[MUSIC PLAYING] In this first lesson, we're going to dive right into our reports. Here we're going to explore our audience reports, our acquisition channels as well as the behavior reports to help us make more effective decisions. Now, it's time to start digging into our reports. The first report I want to show you is the real time report. Now, if you're a new store and don't have much traffic, these reports might not be all that useful to you because they require a minimum number of people on your website for you to really get a good taste of what the reports can do for you.
But here, we can see various things like where those people are in real time, as well as what pages are looking at, what traffic sources they came from. And if they are completing any goals or transactions on your website. We can also see in real time what locations our visitors are in. This can be really good in determining the effectiveness of some marketing campaigns or just to have a sense of where your customers are.
Real time traffic reports can tell you exactly what sources people are coming to your website from. If you're running a special social campaign or perhaps have a new article out, we can see how effective those are as the traffic arrives to our website. The content report allows us to see in real time what people are looking at on our website. This is really helpful if we are trying to see if sale items or new content is being reviewed and looked at.
The last report I want to show you is the real time conversions report. These are tracking the goal conversions on our website, which I'll show you a little bit later in this course. But it give us a good indication if people are completing the actions we want them to take. The next report I want to show you is our audience report. This gives us insights around certain characteristics about our customers and visitors.
Things like demographics, geography, language, as well as device and even browser choice. These things can all be really helpful in determining how and where we should be promoting our products. For smaller stores and newer businesses, the active users, lifetime value, cohort analysis, audience, and user Explorer reports don't offer much insight.
So we're going to skip over those for now. The demographics report, although useful, is not always the most accurate of information. It's an important to know that because of the limitations of certain browsers and privacy settings that this information might not be fully accurate. So what you see in here, please take with a grain of salt.
The audience interests reports is one of the most fascinating and underutilized reports in the GA profile. Because this information isn't perfect it's often one that gets overlooked by many analysts using Google Analytics. But it can give you insights into the other areas of interest of your ideal customers. So this can be really helpful in determining places that you might want to investigate for marketing campaigns or promoting your products in other platforms.
You can look in here to see different categories in market segments as well as any affinity groups related to your customers. Affinity categories are closely related categories to the one that you are in. So for looking at opportunities to help promote our services, these might be a good area to explore.
The In-market segments report gives us information on users that are within a specific category that are closer to making a purchase. So for considering where and when to market or promote our products, this may be an area of opportunity for you. For every e-commerce shop knowing where our customers come from is a vital piece of information.
In the geolocation reports, we can see what countries are bringing the most users to our website, but we can also dive even deeper and get into which cities are bringing the most users. This can be really helpful in setting marketing initiatives and budgets or even content related to these regions. The audience behavior reports gives us information on new and returning visitors as well as how often they visit our website, and how often they return to our website.
This can be really good in understanding how engaged our audience is with our content as well as the likelihood of them becoming repeat customers. The browser and operating systems report tells us what web browsers people are accessing our website with. The mobile overview report will tell us what types of devices people are using to visit our website, whether it's mobile, desktop, or even tablets.
If you want to get really granular with your device reports, you can even see which specific devices people are using the most to access your website. This can be really helpful in how you design your website and structure your content so that it's easiest for the largest amount of users. The last report I want to show you in the audience reports is the benchmarking.
Every business wants to know how we stack up and compare to other businesses in our space. It's natural to be competitive and have a sense of where we stack up in our industry. With the benchmarking report, we can see how we compare to larger segments of similar brands and websites based on a set of different criteria. We can see how we stack up based on our channel performance as well as a number of new users and behavior metrics.
It's important to note though that this does not really encapsulate how you stack up in your industry. Because these are large swaths of your market, this also includes big enterprise websites that might not be your true competitors. So when you're analyzing these reports, don't be discouraged or deflated by what you see.
It's just a sample of the larger market up thing. So when you're looking at these reports, take it with a grain of salt. If you're eager to watch your business grow or a passionate marketer, then your acquisition reports are a great resource for you to explore. Here, you can see all the different channels that are bringing traffic to your website.
If you have Google Ads or Google Search Console connected to your website, these are the areas where you'll be able to explore in more detail. The first report I want to show you in this section is probably my favorite, it is our channel report. This tells us what channels are driving the most traffic. As an SEO person, I love seeing organic search at the top of this list.
But it'll tell you how many users, how many sessions, as well as their engagement metrics. But also, more importantly, it'll tell you how much revenue each of these channels is generating. This can be really helpful in figuring out where you should be allocating your Ad spend, your budgets, as well as figuring out what sections need the most for. The source medium report is a more drill down version of the channel report.
Here, we can see all the different websites and the categories that they fall into that bring the most visitors to our website. Things like seeing if Google or Facebook are driving traffic, and how they fit into whether they're social, or organic, or paid, or even email. This can be really useful in seeing where we should be focusing our attention to grow our audience even more.
The social reporting gives us a great overview of what social media channels are driving the most traffic but also contributing to the most revenue. Here, we can see how each of those social channels contributes to our bottom line, but also to the visitors in sessions and engagement on our website. On the left, we can see that network referrals as well as landing pages and conversions are all reported on.