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- There are different reports
in Google Analytics that can help you gain insight
into different aspects of your business and marketing.
In the reports section,
the realtime report displays user activity that occurred
in the past 30 minutes.
You'll see the number of users
as well as insights like their geographic location
and what devices are being used.
Some common insights you can gain
from this report include checking
whether a one-day promotion is driving traffic
to your site or app, monitoring the immediate effects
of traffic from a blog or a social network post, or seeing
whether new or updated content on your site impacts traffic.
If you don't see any data in your realtime report,
it's possible there are no active users.
Note that realtime app data may be delayed
to conserve phone battery
or because a user's phone was offline.
Under the lifecycle reports are sections
for acquisition, engagement, and monetization.
Since we've already covered overview
and detail reports as well as acquisition reports.
Let's jump to engagement.
Google Analytics has four types of engagement reports.
These are the events report, conversions report,
pages and screens report, and the landing page report.
Just like the other sections,
the engagement overview report is made up
of individual cards that summarize engagement data
from the other four engagement reports.
Now let's run through each
of the detailed engagement reports.
The events report shows how many times
each event is triggered and how many users
trigger each event on your website or your app.
By analyzing the events users trigger,
you can make improvements
to the user experience and increase conversions.
The conversions report shows information
about each conversion event.
The pages and screens report shows which pages
on your website and screens
on your app get visits and engagement.
You can view this data by page title and screen name
or select another dimension such as the page path
to look at the engagement with pages or screens.
Finally, you have the landing page report,
which shows the first page a visitor lands on
when they visit your website
and how many visitors land on each page.
The next section under lifecycle reports is monetization.
This group of reports will provide data
about purchases made on your website or your app.
Additionally, if you have an app that includes ads,
you'll see the revenue associated with each advertisement.
The monetization overview report contains cards
that show a summary of data
similar to the other overview reports.
The e-commerce purchases report
provides detailed information
about the products or services you sell
if you run an e-commerce store.
If you are an e-commerce business, this report
is important to be able to analyze your purchase data.
The data in this report comes from recommended events
for e-commerce businesses, so make sure
that you set up these events correctly to show data
in this report.
The final two reports under monetization
are specifically for apps
so let's switch over to the flooded demo property.
The first report is the in-app purchase report.
This report will show information
about purchases made inside your app, and finally,
we see the publisher ads report that will provide engagement
and revenue data associated
with advertisements that run in your app.
Let's move back over
to the Google Merchandise store property
and have a look at the last report
under the lifecycle section, the retention overview report.
This report is made up
of cards that summarize user retention data
on your website or your app.
The retention overview card shows new and returning users.
User retention by cohort shows how well your site
or app retains users by cohort.
A cohort is a collection of users who are grouped
by some criteria such as their first visit date.
The user engagement by cohort card shows the average amount
of time users engaged on your site or your app
after they were first acquired.
In this case,
the cohort is the day that the users were acquired.
At the bottom, you'll find the lifetime value card.
This shows the average revenue generated
by new users over their first 120 days.
This chart can help determine the value of users
based on the total revenue they generate over time.
For example, a user purchases a shirt
and then purchases pants the following week.
Lifetime value or LTV would include both purchases
indicating the overall success of the customer acquisition.
These are users you could then target
with further advertising or promotions.
Another section under reports is the user section.
Here, you'll find the demographic and tech reports
which give you insight into the characteristics
of users visiting your website or your app.
The demographics report classifies users
by age, location, language, gender,
and the interest they express
through browsing and purchase activities.
Demographics data populates the report automatically
as people use your website or your app.
You can get more holistic demographic
and interest data by turning on Google Signals.
Google Signals are session data
from sites and apps that Google Associates
with users who have signed into their Google accounts
and who have turned on ads personalization.
This association of data with these signed in users
is used to enable cross-device reporting,
cross-device marketing and cross-device conversion export
to Google Ads.
For example, you can see how users browse products
on your site from a phone and later return
to complete purchases from a tablet or a laptop.
For mobile app activity only,
analytics derives demographic and interest data
from the Android advertising ID
and the iOS identifier for advertisers.
When the device advertising ID is not present,
analytics can't provide this data.
This means that demographic
and interest data may only be available for a subset
of your users and may not represent all of your traffic.
The demographic details report is a table report
with many dimensions of demographic data
available to analyze.
By default, the report opens
with the country dimension set as the default dimension
but you can use the dropdown menu to select
any one of a number of primary dimensions to look at
in this table.
Now, let's look at the tech reports.
They help you identify the technology that people use
to access your website or your app.
Including things like their browser, screen resolution,
app version, and operating system.
Just like the demographics overview,
you'll see a number of cards on the tech overview report
that represent users by device or operating system.
Next, we have the tech details report.
Similar to the demographic details report,
the tech details report is a table report
with many dimensions of tech data available to analyze.
By default, the report opens
with the browser dimension set as the default dimension
but you can use the dropdown menu to select
from several different primary dimensions
including things like device category, screen resolution
and more to look at in this table.
As you can see, these reports will help you
understand your users a lot better.
You can identify trends
and look for opportunities to reach more customers.
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