Following my statistics

Google Analytics is an entirely free tool that enables you to follow the statistics for your website’s activity. You can therefore analyse and optimise your visitors’ favourite content. This tutorial explains the most useful indicators for you to monitor. To go further, demos and help guides are available on the Google Analytics website.

I configure my website 

You first need to own or create a Google account (which can be associated with your current email address, you don’t have to create a @gmail address).

Connect to Google Analytics using your Google login information.

Create an account and specify the name and URL of your website. Once the configuration finished, your will obtain a tracking ID under the form “UA – 12345678-1” and a few lines of code.

You will then need to add this ID to your website. This is more or less easy depending on your content management tool:

  • In the simplest case, you just need to copy/paste the lines of code of the Google Analytics tracker or simply the tracking ID in a dedicated field of the back-office of your website

  • In some cases, you need to add a free Google Analytics plugin to your website, which you will then configure in the same way with the tracking ID (for example, GA Google Analytics for Wordpress).

  • In the most complex cases, you will need to copy the piece of tracking code into the header file of your website (“header.php”), just before the </head> tag.
    If needed, refer to the FAQs or help forum of your back-office, as this subject has probably been discussed there

Once this task done, you need to make sure it works. This can take a few minutes or even a few hours. Go onto your website, and open Google Analytics in another window. Click on “Real time” in the left-hand column, you should have at least one visit (yours) displayed.

Audience - overview

Start by defining your reference period.

Users vs Session: a user is a visitor that is “using” your website to view information, do a simulation, etc. A session is a 30-minute period. A single user can lead to several sessions on your website.

For example: if the visitor stays 1h on your website, this counts as 2 sessions. If a visitor leaves your website and accesses it again in less than 30 minutes, Google Analytics will count only one session.

The bounce rate: this is the percentage of sessions where only one page is consulted; i.e. the user leaves your page without “interacting” (= clicking on an element of the page). This can either mean they found the information they needed upon arrival (e.g.: the customer service phone no. visible on the homepage), or they were not inspired by the content displayed and did not wish to browse any further.

Average session duration: average time of each visit in minutes.

Audience - Other useful data

Demographics data gives you the age of your visitors to adapt the tone and themes of your website.

Geographic data:



  • The language your visitors speak indicates whether a translation of your website would be relevant.


  • The country tells you whether your audience is local, international, expatriate, etc. to adapt your content.

The “Mobile” criterion: tells you from which type of device visitors connect to your website. By default, most websites are now responsive, but you can make the website even more adapted to its use: for example, users on mobile devices spend a lot less time browsing on a website, they need concise information that is quick to find.




The “channels” tell you where your visitors come from.

The most common are:

  • Organic search: traffic from natural results (not purchased) on any search engine.
  • Direct: visitors who entered the website’s URL directly into the search bar of their browser or saved the page as a favourite.
  • Social: visitors who came from a social network.
  • Referral: visitors who came from a website (excluding social networks) that created a link towards your site.



The “All Pages” entry enables you to consult the most viewed pages. Pages with the URL “/” or “/fr/” are homepages. There can be surprises, the most popular pages are not necessarily those you anticipated or put forward!

The Behavior Flow indicates the paths used by visitors and the abandonment rate between each page



The most relevant data is also listed on your dashboard, on the homepage. This page also tells you the “peak times” for your website. This enables you to schedule the uploading of campaigns or news before your visit peaks.


I export the data as a PDF

To save your data as a PDF, you can go onto any page and click “export” then select “PDF”. To have an overall view, you need to be on the overview (audience > overview).