The Best Google Analytics Reports to Help Skyrocket Your Performance

Best Google Analytics reports

The internet is flooded with eCommerce sites just like yours, making it easy for your site to be pushed farther down on search engine results pages (SERPs). However, there are many tools that can help you build your site up to where it needs to be!


With Google Analytics, you can fight against the current and increase your site’s visibility. To become more familiar with this tool, take a look at this beginner’s guide to Google Analytics and some of the best Google Analytics reports that’ll help your website succeed.


What is Google Analytics & Why You Need It

Available in both free and paid versions, Google Analytics is a website tool that allows you to track the new and returning visitors that come to your website, analyze the data produced, and report on your website’s key performance indicators (KPIs). For an eCommerce site, KPIs may include things such as:


  • User Conversion Rate
  • Average Order Value
  • Shopping Cart Abandonment
  • Customer Lifetime Value


Not only is it a fantastic way to get in-depth insights into your users’ demographics and behaviors, but you also have the benefit of using the data to enhance your future digital marketing efforts. For example, let’s say one of your Google Analytics eCommerce reports indicate that a specific product page was attracting a lot of visitors. You could compare that product page with other pages on your site to determine what sets the popular page apart. With that information, you can apply your insights to products across your site, helping to increase traffic to other profitable products as well.


Google Analytics is also great for making informed business decisions. For instance, you can use Google Analytics to see which browsers your users are viewing your site in and what types of devices they’re viewing it on. With this information, you can make sure your website is designed to work perfectly on the indicated browsers and devices.


The bottom line is that in order to fully understand your users in a digital space, you need some of the best Google Analytics reports at your fingertips. With all the data, you can harbor a platform that is relevant, useful, and easy for your users to use. If you're just getting started with Google Analytics, here's a useful beginner's guide on how to use Google Analytics.


The Best Google Analytics Reports for eCommerce Sites

If you’re ready to get started with Google Analytics, we have you covered! Here are some basic and advanced questions that can be answered using the tool. 


Basic Questions Answered by Google Analytics

Who is Coming To My Site?

Google Analytics can be used to reveal your users’ demographics. This is important because it will allow you to make sure you’re targeting the right type of individuals with your marketing campaigns. In the example below, we can tell that the audience tends to lean toward a more female demographic, though males aren’t too far behind. We can also see that a majority of users are within the ages of 25 and 34.


Audience Google Analytics


To View This Report:


  1. Navigate to “Audience” in your Google Analytics toolbar.
  2. Click “Overview.”
  3. For a more in-depth analysis, select “Age” or “Gender” from the toolbar.


Where is My Traffic Coming From?

It’s important to know where your traffic is coming from so you can better understand which platforms your users are using. In the example below, you’ll see that a majority of the traffic is coming organically from Google, which means that users are clicking to your site from a Google search. The second source is direct traffic, which means users are typing in the site URL in their browser or using a bookmark they’ve saved. This information can tell you how well your organic digital marketing efforts have been doing.


Google Analytics Acquisition


To View This Report:


  1. Navigate to “Acquisition” in your Google Analytics toolbar.
  2. Click “All Traffic.”
  3. Click “Source/Medium.”


What Searches Are Users Conducting Before Visiting My Site?

Knowing what terms your users are searching for before they click over to your site is vital because you are able to see which topics they’re most interested in. In the example below, you can see that users were mainly interested in modular buildings, particularly office buildings. This information allows you to track trends and improve your current types of content to bring in more users.


Google Analytics Search Queries


To View This Report:


  1. Make sure your Google Analytics account is connected to your Google Ads and/or Search Console accounts.
  2. Navigate to “Acquisition” in your Google Analytics toolbar.
  3. Click “Search Console.”
  4. Click “Queries.”


Which Pages Are Visited Most Frequently?

Getting an overall view of which site pages users navigate to the most gives you insight into which pages are performing the best at any given moment or time period. More often than not, your homepage will be the center of attention with main category pages sprinkled below.


Finding a specific blog, case study, or product page in your most-visited pages means that there’s something specific that’s generating traffic to the site. With Google Analytics data and a pages report, you can analyze information to figure out why those pages are performing well. You can then use that knowledge and apply it to other pages on your site.


Google Analytics behavior all pages


To View This Report:


  1. Navigate to “Behavior” in your Google Analytics toolbar.
  2. Click “Site Content.”
  3. Click “All Pages.”
  4. For a more in-depth analysis, select “Landing Pages” or “Exit Pages” from the toolbar.


How Are Users Navigating My Site?

This question can also easily be answered with Google Analytics. The data allows you to see how users are traveling from page to page and at what point they leave your site altogether. If you find that there’s a big increase in users leaving your site on a certain page, it may be an indication that there’s an issue that needs to be resolved.


Google Analytics behavior flow


To View This Report:


  1. Navigate to “Behavior” in your Google Analytics toolbar.
  2. Click “Behavior Flow.”


Advanced Questions Answered by Google Analytics

Can’t find something in your Google Analytics? You may need to create a custom report for it! Google Analytics allows you to create fully-customized reports based on your site and data needs. These reports can be set up in the “Customization” tab of your Google Analytics toolbar. You can create them manually or browse the template solutions gallery to find a pre-made template that works for you. Check out some of the advanced questions you can answer with these custom reports.


