Digital marketing professionals know how important it is to assess website traffic. However, with so much information available at our fingertips, it is important to understand what’s important and what’s not. Google Analytics reports are the most accessible, and it offers a number of detailed reports that you can use to fine-tune your marketing strategies. However, the data can sometimes be overwhelming, and it’s important to know which reports you should be looking at.

1. Mobile conversion rate reports

Mobile users are slowly outpacing the number of desktop users due to smartphones being more accessible than ever before. It is important to see how effective your mobile website is at generating conversions. The mobile and desktop reports are available in the Audience section of Google Analytics, and you can sort the data based on device type. You can use the reports to track goals and re-evaluate your marketing campaigns.

2. Google Ads reports

Google Ads (previously known as AdWords) is one of the most important tools available to digital marketers to consolidate post-click data. You can identify how effective your ads are at generating sales on the platform. Google Ads also has the Google Analytics Report, allowing you to see crucial marketing data that you can use to improve your marketing efforts.

3. All Pages reports

The “All Pages” reports are used by digital marketers to see what content is the best performing. You can compare available content on the website with each other to see which pages generate the most amount of revenue. There are various important metrics that you can assess using the All Pages report including unique page views, time spent per page, entrances, bounce rate, exit percentage, and page value. You should focus on improving pages with high bounce rates to ensure your conversions are as high as possible.

4. Traffic reports

As a digital marketer, it is important to know which marketing channels are the most effective at driving traffic to your website. With multiple channels like blog posts, social media, and web traffic being deployed you will be able to see where you get most of your traffic from and work on the weak links in your marketing strategy. You can also see how effective Google’s organic search and direct search are at linking potential customers to your pages. Analyzing traffic reports can also help you to rethink your SEO strategy for better placements in search results.

5. Audience reports

Audience Reports are the most important when it comes to analytics by Google Ads. You get a complete overview of your audience’s demographics, interests, and behaviour. You can also set custom parameters to fine-tune the information presented to you by Google Ads. You can also view all of the data in visual form to make it easy to understand and develop new marketing strategies for your business.


Once you evaluate the data presented to you by Google Analytics, it is important to strengthen your marketing strategy. The first step to better marketing strategies is understanding your audience and where their interests lie. Making minor adjustments to digital marketing strategies goes a long way in achieving more conversions from your audience.

About the Author

Sunil is a Sr. Project Manager with Asentech. He is a PMP® Certified Project Manager with 7+ Years of experience in Project Management handling all the process of Project Management (Initiating, Planning, Executing, Monitoring and Controlling, Closing).