Whether you’re reporting to your boss or a client, there are a few key sections your monthly Google Analytics report needs to have.
Google Analytics offers a number of standard reports that are easy to work with. However, it’s often necessary to create custom reports that consolidate the information that’s most important to your management team or clients.
Before you start creating your own custom reports, you may want to look at the Google Analytics Solutions Gallery, which contains a variety of custom dashboards, reports and segments that will provide you with some inspiration.
There is a lot of different information that you can choose to include in your report but this will differ depending on what your client’s objectives are and what campaigns you’re currently running.
However, if you’re simply putting a basic monthly website performance report together, these are the sections that we recommend you include:
Creating a summary page is an ideal way to place all of your most important information in one place and remind your client or team about the project objectives. This page doesn’t have to be overly detailed – it should be simple and easy to read. Your summary page should offer a basic overview of how a website performed that month and introduce the detailed sections that will follow in your report.
While you probably already know exactly what your marketing strategy is and who you’re targeting, there may be some members of your marketing or management team who are not familiar with the approach you’re taking. If this is the case, it’s a good idea to include a brief review of your current marketing strategy that covers your target audience, primary marketing channels and any potential growth opportunities.
If you are presenting to your client, this section should basically remind the client why they hired you. You should also cover which channels you’ve been focusing on the past month and what you plan to focus on next month. If you have made the call to change up your targeting or want to make some adjustments to audience segments, this is where you should include that information. This section of your report should also give your management team or client the information they need to understand the rest of your report more clearly.
Knowing where your website traffic is coming from is essential because it ensures your team isn’t wasting valuable time and money on channels that aren’t producing results. Traffic metrics should include your bounce rates, top landing pages, top referrers, percentage of new sessions and email campaign performance if it’s relevant.
It’s important to highlight the traffic metrics for both mobile and desktop as this will also help you better optimise your campaigns. You will also be able to pick up on any problem pages on your site. For example, a page that receives high volumes of traffic but has a high bounce rate could be ranking for the wrong keywords or not be meeting user needs.
Clients and management will want to hear more about the metrics that affect their bottom line, so provide as much detail as you can in this section but make sure that it’s still easy to understand. Add in some charts, graphs and stats that are linked to company objectives. Some examples of the metrics that you could include here are revenue, leads per channel, cost per conversion and paid versus organic leads.
It’s also a good idea to compare results from last month to this month to highlight areas of growth as well as those that need some improvement. You could even include a three-month comparison if you want to show long-term results.
If you manage pay per click campaigns, you will want to include a dedicated section in your monthly reports. To highlight which campaigns are performing well and which ones should potentially be canceled, cover metrics such as click-through rates, cost per conversion, ROI and impressions. You may also want to compare the PPC campaign metrics to other channels to determine whether your client should be spending their budget elsewhere.
If SEO is one of your core focus areas, there should definitely be a section dedicated to SEO-related data. Include an overview of the SEO tasks you are currently focusing on, how the client’s rankings have increased and any data that highlights the results of your efforts such as number of backlinks. You may even want to add the results of your latest site audit to show your progress.
If content is a core focus for your company or client, it’s important to offer some insights into the content that’s delivering results. Content can generate both traffic and leads, so it helps to know what type of content is performing well. It’s also helpful to highlight which content is popular on different channels so that you can optimise your content marketing strategy accordingly. Examples of metrics you can include in this section are number of sessions and goal completions.
If you’re adding a section for content, chances are you will need to add one for social media too. If you are running paid social media campaigns, you will need to include that data in this section too. Add an overview of each social media channel and how your brand is performing on each platform. Highlight engagement metrics for each channel too. You should also include the percentage of website traffic that’s stemming from social media. This will give your client or management team a clear picture of how customers are engaging with the brand on social media and how much of their social media traffic is resulting in website traffic and conversions.
To ensure the brand continues to grow, it’s important to set new goals every month, and this might include suggesting new campaigns. You may also want to suggest moving a percentage of the budget towards a specific area or channel. You could also use this as a chance to take questions from the people in the room, get their feedback on your suggestions and give them the chance to provide their own recommendations.
If there are any budget-related matters that you want to highlight based on current or suggested campaigns, it’s best to create a section for financial projections too. This section doesn’t have to be 100% accurate either, you simply want to provide the client or management team with estimates.
Naturally, if there is anything specific that you are currently working on for your company or client, add another section to your monthly Google Analytics report.
By creating custom reports for clients and management, it ensures they are receiving data and feedback that matters to them and you don’t need to waste time explaining irrelevant information.
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