A Google Analytics report should be centered around measuring, monitoring, and tracking your website traffic. Common metrics include pageviews, goals / conversions, bounce rate, referral traffic, traffic channels and sources. In order to be valuable, a Google Analytics report should provide strategic guidance related to website performance and optimization opportunities, along with diagnostic data to identify and address issues before they flare up.
Sitting at the center of most digital marketing efforts is a web property or business website. In fact, it could be argued that the website is the face of the brand–and today, in a world running on e-commerce–the website IS the business. Website analytics providers like Google Analytics allow marketers to track and measure users, behaviors and actions on their website. As a free and foundational tool for digital marketers, Google Analytics is found running on most websites. Since it is a ubiquitous tool, it’s important to be able to sort through the wealth of data available within Google Analytics and create a quality presentation that can shape your digital marketing perspective and strategy.
With a distinct, customizable, and scalable Google Analytics Report template, marketers can plug-and-present their data into a packaged format that’s engineered to deliver information and tell a compelling story that inspires investment in the next campaign.
Set the stage for your Google Analytics report by defining the key terminology needed for a reader to understand the presentation that follows. Depending on how advanced your reader is with digital marketing understanding, you may not need to include this information in every report. In this example, we defined some of the primary website traffic channels found in Acquisition in Google Analytics.
Take a closer look at your two top traffic channels. In this case we break down Organic and Paid Search Traffic by the percent of Returning and New Visitors. Show the trend for both channels side by side over time. You might show day by day, week over week, or month over month trends, depending on your reporting cadence.
Provide an overview of total traffic from every channel. Consider another breakdown such as total hourly visits to see more behavior patterns and daily usage of your website.
Other interesting ways to slice your website traffic data is to show device and OS usage. Another layer of detail under the high level channels is looking at Source/Medium. This can help uncover more specifics about which social media platform, website or type of search traffic is coming to your site.
Understand where visitors to your website are coming from. You might show by Country, City or State depending on what level of geo-location matters to you. Include a map to help the report reader visualize the top locations.
Most websites are set up not just to attract overall page views and users, but also to funnel users towards a particular goal or set of goals. Goals are going to vary from site to site but some examples of goals might be completed purchases on an ecommerce site or number of leads submitted on an auto dealership site. Google Analytics helps you set up your unique goals and then better understand which traffic sources and campaigns are doing the best job of getting you the most goal completions.