can only inform you that quantitative activity is taking place, but it cannot provide any insight into the underlying reasons.

  • Heat maps show you where consumers are spending the most time on a page and where they are clicking, allowing you to understand which buttons, calls to action (CTAs), videos, or other clickable assets are receiving the most and least activity.

The two types of heatmaps are as follows: scrolling (left) and clicking (RIGHT)

  • User replies to on-site surveys may be customized to individual pages, allowing you to obtain personal information on what is working and what isn’t.
  • When you use feedback widgets such as Incoming Feedback, you may receive hyper-targeted visual feedback on certain pages of your website.

On one of our web pages, you can see the INCOMING FEEDBACK WIDGET in action.

4 benefits of tracking and analyzing user behavior on your website

You can do for your website what a brick-and-mortar store owner may do for her shop on a daily basis by devoting time and effort to studying visitor behavior with website tracking:

  1. Learn about what people are interested in, gravitating towards, or disregarding by getting actual, first-hand information
  2. Identify the moments in the customer experience where customers become stuck, struggle, become confused, and eventually abandon ship
  3. Identify and analyze the performance of certain pages and sections Recognize what your consumers desire and what they care about

How to analyze user behavior in a simple 3-step framework

Having determined the website tracking technologies you will need to employ, you can begin considering how you would employ them.

The data you gather about user activity must be strategically chosen so that you can utilize it to understand three critical aspects of your users: their motivations, their preferences, and their habits.

  • The DRIVERS who have brought them to your website
  • And The OBSTACLES that might prevent them from continuing or forcing them to depart
  • The HOOKS that entice them to become Christians

The Hotjar team frequently use this three-step strategy, which depends on a combination of conventional statistics, behavioral analytics, and user input to achieve success. Allow me to demonstrate how it works.

Step 1: find out why people are coming to your website

In order to figure out WHY visitors are visiting your site in the first place, you must first discover the drivers or triggers that encourage them to do so in the first place. David Darmanin, the CEO and co-founder of Hotjar, believes that there are three sorts of website users:

  • The term “just-browsing wanderers” refers to those who are only browsing and have no intention of purchasing your goods.
  • Determined heroes: customers who have come to your store with the sole intention of purchasing your goods and who will persevere through whatever difficulties they may encounter
  • The explorers who are undecided: those who are on the fence regarding whether or not to purchase from you

You’re not going to win over the just-browsing wanderers, and you’ve already won over the dedicated heroes, so don’t waste your time. The uncertain explorers are the ones that require the most attention and attention to be understood and catered to. And in order to accomplish so, you must first and foremost get access to their thoughts. So, how do you go about finding out? Inquire with them.

Use analytics + on-site surveys to learn user motivations

Initial research should be conducted using Google Analytics to see which outlets are bringing in the most users. Log in and go to AcquisitionAll TrafficSource Medium in the navigation bar. You will be presented with a list of your most profitable sources. Consider the following scenario: you discover that organic search has a better conversion rate than social media. You may deduce motive from this: people who come in through search engines are more likely to purchase than those who come in through social media.

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You may further refine your search to find out which landing pages organic search users are most commonly directed to by selecting Google/organic as a secondary dimension of the report and selecting Landing Page as a secondary dimension of the report.

Once you’ve compiled a list of your most popular landing pages, you can use them to conduct a poll.

Questions to consider are as follows:

  • Why are you here today, and what is the primary reason for your visit
  • What brought you to know about us
  • In one words, how would you characterize yourself?

When using Hotjar’s on-site survey tool, you may ask precise questions about a single page on your web site. Create a list of the sites on which you’d like the survey to appear from the Hotjar dashboard: Once you’ve acquired a substantial quantity of information, you may utilize the information to construct user personas that accurately represent your target audience. In order to create a basic user persona, you should consider the following questions:

  • What is your name
  • What is your primary objective? What do you believe is your most significant obstacle to accomplishing this aim

Apply your findings and brief profiles of your target customer(s) based on their responses to the questions you posed.

These profiles will serve as a basis for informing and improving your marketing and design activities (if you want to know how to do it, here is astep-by-step guide to creating user personas).

Step 2: find out what makes users leave your website

Make use of the answers to the questions you posed to draw conclusions and generate brief profiles of your ideal customer(s), which you can use to educate and enhance your marketing and design efforts in the coming months (if you want to know how to do it, here is astep-by-step guide to creating user personas).

Identify problem areas, then use recordings and heatmaps to investigate

Instead of conducting user behavior analysis on every page of your website, concentrate on the pages that are causing problems. The pages with the highest exit rates may be identified using Google Analytics by searching for them in the results. Navigate to the BehaviorSite ContentExit Pages page. This will provide you with a list of the most popular sites that customers visit just before leaving your website. Using Session Recordings, you can examine what visitors were doing on the sites you’ve identified as being problematic before they abandoned ship.

