Analysis of Website User Insights through Google Analytics

Abstract

The analysis of website user insights through Google Analytics is based on how visitors engage with a website based on real-time statistics. The website is connected to Google Analytics to monitor important metrics like page views, session starts, scrolling, time on page, clicks, and first-time visits. Google Analytics categorises groups of users by activity, location, and device type to note content that receives greater engagement or drop-offs. Google Tag Manager assists in defining custom events such as button clicks and scroll tracking without necessarily modifying the website code. This provides further insight into user behaviour. These events display on basic charts and reports on the Google Analytics dashboard. All important metrics including bounce rate, session duration per page, new vs. return visitors provide assessment of site performance and engagement of the users. Analysing the segments can be used to improve website layout, design, and content. This project demonstrates how one can use free tools like Google Analytics and Tag Manager to make data-driven decisions to enhance website user experience and usability.