Many realtors believe that their website is a goldmine of potential customers. Google Analytics can help you understand what someone was really looking for when they landed on your website.

Google Analytics helps businesses track the number of people coming to their website and measure key metrics that reveal important sales trends and help steer the wheel of marketing efforts.

Although Google Analytics provides users with a lot of data, it lacks the ability to visualize that data effectively. The amount of information available can be overwhelming.

It is difficult for anyone to master the tool. There are eight reports all businesses can run to learn more about their marketing results and how many conversions they get through their website.

The following eight reports will help you identify which KPIs are most important to measure in order to determine how efficient your website is for your business. Let’s explore these key Google Analytics reports.

1. Audience Report

The primary focus for any marketer is to gain as much insight as possible into their target audience. Audience reports provide key information that can help achieve this goal. This report can help you to understand the demographics, buying behavior, and interests of your audience.

Businesses can improve their marketing performance by determining what their audience cares about and how they react to marketing. To better your marketing efforts, get to know your target audience by learning their location, demographics, age, and interests.

This means that businesses can run different marketing campaigns specifically for each different classified group. > Mobile: There are nine sections under Audience- > Mobile in your website’s Google Analytics profile:

The Overview section of the website provides a high-level view of users and their sessions. This section provides data on the number of users who generated sessions, pageviews, pages per session, and so on. Here you can see your audience data broken down by age and gender. Create targeted ads for each classification to increase conversion.

The Interests section allows you to learn about the things your visitors are interested in. The three categories that help you learn about users and their position in the purchase funnel are: Affinity category, in-market segment, and others.

The Geo section provides information about the language and location of your visitors. Advertise specifically to visitors from certain geographical areas and cultures after determining where most of your visitors come from.

It is important to learn about your audience’s behavior in terms of how often they visit your website, how many times they return, how long they stay, etc.

This section provides information on the operating system, browser, and ISP your audiences use. The information provides businesses with an insight into which platform would be the most suitable to implement software solutions.

The Mobile section lets you know how many visitors are coming to your site through desktop, mobile, and tablet devices. You can use this information to decide whether or not you need to optimize your site for mobile visitors.

You can customize your reports by defining your own parameters, variables, and so on. This will allow you to further fine-tune the information presented to you.

This section of the audience report lets you see where your visitors are coming from based on their location, browser, language, mobile device, etc.

Each of these sections provides a table chart and a sessions graph showing the data for all users.

Audience Data to Improve Traffic

You can make your marketing strategy more effective by learning about your audience.

As you become more familiar with your audience’s location, interests, and other factors, you can improve your targeting of ads by dividing your visitors into groups.

You can use these ads to target a specific group of people and personalize your message. The ads that are most relevant to what a business does will help bring in new traffic.

2. Mobile and Desktop Conversion Rates

Mobile users outpace and outnumber desktop users today. This means that businesses need to provide good experiences on mobile devices that are at least as good as the experiences users have on desktop computers.

Already have a mobile-first website strategy? After you have created your strategy, you need to check if it is effective and if it is achieving the desired result.

The Audience section of Google Analytics can help you see how many conversions come from mobile devices versus desktop computers. This report provides an overview of how your website is currently being used by mobile visitors, and offers recommendations for improving the mobile experience.

In the audience section, select the last option, Mobile. This category provides an overview of your site’s analytics when you have goal tracking or e-commerce tracking enabled.

The Conversions section allows you to select a goal for your conversion. A low number of pages per session, as well as a short average session duration, are both indicative of a poor mobile experience.

The Conversion Rate Number is a metric that shows you the number of conversions for each device. If your mobile and tablet conversion rates are lower than your desktop conversion rate, that’s a second warning sign that you need to increase your marketing efforts for mobile devices.

The number of mobile users now exceeds the number of desktop users. Websites that are not mobile-friendly are penalized by Google.

It’s important to know how your site performs on smaller screens. That way, you can stay ahead of your competition in the SERPs and win over customers. The mobile performance report indicates the level of optimization of your website for mobile devices and where improvements need to be made.

The report can be divided even further to see which mobile devices and browsers customers are using to access the site. This text explains how to determine whether a website is functioning poorly on certain devices.

