How Do I Use the Google Analytics Benchmarking Reports?

2019/07/16 20:00

google analytics benchmarking

Google Analytics benchmarking reports are useful because they give you an idea of how your website is performing in your specific sector.

These reports contain data that show how your site is competing across different traffic channels as well as which devices are most popular in your particular market. To collect the data for these reports, Google uses anonymous data from other websites.

How to Use Benchmarking Reports

Before you can access a benchmark report, you will need to activate them. You can do this by going into the Admin section of Google Analytics, click on Account Settings and check the Benchmarking box.

You can now navigate back to your reports – you will find your benchmarking reports under the Audience tab.

You will have the option to review three different benchmarking reports:

  • Channels
  • Location
  • Device

To see data that is relevant to your specific sector though, you will need to select an Industry Vertical, Country/Region and Size by Daily Session.

Once you add these filters, you will notice that Google shows you how many web properties you’re comparing your site to. You will also notice that if your filters are too specific, Google won’t always have enough data available to assist you with an accurate comparison.

So, how do you read the data in these reports? Let’s take a brief look:

  • Channel Benchmark Report: Any traffic channels that are performing better than the industry standard will show up in green
  • Location Benchmark Report: As the name suggests, you would use this report to gauge how you are performing compared to other regions or countries. This report is more useful for multi-national corporations
  • Device Benchmark Report: Use this report to discover which devices are bringing in the best traffic numbers in your industry

Finally, to make sure this data is valuable, it’s important to give it context and combine it with other sources of information. This also shouldn’t be your sole source of information as a website owner!