Google Analytics - statistics in reports

Service Business

In the previous part of the cycle, we showed you how to get started with a useful statistical tool like Google Analytics. We have shown how to register for Google Analytics, how to install the tracking code on the website that you receive during registration. In addition, we briefly discussed the basic metrics you'll learn when working with Google Analytics and the use of real-time reporting.

In this section, we will discuss for you the statistics that you will encounter when working with Google Analytics. They will be included in various types of reports, which are the basic form of data presentation in Google Analytics. We'll take a close look at four types of reports - Audience, Acquisition, Behavior, and Conversion Report. We will tell you what data can be included in each of the reports and how to read and establish them.

Google Analytics - Audience, Acquisition, Behavior and Conversion Reports

We will now introduce you to the specifics of the various types of reports that you may encounter in Google Analytics. When discussing each of them, we will indicate exactly what data you can obtain thanks to them and how to read them. Each of these reports will be useful in a different way and will allow you to gain comprehensive knowledge about the traffic on your site.

Audience report in Google Analytics

This type of report will bring you knowledge about your site visitors. You can check who they are, where they are, how much time they spend on your sites and what devices they view your site from. Thanks to the data from the audience report, you will be able to easily optimize the content on your website in accordance with the profile of your users.

  1. Active users - thanks to this statistics, you can check users' activity from the moment they are acquired. For example, you decide that you want to check the users who visited your site as a result of a campaign that ran until January 3 to 10. By setting the time limit, you can check how often the acquired users visit your site, how many transactions were made, how long their sessions lasted and how much ad revenue they generated.

  2. Cohort Analysis - A cohort in Google Analytics is a group of users who have a specific common feature. Therefore, you can distinguish cohorts based on a certain feature and analyze their activity on the website. A cohort can be, for example, the above-mentioned group of users obtained in the New Year's campaign.

  1. Demographic data - age and gender of users. This knowledge may prove helpful in creating marketing campaigns and in determining the content and layout of the website.
  2. Geographic data - language and location of users. It's worth checking where your site visitors are coming from - you may need to add a specific language version of your site. It may also be helpful in directing your advertising campaign.
  3. Interests - similarity categories and market segments - allow you to see what are the general interests of your recipients, as well as their purchasing preferences.
  4. Technology - this report will allow you to check what software your recipients are using - it allows you to determine the type of Internet network, the operating system of the device from which the user browsed your website, as well as the type of browser used by the user.
  5. Mobile traffic - shows what percentage of users was browsing your website from mobile devices. You will learn what devices they were, what system they supported and what screens they have. This will allow you to adjust the advertising content in mobile marketing accordingly.
  6. Behavior (new and returning users, time since previous visit) - you can see what percentage of users appeared on your site for the first time, and what percentage of regular visitors they are. You can also see how much visitor engagement has been on the site and how much time has passed since their last visit to the site.
  7. Comparative analysis - thanks to it, we can check our results against the average for the entire industry, which is calculated on the basis of data shared with Google by other users registered in Google Analytics.
  1. User flow - allows you to trace the paths of users on your site - from the source from which they reached it, through their activity on the site, to the point of leaving it.

Google Analytics Acquisition Report

It's a kind of report that lets you know how visitors come to your site. The acquisition report is also useful for mobile applications, but it is not the subject of this cycle. This type of reports is also used to analyze traffic and - as a further consequence - focus on a specific model of a marketing campaign.

  1. All traffic - it is an analysis of traffic on the site coming from all possible sources. Among them are:

  1. channels - the methods of reaching the website: direct entries, free search results, referrals, e-mail, paid search results, other advertising, social media and display advertising. The statistics of visits to the website from the given channels are presented.
  2. sources - i.e. url addresses, service names, etc. - source analysis brings you accurate data on channels.
  3. referrals - analysis of traffic on the website coming from websites referring to it.
  1. AdWords - if you connect your AdWords and Google Analytics accounts, you will be able to receive accurate data on your internet marketing campaigns. Google Analytics will allow you to learn about the effectiveness of your campaign, the keywords after which users reached your site, the search terms visitors searched for in search engines, and the times of day when certain visits to the site were made.

