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Back to Basics: Google Analytics

Back to Basics: Google Analytics

Everyone wants to know what’s working in their business and where they can make changes to increase sales or conversions. Google Analytics can help.

Let’s walk through the sections of Google’s Analytics application to help give you some clarity on the tool and it’s capabilities.


This section of analytics provides you with insights into your visitor breakdown; New vs. Returning, Average visit duration and pageviews. If you dig in deeper you will also be able to review the mobile applications that are accessing your website and the details of their visit. Pay special attention to the item marked Bounce Rate – this number will give you an idea of how your visitors value your site at first glance. A bounce indicates that someone landed on your website and then left without taking any additional action. Like opening the door to a restaurant looking around and then closing the door. The customer never really went inside. That is a bounce.

Traffic Sources:

In this area of Google Analytics we can review where our visitors are coming from. The overview tab gives you a graph with 4 categories: Search Traffic, Referral Traffic, Direct Traffic and Campaigns. On the left of your screen you can expand the section that is titled Sources and drill-down into these 4 categories.

  • Search will include both organic and paid results. That is, if you are running a Google AdWords campaign.
  • Referral traffic shows you what outside websites are driving traffic into your website.
  • Direct visitors are those who jumped right into your website with out using a search engine or a referring inbound link to your website. They either typed your URL directly into their browser or they have bookmarked your site.
  • Campaign will show you the specifics on your PPC advertising if you have a Google Ad Campaign running.

The Social tab was added some time ago under the Traffic Source section. This tool will show you a breakout of traffic entering your website from various social platforms. My favorite feature in this section is the Social Visitor Flow. It shows the places people entered from and where they went on your website.


Where do people spend the most time on your website? This is an important question to ask and answer. This section of Google Analytics will guide you through understanding what pages on your website are the most popular. You can also review how much time is being spent on each of page. Drill-down into one of the areas in this section titled Exit Pages. This section will tell you the pages from which users leave your website. This can be very helpful for understanding what’s having an impact on you losing a visitor.

Google Analytics can provide you with a greater understanding about your website visitors. Spend some time reviewing your stats and it will give you a better idea of what your customers want and need from your business.

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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress


Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office