Top 7 Google Analytics Reports You Need in 2022

Google Analytics provides its users with excellent pre-configured reports, allowing them to make more informed, creative, and unique decisions. However, when creating reports for clients, simplicity and clear data visualization are the top priorities. Pure Google Analytics reports are overly technical, making it easy for clients to get lost in the numbers. This article will provide you with the only alternative to Google Analytics reporting, as well as the top 7 analytics reports to create.

Dominyka Vaičiūnaitė
Google Analytics reports for clients

Top 7 Performing Google Analytics Reports for Clients

It's fantastic to be able to create Google Analytics reports directly within Google Analytics. However, in the market, there is always something more efficient and productive. Whatagraph, a leading SaaS marketing solution, has only one goal: to make reporting simple. Not only that, but some of the other primary focuses are to make data visually appealing, engaging, and simple.

Meaning, when it comes to client reporting, Whatagraph should be the go-to reporting tool because it makes analyzing cross-platform data simple. Depending on the client's understanding of technical terms, you can create as detailed reports as necessary.

Having said that, Whatagraph has even created pre-made templates to help marketers get started. Here are the top 7 Google Analytics reports from which your clients will benefit the most:

1. Browser Report

The browser report provides insightful information about your client's customer profile. This report focuses on the search engine users and the devices they choose to land on your client's website. Browser reports are essentially useful data showing conversion by browser and divide such reports by device, like desktop, mobile, tablet, and so on. 

The browser report provides insightful information about your client's customer profile.

When to create a browser report for your client? 

If your client runs an eCommerce business, sells products on the website, or provides a digital service, you should be delivering them browser reports. 


Clients and marketing agencies can benefit from knowing which devices people use to access their websites. Browser reports analyze website usage and provide valuable data that can be used to prioritize marketing efforts.

In addition, when comparing devices, consider mobile usage. If a large number of people use their phones, make your website mobile-friendly. Mobile is now so significant that Google penalizes sites on the internet that are not mobile-friendly.

With Whatagraph, anyone can easily create this report. An easy-to-use comparison feature will not only assist in determining which devices and browsers to optimize but will also allow comparison of their performance. Here are the metrics you should be monitoring and delivering for the client:

  • Devices;

  • Revenue;

  • Unique purchases;

  • Conversions by device;

  • Conversions by the browser.

2. Efficiency Analysis Report

Efficiency Analysis Report report is excellent for organizing significant metrics, revealing each traffic conversion funnel performance efficiency to your website.


This report provides a more detailed picture of the overall marketing funnel. It enables the improvement of lead tracking methods by providing accurate data of:

  • The number of unique users;

  • Total sessions;

  • Goal conversion rate;

  • Goal value per person;

  • A number of new users.

3. Customer Behavior Report

Customer behavior refers to a person's purchasing habits, patterns, and trends. This report, however, does not center on a shopper. Rather, it evaluates how they act on your website/in your store.

Why should you create customer behavior reports?

  • Customer behavior analysis will provide you with valuable data for content personalization and optimization; 

  • It will also provide data needed to predict a customer's overall value; 

  • And, finally, it will provide you with an overview of all your customers. Marketers use these overviews to identify good and bad customer characteristics in order to reduce customer churn.

Client behavior reports offer unique insight into customer demographics and engagement statistics. To access these insights, you need to track certain important metrics:

  • Web traffic;

  • Media channels;

  • Customer acquisitions costs;

  • Referral rate;

  • Engagement (likes, shares, comments);

  • Customer lifetime value (how much a client is worth);

  • Customer retention (how many customers return to purchase something more);

  • Average order value;

  • Sales (how many sales you've generated). 

4. Site Speed Report

Site Speed report reveals web pages with issues requiring urgent attention. It also lets to investigate how fast the websites are loading in the visitor's browser. 

Benefits of site speed report

Helps users to identify:

  • Long-loading pages;

  • Pages with high bounce rates;

  • Pages that need UX experience improvement.

Essentials of site speed report

To fully benefit from the fruits of this report, marketers first need to analyze their client's page URL. Use Google's tool to test their site. It will provide information on which pages are loading quickly and slowly. More so, marketers will find out which landing pages have a poor loading speed. 

Furthermore, the site speed report will provide information on different devices and any problems that occur on any of them. Sometimes, different mobile operating systems have different loading speeds.

Lastly, consider browsers. This report will show you which browsers cause slow loading times and which ones need extra optimization. 