  2. Search Engine Optimization - Search Console must be enabled here. It will allow you to gather information about what users see in Google search results before choosing a specific result. When combining SC with Google Analytics, you can easily see which keywords generate low click-through rates, despite being well-positioned in search results, and which landing pages have a high click-through rate but a poor position in the results. Proper analysis of the statistics will allow you to optimize these activities.

  3. Social networks - this report will allow you to check the number of referrals to your website from social media, use of social plug-ins on the website, user flow and conversion.

  4. Campaigns - allows you to evaluate the effectiveness of your internet marketing campaign. You will check traffic from paid and organic search results and conduct a cost analysis of your campaign.

Google Analytics and behavior reports

Behavior reports are used to determine how visitors use a website - what they view during a session, how much time they spend on certain pages. You can also check what they click on when they are on your site and what they search for using the search engine there. Events help you to accurately analyze the activity towards new posts, photos or videos.

  1. Behavior flow - you can check the behavior of your visitors, including at any given time, in terms of traffic from specific devices or among users with multiple sessions on your site.

  2. Website content - allows you to find out what elements of the website, what pages were visited by users, what were the statistics of the number of visits, time spent on them, etc. Additionally, you can check what were the most common landing pages and exit pages for visitors to your website.

  3. Website speed - this is data on the loading speed of the website and its individual elements, as well as the average server response time and redirects. Google Analytics also provides suggestions for optimizing the speed of your website.

  4. Site Search - provides an analysis of the searches made by site visitors through the search engine operating there.

  5. Events - allow you to collect information about the interaction of visitors with content elements. You can define what kind of events you want to be informed about, e.g. opening a photo gallery, playing a video, downloads.

  6. Publisher - Combining Google Analytics with AdSense or AdExchange will allow you to observe the impacts generated by visitor activity on your site.

  7. Experiment - allows you to carry out the so-called multivariate test - you can check how 10 different versions of a website affect a specific goal, e.g. a purchase.

  8. Google Analytics overlay - thanks to this, you will place a Google Analytics overlay on your website, which will allow you to directly obtain data about website visits, user activity and viewers in real time.

Conversion reports in Google Analytics

Conversion reports are used to calculate the effectiveness of activities carried out on the website. However, in order to be able to take full advantage of the possibilities offered by conversion reports, you must first set Goals (in the administration panel) and configure e-commerce settings. The purpose may be, for example, placing an order, subscribing to a newsletter, contacting you or playing a movie on the website. It will simply be each completed action that contributes to a specific success.

  1. Goals - Goals report allows you to see how they are being achieved by visitors to your website. You can also see the path users are taking on the site before they reach the goal you set. Also, check what they do on your website after achieving the goal.

  2. E-commerce - here the matter is a bit more complicated - first you need to insert the e-commerce code on your website. The e-commerce tracking code will allow you to check the exact data related to the sale of the product, the amount of goods purchased, the location of buyers, etc. The e-commerce report also gives access to information on how long your website visitors need to purchase the product. Thanks to e-commerce analysis, you can optimize your sales activities and promotional campaigns.

  3. Multi-Channel Funnels - This report will help you understand how each marketing channel affects your sales and conversion - from display advertising to online marketing to referring pages. It is a very useful report to analyze the effectiveness of promotional campaigns.

  4. Conversion attribution - here you can define the so-called attribution model, i.e. assigning specific sales activities to user activity in individual channels. Attribution is related to multi-channel funnels and allows you to compare the performance of different channels at different stages of the funnel.

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Google Analytics and a custom report

The four main types of reports in Google Analytics presented here are so-called standard reports. However, you can create a custom report yourself, selecting the categories and statistics that interest you the most and from which you will draw the most accurate conclusions for your online activity. You must define the data group and the analysis dimension in them. Additionally, you choose any filters and the type of data presentation.

The report types you can choose from when creating a custom report are:

  • explorer - a form typical for Google Analytics, a line chart with a dynamic table,
  • card table - classic, static table,
  • map overlay - visualization of the world map with data specified in the report,

With the help of filters, you can refine the facts you are interested in in specific data groups.