To access this report, go to Audience -> Mobile -> Overview.

You can add more elements to this as you see fit. Pay attention to your website’s bounce rate, time on site, and page views to figure out if your user experience is failing on mobile devices.

3. Traffic Channels Report

You should know which marketing channels are driving traffic to your website. Are people clicking on your ads? Are they following your blog posts? Are they discovering you through social?

There are some places that can help direct traffic to your website.

In order to learn which acquisition channels are the most effective for your business, use the Traffic Acquisition Report. The report has eight default channels that help you understand how your prospects are reaching you.

The eight main types of traffic channels in Google Analytics are – organic search, direct search, paid search, display advertising, referral, social, email, and others. The purpose of this report is to help marketers understand how effective different channels are at driving website traffic.

If you’re not getting the results you want from a few channels, you can always adjust your strategy.

For example, if you have invested in a certain marketing campaign. It is now important for you that your website brings in a return on investment in terms of traffic, engagement, and conversions. You can measure the ROI of any marketing campaign by checking the related information in the Traffic Channel report.

This report lets you see how effective other marketing campaigns have been so that you can make changes where needed.

4. Content Efficiency Report

Do you create a lot of content for your website and find it difficult to keep track of it all? The goal of this report is to solve the problem of getting accurate and actionable data.

This report tracks entrances, page views, bounces and goal completions to help you answer questions like:

  • Which content is engaging your audience the most?
  • What type of content (images, videos, GIFs, infographics, reviews) performs best with your readers?
  • Which content converts readers into customers?
  • Which content is shared most by your users?

5. Keyword Analysis Report

Getting organic traffic from Google is great. Even though you’re not able to track encrypted keywords, you can learn a lot about your visitors by monitoring the performance of unencrypted keywords.

This report analyzes the most popular keywords that are directed to your site. The table displays data on visitors, conversions, goal completions, and page load time for each keyword.

The data can tell you which keywords are most effective for you, how many keywords are contributing to your goals, and which keywords you should optimize in the future.

6. New vs. Returning Visitors

It’s great to have a user come to your site for the first time, but what’s even better is having that user return to your site. The people who come back to your website are usually the ones who become regular readers, followers, and customers.

The “standard report” mentioned is a report in Google Analytics that shows the percentage of users who return to a site. To find the percentage of new vs. returning users in your Analytics account, go to Audience -> Behavior -> New vs. Returning.

The metrics for new and returning visitors are usually quite different. People who have visited your website before are more likely to stay longer and have a lower rate of bouncing (leaving the website immediately).

7. Landing Pages Report

Your users can come to your site from a variety of places. Some people will type in your home page URL directly, some people will find your page through search engines, and some other people will click on a link shared on your Twitter feed.

This report will tell you which pages visitors are going to when they first enter your site. The data in this report can help you understand how users interact with your site.

If some pages have a high bounce rate, you can make those pages more engaging.

The report you’re looking for is under Behavior -> Site Content -> Landing Pages.

8. Bounce Rate vs. Exit Rate Report

This is the percentage of visitors who, upon landing on a page, leave without taking any action. “Exit Rate” is a metric that tells you what percentage of your visitors leave your site after only viewing one page.

The purpose of this report is to compare the bounce rate to the exit rate for different pages on your site. You can find it by going to Behavior -> Site Content -> All Pages:

Click on the “Explorer” tab and select “Bounce Rate” and “% Exit.” This lets you compare how often people leave your site after viewing a page (exit rate) to how often people go to another page on your site after viewing a page (bounce rate). To get more specific data, you can drill down to each page.

This report can help you find pages with low engagement and identify potential UX problems on your site.

For example, if visitors are exiting a three-page article after reading only the first two pages, it’s probably something on the second page that is causing them to leave (too many ads, bad copy, a distracting link in the sidebar etc.).


Google Analytics is a great tool but can be challenging to use effectively. A combination of both custom and standard reports can give you a better understanding of your users.

The Solutions Gallery on Google Analytics is very helpful for people who are just learning about analytics. You can import reports that experts have already created into your Analytics account to build dashboards more quickly.