Analytics That Profit- Our Blog.

The 5 W's in Google Analytics Every Savvy Business Owner Understands

Who, What, When, Where and Why. These are the basics of understanding your business .

  • Who visits your website?
  • What website content engages your audience?
  • When are they viewing your content?
  • Where are your website visitors located?
  • Why did they find your website?

Savvy business owners look at Google Analytics to answer these questions.

Who visits your website?


The Audience report in Google Analytics answers the who and where question.  Demographics such as Age, Gender and Location are easily accessible. In addition you can learn if they came from a desktop or mobile device. A deeper dive into bounce rates can inform you if your content is engaging your audience. A high bounce rate could mean your content is not resonating in a particular demographic and needs some work.

What website content engages your audience?

The Behavior report in Google Analytics answers the question of what content engages your audience. Average Time on Page is a good indication of what content is engaging your audience. Time on page for a blog post indicates if your viewers are reading the content. A high Bounce rate can mean that the page did not move your buyer forward in the process.

When are they viewing your content?

Frequency & Recency in the the Behavior report provides insight into how often visitors are returning to your site. If you offer coupons/specials or publish content on a regular basis you want to see visitors return on a regular basis. This is an indication that your content is valued by  your audience. If you are running AdWords, you can click the AdWords report and look at Hour of Day. This provides meaningful business intelligence on when you should schedule your advertising.

Why did they find your website?

The Social report is a quick and easy way to determine if the time and money you are spending on social media is driving visits to your website. The Campaigns report is very useful in identifying keywords that attracted visitors to your site. In addition, if you are using an email client like MailChimp or Constant Contact you can click All Campaigns and measure the effectiveness of your emails. If you are not using a 3rd party email client you can "tag" your emails for free using Google's URL builder.

All the answers to these questions are FREE in Google Analytics. There are situations that do require a deeper dive into data and setting Goals & implementing Search Console are necessary to provide critical Business Intelligence. Please contact us to learn more about a deeper dive into analytics.

If you are struggling with content that really resonates with your audience check out Be Visible to learn how to identify your ideal customer and talk to them.

Phil Wiseman is the Founder of Analytics That Profit.

He is a certified Google analytics expert...

He works with companies that devote time, energy and money into email and social media but who have no idea it's working. He helps them by conducting a deep analysis of their website analytics to see what's really going on - are they getting clicks or customers? As a result, they are able to measure the results of their marketing and make more intelligent business decisions that will result in higher revenues.

 He earned a B.S. Degree in Chemical Physics from Centre College in Danville, Ky. He is certified in Google AdWords, Inbound Marketing by HubSpot and Social Media by Podium. He is also HubSpot certified. Analytics That Profit is certified in Google Analytics. He is also an ASQ Certified Manager of Quality/ Organizational Excellence and ASQ Certified Quality Auditor. This background in quality allows him to use proven methods and tools for continuous improvement to enhance user experience with your business.