"We're not getting enough traffic. How can we improve our website?"
Clients ask this all the time. And the answer requires more than guesses or shallow data. It boils down to web analytics.
Whether you're analyzing traffic sources or assessing user behavior, these insights reveal what's working, what's falling flat, and where to optimize next. But manually compiling all of that into a client-ready format? That's a time-consuming hassle no agency wants.
Web analytics reports solve that problem. They streamline the reporting process, eliminate manual data consolidation, and give you more time for the work that actually moves the needle for clients.
Below, we'll walk through the seven most important web analytics report types, the key metrics every report should include, and five ready-to-use templates to help you create reports and doing it.
Boost client satisfaction with impressive website performance metrics. Track and display key performance indicators on client dashboards for a seamless user experience.
Explore the 18 essential website KPIs every marketing agency should track. Learn how to improve key metrics like bounce rate, traffic by source, and goal completions.
Google Analytics is a great web analytics tool for your agency. This blog post covers the best web analytics tools that can either replace or expand what Google Analytics has to offer.
Web analytics reports turn raw data into actionable insights that help agencies prove ROI and guide client strategy.
Customization is critical. Reports should align key metrics with each client's specific goals, campaigns, and date range.
GA4's event-based tracking model gives agencies deeper visibility into how users engage, convert, and move through the customer journey.
Automated reporting templates eliminate manual work, reduce the risk of inaccurate data, and free up hours every week for higher-level strategy.
What are web analytics reports?
A web analytics report is a structured document that organizes website data into a clear, visual format. It shows how visitors find a site, how they engage with it, and whether they take meaningful actions like form submissions, sign-ups, or purchases.
Web analytics refers to the process of collecting and interpreting raw data about how users interact with a website. Modern web analytics tools like Google Analytics 4 focus on event-based tracking, giving agencies clearer insight into customer behavior at every stage of the user journey.
Instead of overwhelming clients with numbers, effective web analytics reporting highlights what matters. Where visitors come from. How they engage. And which actions lead to conversions. These analytics reports give agencies the clarity to identify traffic sources, measure engagement, and make confident, data-driven decisions.
Here's what a great web analytics report should include.
Section
Description
Executive summary
A high-level snapshot of website performance, key findings, trends, and next steps. Busy clients grasp the takeaways at first glance.
Website performance overview
A breakdown of overall site activity, including website traffic trends, user behavior, engagement levels, and site health.
Visual aids like charts, graphs, and pie charts make analytics data more digestible. They help you quickly identify patterns, compare performance over time, and spot anomalies.
High-quality web analytics reports help agencies benchmark success over time, identify weak pages, and evaluate campaign performance across SEO efforts and Google Ads. With the right data visualization tools, agencies easily communicate progress and keep clients aligned on business goals.
For agencies managing multiple clients, web analytics reports are the foundation of every performance conversation. They're how you show clients that marketing efforts are driving real results, and how you identify where to adjust your marketing strategy.
Rather than guessing what's working, agencies use these reports to answer critical questions like:
Where is website traffic coming from?
Which pages keep visitors engaged, and which ones have higher exit rates?
Are marketing campaigns driving conversions?
Is there a technical issue that's hurting site performance?
With privacy-first analytics and shifting attribution models, understanding how visitors interact and why they convert matters more than ever. Web analytics reporting connects multiple data points (SEO, ads, conversions, and behavior) so agencies can tie digital marketing campaigns directly to business outcomes.
And when you're reporting across 20, 30, or 50+ client accounts, a consistent report format isn't optional. It's what keeps your team efficient and your clients confident in the reliable data you present.
Agency Tip: To speed things up, invest in a dedicated reporting tool that offers AI-generated insights. That way, it’s much easier to pinpoint not-so-obvious wins, create narratives between campaigns, detect campaign issues, and share relevant recommendations–all in a few seconds.
Why some reports matter more than others
Every client measures success differently. One may prioritize lead generation, while another cares most about average order value or engagement metrics. That's why one-size-fits-all reporting doesn't work.
Modern web analytics reports must be customized to align key metrics and insights with each client's specific goals.
To make sure your reports hit the mark, keep this 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.
Skip the vanity metrics: 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.
Use replicable, customizable templates: A strong report structure saves time while ensuring consistency. Customize templates based on individual client needs so reports stay relevant without starting from scratch each time.
It isn't about sharing all the metrics from a web analytics platform. It's about highlighting relevant data that clients care about, tying results to business goals, and building a scalable reporting process.
The 7 most important web analytics reports
These are the essential web analytics reporting formats every agency should master. Each one combines clear metrics, meaningful visuals, and contextual storytelling to help clients understand how visitors engage and where to focus next.
This report shows whether a client's site performance is trending up, down, or flat. It's your go-to snapshot for assessing overall site health.
A strong overview report highlights total sessions, new users, traffic trends, and conversion rates, making it easy to spot shifts or opportunities. It details where visitors are coming from, how engaged they are, and whether they're taking meaningful actions like completing a purchase or filling out a form.
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.
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2. Traffic acquisition report
This report shows exactly where visitors come from: organic search, referral, social media channels, paid ads, or direct traffic. It reveals which marketing efforts attract the most engaged users, allowing agencies to prioritize high-performing traffic sources and optimize ad spend.
It also pinpoints which channels drive the most engagement and conversions. By comparing channel performance side by side and reviewing assisted conversions, agencies can make smarter decisions about campaign prioritization.
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.
