This document outlines eight key Google Analytics reports that CEOs should focus on to gain strategic insights into their businesses' digital performance, including acquisition, behavior, and conversion metrics. It emphasizes the importance of understanding traffic sources, user engagement, and conversion pathways to enhance marketing strategies and improve ROI. Each report provides specific data that can inform business decisions and optimize website effectiveness.

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Carole Lamarque Frederic Vanderheyde
8 GOOGLE ANALYTICS REPORTS
EVERY CEO SHOULD SEE
customer
obsessed
marketing
agency

2. 00 Analytics process
01 Organic Keywords
02 All Traffic
03 Behavior Report
04 Behavior Flow
05 Landing Pages
06 Funnel Visualization
07 Multi Channel Funnels
08 Mobile
INSIDE THIS WHITEPAPER
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Carole Lamarque
+32 478 337 000
Frederic Vanderheyde
+32 496 263 295
customer obsessed
marketing agency
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3. Google Analytics presents a di-
lemma for CEOs: The tool’s met-
rics are invaluable for stimulating
a healthy project, yet the sheer
amount of data can make finding
valuable insights difficult.
Beyond basic traffic numbers,
sometimes it’s hard to figure out
what you should be paying atten-
tion to and what you should be
ignoring. In particular, it’s chal-
lenging to judge which Google
Analytics reports provide real stra-
tegic intelligence about the effec-
tiveness of your digital offerings.
Given this plethora of choices and
potential pitfalls, it’s tempting to
opt out completely.
Don’t fall into that trap. This collec-
tion of eight reports is by no means
comprehensive, each organization
has specific strategies and goals
that need additional measurement
but they do provide a good founda-
tion for CEOs who want to under-
stand how their businesses are
performing. Below are the key
Google Analytics reports for CEOs,
in a particular order (ABC).
8 GOOGLE ANALYTICS REPORTS
EVERY CEO SHOULD ASK
Duboisstraat 48,
2060 Antwerpen
Carole Lamarque
+32 478 337 000
Frederic Vanderheyde
+32 496 263 295
customer obsessed
marketing agency
ACQUISITION BEHAVIOR
CONVERSION
THE ANALYTICS PROCESS

4. THE ANALYTICS PROCESS
How do visitors find my website?
Am I creating effective content?
How does this impact my business?
A
B
C
ENTREPRENEURS/CEOs WANT TO KNOW:
Duboisstraat 48,
2060 Antwerpen
Carole Lamarque
+32 478 337 000
Frederic Vanderheyde
+32 496 263 295
customer obsessed
marketing agency
THE ANALYTICS PROCESS
ACQUISITION BEHAVIOR
CONVERSION
THE ANALYTICS PROCESS

5. THE ANALYTICS PROCESS
Duboisstraat 48,
2060 Antwerpen
Carole Lamarque
+32 478 337 000
Frederic Vanderheyde
+32 496 263 295
customer obsessed
marketing agency
ACQUISITION To plan your future
marketing strategy and increase
your website relevancy, you must
understand where your traffic
comes from. This featured within
the Acquisition section.
BEHAVIOR refers to what people
actually do when they get to your
website.
CONVERSION A website is a tool to
let your business grow. While busi-
ness goals change over time, Goo-
gle Analytics helps you accommo-
date those changes and track them.
Goals are first set and configured
in GA while Conversion measures
success of the business.
Tracking goals helps you under-
stand which adverts, keywords and
campaigns generate business. You
may then invest more wisely and
ultimately, boost your return on in-
vestment (ROI).
ACQUISITION BEHAVIOR
CONVERSION
THE ANALYTICS PROCESS

6. WHAT IT IS: To plan your future
marketing strategy and increase
your website relevancy, you must
understand where your traffic
comes from. This can be viewed
within the Acquisition section.
WHY IT MATTERS: The Acquisition
report makes it easy to determine
if traffic from various channels is
increasing or decreasing over time.
It’s a smart idea to evaluate this
report year-over-year or month-
over-month to get a big-picture
view of where your audience is
coming from.
ALL TRAFFIC
Where to Find It: Acquisition -> All Traffic
ACQUISITION
Duboisstraat 48,
2060 Antwerpen
Carole Lamarque
+32 478 337 000
Frederic Vanderheyde
+32 496 263 295
customer obsessed
marketing agency
1
Where to Find It: Acquisition -> All Traffic

7. WHAT IT IS: These are analyzed to
find out the most effective chan-
nels and what needs to be done
to adapt business strategy to im-
prove performance. The vast ma-
jority (nearly 85%) of keyword
traffic falls into the “not provided”
bucket, which means you can’t
see much detail on exactly which
keywords are delivering organic
search traffic. However, this report
still allows you to see keyword
traffic in aggregate, providing at
least an overview of performance.
WHY IT MATTERS: The flow of or-
ganic traffic is still an extremely
critical component of success. This
report shows organic traffic trends
over time and can be overlaid with
conversion data.
ORGANIC KEYWORDS
Where to Find It: Acquisition -> All Traffic -> Organic
Duboisstraat 48,
2060 Antwerpen
Carole Lamarque
+32 478 337 000
Frederic Vanderheyde
+32 496 263 295
customer obsessed
marketing agency
ACQUISITION
22KEY
Words

