If you are in advertising and want to be a marketing guru for your clients, you need to have a basic understanding of Google Analytics. One way to learn it is through Google’s free online classes. It’s fairly straightforward, and you can go at your own pace. If you decide to do that, great; but in the meantime, we’ve put together a quick tutorial on four reports that all advertising professionals should be able to pull and explain to their clients, as well as some answers to questions you may get about Google Analytics.
Report #1: Audience Overview Report
The Audience Overview report gives you basic information about a website’s performance and traffic. You can navigate to this report by logging in to Google Analytics, accessible by first logging into the Google account associated with the Google Analytics account. Either the advertiser gives you access to their account email and password, or they can assign you as a “read only” admin on the account. Then you go to https://analytics.google.com. If you have access to more than one advertiser’s account, be sure to select the correct business at the top left of the page.
- Click on “AUDIENCE” on the left side column.
- Click on “OVERVIEW.”
- Select the date range on the top right that you want to pull data from. Make it one year to get a look at monthly traffic patterns. If you want to look at two date ranges, click the “compare to” option in the drop-down menu.
- Click on “MONTH” on the right side of the graph (or hourly, day, week).
- Click on “USERS” in the drop-down box above the graph.