Understanding Google Analytics: Where They Go

In our previous two blog posts about Google's Analytics platform, we reviewed Audience and Acquisition. In today's post, we'll talk about Behaviour.

by Southern Web

Marketing Analytics

Reading Time | 3 min

In our previous two blog posts on Google’s Analytics platform, we reviewed Audience and Acquisition. Today, we’ll look at Behavior.

The Behavior section of Google Analytics is all about what a visitor sees and does once on your website. Let’s take a look at Behavior’s subsections:


This subsection provides a quick glance at how visitors interact with your content. Shown here is total page views, unique pageviews, average time on page, bounce rate and exit percentage for your reporting period.

Behavior Flow

This tab explores the most visited pages of your website and how visitors move from one section to another.

Site Content

Site Content is the meat of the Behavior (content) section and is broken down into four subsections: All Pages, Content Drilldown, Landing Pages, and Exit Pages.

The first, All Pages, is perhaps the most important subsection within all of Google Analytics. Here, you’ll see a graph with total pageviews and a list of the most viewed pages of your website.

Content Drilldown, on the other hand, looks at the directories of your domain name that are most popular. For Southern Web’s site structure, directories include /help, /services, and /contact.

Landing Pages show you where visitors first go when coming to your website. This is massively important information to consider because this is where your website makes its first impression with visitors. If you find visitors are arriving mostly through a particular blog post or Google AdWords specified page, you can tailor that page’s content to drive visitors to conversion.

Site Speed

Site Speed, the following subsection, is also broken into four additional categories: Overview, Page Timings, Speed Suggestions and User Timings. The Overview displays information like Average Page Load Time, Average Redirection Time, Average Domain Lookup Time, Average Server Connection Time, Average Server Response Time and Average Page Download Time. Also displayed on the Overview tab is a list of how quickly individual web browsers can load your website.

The second tab, Page Timings, show a list of how quickly individual pages from your website load. These are generally grouped showing the most visited pages first. The third tab, Speed Suggestions, allows website administrators to move beyond the data and see actual, real world hints on how page load times can be improved.

Because the speed of which your website loads is massively important to Google in terms of user experience, it’s crucial to keep your website’s load time as low as possible. This is the place to go to compare how changes you’ve made affects your load speed.

Site Search

This section is primarily for websites that have internal search functionality, which is somewhat common for WordPress websites that host a generous amount of content. Broken down into four subsections, Overview, Usage, Search Terms and Pages, Site Search offers website administrators the opportunity to see how visitors use an often-overlooked utility.


Events are visitor interactions with your website content from a single web page. Downloads, ad clicks and Flash video plays are just a few of the actions you might monitor in the Events section. This is broken down into four additional subsections, Overview, Top Events, Pages and Events Flow.


If you want to host Google web advertising, this section is where you connect your Google AdSense account to your Analytics account. Overview, AdSense Pages, AdSense Referrers and AdSense Exits are the subsections here.


What’s the point of knowing the in and out of how a visitor interacts with your website and its content without taking the next step of tracking the effectiveness of your strategies? This section allows website administrators to create A/B tests and track which landing pages are most effective for their campaign goals.

In-Page Analytics

Stuck at the bottom of the Behavior tab is the In-Page Analytics section. Here, website administrators are given a visual representation of how users interact with your website.

Southern Web