There is no tool more important for digital marketers than Google Analytics to help you understand how your business is performing online and to identify opportunities to increase its performance.

If you’re not familiar with Google Analytics, it can be a sea of data that you find yourself getting lost in for hours and hours only to find yourself overwhelmed with stats and reports without knowing what to do with them.

That’s why I’ve put a list together of 5 standard Google Analytics report that you can access now to get a better insight into your business’ online performance and get actionable data at your fingertips to help make business decisions that will generate results.

Audience Devices – Overview Report

On the Google Ads & Analytics Innovations Keynote(hyperlink - on Tuesday 24th May, Google focused on a mobile-first world and highlighted the importance of mobile in bridging the digital and physical world for marketers. Not only is the number of users on mobile exceeding those on desktop, but mobile e-commerce is growing rapidly with recent figures revealing that 18% of UK e-commerce sales occur on smart phones.

In January 2016, smart phone e-commerce sales grew 96% compared to January 2015 according to figures released by IMRG and Capgemini. View the report. (hyperlink - 

The devices overview report lets you compare how your website is performing on mobile compared to desktop and tablet devices. You can also apply the ‘Mobile’ segment to your Google Analytics dashboard and compare mobile performance for other reports.

You can use data from this report to support your overall digital marketing strategy. You may identify that mobile has a lower conversion rate than desktop and tablet and take action to review the customer journey on mobile to identify customer sticking points. 

To access the ‘Mobile – Overview’ report – Audience > Mobile > Overview

If you’re more advanced in Google Analytics, you can view the ‘Mobile - Devices’ report which will breakdown performance by individual device i.e. iPhone 5s, which can identify opportunities to further increase mobile performance on specific devices.

Audience Geo – Location (City) Report

The Audience Geo Location report allows us to measure geographic performance to better understand how our website is performing in different locations. From this data we can identify locations where our business performs better than others, and use this to support campaign targeting for both online and offline marketing.

You may identify that a particular city has an extremely high conversion rate compared to other cities in your target location. We can then use this data to support the decision to distribute more of your campaign budget to targeting the higher performing city, maximising the return on investment for your campaign.

To access the ‘Geo – Location (City) report – Audience > Geo > Location and apply City as the primary dimension

Both of the audience reports above can help you with your overall digital marketing strategy by identifying devices and locations to target people who are more likely to convert on your website and maximise your return on investment.

Acquisition All Traffic Channel Report

The Acquisition All Traffic Channel report allows us to see which of our online marketing efforts are working and driving our business goals and objectives. If you are currently implementing a Google AdWords campaign or social media ad campaign, you want to be able to know if you are getting a return on investment for your ad spend and if that campaign is feasible. This report will provide you with data to analyse performance of your online marketing and determine if the campaign is performing well or not.

It can also identify opportunities to improve campaign performance by providing statistics on bounce rate and conversion rates for each online marketing channel.
This is often the report many digital marketers will turn to when reporting back to the company on the performance of their marketing efforts.

To access the Acquisition All Traffic Channel Report – Acquisition > All Traffic > Channel

Acquisition All Traffic Referral Report

The Acquisition All Traffic Referral report allows you to view which websites are driving traffic to your website. This report can be particularly useful in monitoring the success of a link building campaign you are implementing as you can see whether any of those new links you’ve acquired are driving any traffic to your website.

This report can also be used to identify new opportunities for your business by identifying traffic sources that you were previously unaware of that are generating goals and conversions for your business. These can be potential business partnerships or directory listings you can further optimise.

To access the Acquisition All Traffic Referral Report – Acquisition > All Traffic > Referral

Behaviour Landing Page Report

Website users will enter your website from a variety of web pages depending on what marketing channel they arrive from. The landing page report allows us to view data about how users interact with the website based on the page they land on when they first arrive to the website.

If a landing page has a particularly high bounce rate, you may want to look at implementing some actions to increase engagement on that page and decrease the bounce rate. Alternatively, the report also shows user conversion rates based on landing page.

You may find that users are far more likely to convert when they land on certain pages. We can then use this data to try and drive more users to arrive on that particular web page with the aim of increasing conversions.

To access the Behaviour Landing Page report – Behaviour > Site Content > Landing Pages

It’s in your hands.

Google Analytics can be a daunting platform to use but it’s important as digital marketers that we learn to identify the reports within Google Analytics that can help us drive our business goals and objectives. These five reports will help you gain a better understanding of your website audience, the performance of your marketing efforts and how you can improve user engagement on your website.