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