Know-How Exchange : Research/Metrics

Here are a few articles that outlining some of the things to look for:

https://searchenginewatch.com/sew/how-to/2340779/google-analytics-content-r...

https://www.kaushik.net/avinash/google-analytics-tips-data-analysis-reports...

https://www.practicalecommerce.com/articles/76661-10-Google-Analytics-Repor...

How many site visitors? By month, going back a year.
Average pages viewed per visitor? Which are top 5?
Average time on site?
Bounce rate? Trend?
Web visits vs Mobile visits? Trend? Most popular devices?
Source of visits?

These should probably be the core statistics.

In general, they will want to know what is working and what is not for the web site.

So start with where people are coming from (source). Note ones which you didn't know about (such as articles which the company may not be aware of).

Look at what people do on the site. Which pages they go to. How long they stay.

See if you can see what they do. Does your site have some activity set as a "conversion"? You can usually set some action (white paper download, sale, etc.) as a conversion, which gets you beyond just clicks on to an action closer to your end goal (sale). Clicks are nice, but conversions are better. if you see a trend that some sources create more conversions that others, you may want to try to work more with that source.

Have they looked at previous reports? If so, start with replicating that type of report. If not, it would help to understand what they're looking to understand (their KPIs), and what decisions they'll need information to determine. For certain audiences, high-level information is all that's required. For others, lower-level details, trends, and how this has integrated with other marketing initiatives they've done.

agreeing with Jay, it is crucial to know what results your firm is looking for, and then to find a metric or at least proxy for that in Google Analytics. What do they want to achieve with their event marketing? New requests for information from prospective customers? Or website visits and cross-buying by existing customers? Or more referrals by becoming top-of-mind for both types of customers?

for instance, we analyzed a social networking site, which organized events mostly to remind existing users to refer more friends to the social media site. We indeed found that these events increased referrals, and that more prospective customers accepted the invitation to join the site:

https://bear.warrington.ufl.edu/weitz/mar7786/Articles/Trusov%20et%20al%202...

I’d start by reviewing some of the myriad video tutorials on Google Analytics; go through the GA site itself for common reports and also check out YouTube for videos such as this one:

https://www.youtube.com/watch?v=I7YA1oZhevo

They will demonstrate how to use GA, what to report on, etc.

The closer you can tie the report output to both marketing activities and desired end results, the better. Consider who is making the request, what their role is, and what is important to them or others who will be reviewing the report.

Good luck!