Google Analytics presents a dilemma for CEOs: The tool’s metrics are invaluable for stimulating a healthy project, yet the sheer amount of data can make finding valuable insights difficult. Beyond basic traffic numbers, sometimes it’s hard to figure out what you should be paying attention to and what you should be ignoring. This collection of 8 reports is by no means comprehensive, each organization has specific strategies and goals that need additional measurement but they do provide a good foundation for CEOs who want to understand how their businesses are performing.

1. GOOGLE ANALYTICS REPORTS
EVERY CEO SHOULD SEE
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3. 00 Analytics process
01 Organic Keywords
02 All Traffic
03 Behavior Report
04 Behavior Flow
05 Landing Pages
06 Funnel Visualization
07 Multi Channel Funnels
08 Mobile
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Duboisstraat 48,
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4. Duboisstraat 48,
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Carole Lamarque
+32 478 337 000
Frederic Vanderheyde
+32 496 263 295
Google Analytics presents a di-
lemma for CEOs: The tool’s met-
rics are invaluable for stimulating
a healthy project, yet the sheer
amount of data can make finding
valuable insights difficult.
Beyond basic traffic numbers,
sometimes it’s hard to figure out
what you should be paying atten-
tion to and what you should be
ignoring. In particular, it’s chal-
lenging to judge which Google
Analytics reports provide real stra-
tegic intelligence about the effec-
tiveness of your digital offerings.
Given this plethora of choices and
potential pitfalls, it’s tempting to
opt out completely.
Don’t fall into that trap. This collec-
tion of eight reports is by no means
comprehensive, each organization
has specific strategies and goals
that need additional measurement
but they do provide a good founda-
tion for CEOs who want to under-
stand how their businesses are
performing. Below are the key
Google Analytics reports for CEOs,
in a particular order (ABC).
8 GOOGLE ANALYTICS REPORTS
EVERY CEO SHOULD ASK
ACQUISITION BEHAVIOR
CONVERSION
THE ANALYTICS PROCESS

5. How do visitors find my website?
Am I creating effective content?
How does this impact my business?
A
B
C
ENTREPRENEURS/CEOs WANT TO KNOW:
THE ANALYTICS PROCESS
Duboisstraat 48,
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Carole Lamarque
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Frederic Vanderheyde
+32 496 263 295
ACQUISITION BEHAVIOR
CONVERSION
THE ANALYTICS PROCESS

6. THE ANALYTICS PROCESS
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THE ANALYTICS PROCESS
ACQUISITION To plan your future
marketing strategy and increase
your website relevancy, you must
understand where your traffic
comes from. This featured within
the Acquisition section.
BEHAVIOR refers to what people
actually do when they get to your
website.
CONVERSION A website is a tool to
let your business grow. While busi-
ness goals change over time, Goo-
gle Analytics helps you accommo-
date those changes and track them.
Goals are first set and configured
in GA while Conversion measures
success of the business.
Tracking goals helps you under-
stand which adverts, keywords and
campaigns generate business. You
may then invest more wisely and
ultimately, boost your return on in-
vestment (ROI).
ACQUISITION BEHAVIOR
CONVERSION

7. WHAT IT IS: To plan your future
marketing strategy and increase
your website relevancy, you must
understand where your traffic
comes from. This can be viewed
within the Acquisition section.
WHY IT MATTERS: The Acquisition
report makes it easy to determine
if traffic from various channels is
increasing or decreasing over time.
It’s a smart idea to evaluate this
report year-over-year or month-
over-month to get a big-picture
view of where your audience is
coming from.
ALL TRAFFIC
ACQUISITION
1
Where to Find It: Acquisition -> All Traffic
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+32 496 263 295

8. WHAT IT IS: These are analyzed to
find out the most effective chan-
nels and what needs to be done
to adapt business strategy to im-
prove performance. The vast ma-
jority (nearly 85%) of keyword
traffic falls into the “not provided”
bucket, which means you can’t
see much detail on exactly which
keywords are delivering organic
search traffic. However, this report
still allows you to see keyword
traffic in aggregate, providing at
least an overview of performance.
WHY IT MATTERS: The flow of or-
ganic traffic is still an extremely
critical component of success. This
report shows organic traffic trends
over time and can be overlaid with
conversion data.
ORGANIC KEYWORDS
Where to Find It: Acquisition -> All Traffic -> Organic
22KEY
Words
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ACQUISITION

