Advertising and Campaign Performance

Advertising Reports

How well are your advertising dollars working? Use ad reports for search, display, social, email and more to view conversion rates and returns across all digital channels. You can take your analysis a step further with our unrivaled AdWords integrations for mobile and display campaigns.

Campaign Measurement

See which of your marketing campaigns are really paying off with this detailed real-time report. Engagement and conversion activity are included for any link you tag (even on email and banners) and can be segmented by channel. Offline campaigns that send users to your site can also be measured.

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Cost Data Import

Import cost data from any digital source: paid search and display providers, affiliates, social and even organic traffic. The data appears in a Cost Analysis report in Traffic Sources and also in the Attribution reports. As you compare how your digital marketing channels are doing, you'll make better decisions about your marketing programs.

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Mobile Ads Measurement

Running mobile ads or using mobile apps? Google Analytics can help you follow the special performance issues and trends for both. Break down data by device, then optimize using metrics like time-on-site, bounce rate and conversion rate.

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Find customers who have shown an interest in your products and services, then show them relevant ads for those same products as they surf the web, thanks to our integration with the Google Display Network.

Search Engine Optimization

The Search Engine Optimization (SEO) reports in Google Analytics help you understand how Google Web Search queries led visitors to your site.

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Analysis and Testing

Advanced Segments

Advanced Segments let you isolate and analyze subsets of your traffic, like paid traffic or visits that led to conversions. Then you can compare segments side by side, or apply them to current or historical data.


Annotations let you and your colleagues leave shared or private notes right on the reporting graphs. That makes it easy to remember what caused traffic spikes or other unusual issues.

Content Experiments

Eliminate the guesswork from website design. Test variations of your pages and learn which designs bring you the most conversions. Content experiments are easy to set up: look under Experiments in the Content section of your Google Analytics account.

Custom Reports

Custom reports can be built in minutes, and they're easy to share with colleagues. So you can all have instant access to the numbers that really count for your business.

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Dashboards give you a summary of many reports on a single page. Start with a dashboard with your most important performance indicators (your "Company KPIs"), then create detailed dashboards for other important topics like search engine optimization. Dashboards use drag-and-drop widgets for fast, easy customization.

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Real-Time Reporting

See how many people are on your site right now, where they came from, and what they're viewing. With real-time reporting, you'll know which new content is popular, how much traffic today's new promotion is driving to your site, and which tweets and blog posts draw the best results.

Audience Characteristics and Behavior

Audience Data & Reporting

Focus on your audience: the kinds of people they are, where they come from, how they find your content, and how loyal and engaged they are.

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Browser / OS

PC or Mac? Chrome or Firefox? The Browser / OS report shows you what people are using to view your site, so you can make smarter decisions about site layout and design.

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Custom Dimensions

Add the custom data you care about most: user data like demographics or purchase history, content data like page categories or product information, even behavioral data about those who use certain site tools.

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Flow Visualization

Flow Visualization reports let you see and analyze the path a visitor takes on your site. See where they came from, the pages they moved through, and where they exited your site.

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Map Overlay

With a clear map view and visitor stats broken down by continent, country and city, you can understand the real origins of your traffic and find the best places to invest for new opportunities.

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Mobile Traffic

Should you build a separate mobile site, create a mobile app or implement responsive design? As mobile continues to boom and consumer preferences shift, the Mobile Traffic report helps you analyze and optimize for success.

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Social Reports

The social media revolution is maturing. Are you measuring? Social reports show you the impact that social media has on your business goals and conversions. Integrated web and social data offers a holistic view of your content and community.

Traffic Sources

How do people find your site? Use Traffic Sources to evaluate the effectiveness of your referrals, direct traffic, organic (unpaid) search keywords, and custom campaigns.

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Cross-device and cross-platform measurement

Universal Analytics

The multi-screen, multi-device world, world is the new normal. Universal Analytics measures digital platforms beyond web and apps, so you can connect offline conversions with online activity.

Data Collection and Management


It's your data — why not format it the way you want? Applications, plugins, and other customizable features will help you integrate Google Analytics into your team's existing workflows. Use third-party solutions, or build your own apps with the Google Analytics API.

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Filters help you limit and modify the traffic data that appears in any given report view. Want to exclude traffic from certain domains (or from inside your own company), or focus on particular types of traffic? Filters make it easy.

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User Permissions

User Permissions let you choose the right levels of access for different users of your Google Analytics account. Let some people manage your entire account, while others can simply view and analyze.

