When you start digging into your analytics, it's important to know what you're looking for. You can spend ages pouring over reports, but unless you approach your data with the right questions, you won't gain any meaningful insights. Stick to the objectives you defined earlier and try to determine if your content is performing above or below expectations.

Here are a number of the most important reports you'll find in the left side menu in Google Analytics. Each one helps you see your data from a different angle.

If you’re looking for information about connecting Google Analytics to Foleon, read our article: Connecting Google Analytics to your Foleon publications.

In this article

  • The audience overview report
  • The channels report
  • The all pages report
  • The mobile overview report

Audience overview report (Audience → Overview)

This report helps you gauge audience engagement over a select time period for your entire website or web publication. It answers questions like:

  • How many users visited your site or publication?
  • How many pages did they view on average, and for how long?
  • How many of your users were returning visitors?
  • How many pages did the average visitor view? How long did they stay?
  • What’s your average bounce rate?

What conclusions might you draw from this data?

If you have a large amount of traffic, but your bounce rate is high or the session time is particularly low, it could mean that users are not finding what they're looking for and you should improve your content. If users are very engaged, on the other hand, but your traffic is low, you may want to spend more effort on promotion.

Channels report (Acquisition → All Traffic → Channels)

The channels report helps you determine where your visitors are coming from and spot differences in their behavior. It answers questions like:

  • Which channels attracted the most traffic?
  • How does the bounce rate differ between channels?
  • Which channels result in the most goal conversions or ecommerce transactions?

What conclusions might you draw from this data?

If you see lots of visitors coming from a particular channel but not engaging, it could indicate that your content is not well-aligned with the link or ad they clicked on. You should check for consistency in your messaging. If, on the other hand, you see a particular channel with very little traffic but a high conversion rate, you might consider investing more in promotion on that high-performing channel.

All pages report (Behavior → Site Content → All Pages)

The all pages report tells you which specific pages on your site or publication are performing the best according to various metrics.

  • Which pages get the most views?
  • Which pages are most people landing on?
  • Which pages are most people leaving from?
  • What's the bounce rate for each page?

What conclusions might you draw from this data?

Is there a particular page that is performing extremely well? Maybe you should consider making it more central on your site, or moving it to the front of your publication. Are your most important pages underperforming? Perhaps you should emphasize them more, revise the content, or add more compelling CTAs.

Mobile overview report (Audience → Mobile → Overview)

This report breaks down your most important metrics, like users and sessions, by device type, splitting it across desktop, tablet, and mobile.

  • What’s the ratio between mobile visitors and desktop visitors?
  • Are there significant differences in bounce rate between devices?
  • Are there significant differences in conversions between devices?

What conclusions might you draw from this data?

If you see a higher bounce rate, or lower conversion rate for mobile devices, it could indicate that your site or publication isn't properly optimized for smaller screens and you should fix it. Try to design your site or publication around the type of device the majority of your visitors use.

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