How to Create Your Own Analytics Reports
What should be included in your Analytics report, and how to use it to drive better website performance.
The Value of Reporting
If you work with analytics like we do, it’s easy to get lost in all the numbers. And, ironically, solely looking at your Google Analytics account can make it really difficult to find the data insights you’re actually looking for.
To avoid this, I recommend pulling data from Google Analytics into quarter and annual reports. Not only does that make the data easier to look at, but it allows you to evaluate your company’s performance over a measurable time period. It can help spark questions about what you’re doing wrong, and what you’re doing right.
How to Build a Report
In order to begin the reporting process, you have to determine what length of time is most relevant to your company. Most companies report on a quarterly and annual basis. But it might make more sense for your company to report on a week by week basis. Once you set your timeframe, you’ll be able to start pulling the data that will populate the report.
Start with an Outline
Before actually pulling the data from Google Analytics, we recommend that you set up a report outline that defines exactly what data needs to be pulled. An outline could be something like this:
Sessions, users, pageviews, demographics, etc.
Revenue, conversion value, top performing products, etc.
Social community, social conversions, advertising data, etc.
Having an outline gives you a pretty good idea of the types of data that need to be pulled and makes the reporting process a lot easier. Setting up outlines and presentations can be easily done on Keynote or Microsoft Powerpoint.
Now starts the data pull. We always recommend using Google Analytics as a primary source of data. But third-party tools like MOZ pro, Raven Tools, and SEMrush are also great data sources. Data can be populated into the report by exporting CSV’s from Google Analytics or manually entering it.
When pulling data, make sure your date range is set to the time frame you decided and make sure your IP address is filtered out to avoid inaccurate data.
After pulling data and populating it into the spreadsheet, spend time reviewing your report and adding data analysis or recommendations for your company. We recommend setting up internal reviews with team members before presenting to your company or clients. That way, you get valuable fresh insights.