Google Analytics Reports

Google Analytics Reports

With your google analytics account set up, and your website profile
properly configured
with goals and, if applicable, filters, then it is
time to focus on interpreting the data in your google analytics reports.

There is so much data available – a good first step is to log into your
account and thoroughly familiarize yourself with the interface.

Go to the ‘analytics settings’ page to begin with. Here you’ll see a
list of all of your website profiles. Click on the profile you want to
examine, and you’ll be taken to the profile dashboard. You will find
the report overview on this page, and a link to the fantastic map
overlay report.

The profile dashboard also contains all of main the report links along
the left-hand side of the page.

There are five broad report sections – ‘visitors’, ‘traffic sources’,
‘content’, ‘goals’, and ‘ecommerce’ ( only visible if you have selected
the ‘ecommerce’ option within your profile settings ).

Each section has a huge number of options available via a drop-down
menu structure.

The ‘visitors’ reports supply you with much valuable data, like how many
visitors you’ve had, how many visitors are new vs returning, how much
time they’ve spend on your site, how many pages they’ve viewed, and
how long they’ve spent on each page.

One of the more interesting metrics is the ‘bounce rate’, which is the
percentage of visitors who left your site without viewing any other pages
– this can help you identify areas of your website that can be improved
upon.

The ‘traffic sources’ reports basically cover where your traffic comes
from – search engines ( this could be free ‘organic’ search traffic, or
pay per click traffic ), direct traffic ( when the visitor types the
website address into the top of their browser ), or referrals ( traffic
from other websites, like sidebar links, contextual links, or banners ).

Content reports reveal where your visitors enter and exit your site.

This enables you to identify which pages are the most engaging and
compelling to your visitors, and which pages need to be improved.

If you are using google adwords to promote your website, and you have
your adwords account linked to your analytics account, you can gather
a ton of information within the adwords portion of the ‘content reports’
section, enabling you to identify your most profitable keywords.

The goals report is a great way of gathering important stats on your goal
conversions – if you have set up a url destination goal, for instance, you
can find out your goal conversion rate ( that is, what percentage of
visitors ended up on your receipt page, having made a purchase of one
of your products ).

Ecommerce reports are only relevant if you have an ecommerce website, in
which case they can be a vital source of statistics on your total revenue
and sales conversion rates.

You can also create custom reports which can include practically any data
you require.

This is only a small sample of the data that is available within google
analytics.

Reports can be viewed from directly within the interface, but they can
also be exported in a number of formats, including csv and pdf.

You can also schedule your reports to be regularly e-mailed – if you have
someone handling your analytics account, make sure that they take
advantage of this feature to send you weekly reports.

Most reports are updated daily, with some even updated hourly – google
analytics is certainly improving all the time. An example of this is the
new ‘in page analysis’ feature – look out for the next post in the google
analytics series, “Google analytics in page analysis”.

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