Monitoring Your Website Traffic

January 17, 2011 AnMarie Bozick, CIC

Just as you monitor the leads where your business is coming from, you should monitor the traffic on your website. Google Analytics is a free service offered by Google that generates detailed information on how people find your site and navigate through it. A great deal of information is provided about your website in Google Analytics. In this newsletter we will just cover some of the basics.

When you initially sign into Google Analytics, you will see the Dashboard, as pictured below.



1. Site Usage

This section shows the number of interactions with your website. By default, the report shows traffic for the last 30 days.

  • Visits is the number of interactions with your website
  • The Bounce Rate is the percentage of the visits in which the person instantly left your site
  • Pageviews indicate how many pages of your site were viewed
  • Pages/Visit are the average number of pages each person visited when they came to your site
  • Average Time on Site tells you how long people stayed on your site
  • % of New Visits show how many people visited your site for the first time

2. Traffic Sources Overview

Here you can see where your traffic is coming from.

  • Direct traffic includes visitors that typed in your webpage address or clicked on a bookmark
  • Visitors that were referred to your site from other sites are counted in Referring Sites
  • People that found your site from doing a query on a search engine, such as Google, Yahoo, MSN, and so on are counted under Search Engines

3. Content Overview

Monitoring the pages your visitors are looking at can help you understand what is interesting to your visitors and help you prioritize where you should spend your time updating the content. Be sure to include call to actions on these pages so when your visitor is ready to start the buying process, they know where to go to get a quote

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About the Author

AnMarie Bozick, CIC

AnMarie Bozick, CIC, manages ITC’s rating products, including TurboRater and TurboRater for Websites. She has more than 20 years of property and casualty insurance experience, including owning her own agency and serving as president of the Alliance of Insurance Agents of Texas. She joined ITC in 2008.

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