Do you use Google Analytics reports for your online business? We certainly hope so. But even if you already do, you may be missing out on key reports. Keep reading for detailed info on the top seven Google Analytics reports you should be using!
Anyone who owns an online store knows the power of Google Analytics Reports and what they can bring to the table in terms of understanding consumer behavior. Let’s put it this way: if hands-on brick-and-mortar stores have the advantage of interacting face-to-face with customers and seeing their preferences, buying habits, and purchasing patterns up close, what advantage do you have as online store owner?
The answer is Google Analytics Reports. They help you to better understand visitors’ habits so you can react accordingly. The more you understand your target audience, the more you’ll be able to optimize your website, attract more buyers, and rake in more profits.
But you as an analytics-savvy online entrepreneur already know this, so we’ll cut to the chase — the reports. You’re probably familiar with and have used, a number of Google’s basic (but extremely useful) reports. Those reports allow you to see what’s happening on your site in real time. They’ll also tell you about your site’s audience, how customers arrived at your web shop, and more about your sales and conversions. But aside from these basic reports, there are custom reports, which have been developed by various Google Analytics experts. They can be found in the Google Analytics Solutions Gallery and used for any online store, in conjunction with any eCommerce software available today.
Here are the top seven Google Analytics reports every online owner should pay attention to:
- Mobile Metrics by Hour of Day Report by Justin Cutroni
This report makes it easy for you to see when mobile users are accessing your site, hour by hour. You can use the data from this report to determine your daily flow of traffic. This allows you to tailor advertising strategies for your on-the-go visitors, based on the time of day your traffic is heaviest. For instance, you might want to add new, fresh products to your website just before the highest influx of mobile users drop by your store. You could even post promos or discounts during heavy traffic hours, hoping to turn your browsers into buyers. By using Mobile Metrics, you can maximize your marketing efforts by making sure that you post updates when mobile traffic to your website is at its peak.
- Customer Behavior Report by Peter van Klinken
This report focuses in on the different behaviors between new and returning visitors, and makes use of the pivot functionality of Google Analytics. Three categories as columns are used: traffic, conversions, and events. By combining this information, an online store owner can fine tune their sales technique and make the most of their marketing budget.
- Site Diagnostics: Page Timing Report by Rachelle Maisner
With this report, online store owners will instantly be able to pick out the pages on their website that are “misbehaving” or which need to be improved. If one of your web pages is slow to load or has an unhealthy bounce rate, you’ll be able to focus your team on improving the page, which will improve the overall customer satisfaction with your website. The report developer, Rachelle Maisner, recommends that users switch from the “data” table view to the “comparison” table view so they can compare load time to bounce rate, which allows users to see the bounce rate for each page against the site average.
- Content Efficiency Report by Avinash Kaushik
Author, digital marketing guru, and Google Analytics extraordinaire Avinash Kaushik came up with this report to help site owners focus on key metrics which can help them identify the web pages whose content are performing best for the website (and those that need a little improvement in terms of optimization). With this report, online entrepreneurs can determine which content receives the most engagement, which type of content site visitors value more (the type of content that can encourage people to buy), and which content acts as mere “filler” and does not contribute to profit or conversions.
- Browser Report by Search Engine Watch
One of the biggest problems online store owners face are websites that are incompatible with certain browsers. With this report by Search Engine Watch, you will see how effectively different browsers are working for your online store. This information will help you determine which ones are performing better versus ones that have high bounce rates. When a browser shows higher bounce rates, you can take an in-depth look into them, do more research, or simply have your IT guy diagnose the problem and come up with the best solution.
- Traffic Acquisition Report from Social Media by Vagelis Varfis
Here are two similar reports are lumped together: Traffic Acquisition Report and Referring Sites Report.
Social media is one of the biggest drivers of web traffic nowadays, and with the Traffic Acquisition Report, you can determine which social media channels are driving more traffic to your online store. Not only that, you can also see whether the traffic being driven to your store by social media networks is translating into profits for your business. Similarly, the Referring Sites Report helps you identify sites that refer your online store and which give you the most value. You will be able to find out which referring sites drive more traffic and even determine how they contribute to actual conversions.
- Keyword Analysis Report by Econsultancy
Despite all the changes that keep the eCommerce world on its toes, keywords are still an important driver of traffic to websites. This report lists the most important keywords that are being used in your store, as well as site-visitor metrics, page-load times, goal completions, and the all-important conversion rates. You will also be able to measure the engagement of each keyword and see revenue metrics.
The Bottom Line
Every online store owner has his or her own unique needs that require more than just the standard Google Analytics reports. The power of custom reporting is that you can tweak and adapt it to the needs of your individual online store. When you install these reports you can even personalize them further to help you save even more time and money while revealing more unexpected insights about your website’s data, visitors, and customers.