How Effective Are My Pages?

By manually setting up or importing a content efficiency report, you can see just how effective your pages are. Whether you want to see the average amount of time spent on each page or you’d just like to view which pages have a high bounce rate, this report is for you!


Google Analytics page effectiveness


To View This Report:


  1. Navigate to “Customization” in your Google Analytics toolbar.
  2. Click “Custom Reports.”
  3. Select “Import from Gallery.”
  4. Search for “Page Effectiveness.”
  5. Import the report template.
  6. Click “Create.”


How is My Site Performing on Mobile?

To find out how your users are using your site on a mobile platform, you can manually set up or import a mobile performance report. These reports allow you to see on what hours of the day your users are most active on mobile and what kind of mobile device they’re using. This tool could be great for mobile testing a website or scheduling promotions and sales for certain times of day.


Google Analytics Mobile Metrics by Hour of Day


To View This Report:


  1. Navigate to “Customization” in your Google Analytics toolbar.
  2. Click “Custom Reports.”
  3. Select “Import from Gallery.”
  4. Search for “Mobile Metrics by Hour of Day.”
  5. Import the report template.
  6. Click “Create.”


Which Sources Are Driving Your Revenue?

Find out which sources are making you the most money with a sales performance report! This report allows you to see where your sales are originating from. In the example below, a majority of the sales are coming from organic search, which is great. We can also see that social and email sources aren’t generating a ton of revenue. However, this is due to the fact that this particular site isn’t using email or social as a way to push product sales. They’re using it as a way to gain customer loyalty and interact with their audience. Overall, the report is a great way to check on the status of your sales and the platforms generating them!


ecommerce traffic report


To View This Report:


  1. Navigate to “Customization” in your Google Analytics toolbar.
  2. Click “Custom Reports.”
  3. Select “Import from Gallery.”
  4. Search for “eCommerce Traffic Report.”
  5. Import the report template.
  6. Click “Create.”
  7. Click “Edit”
  8. Under “Dimension Drilldowns,” remove “Source/Medium” and replace it with “Default Channel Grouping.” This will allow you to see a condensed version of the report. If too much data is showing, it may be hard to accurately analyze your results.


Are My Page Load Speeds Impacting My Traffic?

If your page load times are too long, users may click away from the page and try a different source to find what they’re looking for. This produces higher bounce rates and could decrease sales. Research indicates that 53% of people will leave a page if it takes longer than three seconds to load. That’s why it’s so vital that your site speeds are three seconds or less.


In the example below, you can see that the site speeds are generally above three seconds, and the bounce rates are fairly high for a majority of pages. The site speeds are impacting user behavior and limiting sales leads. Because Google uses site speed as a ranking factor, this site should do whatever it can to reduce the amount of time it takes pages to load.


Google Analytics site diagnostics, page timing


To View This Report:


  1. Navigate to “Customization” in your Google Analytics toolbar.
  2. Click “Custom Reports.”
  3. Select “Import from Gallery.”
  4. Search for “Site Diagnostics: Page Timing.”
  5. Import the report template.
  6. Click “Create.”


How Well Are My PPC Campaigns Doing?

A custom PPC report shows valuable insights into your pay-per-click (PPC) campaigns at a glance. The example below allows you to see which keywords are getting the most sessions and how much they’re costing you per click.


Google Analytics conversion PPC keywords


To View This Report:


  1. Make sure your Google Ads account is connected to Google Analytics.
  2. Navigate to “Customization” in your Google Analytics toolbar.
  3. Click “Custom Reports.”
  4. Select “Import from Gallery.”
  5. Search for “Conversion: PPC Keywords.”
  6. Import the report template.
  7. Click “Create.”


Using DashThis to Display Google Analytics eCommerce Reports

After you have all of these great reports set up in your Google Analytics account, you now have a way to prove how well your eCommerce site is doing with real data. But how can you easily showcase the data and different reports in an easy-to-understand, meaningful way? That’s where DashThis reports come in!


DashThis allows you to create dashboards full of widgets, helping you create a visual representation of your Google Analytics data. It’s the perfect way to deliver concise reports to clients, managers, or even peers who don’t fully understand how Google Analytics works. With DashThis, you can bypass all of the minute details and deliver the data in a condensed format.


DashThis Google Analytics ecommerce report example


DashThis reports also pull data automatically every month from Google Analytics, so you really only have to set up the report once! From then on, the reports will automatically generate so you can easily analyze the results. It’s a great way to save valuable time and energy in the long run!

Start automating your Google Analytics ecommerce reports today!


Try DashThis for free!
Amanda Bieganski

This article was written by Amanda Bieganski who is a Content Marketing Specialist for Tower Marketing, a digital marketing agency in Lancaster, PA. She studied English and Professional Writing at Kutztown University of Pennsylvania and has continued to pursue her passion in writing ever since!

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