Are you driving traffic to your site? And, are these users staying on your website, or leaving quickly? These reports will give you valuable insight into your users, and their behaviour when visiting your site. Using reports can sometimes be challenging, with some learning curves along the way. But, once you have familiarized yourself with how they work and what they can produce, you’ll find that the information gained was well worth the time spent.
1. Mobile Performance Report – This report shows you how well your website is optimized for mobile and where you need to make improvements, if necessary. Today, the total number of mobile users now exceeds the total number of desktop users, so it’s very important that your website is “mobile-friendly”. Google even penalizes websites that are not mobile-friendly.
To access this report, log in to your Google Analytics account, and then go to Audience -> Mobile -> Overview
2. Traffic Acquisition Report – For many marketers, this will be their first step in the reporting process. It will tell you whether or not people are actually clicking on your ad and whether it’s generating any traffic to your site.
To access this report, log in to your Google Analytics account, and then go to Acquisition -> Overview
3. Content Efficiency Report – This report will track entrances, page views, bounces and goal completions. It will tell you what type of content performs best with your readers and tell you which content is shared most by your users.
To access this report, log in to your Google Analytics account, and then go to: https://www.google.com/analytics/web/template?uid=t0xDHWQkTluMQpDqEpp1Gw
4. Keyword Analysis Report – This report will help you to figure out what keywords are working best for you and what keywords you need to optimize for in the future. It analyzes the most popular incoming keywords to your site, and it shows visitor metrics, conversion rates, goal completions and page load time for each keyword.
To access this report, log in to your Google Analytics account, and then go to: https://www.google.com/analytics/web/permalink?type=custom_report&uid=KisQj0PlRYymBJ_7uo0FHg
5. New vs. Returning Visitors – This report will tell you what percentage of your users are coming back to your site, as well as keeping track of returning visitors who usually end up becoming readers, followers and customers.
To access this report, log in to your Google Analytics account, and then go to Audience -> Behavior -> New vs. Returning
6. Landing Pages Report – This report will tell you which pages your visitors are landing on when they first enter your website. With this information, you can figure out how users are interacting with your site. If the report shows that some pages have a substantially higher bounce rate than others, you can take steps to make high bounce rate pages more engaging.
To access this report, log in to your Google Analytics account, and then go to Behavior -> Site Content -> Landing Pages
7. Bounce Rate vs. Exit Rate Report – This report compares the bounce rate vs. exit rate for different pages on your site. “Bounce Rate” is the percentage of visitors who don’t take any action and leave from the same page they landed on. “Exit Rate” measures the percentage of your visitors who browse more than one page on your site before leaving.
To access this report, log in to your Google Analytics account, and then go to Behavior -> Site Content -> All Pages
Once you’re comfortable enough with these reports, you can go a step further and customize them to your needs. For more on custom reports, visit: https://support.google.com/analytics/answer/1033013?hl=en