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Frederic Vanderheyde
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WHAT IT IS: The first report in the
Behavior section is the New vs Re-
turning report. It gives you a quick
look at the ratio of your first-time
and repeat visitors. You can com-
pare this ratio for different time
periods to see how your audience
loyalty may be shifting. You can
also see the relative impact of new
vs returning visitors by viewing the
e-commerce metrics in this report.
As you can see here, returning visi-
tors not only make purchases more
often, but also tend to spend more
per purchase. Knowing this behav-
ior, you might decide to develop
a customer loyalty program or re-
marketing strategy that helps grow
your returning customer base.
WHY IT MATTERS: Often we
default to looking at new traffic
when examining Web metrics. That
information is important for gaug-
ing the growth of a website, but it
is often the returning visitors who
truly drive conversion. Measure the
gravitational pull of your site, and
the extent to which you’re encour-
aging first-time users to return. You
can also see the economic impact
of new vs. returning users (e.g., the
30% of users who are returning
account for 45% of total transac-
tions)
FIND THE GOOGLE VIDEO HERE:
https://analyticsacademy.withgoo-
gle.com/course01/unit?unit=5&-
lesson=5
BEHAVIOR REPORT
BEHAVIOR
3
Where to Find It: Audience -> Behavior

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BEHAVIOR
WHAT IT IS: The Behavior Flow re-
port visualizes the path users trav-
eled from one page or event to the
next. Providing insights as to which
pages are converting visitors effec-
tively and which are acting as
obstacles to conversion.
WHY IT MATTERS: This report can
help you to discover what content
keeps users engaged with your
site. The Behavior Flow report
can also help identify potential
content issues. The Behavior Flow
report removes the guesswork
surrounding your website’s en-
gagement patterns allowing you to
clearly see what’s helping (or hurt-
ing) conversion.
BEHAVIOR FLOW
Where to Find It: Behavior -> Behavior Flow
4

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WHAT IT IS: The Content Report
includes the Landing Pages report
which allows you to see time spent
on a specific page and its traffic.
This data shows how visitors are
entering your site across multiple
channels. It’s similar to the en-
trance pages report, but is more
specific. Advanced segmentation
makes it possible to break down
the report by channel, and even
device.
WHY IT MATTERS: The Landing
Pages report is important for un-
derstanding what a user typical-
ly experiences first when visiting
your domain—it gives you a clear
sense of where consumers are
starting their interactions, and can
help prioritize which pages to op-
timize.
LANDING PAGES
BEHAVIOR
5
Where to Find It: Behavior -> Landing Pages

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Frederic Vanderheyde
+32 496 263 295
WHAT IT IS: Flow reports in Google
Analytics illustrate the paths us-
ers take through your content, in-
cluding special elements you track
using Goals and Events. In a single
graphic, you can see how users en-
ter, engage, and exit your content.
This essential report provides a
clear visual: showing your conver-
sion funnel ,where leads are com-
ing from, whether they’re taking
action, and where they go if they
don’t covert.
WHY IT MATTERS: You can also use
these reports to troubleshoot your
content by finding any unexpect-
ed place users exit or loop back.
The Funnel Visualization report
is hugely important for CEOs be-
cause it directly demonstrates how
well (or not well) whether your
website is driving new business
or not. Visualizing the conversion
funnel confirms or denies the ef-
fectiveness of your offerings, pro-
viding insight into what’s working
and what’s not.
FUNNEL VISUALIZATION
CONVERSION
6
Where to Find It: Conversions -> Funnel Visualization

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Frederic Vanderheyde
+32 496 263 295
7WHAT IT IS: This advanced report
shows the most common channels
and paths users experience before
completing a conversion.
WHY IT MATTERS: The Top Conver-
sion paths report is important for
identifying how converting visitors
are behaving. In most cases, it’s
possible to learn about the rela-
tionships between various chan-
nels and how each contributes to
a conversion, helping to prioritize
which areas to focus on.
• Which channels engage customers
throughout the buying cycle?
• How do our marketing channels and
campaigns work together to generate
conversions and revenue?
• Are there any specific channels, cam-
paigns, or any specific parts of a cam-
paign that are underperforming?
• What is the value of our investment
for channels that don’t generate di-
rect conversions?
MULTI-CHANNEL FUNNELS
CONVERSION
7
Where to Find It: Conversions-> Multi-Channel Funnels

14. WHAT IT IS: The mobile report
covers exactly what you think it
would. You can use the Mobile
Overview report to see a break-
down of visitors by whether they
visit using smartphones, tablets or
desktop devices.
WHY IT MATTERS: This report can
help you understand how effec-
tively your company is engaging
with this quickly growing
audience.
MOBILE
8
CONVERSION
Where to Find It: Audience -> Mobile
Duboisstraat 48,
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Carole Lamarque
+32 478 337 000
Frederic Vanderheyde
+32 496 263 295

15. Duboisstraat 48,
2060 Antwerpen
Carole Lamarque
+32 478 337 000
Frederic Vanderheyde
+32 496 263 295
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