When it comes to客户营销报告, you’d be hard-pressed to find a better, free tool than Google Analytics. And, a whopping 98% of the marketers we surveyed agree.
However, if you are not a tech-savvy marketer, Google Analytics can be extremely overwhelming. It is easy to get lost in all of the data.
这leads your clients to either get stuck in analysis paralysis or abandon their Google Analytics account altogether. Neither are ideal outcomes.
“One Google Analytics report I will use is an Acquisitions Overview Report,” says Cary Haun of十二个媒体。“由于大部分Audience and Behaviors reports, arguably, have a lot of overlap in terms of demographics, locations, personas, search patterns, technology, and so on – I find it helpful to closely track and observe *how* a user’s attention was caught, and what specifically was it that was enticing enough for them to click. Since all of SEO is, at its base, a sales pitch, it is interesting to try and spot exactly when and where desire takes over.”
芭芭拉·萨瓦拉（Barbara Sawala）上传says, “As an SEO entrepreneur I surely use Google Analytics for my client reports. I usually send them Acquisition > All Traffic Channels screen/report to show them how their various channels convert, # of users from each channel, and what is the bounce rate and avg. session duration. This is especially useful for ecommerce and websites with various social media profiles – people are able to see the financial performance of their campaigns and decide whether it is worth investing in paid campaigns or not.”
克里斯蒂安的ungureanuQuickMailadds, “It’s my favorite because it gives a quick yet comprehensive peek at the state and progress of all our acquisition channels. I can see how our efforts are paying off (or failing to bring results) across the board, and find new opportunities for growth (for example, if a certain acquisition channel is bringing in less traffic than it should). All in all, it’s a great report that I was able to set it up in literally 1 minute.”
Setting up custom goals, like new leads, sales, etc., in Google Analytics and then reporting on them via the Goal Completions Report is a great way to demonstrate ROI to your clients.
“很多人都不知道你可以set goals in Google Analytics,” saysJon Torres.“A goal represents any completed action by your visitor, such as a purchase, email sign up, getting to a certain page of your funnel, or submitting a contact form, etc. Goals help me understand how people are interacting with my website, how long it took them to complete the goal, and how they arrived at the final action. Without goals, it would be difficult for me to collect data on my visitors in order to improve the UX of my site.”
Sai Kalki的drigigrow补充说：“我为客户使用的最重要的报告是目标完成报告，因为它使我的客户了解了我为他们生成了多少线索。该报告与我为客户提供的投资回报率直接相关。
If you have switched over to GA4, then the monetization or conversion report can help you show the ROI of your campaigns.
“在客户报告方面，Google Analytics（分析）最重要的报告是转换报告，” Andrew Swinney说Verde Strategies。“这可以追溯到著名的说法，人们不想购买四分之一英寸的演习。他们想要一个四分之一英寸的洞！客户想要更多的销售，所有其他指标都讲述了您如何到达那里的故事。如果您想要延长合同的快乐客户，请向他们展示如何解决他们的真正问题。”
Pro Tip: Here Is Your Go-To Dashboard For Doing a Deeper Dive on Your Website Traffic and Conversion Sources
Sessions by channel.The number of website sessions from channel sources, like organic search, paid search, direct traffic, referrals, social media, and display ads for a certain period of time and compared to the previous period.
Sessions vs duration。Compare the average amount of time users spend on your website to the number of sessions.
Top channels。哪些渠道最有效地吸引了您的网站流量？
Conversion rate。How effective is your website at converting visitors to leads or signups?
新会议百分比。How much of your website traffic represents new visitors?
社交媒体网站分解。Which social media sites drive the most traffic during a certain period of time and compared to the previous period? How does that compare to organic search traffic?
大多数人都从他们的年代浏览你的网站martphones these days. So, understanding what pages they are viewing, how long they spend on your site, and the top actions they are taking is essential.
“Perhaps no other Google Analytics report is more important than the mobile overview report,” says Jonathan Zacharias ofGR0。“Specifically, this report allows site owners to understand website weaknesses and pain points, and also recommend improvements that can be made for low-hanging-fruit wins.
借助移动概述报告，用户将找到优化其移动购物体验，加快网站加载时间并获得快速胜利以增加转换的方法。”
这是DataBox的GA移动概述报告的示例。beplay体育appiosGA用户可以依靠这个Google Analytics（分析）移动与桌面流量仪表板to visualize how mobile and desktop visitors interact with their website.
“谷歌分析浏览器报告非常useful,” says Sheila Chaiban of一个海洋的美丽。“It is helpful when it comes to identifying the technologies used by people who stop by and look through our website at One Ocean Beauty. I also like the fact that the report is great at analyzing website usage in different versions of OS and browsers. This is very convenient and provides us with invaluable data.”
杰罗恩·范·吉尔斯EcomContentadds, “Being a business owner, the browser report is the best for clients because it allows users to create custom reports that show conversions by browser and divide them by device, such as desktop, mobile, tablet, and so on. This report is very beneficial to clients that sell things on their sites. It helps them in determining where to focus their marketing efforts.”
