Google Analytics Key Reports Used by Top Companies You Can’t Miss

Learn how to use the reports to segment your audiences correctly.

- 7 Minutes read

Google, with its Google Analytics tool, has helped companies with their free analyses for e-commerce. In this post we will see some of the main reports for setting up audiences in Google Analytics.

Before we start with the reports, let’s review the most important metrics we’ll see in this post:

  • Users: are people who access the website.

  • New users: users that haven’t accessed the website before.

  • Sessions: times they have accessed the web. A user can have different sessions even during the same day.

  • Number of sessions per user: arithmetic average of the times each user enters the website

  • Pages viewed: number of URLs they have viewed on the web portal.

  • Average session duration: arithmetic average of time spent on the website.

  • Bounce rate: the percentage of times that users access the web and do not interact with it.


It contains information on all the reports in the Audiences section. When you detect something that does not seem normal you can go and investigate in depth the specialized report within each section.

For example, imagine we detect that the bounce rate has increased; you should investigate which traffic has increased this metric by studying other reports.

Cohort analysis

With the cohort analysis you can see the retention that a certain marketing action has had. You can even select different metrics such as sessions or transactions.

Imagine launching an email campaign announcing the start of the sales season in our store. Even if users don’t buy on the same day, they might buy a few days later. With this report you can see how many times they have logged in during the last days and the real impact the marketing campaign has had.



In this section you will be able to see how the different audiences you create behave.

For example, if you created an audience of “All users” and another of “Users who have stayed more than two minutes” you will see that the behavior is completely different

When you do this type of analysis, you should consider metrics in relative value and not in absolutes. In other words, if you look at the number of entries, the “All users” list will show a lot more entries, since all the entries for the selected time will have been made by users within these lists.

Explore users

This report is more than a strategic help, it can provide relevant information about buying patterns such as seeing exactly what each user has done.

For what is it useful? Let’s imagine that a javascript event has been triggered in which a user has found a page with a 404 warning. If you look where he has accessed and where he has clicked you can find the link that gives problems.


Affinity Categories

These are users who have certain interests but are not in the active search for a product. From a marketing point of view these audiences would be at the top of the marketing funnel.

In-Market Segment

From a marketing point of view, these audiences are much closer to conversion than the previous ones since they are in the active search of a certain product or service; they are in the Middle Of Funnel or Below Of Funnel.

Other Reports

Lifetime Value (Beta)

We have information on how much each user generates for us depending on the dimension you choose. For example, depending on the acquisition channel some users will be more valuable than others.


Here you can access metrics on what the demographic profile of the user is, which age groups provide us with the highest income, etc.


Metrics can be observed based on the two fundamental geographical dimensions such as sex and age.


  • New vs. recurrent: metrics will be obtained from users who have accessed our website for the first time and users who have accessed our website at least once before.

  • Frequency: how many times users access our page and how many pages they browse.

  • Engagement: how long users stay on the website and how many pages they view.


You will have access to information on how users behave depending on their browser, operating system, screen resolution, Flash version, whether it is 24 or 32 bit…


  • Overview: You will get information according to the device category. That is: computer, tablet or mobile.

  • Device: you will be able to see information according to the model of mobile, the brand, the data provider, the operating system, the screen resolution…