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For marketers, there are few skills more important than a deep understanding of Google Analytics and its conversion measurement capabilities
. After all, this is the tool that tells you whether your efforts are actually translating into results.
To help you out, I’ve put together a list of seven custom and standard reports you can use right away to get better insight into your marketing performance.
1. Mobile Performance Report:
Ours is a mobile-first world. The total number of mobile users now exceeds t
he total number of desktop users…and mobile e-commerce is nearly 30 percent of all e-commerce in the US
. 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.
2. Traffic Acquisition Report: Do you
want to know if people are actually clicking on your ads?
The traffic acquisition report will tell you all this and more. For many marketers, this will be their first step in the reporting process. This report will give you a quick breakdown of your traffic sources.
3. Content Efficiency Report:
Do you generate a lot of content on your website and find that tracking it is getting a little overwhelming? This report tracks entrances, page views, bounces and goal completions to help you answer questions on website efficiency.
4. Keyword Analysis Report:
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.
5. New vs. Returning Visitors:
This standard report in Google Analytics will tell you what percentage of your users are coming back to your site.
6. Landing Pages Report
: 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.
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. Use this report to find pages with low engagement and detect UX problems on your site.
Google Analytics is an essential analytics tool
for any marketer, but making the most of it can be challenging. By using a mixture of pre-created custom reports and standard reports, you can gain valuable insight into your users.
Google Analytics’ Solutions Gallery
is particularly useful for someone new to analytics. Here, you can import expert-created reports into your Analytics account to build powerful dashboards quickly. You can also use these reports as guides to help you understand this incredible tool better.
About the author: Khalid Saleh
is the CEO and cofounder of Invesp
, a leading provider of conversion optimization software and services. In the summer of 2016 he will launch FigPii
, the first and only comprehensive conversion rate optimization tool. A recognized expert of marketing strategy, he has presented at marketing conferences across the globe. Khalid has been a frequent guest in key media outlets, including CNN, BBC, SKY, France 24, MSNBC, New York Times, National Public Radio, and more.