Emily Strachan

Marketing Tips from the Experts: Understanding your Analytics Data.

Google analytics is a powerful tool, and with great power comes great responsibility! It’s very easy to misuse data from analytics, thinking that it’s telling you one thing when really, it’s only giving you part of the picture.

Take the average session duration on site, a simple statistic that you can use to deduce how much time users spend on your site. If your users are spending 2 minutes, 54 seconds on your site, you can think about using this to plan in automated popups or ensure that pages are optimised so that users can find what they are looking for within that time frame.

Our analytics experts have put together their top tips for deciphering your website data in order to better understand your converting users.

Utilising Segments

Segments are extremely useful when analysing converting users in Google analytics. Two particular segments that you should use are the ‘Converters’ and ‘Non-Converters’ segments, these group individual users into different groups whether they have converted or not.

To use these segments in Google Analytics, click anywhere in the segment bar (the area by default displays the ‘All Sessions’ segment) Here you’ll find segments for “Converters” and “Non-Converters”, simply tick the box next to both and click “Apply”.

screenshot of Google Analytics interface

What can the Converters segment tell us?

Any analytics report can have these segments added to them. Whether that’s the simple gender, age or demographic reports, or more in depth site content reports for exit pages or site search, the segment function will give you better knowledge as to HOW your users are interacting with your site.

We’ve listed out some of the most important uses of the segment function below.


Are converters and non-converters using different devices? If fewer Converters are using mobile devices, maybe you need to look at adding a mobile site or better optimising your existing site.


Do some browsers tend to have a greater proportion of non-converters? If so, maybe the site doesn’t work quite as well as it should or maybe certain pages are not showing correctly.

User paths

Another thing to check is if there are any major differences between where Converters and Non-Converters enter the site, how they navigate through the site and where they exit the site. Potentially this could pin-point your site’s best pages, which could provide pointers for improvements to other pages of the site.


How do Converters and Non-Converters differ in terms of age, gender, or interests? Try adjusting strategies to better target the converting use to have an overall positive impact on revenue.

Site Search

Do your converters tend to use the site search? If a high number of site search users convert, this could be used to build a case for increasing the prominence and functionality of the site search.

Whilst not being one of the most well-known segments, Converters and Non-converters can be one of the most useful and should be a tool used by anyone looking to optimise their website.

To find out how to grow your Google analytics skills and boost your business, take a look at our upcoming training courses.

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