About MeContact MeGoogle Analytics URL BuilderISSN 2159-2470Ken PendergastData-Driven Search Engine Marketing and OptimizationSearch MarketingWeb AnalyticsSearch Engine OptimzationInternet Marketing Review10 Google Analytics Reports You Need to HavePosted by Ken on Jun 16, 2011 | 15 Comments Google Analytics is a free solution but that doesn’t mean you cannot have greatreports that speak the truth about your customers and your marketing portfolio. There are two buckets thatmakes Google Analytics a true enterprise solution: Custom Reports and Segmentation.I am highlighting the top 10 reports I find to be a must-have for any digital marketer. The listed reports arecompletely unique in regards to the insights they provide. A couple of these reports are profile setups, youwill have to create a profile to achieve the report or configure a top level account.These custom reports can be used on any type of profile and across multiple domains. The biggestprerequisite is having goals setup within your profiles.To use these custom reports; you will need to be logged into your Google Analytics account to view and savethem to your own account and profiles.Complete list of Google Analytics reports 1. Global Rollup 2. Conversion Analysis 3. Organic Rankings 4. Landing Page Performance 5. Site Search Commerce 6. Paid Search Keyword Analysis 7. Customer Network Analysis 8. Organic Keyword Success 9. Visitor Acquisitions Analysis 10. New Customer Analysis 11. Campaign Commerce (Bonus)Each of these reports can serve a different vertical within your organization and all can be shared. The mostimportant property between them, they are all actionable! Below is a common scenario for high to low levelanalysis.Manager / Director / VP – Very high level reports Global Rollup Visitor Acquisitions
Conversion Analysis Customer Network AnalysisContent / Web Team – Content specific metrics and insights Global Rollup Landing Page Performance Site Search Commerce New Customer Analysis Organic RankingsSEO – Content and organic search visitor insights Global Rollup Organic Keyword Success Conversion Analysis Landing Page Performance Site Search Commerce Organic RankingsSearch / PPC / Display / Email Marketing – To effectively measure your campaign success Global Rollup Paid Search Keyword Analysis Conversion Analysis Landing Page Performance New Customer Analysis Visitor Acquisitions Analysis Campaign CommerceGlobal Rollup ReportThis is an account structure not an actually report. However since it consists of multiple websites it isconsidered more of a report. You can see your highest level of information across all of your websites on onedashboard.To implement, to do this you need to create a modified version of the original cut-n-paste GA script fromGoogle. It needs to track to 2 Google Analytics accounts. if you have already been using GA for some timeor if you only have a couple sites not 5 or more you can get away with just one but it will limit you when youstart creating more profiles.Conversion Analysis – Macro and Micro ConversionsConversions are the beginning of the customer life cycle and a big part of customer lifetime value. This is amulti channel marketing report for all goals. What channels are producing conversions? Which channels needimprovement? How can we better serve our customers in lower converting channels? These are some of thequestion I ask when using this report. Probably the most important report you need to have yesterday.View the custom report in Google AnalyticsOrganic Rank in GoogleTo achieve this report, you must create a custom profile within an account in Google Analytics. Theprofile/report is going to just include Google searches and clicks from organic listings, no paid ads. The listsof filters needed to achieve this looks something like this:
It’s not as bad as it looks… I am going to list out each filter for you:Include Organic SearchFilter Type: Custom filter, IncludeFilter Field: Campaign MediumFilter Pattern: organicCase Sensitive: NoInclude Google SearchFilter Type: Custom filter, IncludeFilter Field: Campaign SourceFilter Pattern: GoogleCase Sensitive: NoAdd Position to KeywordFilter Type: Custom filter, AdvancedField A -> Extract A: Campaign Term = (.*)Field B -> Extract B: Referral = (?|&)(start|first|b)=([^&]*)Output To -> Constructor: User Defined = $A1 | page: $B3Field A Required: YesField B Required: NoOverride Output Field: YesCase Sensitive: NoRanking Page 1 (SERP)Filter Field: User DefinedSearch String: page:$Replace String: Page: 1Case Sensitive: NoRanking Page 2 (SERP)Filter Field: User DefinedSearch String: page: 1[0-1]$Replace String: Page: 2Case Sensitive: NoRanking Page 2 (SERP)Filter Field: User DefinedSearch String: page: 2[0-1]$Replace String: Page: 3Case Sensitive: NoYou can easily modify the ranking filter and create as many tracking filters for organic clicks from deeperSERP pages as you feel the need. Most SEO tools measure the first 10 pages of results for 100 results. you
would need 10 filters to use that as a standard. Make sure the filter order matches my image above. After allthat technical stuff…The report lives inside: Visitors > User Defined and looks like this:You are now successfully tracking some very insightful organic analytics.Landing Page PerformanceThe ultimate page level report, it combines all similar page urls that are the same page but tracked multipletimes in Google Analytics, by using the “Page Title”. This report takes into account all of your pages thatsomeone is landing on from all sources and measuring how well it is serving as a entrance page. Your aboutus page could be a big landing page from brand keywords from Google, Yandex, Baidu, and Bing, how wellis it serving as a landing page? Are you prepared for all of your pages to be a landing page or are you justfocusing on product specific pages? Be prepared for every page on your site in some way to be a landingpage. Every visitor has value, what is your per visit value? How much are you losing do to a high bouncerate?Even if you have multiple duplications of the same content this report will serve them all as 1 page in thereport. If you have duplicate page titles on multiple pages with different content. Then you have moreproblems than just a bad bounce rate.View the custom report in Google AnalyticsCustomer AcquisitionsThis report shows you which channels and services are driving traffic to your site. Is Marketo and your emailmarketing driving more than Google PPC, this will tell you. This is a high level report that drills down andbecomes granular within your campaigns. What’s really important is the total goal value for each channel.What channels are really converting for you and where are your most valuable customers finding yourproducts? These are some of the question this report helps you answer.View the custom report in Google AnalyticsSite Search CommerceHaving insight to how visitors are searching on your site can be very beneficial for your search marketinginitiatives. This report gives you macro conversion level metrics. Internal search metrics provide great insightsto visitors searching for product customizations or product features. The data in this report can be used tocustomize the user experience, product page information, and external marketing. How well is your internalsearch converting into sales?View the custom report in Google AnalyticsPaid Search Analytics – Keyword AnalysisA look into all of your search marketing campaigns across the enterprise. Which keywords are you drivinghigh amounts of traffic to your site and how are they performing in regards to their landing pages. Are somekeyword converting better on specific landing pages. Do you see correlation between the value propositionand keyword. This report can help you drive so much success with optimizing campaigns.
