I'm Matt Landers and in this tutorial we'll take a deep dive into Google Analytics reporting using
the Google analytics demo account we'll dive into the different types of reports show you
how to navigate them and how to customize reports for your business if you don't know what the demo
account is you can jump over to our tutorial on the demo account to learn about it and get access
okay so rather than talking about the reports let's jump into the demo and take a look
all right we're on the home page in the property for the demo account for the Google merchandise
store now what we're going to do is we're going to go to the reports we're going to poke around
where I'll Define different things and show you how to customize reports so you can get
to the information you need to make good business decisions all right all we're going to do is go
to the left here and click on reports in the first place we're going to be taken to is the
reports snapshot now this is a special report it's like a conglomeration of all the different
reports where we can get a really quick view of the information in those reports and then decide
what we want to dive into and investigate so at the top here we have a summary card that shows us
how many users we have how many of those are new users what their engagement time is and if as we
scroll down through here we'll see more and more summary cards for instance this one is our user
acquisition summary card it shows us where we're acquiring new users and we can tell here that most
of our users are coming from organic search and then we'll see on some of these cards we have a
link here this takes us to the detailed report for that summary card and we'll dive into that
detailed report in just a minute all right so this is the report snapshot next let's look at
the real-time report which is the other thing that we can see over here in the navigation if
we click on the real-time report this is the one place where we can see current activity happening
on our website so these events are coming through in real time and these are the events that have
happened in the last 30 minutes now most of the time the events that come through need to be
processed by Google analytics before they show up into reports but the real-time report is a
special report where we can see what's happening right now at a glimpse and in the past we've used
this in other tutorial series videos in order to sanity check our tagging setup and make sure
that we're sending data through because we can go in and see the events that are coming through
and the parameters and the values for those parameters like we just saw with the event
name and account all right I'm not going to dig in much here because we've used this very extensively
in the past but let's look over in the left in our navigation and see what else we have there
all right we have different collections of reports we have our life cycle collection
in our user collection then under there we have different topics we have acquisition engagement
monetization and demographics in Tech and user now you might have other collections here as well
like the business objectives collection this is all customizable which we'll look at later
all right let's go ahead and dive into one of our topics let's go to engagement
and then we're going to go to the overview page for engagement now this is going to look similar
to the report snapshot in that we have a lot of summary cards here so this gives us a high level
view of the engagement on our site with these summary cards and then we can dig into actual
reports from here as well so let's go down and see how many our page views by the different pages all
right so this is what we have over here in our page title and screens report this is a summary
we can see that most people are going to our home page but we want to dive in and see more
details about that information so we can click right here and that'll take us directly into the
detailed report four pages and screens and you'll notice in our left hand nav that we've been taking
through that directly to that detailed report all right now let's look at everything on this report
and how we can make sense of it and customize it so that we can get the information that we need
all right the first thing to notice is that at the top we have two different charts we have a
line chart and a bar chart and below that we have a table with the raw data that those charts are
based on now the line chart shows us our data over time and the bar chart shows us a summary or the
totals of all of that data now the timeline is determined by the date slides are in the
top right which we saw earlier and one important thing to note about this is that as we change the
timeline here that's reflected on every report that we navigate to so if you change the seven
days it'll be reflected in our conversions and landing page report as well which is important so
that we say in the same context as we're looking at different numbers across different reports that
we're using the same time window all right if we hover over our line chart we can see the details
for each day I can see that the home page was hit 2929 times on May 11th and then on the right hand
side I can see the total number of times that the home page was hit over the course of those 28 days
all right that's how the charts work now let's scroll down to the bottom and see our table
with all of our data in it now all of our data is based on dimensions and metrics and we've covered
dimensions and metrics in previous tutorial series videos which you can go check out if you're not
sure what those are but basically on the left hand side here we have our dimensions and on the right
hand side where you see all the numbers those are our metrics our Dimensions kind of describe our
metrics for instance our home page here is a page title and Screen class Dimension that shows that
our home page was hit this number of times and the number is a metric for the number of views
now you can hover over the different metrics here to see the different definitions for those metrics
and then you can also sort by those metrics as well so for instance if I change the Sorting
for to views per user I want you to notice that the chart changes well to reflect that so now it
knows that I'm looking at views per user so we're going to get a chart that reflects that change in
the data below all right now that we've covered the tables and where the datas come from and
how to narrow that window or expand it let's jump in and look at how to customize a report
all right I've navigated over to our user acquisition report which you can find under
lifecycle acquisition user acquisition now we can't actually customize this report in the
demo account because we don't have editor or administrator access and when you edit
a report or customize it that changes it for everyone that has access to that property so
you might not want to change the default reports you might want to create new ones that's up to you
but in the demo account we can't do that but what we can do is we can add comparisons and filters
so let's do that on the user acquisition report so we're looking at this report and what it shows us
is how we're acquiring new users and it shows that via our different Channel groupings like organic
search ad campaigns referrals all of those things we can tell that we're acquiring most of our users
through organic search direct and cross Network but what if we want to see how we're acquiring
our mobile users why don't we go ahead and add a comparison for that let's click on ADD comparison
at the top we'll go to device category for our Dimension and for our value we'll choose mobile