8. WHAT IT IS: The first report in the
Behavior section is the New vs Re-
turning report. It gives you a quick
look at the ratio of your first-time
and repeat visitors. You can com-
pare this ratio for different time
periods to see how your audience
loyalty may be shifting. You can
also see the relative impact of new
vs returning visitors by viewing the
e-commerce metrics in this report.
As you can see here, returning visi-
tors not only make purchases more
often, but also tend to spend more
per purchase. Knowing this behav-
ior, you might decide to develop
a customer loyalty program or re-
marketing strategy that helps grow
your returning customer base.
WHY IT MATTERS: Often we
default to looking at new traffic
when examining Web metrics. That
information is important for gaug-
ing the growth of a website, but it
is often the returning visitors who
truly drive conversion. Measure the
gravitational pull of your site, and
the extent to which you’re encour-
aging first-time users to return. You
can also see the economic impact
of new vs. returning users (e.g., the
30% of users who are returning
account for 45% of total transac-
tions)
FIND THE GOOGLE VIDEO HERE:
https://analyticsacademy.withgoo-
gle.com/course01/unit?unit=5&-
lesson=5
BEHAVIOR REPORT
Where to Find It: Audience -> Behavior
Duboisstraat 48,
2060 Antwerpen
Carole Lamarque
+32 478 337 000
Frederic Vanderheyde
+32 496 263 295
customer obsessed
marketing agency
BEHAVIOR
3
Where to Find It: Audience -> Behavior

9. WHAT IT IS: The Behavior Flow re-
port visualizes the path users trav-
eled from one page or event to the
next. Providing insights as to which
pages are converting visitors effec-
tively and which are acting as
obstacles to conversion.
WHY IT MATTERS: This report can
help you to discover what content
keeps users engaged with your
site. The Behavior Flow report
can also help identify potential
content issues. The Behavior Flow
report removes the guesswork
surrounding your website’s en-
gagement patterns allowing you to
clearly see what’s helping (or hurt-
ing) conversion.
BEHAVIOR FLOW
Where to Find It: Behavior -> Behavior Flow
Duboisstraat 48,
2060 Antwerpen
Carole Lamarque
+32 478 337 000
Frederic Vanderheyde
+32 496 263 295
customer obsessed
marketing agency
BEHAVIOR
4
Where to Find It: Behavior -> Behavior Flow

10. WHAT IT IS: The Content Report
includes the Landing Pages report
which allows you to see time spent
on a specific page and its traffic.
This data shows how visitors are
entering your site across multiple
channels. It’s similar to the en-
trance pages report, but is more
specific. Advanced segmentation
makes it possible to break down
the report by channel, and even
device.
WHY IT MATTERS: The Landing
Pages report is important for un-
derstanding what a user typical-
ly experiences first when visiting
your domain—it gives you a clear
sense of where consumers are
starting their interactions, and can
help prioritize which pages to op-
timize.
LANDING PAGES
Where to Find It: Behavior -> Landing Pages
Duboisstraat 48,
2060 Antwerpen
Carole Lamarque
+32 478 337 000
Frederic Vanderheyde
+32 496 263 295
customer obsessed
marketing agency
BEHAVIOR
5
Where to Find It: Behavior -> Landing Pages

11. WHAT IT IS: Flow reports in Google
Analytics illustrate the paths us-
ers take through your content, in-
cluding special elements you track
using Goals and Events. In a single
graphic, you can see how users en-
ter, engage, and exit your content.
This essential report provides a
clear visual: showing your conver-
sion funnel ,where leads are com-
ing from, whether they’re taking
action, and where they go if they
don’t covert.
WHY IT MATTERS: You can also use
these reports to troubleshoot your
content by finding any unexpect-
ed place users exit or loop back.
The Funnel Visualization report
is hugely important for CEOs be-
cause it directly demonstrates how
well (or not well) whether your
website is driving new business
or not. Visualizing the conversion
funnel confirms or denies the ef-
fectiveness of your offerings, pro-
viding insight into what’s working
and what’s not.
FUNNEL VISUALIZATION
Where to Find It: Conversions -> Funnel Visualization
Duboisstraat 48,
2060 Antwerpen
Carole Lamarque
+32 478 337 000
Frederic Vanderheyde
+32 496 263 295
customer obsessed
marketing agency
CONVERSION
6
Where to Find It: Conversions -> Funnel Visualization

12. WHAT IT IS: This advanced report
shows the most common channels
and paths users experience before
completing a conversion.
WHY IT MATTERS: The Top Conver-
sion paths report is important for
identifying how converting visitors
are behaving. In most cases, it’s
possible to learn about the rela-
tionships between various chan-
nels and how each contributes to
a conversion, helping to prioritize
which areas to focus on.
• Which channels engage customers
throughout the buying cycle?
• How do our marketing channels and
campaigns work together to generate
conversions and revenue?
• Are there any specific channels, cam-
paigns, or any specific parts of a cam-
paign that are underperforming?
• What is the value of our investment
for channels that don’t generate di-
rect conversions?
MULTI-CHANNEL FUNNELS
Where to Find It: Conversions-> Multi-Channel Funnels
Duboisstraat 48,
2060 Antwerpen
Carole Lamarque
+32 478 337 000
Frederic Vanderheyde
+32 496 263 295
customer obsessed
marketing agency
CONVERSION
77
Where to Find It: Conversions-> Multi-Channel Funnels

13. WHAT IT IS: The mobile report
covers exactly what you think it
would. You can use the Mobile
Overview report to see a break-
down of visitors by whether they
visit using smartphones, tablets or
desktop devices.
WHY IT MATTERS: This report can
help you understand how effec-
tively your company is engaging
with this quickly growing audi-
ence.
MOBILE
8
Where to Find It: Audience -> Mobile
Duboisstraat 48,
2060 Antwerpen
Carole Lamarque
+32 478 337 000
Frederic Vanderheyde
+32 496 263 295
customer obsessed
marketing agency
CONVERSION
Where to Find It: Audience -> Mobile

14. Plan your future marketing and digital strategy with us.
Ask your personal digital boardroom workshop.
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Duboisstraat 48,
2060 Antwerpen
Carole Lamarque
+32 478 337 000
Frederic Vanderheyde
+32 496 263 295
customer obsessed
marketing agency