View the custom report in Google AnalyticsVisitor Network AnalysisThis report will display all of the ISP’s used to visit your site. This report is very beneficial for companies inthe B2B space. B2C sites will have limited use since most of your traffic is going to come from 1000’s ofdifferent providers. The majority will be customers on their Smartphone’s or at home. There’s not way toexplicitly know who they are. For B2B you can do some filtering to search for specific company you that areyour customers or potential companies looking at your products. This would be a good report to show yoursales people.View the custom report in Google AnalyticsOrganic Keyword SuccessHave you heard of Google Insights, this is your version of that. how are your customers finding your siteorganically. Aside from branded terms, this will show you what is driving organic conversions. Are theirsome terms you are ranking very well for that could allow you to save on costs with your search marketing.this can be very help full for you if you have a very limited PPC budget. Along with a search query reportand the Google Indexing Rank profile setup, this is the next best report for helping to scale out long tailsearch phrases.View the custom report in Google AnalyticsNew Visitor Analysis ReportThis report gives you high level insights to your new customers month over month. How well is my sitemeeting the needs of a new visitor and are they converting into and engaged visitor?By no means the end of the data, you may want to look at new visitor funnels and see which content isdriving successful conversion for new visitors. Possible segmenting these visitors by conversion and byregion if you serve the world with your products. Is there possibly a seasonality with your products in aforeign country? This type of data will help you plan better campaigns and will be a very important piece ofyour data driven marketing reports.View the custom report in Google AnalyticsCampaign Commerce ReportVery similar in regards to metrics to the customer acquisition report. However, we are mearuing campaignsand not the sources, since campaigns can be run on multiple channels across many sources. We want to focuson the high level of the campaigns and view them holistically for our ROI or ROAS. Our return will includeall macro and micro conversions, just how much of a return to we can measure is up to you and the value youput on a micro conversion.View the custom report in Google AnalyticsPlease feel free to distribute to your social networks, friends, and colleagues and edit to fit your goals andprofiles. I hope these report help you on your way to better data driven marketing.Keep in mind, I am in the process of elaborate more on the benefits and insights within each of these reportsin later articles so Like me on Facebook, Follow me on Twitter, or subscribe to my RSS feed.
Add New CommentOptional: Login below. Post as …Showing 13 commentsSort by Popular now Subscribe by email Subscribe by RSS Info 4 months agoSolved, I think one "" was missing between "(" and "?" 1 person liked this. Like Reply Dave Sabol 2 weeks agoThe reports look fantastic and exactly the type of info that Im looking for but I cant seem to get the reports to open. Im sent directly to my defaultaccount page. Any thought or idea what I may be doing incorrectly? Like Reply Ken Pendergast 1 week ago in reply to Dave Sabol You can add the report to all your profiles from the dropdown, near the botton of the page where it tells you which profiles are using this report. Like Reply Ian 1 month agoJust what Im looking for. Question though....when I open them up it goes to my default analytics account. Is there anyway of forcing it to useanother account i have access to under the my default one? Thanks! Like Reply Ken Pendergast 1 week ago in reply to Ian All you need to do is add it to your other profiles from the drop down. It should tell you whihc profiles are using the report. You default profile will always be selected. Like Reply Jannerick 1 month agothe custom reports arent opening up in my GA...
Like Reply Ken Pendergast 4 months agoI will have to look into the formatting here and put the expressions into a syntax highlighter. The expressions were copied right out of my filters. Like Reply YewREwrew 4 months agoyeah this is awesome Like Reply Lukas Zaplatilek 4 months agoThere is one thing that I would warn you about. In your "New Visitor Analysis Report" the goal related metrics are from both new and returningvisitors. The only way to achieve what I would suppose you were trying is to use Advanced Segments. Like Reply Ken Pendergast 4 months ago in reply to Lukas Zaplatilek Yes you are correct in regards to the metrics. I added more to the report then needed. You can kill 2 birds with one stone here as they say. What are the monthly new visitors metrics and what did our conversions look like. Like Reply Sltbaum 4 months agoOrganic Rank in Google report setup, I get an error saying the following is "nota valid regular expression",(?|&)(start | first | b)=([^&]*) Like Reply Xteenb 4 months ago"(?|&)(start|first|b)=([^&]*)" is not a valid regular expression.Or so GA is telling me. Like Reply Ken Pendergast 4 months ago in reply to Xteenb The problem here is a missing / a comment above addressed this issue, just so there is not confusion it is (?|&)(start|first|b)=([^&]*) Like ReplyReactions
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