The 6 Most Important Reports in Google Analytics

SEO | Strategy

With almost everyone researching or buying products online, websites needed to find a way to track user data. Google Analytics was created for the sole purpose of tracking these user interactions. Once there’s a tracking code in place, all interactions can be traced, and vital information gathered. You can compare current data to historical information, watch how your site is performing, see the demographics of your users, and even how changes you’ve made affected traffic. Goals are also easy to track because you can customize which conversions you want Google to log. With the right reports, you will be able to see what parts of your site are doing well and what parts could use improvement; the hard part is figuring out the correct reports to use. With some research, I found the 6 most important Google Analytics reports for you to use to help improve your website.

1.) Mobile Overview Report

Audience > Mobile > Overview

In today’s day and age, nearly everyone uses a mobile device to quickly lookup reliable information or buy products; if the website is slow or hard to use, people will find a different place to look. The Mobile Overview Report is an important Google Analytics report that helps website owners see where pain points are on their mobile site. If your website isn’t mobile-friendly, users won’t stay long to read about your company or offerings. Not only that, but Google will penalize you by lowing your ranking if your website is not mobile-compatible. Another interesting aspect of this report is that Google Analytics gives you the ability to see what kind of device people are using to view your mobile site, as well as what channel they’re entering from. The mobile overview report will show you mobile improvement opportunities, which may lead to increased traffic and ranking.

2.) Channels Report

Acquisition > All Traffic > Channels

One of the more important Google Analytics reports is the Channels Report. With the information from this report, you can see how much of your traffic is coming from specific paid versus unpaid channels- organic, paid, direct, referral, and even social media. From there, you can see how many users you’ve had, how long they stayed on your page, and if they converted on your site based on goal tracking. It’s important to know these statistics because you need to know what channels to optimize. If traffic is down or the bounce rate is up year-over-year, you’ll know where to start making modifications.

3.) Navigation Summary

Behavior > Site Content > All Pages > Navigation Tab

Another important Google Analytics report is the Navigation Summary. This summary allows you to see the most common paths users take to get to certain URLs on your website. You can also specify what URL you would like to analyze, as well as date ranges. Another neat aspect of this report is the ability to see where they are coming from and where they are going after browsing your site. All this information is useful for many reasons. Patterns of what’s important to users will start to be noticeable. You can see what paths and pages you should optimize and if you should add shortcuts. Another benefit of this report gives us the ability to determine what questions users have. If they are clicking back and forth between common pages, they might have questions that your content isn’t answering. Optimize these pages to keep them from landing on a competitor’s page to find answers.

 4.) Landing Pages Report

Behavior > Site Content > Landing Pages

The next report worth looking at is the Landing Pages report. If you want to see what page is most often landed on and where users are coming from, this is the report to check out. Information such as how many goal conversions are gained from the first page a user lands on can be collected from this report. You can also see how many people land on your page and interact with your site versus those who leave right away. If a lot of users are leaving a certain page right away, you may want to make that page more engaging or lower page load time to increase retention.

5.) Site Speed Overview Report

Behavior > Site Speed > Overview

Another important Google Analytics report is the Site Speed Overview Report. Google is able to tell you which pages are loading slowly and, in part, why. Slow pages are a problem because people are less likely to stay on your page if it takes too long to load. Google will also give you suggestions on how to improve site speed, hopefully increasing user interaction. When looking at this report, you can also see average load time per page and per browser. Another fun browser statistic you can see is how fast your pages are loading in different countries. This is useful information because you can see what browsers could use optimization. The faster the load time, the better chance your website has at gaining goal conversions.

6.) Goal Overview Report

Conversions > Goals > Overview

The Goal Overview report is arguably the most important Google Analytics report. You can set up specific interactions, such as form submissions and downloads, to track as goals. When a user converts, your company has a qualified lead that is more likely to complete a purchase. In this report, you can see what pages are driving conversions and what channels they are coming from, as well as set time frames you’d like to analyze. With these customizations also comes the ability to compare recent data to historical information. This report makes it easier to see if company goals are being met and if there are areas that could be improved.

In conclusion, these important Google Analytics reports are vital tools in today’s technological age. They will help you gain knowledge on areas such as how your mobile website is performing, where your users are coming from, and how many goal conversions certain pages are driving. All this information will give you a great start on learning how to improve your website. If you have any questions, please don’t hesitate to reach out to us. We are also happy to offer a free website audit to see how you stack up against your competition.