Tracking Website Metrics on Google Analytics, Part 3: Language, Location, Mobile

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What do you know about your website visitors? Earlier, we looked at site traffic and engagement metrics on Google Analytics, and at how your visitors get to your site. Now let’s look at your visitors and what we can find out about them.

The Audience Overview report is what shows up first when you open Google Analytics. So you can scroll down and click to view the detailed report of language and locations of your visitors, or you can click on the left sidebar on Audience > Demographics > Language (or Location).


Why is this important? If you’re writing in English and a big part of your audience has Japanese or Russian set as the default language on their computers, either your audience isn’t relevant, or maybe you should make sure the content on your site is easy to understand by such visitors.

Another thing to look at might be (if your site is in English) is whether you’re getting more visitors who prefer U.S. English (en-us) over British English (en-gb) or vice versa.


Do your actual visitors match your target audience? If you’re targeting a particular country or city (say, you’re an online grocery store in Delhi), anyone from outside that area isn’t a relevant visitor. Use this to calculate your actual relevant reach versus the total visits to your site.

Google Analytics: visits by city

And did I tell you you can click on the icons on the top right of a table to see your data as a graph? If you’re a visual person, that’s pretty cool.


Do you know how many visitors are using mobile devices to access your site? Go to Audience > Mobile > Overview to see this. As a rule of thumb, if the percentage is high (anything above 10%) make sure you have a mobile-optimized site!

Mobile Data on Google Analytics

But also look at engagement metrics (visit duration, pages per visit, bounce rate) to see what’s happening. For me, while the actual number of mobile visits are relatively small, the engagement metrics are much worse as compared to visitors who aren’t using mobile devices. This might be because our site doesn’t show up well on mobile, and we need to fix this.

But before you optimize, dig deeper and look at what devices your visitors use (Audience > Mobile > Devices). At the least you should know whether more people are using tablets or phones, and then decide what changes will help more people view your site better.

There’s a lot more data you can look at in Google Analytics, but you should definitely be looking at these basic metrics regularly, if not often. You should also narrow down to 3-4 important metrics that make sense for your business and that you should be looking at frequently (daily or weekly).

All this information is scattered across Google Analytics, but it won’t take more than 20-30 minutes to look at this data once every week. You can also create set your own dashboard custom reports (but we’ll talk more about that later).

Or, you could sign up for Markitty and get most of this data on one page.

Read the first two posts in this series: