7 Key Web Analytics Reports: Examples + Free Template

“We’re not getting enough traffic. How can we improve our website?”

Clients ask this all the time, but the answer requires more than guesses or shallow data–it boils down to web analytics. Whether it’s analyzing traffic sources or assessing user behavior, these valuable insights reveal what’s working, what’s not, and where to optimize. 

But manually compiling these insights? That’s a time-consuming hassle no agency wants.

Here’s a solution: Use web analytics reports instead. These professionally designed templates streamline the preparation process, eliminating the need for excessive formatting or manual data consolidation. This way, you’ll have more time for high-level activities that matter, like actually executing client deliverables and driving real results.  

In this article, we’ll explore the top seven web analytics report examples your agency should know. We’ll also share a free web analytics report template to save time and deliver actionable insights.

What Is Web Analytics and Why Does It Matter?

Website analytics are data points that reflect how visitors interact with a site. They’re automatically measured by website analytics tools, providing a reliable way to assess traffic, gauge engagement, and quantify overall performance.

Rather than guessing what’s working, this data is used to answer critical questions like:

• Where is traffic coming from?

• Which pages keep visitors engaged, and which ones have higher exit rates?

• Are marketing campaigns driving conversions?

• Is there any technical issue that’s affecting marketing performance?

Monitoring web analytics empowers your agency to answer these questions. It provides data-driven insights to make any necessary improvements and ensure a client’s website remains in tip-top shape.

What Are Web Analytics Reports?

A web analytics report organizes this key data into a clear, structured format. Instead of presenting a jumble of metrics, it’s a way to deliver actionable insights that clients will easily understand (and appreciate). 

So, what separates a great web analytics report from a mediocre one? It comes down to clarity, relevance, and presentation.

Here’s exactly what a strong web analytics report should include. 

By using web analytics reports, you’ll maintain a consistent format, present data with a professional finish, and build long-term client trust.

Why Some Reports Matter More Than Others

Every client has different priorities; one might care about conversion rates, while another is focused on organic traffic growth. Therefore, a cookie-cutter report simply won’t cut it or make a strong impact. 

That’s why customization matters. It shows that your agency considers client needs on a case-by-case basis and prioritizes important web analytics metrics, not irrelevant or generic data. 

To ensure your reports hit the mark, keep the following in mind: 

• Focus On Outcomes: Numbers mean nothing without context. Each report should connect website data to key performance indicators, like achieving a specific number of leads or conversions.

• Don’t Fall Into the Vanity Metrics Trap: High page views might look impressive, but they don’t always tell the full story. Focus on metrics that provide additional context, like engagement rates, time on page, or conversion rates. That way, clients see real business impact, not just big numbers.

• Use Replicable, Customizable Templates: A strong report structure saves time while ensuring consistency. For best results, customize templates based on individual client needs. This keeps reports relevant without starting from scratch each time.

At the end of the day, it isn’t about sharing all the metrics from a web analytics platform.

Instead, highlight relevant data that clients care about. Add context where needed, tie results into business goals, and build a scalable reporting process for best results.

The 7 Most Important Web Analytics Reports

Now that we’ve covered the basics, it’s time to move on to web analytics report examples.

The best part? They’re easy to create in the AgencyAnalytics platform! Create one from scratch, customize an existing template, or even tweak a Smart Report that’s generated in just 11 seconds–simply sign up for a risk-free 14-day trial.

Without further ado, here are seven web analytics reporting formats to know about (and keep reading below to find 5 additional templates you can start using today). 

1. Website Performance Overview Report

This type of report gives a high-level view of website performance, showing whether traffic is increasing, decreasing, or staying the same.

It details where visitors are coming from, how engaged they are, and whether they’re taking meaningful actions, such as completing a purchase or filling out a form.

Consolidate metrics across multiple web analytics tools. Create impactful reports, share accurate data, and monitor marketing efforts with ease–try AgencyAnalytics today, free for 14 days.

This format is ideal for monthly reporting, campaign reviews, and identifying traffic trends over time. It also helps diagnose performance issues, such as sudden traffic drops or declining user engagement.

2. Traffic Acquisition Report

Not all traffic delivers the same value. This type of report shows where visitors are coming from (e.g., organic search, paid ads, social media channels, direct traffic, or referrals).