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Just for mobile apps

App Profiles

Get all the power of Google Analytics reporting — specialized just for apps. App Profiles give you access to app-specific metrics, dimensions, and features collectively designed to help you understand user acquisition, behavior and conversion.

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App-Specific Metrics and Dimensions

Access the metrics and dimensions that truly matter for your app. Screen views, sessions, app version, and screen size are just a few of the app-specific concepts you’ll find in Google Analytics for Mobile Apps.

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Crash and Exception Reporting

No one likes a buggy app. With built-in crash and exception reporting, Google Analytics lets you triage and prioritize the issues that are affecting your users, helping you to build a better experience.

Google Play Integration

This exclusive integration with the Google Play Store gives you unparalleled visibility into how your users are finding your app. Look inside the Play Store and see how well your content is driving installs and new users. And you can see your Google Analytics data inside the Play Developer Console.

iOS and Android SDKs

Google Analytics is known for ease-of-use, and we’ve done it again with apps. Our native iOS and Android SDKs make it easy for you to measure user interaction with your app by tracking key events and activities.

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Product Integrations


AdSense gives content publishers and bloggers a way to earn money with relevant ads placed on their websites, mobile sites, and site search results. Google Analytics can import AdSense data directly to help you display your ads in the best possible position on your site.


Google Analytics can import your AdWords data seamlessly, to bring you crucial information about what visitors do after they've clicked on your ad. You'll gain deeper insights into how your ads and campaigns are performing.

Google Display Network

Our integration with the Google Display Network (GDN) means you can use AdWords to create and manage campaigns and then insert Google Analytics tags on GDN marketing campaigns to measure success. Also, linked your accounts to see your GDN campaign data within Google Analytics.

Google Tag Manager

Google Tag Manager lets you add or update website tags and mobile applications easily and without bugging the IT folks. And it's free. So you can configure your tags for Google Analytics (and for many other online marketing tools) from one easy user interface.

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Follow us on G+ for all the latest updates about the product, upcoming events, Hangouts with analytics industry experts, or connecting to the broader community.

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Wildfire by Google lets you easily publish social content (such as pages and posts) and measure the engagement, leads, web visits and revenues driven by your social marketing. There are multiple integration points with Google Analytics.

Sales and Conversions

Attribution Model Comparison Tool

Give the right amount of credit to all of the digital marketing interactions that affected your sales or conversions. Gauge the impact of different channels, referral sources, campaigns, and keywords — then use what you learn to improve your marketing.

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Data-Driven Attribution

Our sophisticated modeling methodology assigns values to marketing touch points across the customer journey. So you’ll see a more complete and actionable view of which digital channels and keywords are performing best. Data-driven attribution is only available in Google Analytics Premium.

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Ecommerce Reporting

Use Ecommerce reporting to identify your best-selling products and most powerful promotions. You'll see what customers buy and how they do it, whether with complex transactions or one-click purchases. Trace transactions right down to specific keywords, understand shopper behaviors, and adjust your shopping cart to build loyalty and sales.

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Goal Flow

See why visitors love your site… or don’t. Visitor conversion paths show you where they enter, where they get stuck, and where they leave. You'll see the strengths and weaknesses in your site navigation, and learn where adjustments are needed to your site and your marketing plan.


Measure your sales, downloads, video plays, conversions... or define your own business goals. Tailor your reporting to suit what you want to achieve and find the visitor actions most likely to help you meet your objectives.

Multi-Channel Funnels

Don't just measure the last click before a sale. Multi-Channel Funnels shows you the impact of all your digital marketing activities: search, display, social, affiliates, email, and more. As you learn how different channels impact the customer journey, you can make your marketing programs even stronger.

Site and App Performance

Alerts and Intelligence Events

Google Analytics monitors your website's traffic to detect significant statistical variations, then generates alerts called Intelligence Events when they occur. A closer look will bring you insights you might have missed — for example, a spike in traffic from a particular city or referring site.

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Event Tracking

How do visitors actually interact with your pages? Use Event Tracking to measure activities like downloads, video plays, mobile ad clicks, gadgets, Flash elements, and AJAX embedded elements.

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In-Page Analytics

Use In-Page Analytics to see how users really interact with your pages. To make analysis easier, Google Analytics includes a variety of charts to display information just as you want to see it.

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Site-Speed analysis

A slow-loading website is more than a frustration: it can hurt your ad sales and search rank. The Site Speed report shows you load times across your site, so you can fix slow pages and make your visitors happier.

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