Google Analytics has many built-in useful dimensions and metrics that businesses or marketers who are new to Google Analytics or the world of data analytics can use to get started on their data analysis journey. For marketers who have been in the game for awhile and want more advanced metrics to dissect their data, you can use the following four metrics to gain in-depth insights about your website visitors.
Scroll depth refers to how far a website user scrolls down a webpage. Example: 10%, 25%, 50%, 75%, or 100% of a webpage. You can use scroll depth to assess the quality of your website content and audience. For example, if a majority of your website traffic doesn’t scroll beyond 25% of the landing page, there could be disparity because the website visitors and the type or quality the content. Use the scroll depth metric as a starting point to optimize your marketing and website content to ensure that you’re bringing the right audience to your website and serving the website visitors with relevant content.
You can use element visibility, a Google Tag Manager trigger, to see if users have viewed an element on a webpage. For example, you can use element visibility to see the number of visitors who have viewed the “add to cart” button on your eCommerce product pages. Gaining this insight help you understand if you’re attracting the right audience who’s interested in purchasing your product or service. More, you can use this type of data to calculate the conversion rate. For example, if 100 visitors have viewed the “add to cart” button and only 2 customers have made a purchase, your conversion rate is only 2% based on the number of shoppers who have viewed the “add to cart” button compared to the number of customers who have made purchases.
SOURCE: Ray Wang