Consider these metrics:

  • Single session duration;

  • Page load time;

  • Average server response time. The time it takes for the server to react, including the time it takes for the response to reach the user's browser;

  • Average redirection time. The time it takes for a website to redirect from one URL to another.

  • Bounce rate.

5. Keyword Performance report

The keyword analysis report will show which SEO keywords are bringing in the most leads, traffic, and customers. Connect your client's Google Analytics account with Whatagraph and easily start tracking keyword usage and growth. Monitor engagement metrics and goal completions to improve your client's digital content marketing.

Keyword analysis will answer the most popular client questions:

  • What keywords are being targeted?

  • Which one brings in the most traffic?

  • Are the right keywords directing readers to the correct sites?

Running an SEO campaign for clients means spending a lot of time not only talking about keywords but analyzing what works and what doesn't. Here are the metrics to help you with your analysis:

  • Goal conversion time;

  • Goal completions;

  • Unique visitors;

  • Average page load time;

  • Unique pageviews;

  • Organic search;

  • Bounce rate.

6. Content Efficiency Report

The content efficiency custom report reveals metrics that help users know their best-performing pages and pages that need attention, such as page optimization. Websites that create loads of content would mainly find this custom report useful.

Technically, as a marketer using this google analytics report for your clients, you will find natural answers to critical questions:

  • What is my client's most engaging content? 

  • What kind of content, whether pictures, videos, texts, reviews, demos, etc., do their website visitors value the most? 

  • What content drives your clients more towards achieving their goals? 

  • What topic piques the interest of visitors the most? 

7. Social Media Report

Google Analytics, powered by Whatagraph, can provide marketing agencies with the most easy-to-understand social media reports. These reports will reveal:

  • Which social media channels have the highest number of referred traffic;

  • What's the ROI of your social media campaigns;

  • Which content receives the most engagement;

  • The number of sales conversions you have generated from social media. 

This report will clearly show your clients if their investments are paying off whilst also providing enough data to marketing agencies to create a traffic-driving machine. 

Use Whatagraph to Create Google Analytics Reports

Undoubtedly, Google offers loads of data. However, we can easily get overwhelmed with too much of it. Thankfully, nowadays, there are high-quality SaaS marketing solutions allowing you to view your client's most important data at a glance. The top-performing tool Whatagraph creates Google Analytics Reports and automatically collects updates:

  • Website organic traffic information;

  • Audience information;

Google Analytics Audience overview

  • User behaviors;

  • Conversion insights;

  • PPC performance.

Maximize your website's performance with Whatagraph's reporting tool. It helps its users to collect KPIs in a single location and convert them into actionable insights. It is the go-to reporting tool to create stunning visual reports on content quality, website performance, audience data, etc., for your client!

Whatagraph offers a number of pre-made Google Analytics dashboard templates for marketing agencies. If there is a need to learn about your current marketing efforts and how they are performing, there is a dashboard template: Google Analytics Overview. All your performance data and KPIs will be gathered in one place, whether it's website traffic overview audience, acquisition, behavior, and conversions insights.  

Whatagraph offers a number of pre-made Google Analytics dashboard templates for marketing agencies.

You can also find the GA4 eCommerce dashboard. This dashboard focuses on device-specific key performance indicators. However, rather than transactional data, it focuses on generating engagement metrics for tablet, desktop, and mobile devices. 

GA4 Ecommerce Dashboard

It includes the following metrics:

  1. Engagement by device;

  2. Visits by device;

  3. Most active day of the week by the device;

  4. Most popular landing pages;

  5. Bounce rate.

Whatagraph also offers Google Analytics report templates. One of the most popular Google Analytics Acquisition Overview.

Google Analytics Acquisition Overview

The Acquisition report compiles data to assist you in gaining a better understanding of how people find your website or app. Other reports of this kind include Google Analytics Behavior and Audience Overview. 

Google Analytics Behavior overview

Final thoughts

This guide explores the top Google Analytics reports for clients that you can choose from and the best Google Analytics reporting tool to that effect. Nonetheless, the most crucial component of it all is your client. Ensure that you and your customers are constantly on the same page and that they understand where their money is going. These reports are just a proof to them that you are working hard to improve their firm.

Published on Jan 04, 2022

Dominyka Vaičiūnaitė


Dominyka Vaičiūnaitė

Dominyka is a copywriter who uses simple words to explain tough ideas. Her content is inspired by the good old brand “For Dummies.” Anyone can read and learn all things marketing with her.

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