Google Analytics tracks the following kinds of data about how visitors interact with your site content:
- The pages on which they enter and exit your site.
- How often and how long they view individual pages.
- The extent to which they search your site for specific content.
- The extent to which they interact with things like slide shows or embedded videos.
- How frequently they click AdSense ads, and the revenue that you see from those clicks.
Based on this data, you can develop an understanding of how well your content addresses the purpose of your site (for example, to sell winter sports wear).
For example, if your landing pages have a high bounce rate and visitors spend only a few seconds on those pages, you might conclude that the page content does not meet visitors' expectations or that the page isn't designed to effectively draw visitors further into your site.
On the other hand, if a great percentage of visitors are leaving your site from the page that concludes a transaction, you can infer that your site design is working in your favour.
If users tend to search your site more often than you anticipate, you might consider redesigning the site navigation.
You can determine, too, whether AdSense ads are delivering the revenue that you expected. If not, you may need to revisit where on your page you're displaying the ads, or edit your content to see if different ads fare better.