Here is an example of a referring pages report from Databox. GA users rely on this推荐概述仪表板发现哪些推荐来源推动了最多的流量和转换到其网站。
关键字分析报告
关键字分析报告可以帮助您确定哪些SEO关键字正在推动最合格的流量，潜在客户和/或客户访问您的网站。
“对于我们来说，客户的最佳GA报告是关键字分析报告，”威尔·沃德说翻译设备总部。“SEO is a huge part of our focus, as well as my personal interest, so having access to these key data at all times is a blast. Tracking keyword usage and growth through all metrics consistently provides us with useful, actionable information, but the revenue-related metrics are particularly useful when we need to grab the most important data in a flash. Overall, the ability to constantly monitor and improve our content strategy with the Google Analytics Keyword Analysis Report has provided a significant boost to our conversion rates.”
这是Databox的关键字分析报告的示例，该报告结合了Google Analytics（分析）和Semrusbeplay体育appiosh的数据。这SEO performance dashboardallows you to see traffic, keyword rankings, and on-page factors that may be impacting organic traffic.
Retention Report
Another reason to potentially switch over to GA4 is to use the retention report, which allows you to display all of your new vs. return users alongside retention, engagement, and lifetime value metrics.
“I’ve been using Google Analytics 4 for a while and I love the Retention report GA offers because it allows me to quickly show my clients the quality of traffic we’ve helped them acquire in the past month or quarter,” says JP Zhang ofSoftwareHow。“保留报告非常简单。在顶部，您可以获得新用户和返回用户的数量。在下面，您将看到特定的指标，例如用户保留，用户参与度和终身价值。例如，在过去的28天内，我客户的网站之一已获得16K新用户和3.4K返回用户。这是17.53％的回报率，与行业平均水平相比，这是一个不错的度量。通过查看保留报告，我们能够向客户表明，我们帮助他们获得的流量是转换的优质流量。”
客户获取报告
Speaking of GA4, another useful report is the customer acquisition report. This speaks to where you are acquiring customers/visitors.
“客户获取报告是最重要的Google分析报告，因为客户获取是大多数客户的重中之重，” Hamna Amjad说埃法尼。“It includes data such as Sessions, Bounce Rate, Revenue, Conversion Rate, etc. It allows in-depth analysis of the interactions that users have with the client’s website, offering a deep understanding of customer behavior. It shows where customers are coming from and what channels are generating more revenue. You can identify those channels that are lagging behind and tweak them to improve their performance.”
“One Google Analytics report that can be used for clients is Audience >> Geography >> Location,” says Tim Absalikov ofLasting Trend。“If you want to know where your customers come from to make decisions about optimizing advertising campaigns, website development, and mailing lists, you need this report. The following basic parameters are available in the Location report: • Country. • Town. • Continent. • Subcontinent. By default, the report shows a map of the world. Color saturation shows the proportion of sessions from different regions. In addition, the report has a Statistics tab.”
First, this will reveal how your traffic is different depending on the channel. So for example, if they come from an organic search like Google or maybe paid ads or perhaps other websites referred your page, the cool thing about this report is that you can see the three most important report types in one overview, that’s acquisition, behavior, and conversions.
帕特里克·库洛夫斯基（Patrick Kurowski）MarketKeepagrees, “The most important Google Analytics Report for any small business owner is their source/medium report. Any marketing strategy relies on multiple funnels to drive traffic to their website. The source medium report within Google Analytics tells you where users come from, when they entered their website, what actions they took, and whether or not that action led to conversion.
Further, into the report itself, you will have access to valuable insights such as behavior data, conversion data, and acquisition data.
At the end of the day, the source/medium report will show you exactly where your website traffic is coming from, the behavior that your user is taking, and any conversion activity. By looking at this report you can help yourself make crucial decisions like where you should devote more of your time, energy, and marketing budget based on what you find inside this report.”
“The Google Ads report is the best choice for me,” says Robin Brown ofvivipins。“ AdWords转换报告包含许多有用的数据点，包括跳出率，每位访问者的收入，平均订单值，转换率和现场时间。仪表板摘要报告显示了很多部分摘要，其中包括从广告印象到着陆页的所有内容。该报告还结合了Google Analytics（分析）帐户，可以与大多数外部分析平台竞争。”
How to analyze Time on Page and Dwell Time on a longer time scale
How to see and analyze load times for your most popular website pages
路径长度报告
Another report you might want to use is path length, which can help you learn more about your buyer journey.
“One Google Analytics report we often use is the Path Length report,” says Sasha Matviienko ofViien。“它使您可以很好地了解消费者从首次访问购买的消费者需要多长时间。这样，可以很容易地组织营销工作，因为您知道，如果客户在X天内不购买，他们就不会再回来了。”
Jessica MalnikJessica Malnik is a content strategist and copywriter for SaaS and productized service businesses. Her writing has appeared on The Next Web, Social Media Examiner, SEMRush, CMX, Help Scout, Convince & Convert, and many other sites.
