Analyzing traffic data is not something that happens to others. It is a fundamental activity to grow within the market in which it operates—a valuable exercise for those who do advertising. Advertising (abbreviated ADV) means advertising; it is a paid message that a company sends to inform or influence the people who receive it. Something I have often written about on these pages – as for those who, in a broader sense, need to report efforts made on different channels than the traffic generated on their site.

Today I want to inform you about three pillars of data analysis in Google Analytics :

  • Saved reports
  • Dashboard
  • Personalized reports

As in the past, the following screenshots come from the Google Analytics demo account: a valuable reference to start getting your hands dirty with the platform.

The Topic of This Post

  • 1 First impact: the saved reports
  • 2 Global view: the dashboards
  • 3 Tailored: Personalized reports
  • 4 An example of a custom report
  • 5 Share custom dashboards and reports

First impact: the saved reports

The first and softer impact with building reports in Google Analytics, It’s the one with the saved relationships. On the platform, it is possible to save (almost) every report by clicking on the “Save” button on each page at the top right.

Saving a report allows you to find it again, once it has been named, in the “Personalization”> “Saved reports” section. Saving efficiently creates a shortcut, which keeps the report configured in the ordering of its columns, applying any filters, secondary dimensions, and so on.

By accessing an already saved report, it is, of course, possible to interact with its data, proceeding if necessary to a new saving that will fix the new configuration. The intention is to speed up the analysis process by avoiding unnecessary repeated clicks in accessing and configuring a report.

Global vision: the dashboards

Google Analytics offers several opportunities to export or shares a report. However, it is often necessary to package a series of information in the most elegant way possible so that our client (or another part of the work team) can get an overview of all the information helpful in making good decisions.

That’s is the ultimate meaning of dashboards in Google Analytics. They represent “blank canvases” to report data from reports, partly deciding the aesthetics of the information presented.

By accessing the “Personalization”> “Dashboard” section, we can create an empty dashboard (to be filled with individual widgets) or let ourselves be temp by a beginner’s dashboard (as in the image above, pre-populated with rather essential and explanatory widgets of the potential of the tool).

Whatever the choice made, we will be able to add widgets of two types to our dashboards: “standard” and “real-time.” Where standard devices report data relating to the past, those in real-time react to visitors present (in fact) at that moment on the site.

Different widgets allow you to show the data according to different layouts: metric shows a single number, time sequence a graph, geographic map a portion of the map, table organizes data in rows and columns, pie and bar use the homonymous layouts.

Each dashboard can be oriented on a period (as already happens for any other single report on the platform), thus standardizing the widgets’ data within it. The final output can then be exported to PDF or scheduled to be sent (again in PDF) to an email address on a one-time, daily, weekly, monthly, or quarterly basis.

In all those contexts in which it is necessary to keep the customer or the work team updated on traffic evolution on the site (that is, practically always). Scheduling the sending of a dashboard for a specific day of the week helps to free our mind, leaving it to the platform to get the data to us.

Tailored: Personalized reports

What if all this is not enough? I mean, what if you needed to go beyond saving an existing report or building a dashboard with multiple widgets? That’s is where custom reports come into play.

It is possible to build a tailor-made report drawing on (almost) any metric and dimension present in Google Analytics through personalized reports. The section can be reached, as you can imagine, in “Personalization”> “Custom reports.”

Each report has:

  • a title
  • the main report card 
  • a selection of metrics and dimensions
  • any filters

The opportunities for analysis given by the construction of a personalized report are almost infinite and limited only by the scenario and the imagination of the web analyst. Once saved, each statement can be modified again without limitations, allowing even beginners a “trial &amp. 

AMP stands for Accelerated Mobile Pages. It is a system to speed up the loading times of sites from mobile devices. With AMP, you can create …; error ”in seeing the desired data shown somewhat intuitive, despite the complexity of the information processing.

An example of a custom report

Now At this point, you are believably telling yourself, “It all sounds pretty interesting, but I don’t think I can create my bespoke relationship

Well, look this way: the starting point for a good data analysis is never the technical aspect (which can be rectified quickly) but rather having a good question. For this, I would like to bring you a concrete example of a personalized relationship.

Wouldn’t it be great to find out which day of the week our site gets traffic from Facebook? And at what time of that day? And to which page? It’s not that complex.

In the example above, you will find the configuration of a report, which you can replicate in your accounts, showing the page views, sessions, and users in the table. In particular, it shows this information, starting with the day of the week, then (clicking) going down to show the time of day, and finally (clicking again) presenting the insurance landing page. An additional filter, which includes only the source/medium that contains “Facebook,” allows us to restrict the data only to traffic from the social network (of any type, in this case).

That’s is just one of the possible scenarios. Nobody forbids organizing the dimension hierarchy differently to obtain aggregated data at the highest level.

Share custom dashboards and reports

Dashboards and customized reports can be shared with the work team (or with the customer himself, if necessary) by generating a link replicating the model.

Dashboards have a “share” button in the top left, while custom reports each show an “actions”> “share” button in “Customization”> “Custom Reports” that allows the generation of a link to the model. Anyone who comes into possession of this link will thus be able to replicate the configuration of the different objects on their account.

Building good relationships (and keeping them close at hand) is just as important as knowing how to read the data. Get started now!