Using Google Analytics is a great way to get a better understanding of how customers are shopping your website.

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Report Types

There are literally hundreds of different analysis reports you can create to report on user statistics such as location and browser used, transactions, organic search traffic, keywords, social media referrals, conversions and so on. Google Analytics notes these key areas for measuring customer traffic statistics:

  • Report and analyze
  • Monitor account health and performance
  • Audience reports
  • Advertising reports
  • Acquisition reports
  • Behavior reports
  • Conversion reports
  • Mobile apps
  • Flow visualization reports

To get the most comprehensive info on this please visit: and select the appropriate search item.

Steps to creating a custom report for two common items: Organic Searches and eCommerce/Revenue tracking

  1. Login to the analytics account.

  2. Click Customization in the main analytics menu.

  3. Click Add New Custom Report.

  4. Give it a title that matches the nature of the report like – Organic Search Traffic. 

  5. Click to add a metric.
  6. Use the drop down list to select the items you wish to add to the report.

    Recommended Default reports and metrics to add:

    * Organic Traffic – Fields:

    • Source
    • Organic Searches    
    • % New Sessions
    • Avg. Session Duration           
    • Avg. Time on Page  
    • Bounce Rate             
    • Pageviews 
    • Pages / Session        
    • New Users

    * E-commerce Information - Fields:

    • Source
    • Average Order Value
    • Average Price
    • Ecommerce Conversion Rate             
    • Product Detail Views             
    • Product Adds To Cart            
    • Product Checkouts 
    • Quantity     
    • Transactions              
    • Revenue
  7. Add dimensional drill downs to better sort and filter the data: (add image here)
  8. Once you have created and saved the report you can view it by clicking the customization tab > and then select one of the metric groups you added from the left side navigation > if you have added multiple metric groups you can also select the metric report from the highlighted tabs shown:

🔎Note: Lastly, reports can be tailored as needed and we suggest reviewing Google’s help docs/notes on the specifics of each metric. Should you need more assistance on Analytics reporting please visit: