Website Summary Report Guide
Updated: September 5, 2018
The Website Summary Report is an in-depth analysis on the official data collected by a websites Google Analytics account. This report is broken into 3 categories including: Global, Regional and National. Within each category we include an Audience Overview, an Acquisition Overview and a Behavior Overview. The overviews are further broken down into specific data groupings. Download an example report, while reading through this guide to gain valuable insights on how to use this report to grow your business.
The Traffic Summary section of the Audience overview displays where and how much traffic are visiting the website via a pictorial map (global, national or regional) as well as chart directly below the map. The chart depicts the top 5 countries/states that account for the share of traffic in terms of Sessions. A session is defined as a group of interactions one user takes within a given time-frame on a website. The chart also displays a horizontal bar graph depicting the share of pageviews sourcing from each country/state.
The Audience Statistics section of the Audience Overview displays five key statistics of high-level understanding of how a websites audience is interacting with a website. From left-to-right, the first statistic is the Users. This statistic depicts how many people have entered the website in the time-frame of the report. Next is the Bounce Rate. The bounce rate is defined as the percentage of websites visitors that leave the website after only viewing one page. The higher the bounce rate, the more people are leaving your website without interaction. Next is Pageviews. Pageviews are the number of individual web page views in the time-frame of the report. Average Session Duration is the average amount of time a user spends on the website before leaving. Finally, the Average Time on Page statistic depicts how long on average a user spends on a single page within the website.
Website Visit Trends
The Website Visit Trends section of the Audience Overview depicts a line graph of how many users are accessing the website per day over the time-frame of the report. Below the line graph is a chart displaying how many users visit the website segmented by hours. This section can be used to determine when people are more likely to visit the website, and how you can capture the audience during the time and days they are naturally drawn to your website or websites similar to yours.
The Demographic Summary section of the Audience Overview displays two charts. The chart on the left side of the section is a gender segmentation chart. This chart is based on random website surveying and gives a general understanding of the male to female traffic ratio. The chart on the right segments the traffic by age. Both of these charts are based on random traffic surveying and do not depict and are not meant to depict full audience data.
The Traffic Channels section of the Acquisition Overview displays how traffic is accessing your website. A Traffic Channel are default industry-wide categories that are most common sources of website traffic. Channels include: Organic Traffic (search engines), Direct Traffic (website is accessed through URL or bookmark), Paid Search (advertising) and Social (social media). The chart on the left displays a bar graph that compares the number of sessions to the number of pageviews segmented by channel. As a rule of thumb, the larger difference between sessions and pageviews indicates that the traffic accessing your website are interacting with your content over a period of time. The pie chart on the right displays Traffic Channels share as a whole. This data can also be broken down by sessions, share, bounce rate, pages/session and average session duration on the next page.
The Traffic Sources/Mediums section of the Acquisition Overview breaks the total traffic accessing the website over a period of time into individual sources and mediums. A Source is the specific source of traffic accessing a website, and medium is the general category of the source. For example, Google is the source and organic is the medium. This is displayed on the charts as “google/organic”. Like the Traffic Channels section above, this section is displayed as both a bar graph, a pie chart and a table on the next page.
Social Media Impact
The Social Media section of the Acquisition Overview segments website traffic by popular social media channels. This data is displayed as a chart which also provides information such as sessions, share, bounce rate, pages/session and average session duration. The category named “(not set)” is all traffic that has not accessed the website through a social media channel.
New vs. Returning Website Traffic
The New vs. Returning Website Traffic section of the Behavior Overview segments new, first-time website visitors from visitors who are visiting the website again after visiting before. This data is displayed on two pie charts. The pie chart on the left side depicts how new first-time website visitors accessed the website, the chart on the right depicts returning visitors, both are segmented by channel. Colors on the charts my change based on value, so a blue area on the new website traffic pie chart could refer to organic traffic, whereas on the returning chart blue may indicate direct traffic.
The Browser Segmentation section of the Behavior Overview is a chart that simply segments website traffic by browser. This data is displayed as a chart which also provides information such as sessions, share, bounce rate, pages/session and average session duration based on browsers.
Similar to the Browser Segmentation section, the Device Segmentation section of the Behavior Overview is a chart that segments website traffic by type of device. This data is displayed as a chart which also provides information such as sessions, share, bounce rate, pages/session and average session duration based on browsers.
Top Landing and Exit Pages
The Top Landing Pages and Exit Pages section of the Behavior Overview is a combination of six charts. The first three charts break the total traffic down by “Most Viewed Web Pages”, “Top Landing Pages” and “Top Exit Pages”. Most Viewed Pages are pages that are simply the most visited on the website, Top Landing Pages are the pages that most of the traffic enters the website on, and Top Exit Pages are the pages that most of the traffic leaves the website on. The next three charts display the same categories of information, but these charts only display mobile/tablet data. We do this so you can see how mobile visitors interact with your website differently than desktop visitors.