7 types of essential google analytics reports details are provided here. This is more useful for all the digital marketers

1. 7 essential Google Analytics
reports every marketer must know

2. 7 essential Google Analytics reports
You may be using Google Analytics, but are you using it to
its full potential? Contributor Khalid Saleh lays out 7 key reports
with which every marketer should be familiar. That are,
1. Mobile Performance Report
2. Traffic Acquisition Report
3. Content Efficiency Report
4. Keyword Analysis Report
5. New vs. Returning Visitors
6. Landing Pages Report
7. Bounce Rate vs. Exit Rate Report

3. 1. Mobile Performance Report
Ours is a mobile-first world. The total
number of mobile users now exceeds the total
number of desktop users and mobile e-commerce
is nearly 30 percent of all e-commerce in the US.

6. • In fact, mobile is so important now that Google even
penalizes websites that are not mobile-friendly. For
marketers, knowing how their sites perform on smaller
screens is vital to staying alive in the SERPs and
winning over customers.
• The mobile performance report shows you how well
your site (not app) is optimized for mobile and where
you need to make improvements.
• You can even segment the report further to see which
mobile devices/browsers customers are using to access
your site. This will tell you if your site is performing
poorly on some devices.

7. Just go to Audience -> Mobile -> Overview

8. Your Site Performance in Different Platform

9. 2. Traffic Acquisition Report
• Want to know if people are actually clicking
on your ads? That guest post you published
earlier — is it generating any traffic to your
website? How about your SEO strategy? Is it
actually working?
• The traffic acquisition report will tell you all
this and more. For many marketers, this will be
their first step in the reporting process.

10. standard Report : Acquisition -> Overview.

11. This Provides Quick Breakdown and More Traffic
Resources

12. Of particular insight here is the “Referrals” tab
(Acquisition -> Overview -> All Traffic -> Referrals).
This will tell you which external sites are driving traffic to
your site.

13. Clicking on a referring website will show you the
exact pages visitors used to enter your site.

14. 3. Content Efficiency Report
Do you generate a lot of content on your website and find that
tracking it is getting a little overwhelming?
Avinash Kaushik, author of Web Analytics 2.0 and a Digital
Marketing Evangelist at Google, created this report to solve this exact
problem.
This report tracks entrances, page views, bounces and goal
completions to help you answer questions like:
 Which content is engaging your audience the most?
 What type of content (images, videos, GIFs, infographics, reviews)
performs best with your readers?
 Which content converts readers into customers?
 Which content is shared most by your users?

15. Quick Overview from Avinash himself

16. 4. Keyword Analysis Report
Getting organic traffic from Google is great.
Unfortunately, ever since Google started encrypting search
data in 2012, your organic traffic keyword report has mostly
shown this:

17. • However, you can still gain a ton of insight about your
visitors by tracking the performance of unencrypted
keywords.
• This report created by consultancy analyzes the most
popular (and available) incoming keywords to your site.
It shows visitor metrics, conversion rates, goal
completions and page load time for each keyword.
• Use this data to figure out what keywords are
working best for you, how many of them are actually
contributing to your goals and what keywords you
need to optimize for in the future.

18. 5. New vs. Returning Visitors
• Getting a user to come to your site for the first time is
great. Getting them to visit again is even better. After
all, it is the returning visitors who usually end up
becoming readers, followers and customers.
• This standard report in Google Analytics will tell you
what percentage of your users are coming back to your
site.
• You can find it by going to Audience -> Behavior ->
New vs. Returning in your Analytics account.

19. Audience -> Behavior -> New vs. Returning

20. Usually, the metrics for new and returning
visitors are quite different. Returning visitors tend
to stick around longer and have lower bounce rates.

21. 6. Landing Pages Report
• Your users will enter your site from all sorts of pages. Some
will type in your home page URL directly, some will find a
page through search engines, and some others will click on
a link shared on your Twitter feed.
• This report will tell you which pages visitors are landing on
when they first enter your site. Based on data from this
report, you can figure out how users are interacting with
your site.
• For example, 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.

22. Find the report – Behavior -> Site Content -> Landing Pages.

23. 7. Bounce Rate vs. Exit Rate Report
• “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. This report compares the bounce rate vs. exit
rate for different pages on your site.

24. You can find it by going to Behavior -> Site Content -> All
Pages:

25. Next, select “Bounce Rate” and “% Exit” in the
Explorer tab

26. This will give you a visual comparison between
bounce and exit rate for all your pages. You can drill
down further to get this data for each page.

27. Use this report to find pages with low engagement
and detect UX problems on your site.
For example, if visitors are exiting a three-page
article after reading only the first two pages, there’s
probably something that is causing them to leave on the
second page (too many ads, bad copy, a distracting link in
the sidebar and so on).