How To Use Google Analytics For Ux Research

Upon initial observation, it may appear that Google Analytics is primarily catered towards marketing experts and SEO specialists. However, UX researchers and designers can also reap valuable advantages from utilizing this versatile tool. Google Analytics holds a wealth of information that can aid in comprehending user actions, thus enhancing the overall user experience (UX).

In this blog post, we will walk you through the steps of getting started with and using Google Analytics for UX research.

Step 1: Install Google Analytics

The first step is to set up Google Analytics on your website. Sign up for a Google Analytics account if you don’t already have one. Google provides a simple guide on how to set up Google Analytics. Once you’ve set it up, Google will generate a tracking code for you. This code should be put on every page of your website for which you want to track user activity.

Step 2: Familiarize Yourself with Google Analytics Interface

Google Analytics has an extensive array of features and functions. Spend some time navigating through it, and familiarize yourself with different metrics and reports before you delve into UX research.

Step 3: Use Google Analytics for UX Research

Now, let’s delve into how you can use Google Analytics for UX research. Here are a few techniques:

Technique 1: Analyze User Behavior

Google Analytics can provide valuable insights into how users interact with your website. By looking at metrics like Bounce Rate, Exit Pages, and Pageviews, you can understand which parts of your website are engaging users and where they are dropping off.

Technique 2: Understand User Demographics

Google Analytics can give you data about your user’s demographics such as their age, gender, and geographical location. This information can help you create more personalized and effective UX design.

Technique 3: Track Conversions

With Google Analytics, you can set up Goals to track conversions. This could be anything from completing a purchase to filling out a contact form. By examining where users are dropping off in the conversion process, you can identify and address UX issues.


Google Analytics is a powerful tool for UX research. While it may seem overwhelming at first, with time and practice, you can use it to gather valuable data about user behavior and improve your website’s UX design. So go ahead, dive into Google Analytics, and let the data guide your UX decisions!