Web Analytics Report Template for Simplified Website Performance Tracking

The report cover page is one page that serves a key function: it establishes the context for the high-quality analysis that follows. More than a visual entry point, it's a direct reflection of your agency's expertise. By setting the tone right at the beginning and then carrying it throughout your report, you subtly enhance your agency's credibility and nurture a positive client relationship.

Use the Report Cover and Section Design Customization Feature to apply a background color or upload a custom image matching your agency's professional brand. Additional customization through title and image widgets allows for a cohesive branding approach throughout the report's content.

The monthly write-up section gives you a free space to give clients your own personal analysis and summary of what’s happening on their website. Use this section of the report to maintain that relationship with your clients by discussing goals, deliverables, and results in plain English.

Talk about exactly what you did during a specific date range, perhaps the last month, to push you and your client’s goals forward. Clients appreciate real-world data and examples, which should be placed in this section. Use this space to present new strategies to your clients and iterations on existing strategies so they know just what you’re doing to maximize their ROI, save money, as well as trends that help show the bigger picture.

Traffic comes to your client’s website from any number of channels, and this section displays all of the statistics related to these different traffic sources. You’ll see where traffic is coming in from each data source – search metrics, direct linking, referrals and social media – as well as key metrics like bounce rate and conversion rate.

This is a comprehensive section of the report that may get overwhelming for some clients, so make sure you give them a clear and succinct explanation of what they’re seeing in their web analytics metrics and how you’re acting upon them.

It’s important to know what devices potential customers are using to visit your client’s website. This section of the report displays a list of device names customers along with their average session duration, bounce rate and number of goal completions. It’s no secret that more and more customers are using mobile devices to browse the web, and you can see that directly in the Devices section of the Google Analytics report.

Use this section to show your clients exactly where potential customers browsing their site are coming from. This is valuable information you can use to push your clients to a more mobile-friendly configuration if they aren’t already.

Reprot templates that include a Location/Geographic section gives you and your client a deeper look into the demographics of the people visiting your client’s web pages in a specific time frame.

You’ll also be able to see specific user behavior and conversion rates for each location, which can be insightful. Use this section to see how many people from different locations visit the site, how long they stay and how many of them convert in the end.

These metrics tell your client how you’re leveraging different geographic locations to drive more conversions and what you can do better in areas that aren’t performing well.

For example, if there are site visitors in a specific city that have a high bounce rate, maybe there is misleading content on their web pages regarding addresses or services. Explaining the user journey with geographic-specific insights helps guide new strategies.