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The Key Reports

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Before we begin with reports, I’d like to draw your attention to the Google Analytics demo account, which you can use to get familiar with the report data and start to practice. When you sign up or log in to Google Analytics, simply click on the link analytics.google.com/analytics/web/demoAccount to add the demo account to your GA account list.

The first area we’ll cover are dashboards. Transforming a complex report containing lots of data into an easy-to-read performance ‘snapshot’ is a very useful way of showing key trends to clients, managers, and other non-analysts. You can do this effectively in Google Analytics using the dashboard feature.

The Google Analytics dashboard is a collection of widgets that give you an overview of the most important metrics and reports for your campaigns. A benefit of dashboards is that you can share them with key stakeholders to give them a top-line view of visitor and conversion information. There are some predefined dashboards, which use your existing goal or ecommerce configurations to create stylish information displays. You can explore these dashboard templates in the Analytics Gallery within the dashboard section of Google Analytics.

Google Analytics tabs

Dashboards provide you with a bird’s-eye overview of campaign performance. But when you want to deep-dive into specific areas of website behavior, there are four main reporting areas in Google Analytics you can use to gain insights:

  • The Audience tab: Who is coming to your website?
  • The Acquisition tab: How are users getting to your website?
  • The Behavior tab – What are users doing on your website?
  • The Conversion tab – What actions are users taking to complete set goals?

Next, you’ll look at each reporting area in detail.

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Bryan Kam

Bryan is an IT engineer who has worked in media, financial information, and algorithmic trading. He specializes in automation technology and large-scale Linux deployments. He also has a great interest in literature and the arts, and is working on projects to increase intellectual engagement in London.

Data protection regulations affect almost all aspects of digital marketing. Therefore, DMI has produced a short course on GDPR for all of our students. If you wish to learn more about GDPR, you can do so here:

DMI Short Course: GDPR

If you are interested in learning more about Big Data and Analytics, the DMI has produced a short course on the subject for all of our students. You can access this content here:

DMI Short Course: Analytics

The following pieces of content from the Digital Marketing Institute's Membership Library have been chosen to offer additional material that you might find interesting or insightful.

You can find more information and content like this on the Digital Marketing Institute's Membership Library

You will not be assessed on this content in your final exam.


Analytics with Google Analytics
Bryan Kam
Skills Expert

This module begins with the fundamentals of web analytics and the associated legal responsibilities and best practices concerning data collection, consent, and privacy that enable a digital marketer to draw actionable conclusions from website or marketing channel data. It demonstrates how to set up and configure Google Analytics and install Google Analytics tracking code to glean insights about the website’s traffic and audience. It covers setting campaign goals to analyze performance and analyze customer conversion journeys. It also provides comprehensive detail on how to use Google Analytics reports and features to monitor and analyze digital campaigns.