It also pinpoints which channels drive the most engagement and conversions. With these insights, it becomes easier to focus on what drives visibility and refine what doesn’t.

This report format works well for clients looking to increase organic reach, improve paid ad performance, or optimize referral traffic.

It identifies which channels bring in high-value visitors, where drop-offs occur, and whether there’s enough website traction.

3. User Behavior Report

Once visitors land on a client’s website, their next steps are just as important as how they got there.

This report identifies what attracts the most traffic, which content types keep visitors engaged, and how many users exit a specific page. Use this data to improve weak pages and address UX issues (e.g., slow load times could lead to higher bounce rates). 

This report type is useful when your client’s site attracts website visitors who don’t become leads or follow through on conversions.

It’s also handy before a website redesign–pinpoint which pages need improvement and identify the ones that are already performing well.

4. Conversion and Goal Tracking Report

Most times, clients expect engagement to drive tangible business results.

This report tracks whether visitors are completing key actions, like signing up, making a purchase, or submitting a form. It shows what’s driving conversions and whether there may be potential bottlenecks in the customer journey. 

This report is ideal for clients focused on conversion metrics, revenue targets, or other user interactions (like completing event sign-ups).

Use this data to identify which channels bring in high-value leads, spot friction points in the sales funnel, and help clients reach their business goals.

5. Landing Page Performance Report

Speaking of landing pages, some drive conversions… while others fall short.

This report analyzes how visitors interact with each page, including which ones keep users engaged. It identifies what’s working—like strong messaging, design, or CTA placement—and where tweaks are needed to boost performance.

Stream landing page data from your client’s Google Analytics account into a professional, readymade report. Explore everything AgencyAnalytics has to offer–sign up for a free 14-day trial.

Use this format when clients rely on landing pages for lead generation, product promotions, or paid ad campaigns. Assess whether a page is effectively converting website visitors–if not, it could mean optimizations are needed (like adding more CTAs). 

6. Search Visibility Report

This report type provides a broader view of a website's performance in search engines, including rankings and related insights (like top-performing blogs on the SERPs).

Opt for this report type if you’re tracking visibility trends over time or trying to determine whether impressions lead to actual traffic. It’s especially useful for evaluating content performance after algorithm updates or other external shifts.

7. Audience Demographics Report

Different audiences interact with a website in different ways.

For deeper insights, break down user data according to segments like age, gender, location, and device type. More specifically, this report will reveal how various groups engage with content and navigate the site. 

Digging deeper into visitor data is powerful—it may highlight engagement gaps and uncover opportunities to refine targeting. Additionally, this report type is useful for clients who are targeting new markets or exploring untapped segments.

5 Web Analytics Report Examples

Now that we’ve covered examples of web analytics reports, it’s time to explore some handy pre-built options.

Here are the top five web analytics reports in the AgencyAnalytics platform, designed to streamline data collection and slash preparation times.

1. Web Analytics Report

It doesn’t get more straightforward than this.

The Web Analytics Report Template makes it easy to analyze user behavior, visualize data, and track essential metrics—all in one place. From device usage to user acquisition sources, deliver detailed insights in an intuitive and well-organized format.

The response from our clients has been overwhelmingly positive. They appreciate the convenience of having data from Google Analytics, Google Search Console, and search engine rankings in a consolidated format. This eliminates the hassle of logging into multiple platforms and navigating through complex interfaces. 

Alexa Rees, SEO Manager, seoplus+

Easily report on: 

• User Acquisition Sources: Track where new users are coming from, including organic, paid, social, and referral traffic.

• Device Types: Identify how traffic differs between mobile, desktop, and tablet users.

• Organic Search Insights: Assess search engine performance, keyword visibility, and ranking trends.

• Event Counts: Monitor key user interactions, such as button clicks, video plays, and form submissions.

Present insights in a way clients actually understand—all with a Web Analytics Report that pulls data in one place. Ready to customize this free template in AgencyAnalytics (or any of the ones we’re about to share? Sign up for a risk-free 14-day trial.