Watch as many videos as you can and make extensive notes on what exactly visitors did before leaving the site before submitting your findings.

Take note of any indications that people are failing to interact with critical links, buttons, or call-to-actions.

In the event that this were critical to the message sent by our employment website, we would have to move it up to a more prominent place immediately.

andanalysis of user recordings for a more in-depth examination of how to evaluate the information you receive from each tool After gathering sufficient information, you should be able to determine exactly what visitors were doing, reading, or looking at just before they opted to leave a page or navigate away.

Perhaps your call to action (CTA) is missing, a link is broken, or your website is not rendering correctly.

After identifying a design flaw in their price table, they experimented with other layouts until they found and adopted one that was more favorable to sales, so eliminating the initial stumbling block.

Step 3: discover what convinces users to convert

Investigating what occurs when individuals convert may be a very effective method to enhance conversions and profits. This is one of the most underappreciated aspects of user behavior because, when things are going well, we prefer to rejoice rather than learning from our mistakes and applying what we’ve learned in other situations.

Understanding the reasons why individuals convert will benefit you in the following ways:

  1. Make a list of your product’s most compelling selling features, which you may then emphasize even more
  2. Figure out which elements of your website are the most compelling so that you can design a stronger website. By assisting in the creation of a clearer picture of your ideal consumer, you may better inform your user personas (described above).

In order to comprehend the ‘hooks’ that encourage particular users to finish the checkout process, you must first determine what characteristics these consumers share in common with one another. What was it that drew them to your website? What was it that caused them to circumvent the ‘barriers’ described above?

Find out what went right by collecting user feedback

Again, asking your clients questions is the most efficient method to gain insight into their preferences. You may accomplish this in a variety of ways, including:

  • Create a post-purchase survey and include it on the thank-you page. Customers should be asked, “What persuaded you to join up/convert today?”
  • Send email surveys to consumers, in which you ask them questions about themselves and their decision-making process, such as those that follow:
  • What was the mental roadblock that prevented you from utilizing or purchasing the product? What would you say was your overall shopping experience was like? What came close to deterring you from finishing your transaction
  • People should be interviewed. Inquire if you may contact a few of your most loyal clients and have them walk you through the various stages of their purchasing transaction. In spite of the fact that you may not have the opportunity to speak to a large number of individuals statistically significant, you should be able to uncover commonalities from a small number of interviews.

Then, examine the responses you’ve gathered to see what went well and how you may improve on it throughout your site.

Start tracking user behavior right away

We at Hotjar feel that worrying about our consumers is a good thing. User behavior analysis provides you with the tools you need to accomplish the same by getting to know your users on a personal level, as described above. Most importantly, it’s simple, respects user privacy, and produces rapid, actionable results that are easy to understand. Are you persuaded at this point? Become a member of Hotjar’s suite of user-behavior analytics tools now and get started immediately.

FAQs about user behavior analytics

The tremendous importance of audience insights provided by Google Analytics can be attested to by the vast majority of marketers without a single instant of hesitation. It’s becoming increasingly difficult to argue against this as consumer behaviors shift and client journeys grow more irregular. Indeed, having a comprehensive understanding of the habits of your target consumers may be really beneficial when it comes to marketing optimization through personalisation. Nevertheless, although certain information, such as demographics, may be objectively seen and quantified, others, such as user search intent, cannot be.

With this in mind, our digital marketing agency in New York City would want to investigate several methods of analyzing user activity using the Google Analytics platform.

An introduction to Google Analytics

Despite the fact that Google Analytics is a free tool, it is nonetheless an exceptionally sophisticated analytics tool. Google’s unique insights and machine learning skills are used to give webmasters with historical use statistics, user navigational behaviors, and other useful information, among other things. In the unfortunate case of Google Analytics, we are unable to fully measure its popularity because Google has ceased disclosing actual usage data since 2012. Google, on the other hand, currently has undisputed dominance in the search engine business.

Additional analytics tools

In spite of its enormous capability, Google Analytics can only detect behaviors and not states of mind. In other words, it cannot infer user intent, volition, or contentment; it can only watch how users expressed these things in their own words.

As a result, marketers will frequently turn to extra technologies in order to gain a deeper understanding of user activity beyond Google Analytics. The following are the three most common forms of such instruments:

Page Analytics

Google’s Page Analytics, as the name implies, is another Google service that provides more page information. Despite the fact that its most recent official upgrade occurred in March 2019, it continues to be widely used, particularly in conjunction with Google Analytics.

