---
title: The 5 W's in Google Analytics Every Savvy Business Owner Understands
description: Learn the Who, What, When, Where and Why of Google Analytics. Audience Report. Behaviour Report. Frequency & Recency  Report. Social Report.
---

[The Profit Center⎮ ](https://www.analyticsthatprofit.com/blog)

# [The 5 W's in Google Analytics Every Savvy Business Owner Understands](https://www.analyticsthatprofit.com/blog/the-5-ws-in-google-analytics-every-savvy-business-owner-understands)

 Written by [Phil Wiseman](https://www.analyticsthatprofit.com/blog/author/phil-wiseman) | Oct 31, 2016 5:40:20 AM

Who, What, When, Where and Why.

These are the basics of understanding your business.

- **Who visits your website?**
- **What website content engages your audience?**
- **When are they viewing your content?**
- **Where are your website visitors located?**
- **Why did they find your website?**

Savvy business owners look at Google Analytics to answer these questions.

### WHO VISITS YOUR WEBSITE?

The **Audience report** in Google Analytics answers the who and where question with easily accessible demographics such as Age, Gender, and Location. In addition, you can learn if they came from a desktop or mobile device. A deeper dive into bounce rates can inform you if your content is engaging your audience. Pages with a high bounce rate could mean your content is not resonating in a particular demographic and needs some work.

The [**Behavior report** ](https://support.google.com/analytics/answer/1012034?hl=en#Behavior)in Google Analytics answers the question of what content engages your audience.** Average Time on Page **is a good indication of what content is engaging your audience. The time on the page for a blog post indicates if your viewers are reading the content or not. A high **Bounce rate **can mean that the page did not move your buyer forward.

### WHEN ARE THEY VIEWING YOUR CONTENT?

 

 

 

 

 

 

 

** **

**[Frequency & Recency](https://support.google.com/analytics/answer/1012034?hl=en#Behavior) **in the Behavior report provides insight into how often visitors are returning to your site. If you offer coupons/specials or publish content on a regular basis, you want to see visitors return on a regular basis. This is an indication that your audience values your content. If you are running AdWords, you can click the **AdWords report** and look at **Hour of Day**. This provides meaningful business intelligence on when you should schedule your advertising.

### WHY DID THEY FIND YOUR WEBSITE?

 

 

The **Social report** is a quick and easy way to determine if the time and money you spend on social media drives your website visits. The **[Campaigns report](https://support.google.com/analytics/answer/6205762?hl=en) **is very useful in identifying **[keywords](https://www.analyticsthatprofit.com/blog/keywords-how-do-you-use-them-to-improve-seo) **that attract visitors to your site. In addition, if you are using an email client like MailChimp or Constant Contact, you can click **All Campaigns **and measure the effectiveness of your emails. If you are not using a 3rd party email client, you can "tag" your emails for free using [Google's URL builder](https://support.google.com/analytics/answer/1033867?hl=en#using_the_url_builder).

All the answers to these questions are FREE in Google Analytics. Some situations do require a deeper dive into data and [setting ](http://analyticsthatprofit.com/google-analytics-help-cincinnati-northern-kentucky/)[Goals](http://analyticsthatprofit.com/blog/2016/7/18/how-a-non-e-commerce-website-generates-revenue)[ & implementing ](http://analyticsthatprofit.com/google-analytics-help-cincinnati-northern-kentucky/)Search Console<http://analyticsthatprofit.com/google-analytics-help-cincinnati-northern-kentucky/>are necessary to provide critical Business Intelligence.

Don't hesitate [to get in touch with us](https://info.analyticsthatprofit.com/schedule-a-time-to-talk) to learn more about a deeper dive into analytics.

 

[View full post](https://www.analyticsthatprofit.com/blog/the-5-ws-in-google-analytics-every-savvy-business-owner-understands)

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