2. Google Analytics Report

When it comes to tracking web performance, there’s nothing quite like a Google Analytics Report. It’s often the go-to platform for monitoring organic traffic numbers, assessing audience behavior, and even tracking conversions. 

The way metrics are laid out and displayed on AgencyAnalytics is much easier for the client to digest, as opposed to viewing them directly on an intricate platform like Google Analytics. It gets the point across without forcing the client to get too into the weeds.

Jessica Weiss, Director of Marketing & Strategic Partnerships, One Firefly

If your client prioritizes Google Analytics metrics, use this format to report on: 

• Users by Channel: Understand where visitors are coming from and which sources drive the most web traffic.

• SEO Insights: Track organic traffic numbers, unique visitors, keyword rankings, average session duration, and more.

• Engagement Metrics: Analyze bounce rates, session durations, and interactions to gauge user interest.

• Traffic Data: Break down organic, paid, direct, and referral traffic to see what’s working.

Want to share data from related campaigns, like Google Ads or Facebook? Customize this report with metrics across 80+ data sources in just a few clicks.

3. SEO Report

Need an overview of your client’s SEO efforts that go beyond Google Analytics? No problem!

Use this SEO report to track search visibility, keyword rankings, and the overall impact of optimization efforts. 

Track web analytics metrics, backlink data, and more. Customize this template in the AgencyAnalytics platform–sign up for a free 14-day trial today. 

More specifically, it’s a handy way to report on: 

• SERP Positions: Track ranking shifts on search engines like Google and Bing.

• Backlink Profile Changes: Easily integrate key backlink insights from platforms like Majestic. Monitor new and lost links, Trust Flow scores, and more.

• Technical SEO Issues: Identify crawl errors and potential sitemap issues that could compromise search rankings.

• Keyword Performance: Analyze which keywords are gaining traction and where improvements are needed.

These insights should be used to showcase SEO success, diagnose website-related issues, and refine your client’s marketing strategy. 

4. Keyword Ranking Report

Go beyond search engine rankings and show which keywords are driving results. 

Use the Keyword Ranking Report to share granular keyword insights, assess overall search visibility, and identify high-performing web pages. That way, clients will know where to focus SEO efforts for maximum impact.

More specifically, this report digs deeper into: 

• Search Engine Rankings: Track keyword positions across Google and Bing.

• Top-Performing Pages: Identify which pages are ranking highest and driving the most organic traffic.

• Ranking Trends Over Time: Monitor fluctuations in keyword positions and evaluate the impact of SEO efforts.

• Mobile Rankings: Understand whether rankings are different for mobile users, which could mean optimizations are needed (e.g., creating an improved UX).

By honing in on keyword performance, you’ll ensure SEO efforts are directed where they matter most.

5. Client Report 

Managing campaigns across multiple platforms? No worries! 

Use the Client Report template to combine key performance metrics across SEO, PPC, social media, and more. It’s a streamlined way to track progress, measure impact, and keep clients informed–all without sifting through multiple reports.

Use this customizable template to share: 

• User Acquisition Sources: Break down where traffic and leads are coming from, including organic, paid, and referral channels.

• PPC Ad Performance: Report on ad impressions, clicks, cost per acquisition (CPA), and return on ad spend (ROAS).

• Social Media Insights: Analyze engagement, follower growth, and referral traffic from various social platforms.

• Email Marketing Metrics: Highlight open rates, click-through rates (CTR), and conversions from email campaigns.

Compress Reporting Time With a Website Analytics Report Template

Web analytics should simplify decision-making, not complicate it.

That said, it isn’t sustainable to compile different metrics by hand–it’s just tedious and could lead to inaccurate data. Instead, use a tool like AgencyAnalytics to do the heavy lifting for you.

Use a pre-built web analytics report template, create custom reports, and much more. Even flip a dashboard template into a downloadable report! 

AgencyAnalytics report templates have significantly reduced the time required to create reports for our clients by 5X. After integrating Google Ads, Google Search Console, or any other of the dozens of platforms that connect with AgencyAnalytics, you can create a report in less than a minute that's ready to send to a client right away.

Graham Lumley, Director of Growth Marketing, Blackhawk

Say bye-bye to manual reporting and hello to efficiency and data accuracy. Try AgencyAnalytics by signing up for a free 14-day trial.