34 Google Analytics reports to positively transform your site

Google Analytics is very important for analysis.

It is also very huge.

The below list of reports is a few of the important and most-used ones.

There is a lot more you can do in Google Analytics.

Working knowledge of Google Analytics is a very important skill to possess among other skills.

You can use Google Trends with Google Analytics to get an even better understanding.

For the below list, I’m assuming you already have Google Analytics set up.

Checking these reports should ensure a good analysis of your site.

Before we begin,

A few select definitions.


An instance where a customer lands on your page but leaves it without doing any action.

Bounce rate

= total bounce/ Total sessions


An instance where a customer leaves a page.

Exit rate

=total exit/Total pageviews

Bounce rate Vs Exit rate

Both Bounce and Exit mean that a customer has left a page.

But the difference is,

A bounce happens when the landing page and the exit page are the same (with no other activity).

An exit happens when a customer leaves a site after visiting more than one page.


Customer visits page A leaves without any action – page A has one bounce.

Customer visits page A, then page B and leaves without any action – page B has one bounce and one exit.

Customer visits page A, then page B. Customer clicks a video on page B then leaves – page B has one exit no bounce.

Types of attributions:

1. Last interaction

All credit is given to the last interaction point before conversion.

The customer comes through search, ads, and Facebook- then converts. So Facebook gets credit

2. First interaction

Likewise, all credit is given to the first interaction point before conversion.

The customer comes through search, ads, and Facebook- then converts. Search gets credit.

3. Linear attribution

All channels get equal credit.

4. Time decay model

The credit increases consistently with each passing channel.

Customer comes through Search, Ads, and Facebook- then converts. Ads get more credit than Search. Facebook gets more credit than Ads.

5. Position-based model

The first and last channels receive 40% credit. The channels in between get 20%.

6. Last Google Ads click

In the path, if there are any Ads present, then it will receive all credits.

If the path has more than one Ad, then the latter Ad will get all credits.

Google Analytics reports have dimensions and metrics.

What is a dimension?

They are attributes that split a report.

Like age, gender, location, browser, language, etc.

What is a metric?

Simply put, it is a number or a quantitative measurement.

Like users, sessions, bounce rate, pageviews, etc

In the reports, metrics will be columns and dimensions will be rows.


dimension metric

Now, to begin with the reports.

All the images are dummy reports. I haven’t added any genuine ones for security reasons.

ga logo

1. Real-time report

real time reports

A quick look into the current site status.

This usually helps when you want to check something right away.

Like when you install a Google Tag Manager tag.

You can check if the data is being pushed into analytics or not.


2. Audience overview report

audience overview

The first big report to check the number of people on your site for the past week.

You also get a much better glance with metrics like



Bounce rate

New Users

New vs Returning visitors

And data on



Device and


3. Browser report

browser report

A glimpse on what percentage of users are using which browser.

4. Cohort analysis report

cohort report 1

Perhaps one of the most underrated reports, Cohort report gives you data on a specific set of customers.

What is a cohort?

It is a group of people who share common values.

Google Analytics gives you the Cohort type of Acquisition date.

Which means you can see how many cohorts returned to your site over a period of 7 days.

cohort report 2

You can change the metric to per-user like

Session duration per-user

cohort session duration

And others per-user like

Goal completions



Sessions etc

You can also change the cohort size (day, week or month) and date range (7, 14, 21 and 30 days).

By default, you will see a declining curve in this report.

Because cohorts drop over time.

Don’t be alarmed over it.

Maintaining a consistent flow of traffic (cohorts) is challenging for almost anyone.

If your goal is to maintain a steady flow of return visitors, this report will be extremely helpful.


You can do comparisons in this report by creating multiple segments.

Below is a cohort report comparing All users with Mobile and Tablet.

cohort all users vs mobile

In the above report, you will see that the desktop traffic retention is more than mobile.

5. Mobile report

mobile report

One of the most important reports.

It gives you important metrics data like users, sessions, bounce rate, transactions and revenue for desktop, mobile and tablet.


6. Overview report

acquisition overview

How did you acquire your customers? Once acquired, how did they behave?

How many did convert?

acquisition overview 2

This report would provide you that info.

7.Google Ads report

Google ads

You need to connect Google Analytics with Google Ads for the data to flow here.

This report would give you all your PPC campaign data performance.

That would be,

Clicks, CPC, Cost of campaign etc.

8. Campaign report

campaign report

This is a further breakdown on the above Google Ads report.

As the name mentions, this will give you data on your Adwords campaign.

9. Sitelink report

ads sitelink report

This is one of the newer additions.

And a still-deeper breakdown on the Ads.

This will give you insights on the Sitelinks that you have on your Google Ads.

To give an example of Sitelinks:


You can check which Sitelink performed better in this report.

10. Search queries report

google ads search queries report

The keywords or terms that customers searched for which your Ad was displayed and the number of clicks the Ad received – will be in this report.

11. Display targeting report

Google ads display report

Not just for search, GA has reports on display, video and shopping campaigns as well.

You can also check for placements, topics, remarketing etc.

12. Video report

13. Shopping ad report

Shopping behavior report

These are the PLAs (Product Listing Ads) that you use with the help of the Merchant center.

To give a brief,

Search for any purchase on Google, click on the Shopping tab.

You will get the below.

Shopping ads example

14. Search Console report

Search console report

Now that Google has started to migrate to the new Search Console, a few data will be foregone which were present in the older Console.

It is now more important for you to connect Search Console to Google Analytics to get a better and well-connected picture.

15. Social Media report

social report 1

This is another amazing report which focusses on all your Social Media metrics.

The conversions in the above are ALL you site conversion from all traffic, not just Social.

On the right side, you see other metrics including Contributed Social conversions.

What are they?

Say, I visit your site through Linkedin but leave without any actions.

A day later I re-visit and complete a transaction.

This would be Contributed Social Conversions.

Last Interacted Social conversions are those people who visited the site through Social platforms and made a purchase in that same session – without exiting the site.

Note: You should have at least one goal active for this report to show data.

16. Social Network referral report

social network report

This has two reports.

One for site traffic from Social platforms.

The other has the overall traffic.

You can now compare the visits.

Was there any Social activity that resulted in a traffic spike?

Note: If you use a URL shortener like Bit.ly then Google won’t be able to identify the Social platform.

The value will be assigned as Direct or referral.

17. Social Landing page report

social landing pages

Want to know which of your pages are more popular on Social Media?

This is the report.

18. Social conversion report

Social conversion rerport

The most important report – be it Social media or the overall business.

The conversion report breaks it down to channel-specific.

This is an amazing report – it gives you the value of your Social Platforms.

At the top of the page, click on “Assisted vs last interaction analytics”.

Social conversion assisted report

Check the report now.

social assisted 2

These are a bunch of new metrics that you now get in Google Analytics.

19. Social Users Flow report

social user flow

This is just like the generic overall-site User flow report.

Except this is only for Social Media.

The default report shows all. Looks entangled.

Go to any social network, say, Youtube.

Click and select “View only this segment”.

social user youtube

You will now get data only for that channel.


Pageviews. Bounce rate. Exit rate. Average time on page.

All that and more in this segment.

20. All Pages report

all pages report

One of the most popular reports, this will show the top-performing pages with respect to  pageviews, bounce rate, etc.

21. Landing page report

Landing page report

Another most-used report. This gives you page-wise performance.

22. Exit page report

exit page report

A lot can be interpreted using the exit page report.

This shows you the last viewed page before the customer left the site.

This could be one of your starting points in analyzing page performance.

A very high exit rate for a page will indicate an error on that page.

Which should be prioritized.

23. Site speed report

site speed report

As I’ve mentioned in my older posts, Site speed is now an important ranking signal for Google.

So take this report very seriously.

This shows the average page load time and the browser load time.

24. Search terms report

search term report

An important point in knowing your customers.

What are they looking for on your site?

You can find valuable insights using this report.

If you are missing a product or a variation on your site, you can find it here.

Note: This is not the Google Search terms but the searches happening internally on your site.

25. Events overview report

events overview

All your defined events (through GTM or other tools) will be here.


26. Goals report

Goal report

Goals are important.

They tell you how many people are getting closer to conversion.

They tell you how many people take action on the activities you want them to.

Goals are healthy for a site.

What are Goals?

Specific actions on the site like Add to Cart, form filling, etc.

Goals vary with the business.

You need to set up Goals to get the Goals report data.

27. Funnel report

funnel report

Probably the most important report, especially if you want to increase conversions.

This will give you the step-by-step customer journey to purchase.

You can identify where the maximum drop is.

And then take the desired action.

If there is a drop in Cart-billing then it could be due to additional shipping charges, form filling, etc.

If it is billing-payment, then it could be security, card declined, no desired payment option, etc.

28. Ecommerce report

ecommerce report

The currency report as  I call it.

This showcases the product-wise revenue, transactions, conversion rate among others.

Note: You need to install enhanced eCommerce tracking on to your site for this section reports

29. Shopping behavior report

Shopping behavior report

Just like a funnel report, this also provides a customer journey report as below.

30. Same for Checkout report

checkout report

31. Coming to Product performance report

product performance report

Your top selling products, quantity, price.

32. Top conversion path report

top conversion path report

Which channels combined as a path provide the best conversions for your site?

Check this report for that.

33. Assisted conversion report

assisted conversion

Which channel helped in getting a conversion?

This would usually not be the primary conversion channel.

But it would have influenced the customer into a purchase.

34. Attribution report

attribution model

The impact of every channel, source, and medium on your site.

There are different types of attributions as explained at the beginning.

The default is Last interaction.


Google Analytics is a must for any site.

Ecommerce or otherwise.

It tells you exactly what is going on, on your site.

It provides insights.

And a direction to profitability.

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