say OK and then apply so now at the top you'll see that we have two different sets of data showing
the blue will be our all users and the orange will be only our users that are on mobile and
we'll see that this data is looking a little bit different on the left chart we can see how many
users we're acquiring obviously all users is going to be more than mobile since mobile is
a subset of all but on the right we get some more information that tells us a little bit more about
what's happening we can see that most of our users are coming from organic search but for mobile
that bar is pretty low and the largest bar for mobile is actually cross Network which means that
most mobile users are clicking on ads on other websites or in apps in order to get to our site
so let's say that we saw that our mobile users are converting more than our other users then
we might want to drive more traffic for our mobile users and in this case we can see that most of our
traffic for mobile is coming from Cross Network ad campaigns so maybe we could up the budget on
those campaigns to get more mobile users to our site that's just one way you can interpret this
data but you might want to dig in a little more to see if that's the right thing to do all right
and if we scroll down we'll see that this data is also Broken Out In the table below we'll see that
for every different Channel grouping we have two different rows we have one for all users and one
for just our mobile users now this table is a little bit difficult to look at because we're
comparing all users to mobile but what if we want to compare desktop to mobile what we could do is
we could go in and we could take out all users add another comparison go back to device category
and then this time we'll choose desktop say apply so now what we have up here is our blue lines
are for mobile users our orange lines are for desktop users now we can compare them directly
and now it's very clear how this is playing out on the right hand side we can see that our mobile
users are clearly coming from Cross Network and our desktop users are kind of split between direct
and organic search which is the orange bars here and then we can also look at that data
below here so that's how we can kind of narrow this down to show just desktop versus mobile
and we can sit here and play around with different comparisons as well to like dig deeper into this
data now if we click over to our traffic acquisition report you'll notice that these
comparisons stay so they stay as we click around to different reports we can compare our user
acquisition versus traffic acquisition versus the pages and screens that they view we can go around
to all of our different reports and have those comparisons be sticky let's go back to our user
acquisition report let's change this up a little let's get rid of our comparisons and this time
let's just add a filter what we want to see is only mobile traffic so rather than do a comparison
between two things we just want to only show mobile traffic so we'll go to our filter right
under the report name and we'll do device category just like we did before and we'll choose mobile
now you'll notice that you can include or exclude this data so I could say on exclude mobile which
would show me everything but mobile but we're going to keep it on include to only show mobile
I'll click apply and then you'll notice all of our data changes and you can't see this
necessarily in the data like we don't get that split view of multiple rows per Channel grouping
but we know because this filter is applied they were only seeing mobile data now and it's very
evident based on for instance the bar chart that now shows cross Network clearly being
the way that we're acquiring these users all right hopefully this gives you a good overview
of how to use the comparisons and filters and now we're going to jump over into a different
property so that I can show you a little bit about how to actually customize a report in a
property where we have the appropriate access all right let's jump over to our demo site
okay now we're in the property for our demo site that we've been working on throughout the
tutorial Series where we do have administrator access and we can edit a report so let's go do
that and see what options are available to us we go to reports and for this one why don't we go
to the events report now the events report shows us all of the events that have been fired in the
time window that we've selected which we have last 28 days here just like we had before and
if we scroll down we'll see all of the different events we have eight different events that have
been fired and we can see that here through the dimension of the event name and then through the
metrics we can see that we have event count total users event count per user and total revenue now
let's say that we wanted to see our conversions here well we would need to edit our report to
add that metric in the top right if you have the appropriate permissions of editor or administrator
then you'll have this pin right here to customize your report if it's not there then you don't have
the right permissions all right so let's click on the pen and see what options we get the first
thing that we see is report data this shows us the data that's being pulled in to this report
for the dimensions we only have the event name which we can tell here
and we're not going to mess with that because this is the events report after all we don't
want to change that Dimension that would change the purpose of this report but we
can go to metrics and then we can add a new metric and we're going to add conversions
looks like add and then when we apply that we'll see that our columns change in the bottom now we
have a conversions column and we'll see that we have 21 conversions for our newsletter sign
up which is the only event that we have marked as a conversion right now besides purchases but
we haven't received any of those all right that's pretty cool we can also add filters to the report
that are permanent on the report the filters that we added earlier are temporary and they're only
for us if we had a filter here this would be for everyone that views this report we can also see
that we have our different charts we have a line chart and a bar chart and we could edit those as
well to change them and we can see what template this is coming from which is the events template
and we can create summary cards now these summary cards can be placed on our overviews and on our
report snapshot we could create a new summary card which we won't get into this right now
but you create a new summary card here add the different dimensions and metrics that you want
and then that can be used elsewhere within the reporting interface all right so we've seen how
we can view the reports how they're organized how we can make sense of that data and navigate
around the reporting UI and we've seen how we can add comparisons and filters to understand
our data better without needing elevated access and now we've seen how we can actually customize
a report if we have that access which changes it for everyone that has access to the property
okay hopefully this has given you a really good overview of the reporting interface and how it
works if you have any questions please leave them in the comments below and join our Discord server
to join our community where we have a lot of people that are on there using Google analytics
and sharing tips and traits with each other and asking questions and helping each other out
all right thank you for joining the tutorial series and until next time happy measuring [Music]