Third-party plugins

Aside from Google solutions, third-party solutions also place a great emphasis on Google Analytics. TheWordPress plugin libraryprovides hundreds of analytics, marketing, SEO, and other plugins that tout their connection with it as a key selling feature. TheWordPress plugin library is organized into categories.

Heat maps

Finally, heat maps provide an extra layer of information on on-site user activity insights to supplement other data sources. They accomplish this by tracking the mouse movements, clicks, and other similar activities of users.

How to track and understand user behavior with Google Analytics

Naturally, whether or not you employ any or all of the strategies outlined above will be entirely dependent on your particular organization, budget, and requirements. Even so, Google Analytics alone may provide you with a wealth of audience information, which can be used to better analyze user behavior.

1: Audiences

First and foremost, Google Analytics enables you to track specific audiences in order to more carefully monitor their activity. Any marketing firm in New York that provides SEO services can attest to the importance of audience insights, and it’s easy to understand why. You may use this tool to populate your designated audiences with your desired behavioral patterns, and then track their future interactions with one another. There are simply a few stages to this procedure:

  • Navigate to the AdminAudience Definitions section of your Google Analytics account dashboard. You may use this section to define the target audiences for your monitoring
  • Allow for the accumulation of usage data, after which you may access audience reports in AudienceAudiences. Identify and analyze their shared features, such as demographics, traffic sources, and devices.

This first stage will assist you in developing a deeper understanding of specific audience segments. Furthermore, it may be used to find data overlaps with other data sources, which is useful. A good illustration is provided by Customer Relationship Management (CRM) systems.

2: Site Search

Understanding the actions of an audience still necessitates a thorough understanding of their intentions and motives. Monitoring and analysing the specific phrases that customers look for on your website may be really beneficial in this situation. You will just need to configure Site Search in Google Analytics in order to accomplish this. The following steps will take less than a minute:

  • On your Google Analytics dashboard, choose Admin and then browse to the view you want to track
  • In the View column, select View Settings from the drop-down menu. Site Search Tracking may be enabled by going to Site Search Settings and selecting it from the drop-down menu

It is possible that the procedure will grow and alter based on your search query parameter selections and the site search categories you select. Fortunately, Google provides an in-depth step-by-step explanation on these options, which you can find here. Once Site Search is configured, you will be able to track search terms in the BehaviorSite SearchSearch Terms section of the site. This feature alone should be of particular interest to any webmaster who wishes to gain a better understanding of user behavior using Google Analytics.

3: Behavior Flow

Site Search, on the other hand, can only disclose so much information on its own. This is where Behavior Flow truly shines, since it depicts the user journeys on your website. It decomposes them into categories, beginning pages, further interactions, and exit pages, and presents the information in a visually appealing graphic that is easy to understand.

This option can be found in BehaviorBehavior Flow, and unlike Site Search, it does not require any configuration to be used. As a result, you may make informed decisions on such areas of your website and content strategy as:

  • The structure of your website
  • How does it seem to assist different trips
  • Is the significance of your internal link structures apparent? Do your internal link structures appear to be performing as you intended? Are there any pages that have gone missing? Is your CTA placement effective? Do your converting pages convert at a satisfactory rate? What happens to consumers who abandon their websites without converting? How can you re-direct their attention away from undesirable activities given their current state of mind

Understandably, this straightforward functionality has a high degree of overlap with customer journey mapping. Individual marketing efforts, Conversion Rate Optimization (CRO), and a variety of other activities can benefit from this information.

4: User Explorer

Finally, whilst Behavior Flow will provide a summary of the user journey from a high level, User Explorer will allow you to dive down into specific user trips in greater detail. This function can be found in AudienceUser Explorer and, like the last one, requires no configuration. In-depth, thorough records of each individual user’s travel around your website are kept in the User Explorer. It keeps track of metrics such as:

  • Number of sessions per user
  • Traffic sources
  • Specific pages visited
  • Signups, for example
  • Customer Lifetime Value (CLV), in the case of eCommerce tracking
  • And other events are triggered.

The fact that User Explorer has a plethora of information is, oddly enough, its one drawback. In contrast to Behavior Flow, it is far less visually appealing and exceedingly detailed, as well as information-dense. Consequently, when you need to track a particular measure, it will take more work to pull the information you want from a database.


To recap, Google Analytics provides a wealth of capabilities that may be used to better understand the performance of your web pages. The tools listed above are just a handful of the many that may be used to better analyze user behavior while using Google Analytics. Page Analytics, third-party analytics plugins, and heat maps, among other tools, may be useful in informing your efforts as well. However, keep in mind that such measurements primarily describe “what,” rather than “why,” and that it is up to you to discern and adapt to this.

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