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7 Google Analytics Custom Reports You Need to Understand Your Customers

Google Analytics is an essential tool for online businesses. Here, Diane from PinnacleCart eCommerce breaks down 7 Google Analytics Custom Reports from expert analysts you need to truly understand how your customers behave.

As an eCommerce store manager, you already understand the value of knowing your customer: Where did they come from? Who are they? How long did it take for them to buy?

If you’re serious about learning how your customers behave, you have something like Google Analytics to track visitor behavior. Even if you manage to set it up correctly, Google Analytics is tricky for most website owners. Beyond demographic, acquisition, and basic behavioral reports, are you really learning who your customers are, why they behave the way they do, and what their buying habits are?

In this post, we’ll highlight the following Google Analytics Custom Reports:

  1. Page Timing Report
  2. Customer Behavior Report
  3. Keyword Analysis Report
  4. Mobile Metrics By Hour of Day Report
  5. Content Efficiency Report
  6. Browser Report
  7. Social Media Dashboard Report

Any standard Google Analytics report will tell you thing like:

  • Age, race and gender of your visitors
  • How customers arrived at your web shop
  • What regions your visitors are signing in from
  • General data around your sales and conversions

This is great for basic understanding of your audience, but they’re not enough! Google Analytics Custom Reports help you to understand your target audience’s shopping behavior, which you can leverage to create strong, meaningful interactions.  If you can understand your potential customers more, you’ll be able to cater your online store and marketing efforts to their exact needs.  This will help you attract more buyers, create stronger connections, and boost sales. 

These 7 Google Analytics Reports do just that. Each is a custom report developed by industry-leading Google Analytics experts. These reports and more can be found and downloaded in the Google Analytics Solutions Gallery and used in conjunction with any quality eCommerce software available today.

1. Rachelle Maisner’s Site Diagnostics: Page Timing Report

>>Import to Google Analytics

Are you having trouble with web pages not behaving as they should?  This is an ever-constant problem in the world of eCommerce.  Fortunately, Rachelle Maisner understood that and created the custom analytics report, Site Diagnostics: Page Timing. Use it to discover which pages that are slow to load or have unhealthy bounce rates.  Problem pages can be found in an instant, which will give you more time to focus on improving the overall health of your website.

**Smart Tip: Combine this with device filters to see how your pages perform across devices, as well. Just like PPC advertising, you need to optimize for mobile users 

It’s important to note that the report developer, Rachelle Maisner, recommend users switch from the “data” table view to the “comparison” table view to more easily compare load time to bounce rate.  This will ensure users see the bounce rate for each page versus the site average.

2. Peter Van Klinken’s Customer Behavior Report

>>Get Peter’s Customer Behavior Report

New visitors behave differently than your recurring website visitors. Shouldn’t understand those differences and how to turn more new visitors into recurring users? The Customer Behavior Report by Peter Van Klinken will help you pick out the subtleties.  This custom Google Analytics report uses three categories:

  • Traffic
  • Conversions
  • Events  


With careful combination of this information, an eCommerce business can accelerate the time it takes to turn new visitors into paying customers. As a bonus, Van Klinken’s report is a great way to plan loyalty programs, work on customer retention, and entice repeat shoppers!

3. Econsultancy’s Keyword Analysis Report

>>Click to Access the Keyword Analysis Report

Keywords are not dead. Regardless of how fast the eCommerce world changes, keywords continue to be an essential aspect of delivering traffic to online stores. The Keyword Analysis report will keep you informed on the most important keywords that are being used in your store:

  • Site visitor metrics
  • Page load times
  • Goal completions
  • Conversion rates

Additionally, online store owners will also be able to follow the engagement of each keyword and measure revenue metrics.

**Related: Read our Guide to Keyword Match Types in AdWords 

4. Justin Cutroni’s Mobile Metrics by Hour of Day Report

>>Import to Google Analytics

Looking for hour-by-hour information on your web business?  The Mobile Metrics by Hour of Day report by Justin Cutroni makes that easy for you!  Use it to see when mobile users are accessing your site, down to the hour. Data from this report will:

  • Track your daily flow of traffic
  • Customize advertising strategies for your on-the-go visitors
  • Understand the time of day your traffic is peaking
  • Promote the newest products just before high traffic flow hits
  • Use heavy traffic hours for promos or discounts


If you use Mobile Metrics with your online store, you’ll be enhancing your marketing efforts by making sure that posts update when traffic to your website is highest.

5. Avinash Kaushik’s Content Efficiency Report

>>Import AK’s Reports to Google Analytics

In contrast to looking for problem pages, it’s also good to be able to hone in on pages that are doing well… and figure out what’s different about them.  Author, digital marketing guru, and Google Analytics extraordinaire Avinash Kaushik came up with the Content Efficiency Report to help online business owners understand which key metrics and content may be helping their web pages perform the best.  You’ll also see which need some help, in terms of optimization. Online site managers who use this report can more easily see:

  • What content earns the highest engagement
  • Which content actually converts to sales
  • What content doesn’t pull it’s weight by contributing to conversions

6. Search Engine Watch’s Browser Report

>>Get the Browser Report Here

Do you find that your eCommerce store looks great on one browser but is whacked out on another?  Websites that are incompatible with certain browsers are a well-known problem in the eCommerce world. Use Search Engine Watch’s Brower Report to keep an eye on how well various browsers work for your online business.  Not only does this information help you protect your brand image and customers’ trust (nobody trusts a web page that doesn’t display properly), but it can also help you understand performance and bounce rates on each browser.

7. Erik Wagner’s Social Media Dashboard 

>>Import Erik Wagner’s Social Media Dashboard

By now, we all understand the important role that social media plays in driving web traffic to online stores. Erik Wagner’s Dashboard provides the most insight into Social performance.

It makes determining which social networks are successfully driving more traffic to your business a breeze. And by successfully, we mean you’ll be able to see which social sites are sending traffic that actually converts.

So, what does this all mean?

Every eCommerce business is different, with its own unique set of needs. That’s why digging deep into how users interact with your site with these 7 reports is so essential to online success. If you’re looking for more help, we recently wrote a guide to Google Shopping for eCommerce Businesses. 

This guest post was originally published on the Pinnacle Cart Blog

 

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