Covering the Basics of a Google Analytics Report…

Covering the Basics of a Google Analytics Report…

For someone who has never seen a Google Analytics report, being presented with one can be both confusing and intimidating. It’s important to understand the basics while using this tool in order to know where your company is succeeding and where there is room for improvement. While the data presented in each report may look overwhelming, it’s simpler to understand than one would think.

Even if you and your company hire an outside vendor such as Rezz Tech to handle your marketing, it’s important to know if your money is seeing returns. Therefore, our company will never hide an analytics report from a client. We believe every client should have the ability to check our work in order to know if their money is being utilized well. If you’re researching marketing agencies to assist your company, make sure they don’t put any restrictions on your analytics. This is a tell-tale sign that they aren’t delivering the results that your business deserves.

The Five Main Categories

For the sake of this blog, we will use an anonymous analytic report belonging to an actual Rezz Tech client (with their permission) as a basis for my examples. Each report is organized into five main categories. A Google Analytics report will be subdivided as follows…

  • Audience Overview: This is a basic display of the traffic and your website.
  • Acquisition Overview: This shows what avenue users are taking to get to your website.
  • Behavior Overview: This displays data more in depth, basically expanding on what the audience overview displayed for you.
  • Conversion Report: Just like it sounds, this displays your conversions… Woo Hoo!
  • Ecommerce Overview: This overview displays your sales statistics if your company sells stuff online.
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Since this post is just covering the basics of google analytics and to help get you up to speed with simple analytic understanding, we will just cover how to read the acquisition and behavior overviews. I anticipate releasing blog content in the future that will cover the more advanced side of Google Analytics.

When looking at the report above you’ve probably already noticed that some metrics are self-explanatory, while others not so much. Starting at the top of the report with the graph you will see how your web traffic is doing over time in terms of users. You will notice that below the graph this particular analytic report gives you acquisition, behavior, and conversion data rather than separating it into different reports. The following shows what each column represents…


Users: This represents how many people went to your site within a specific time frame. Each person who visits represents one user on the report.

New Users:  This represents how many users made it to your site that have never been there. This data can be skewed if a “new user” has cleared their cookies since their last time on your website.

Sessions: This represents the number of visits to your website within a specific time frame. If a single user looked at your website, decided to close out the browser, and go back in it would represent two total sessions for that one user.


Bounce Rate: This will show how many people click into your site and leave without clicking into any other page. In other words, they look at the homepage and leave.

Pages/ Session: This represents the average amount of page views in a single website visit. Remember that this is per session not per user.

Avg Session Duration: This gives you the average amount of time for all the sessions on your website within the specific time frame.


Goal Conversion Rate: The goal conversion rate is established by dividing the total amount of goal completions by the total number of sessions within the report time frame.

Goal Completion: After setting a goal, this will display the total number of times it has been successfully completed within the report time frame.

Goal Value: This specific metric is optional but will reflect the value that you have set for each completed goal. As you can see on our example, our clients did not have a value set for each goal completion which shows $0.


As you have probably determined, measuring your company’s analytics can be time- consuming and making sense of the most basic information can involve a lot of work. What we just covered is only the basics of Google analytics. Many times, it’s a good idea to partner with a company such as Rezz Tech for analytic support. We can help your company build effective campaigns while giving you access to all the reports and data you could ever ask for. Thank you for taking the time to read this week’s blog post “Basics of Google Analytics”. As always, if there’s a topic that you would like for me to cover feel free to comment at the bottom.

You can set up your Google Analytics Page here.

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