The user behavior report focuses on how users interact with a site after they arrive. It highlights navigation paths, engagement time, exit behavior, and drop-off points. By pairing this visitor data with engagement metrics like scroll depth or event completions, agencies can identify weak pages and refine the user experience.
Use this data to improve pages with UX friction. For example, slow load times could lead to higher bounce rates, which the report shows clearly.
This report type is especially useful when a client's site attracts website visitors who don't become leads or follow through on conversions. It's also handy before a website redesign, helping pinpoint which individual pages need improvement and which ones are already performing well.
4. Conversion and goal tracking report
Clients expect engagement to drive tangible business results. A goal tracking report measures how effectively visitors complete key actions like purchases, sign-ups, or lead submissions.
With custom dashboards, agencies monitor conversion funnels and pinpoint friction points that slow performance. This report ties site behavior directly to revenue impact, giving you data-driven clarity on lead quality, funnel stages, and pipeline contribution.
This report is ideal for clients focused on conversion rates, revenue targets, or other user interactions. Use it to identify which channels bring in high-value leads, spot bottlenecks in the customer journey, and help clients reach their business goals.
5. Landing page performance report
Some landing pages drive conversions… while others fall short.
This report shows how individual pages contribute to conversions and engagement. It combines data-driven insights like bounce rate, average time on page, and conversion percentage. By examining how visitors interact with different CTAs or form placements, agencies continuously refine page design to meet business goals and boost average order value.
With built-in paid search analytics, the report shows what's working (strong messaging, design, CTA placement) and where tweaks are needed.
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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 it isn't, optimizations like additional CTAs or updated messaging could make the difference.
6. Search visibility report
This report tracks how a client's site performs in organic search. It provides an overview of keyword positions, impressions, and click-through rates to measure how SEO efforts influence traffic and visibility.
Agencies use this report to connect search performance with content strategy and demonstrate tangible progress toward higher visibility in SERPs. Pair it with web analytics tools like Google Search Console for a complete picture of search engine performance.
This report type is especially useful for tracking visibility trends over time and determining whether impressions lead to actual traffic. It also helps evaluate content performance after algorithm updates or other external shifts.
7. Audience demographics report
Different audiences interact with a website in different ways.
Audience reports segment users by demographics, location, and device type, helping agencies understand how different groups engage. This is especially useful for refining ad targeting, personalizing content for new users, or identifying mobile users who may need a different experience.
Digging deeper into visitor data often highlights engagement gaps and uncovers opportunities to refine targeting. This report type is valuable for clients targeting new markets, exploring untapped segments, or trying to understand the percentage of visitors who match their ideal customer profile.
Key metrics to include in your web analytics reports
Knowing which report types to use is one thing. Knowing which website KPIs to put inside them is another. Here are the most important web analytics metrics agencies should track, grouped by category.
Traffic and acquisition metrics
These metrics show how people find a client's website and which channels drive the most website traffic.
Sessions and users: The total number of visits and unique visitors over a given date range.
New users: How many first-time visitors arrived during the reporting period.
Source/medium and channel mix: Where traffic comes from, including organic search, direct traffic, social, paid, and referral sources.
Referral performance: Which external sites are sending traffic data your way, and how engaged those visitors are.
Engagement metrics
These engagement metrics reveal how visitors behave once they land on a page.
Engagement rate: The percentage of engaged sessions on a website or app—the inverse of bounce rate in GA4.
Average engagement time: How long users stay engaged during a session, helping you analyze user behavior on specific pages.
Pages per session: How many pages a visitor views before leaving.
Scroll depth and exit behavior: Where users drop off on a page and which pages they leave from most often.
Conversion metrics
These are the numbers that tie web analytics directly to business outcomes.
Conversion rate: The percentage of visitors who complete a desired action, whether it's a purchase, sign-up, or form submission.
Goal completions: Total number of completed goals, such as form submissions or file downloads.
Assisted conversions: Which channels and touchpoints contributed to conversions along the way, even if they weren't the last click.
Revenue and average order value: For ecommerce clients, these metrics connect traffic reports directly to the bottom line.
Audience and device metrics
Understanding who visits a site is just as important as understanding how they behave.
Location: Where visitors are based geographically, helpful for local or regional campaigns.
Device type: How traffic splits between desktop, mobile, and tablet users.
New vs. returning users: Whether the site is growing its audience or re-engaging existing visitors.
Demographic and behavioral segments: Age, interests, and browsing patterns that help agencies uncover deeper insights for website performance optimization.
5 web analytics report examples and templates
Now that we've covered report types and key performance metrics, let's look at templates you can actually use. These are ready-to-go report examples inside the AgencyAnalytics client reporting platform.
Each one helps agencies create reports that turn complex analytics data into simple, visual stories clients understand in just a few clicks. All templates are customizable and integrate directly with 85+ platforms, including Google Analytics, Google Ads, and social media.
1. Web analytics report template
The web analytics report template makes it easy to analyze user behavior, visualize data, and track essential website metrics in one place. From device usage to user acquisition sources, this template delivers detailed insights in an intuitive 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.
This foundational template provides a single view of all website metrics. It automatically pulls data from multiple sources into one custom dashboard, eliminating the need for manual reporting.
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.
When it comes to tracking web performance, there's nothing quite like a Google Analytics report template. It's the go-to web analytics platform for monitoring organic traffic, assessing audience behavior, and tracking conversions.
GA4 is now the standard for web analytics. This report template brings its event-based model to life, making it easy to visualize how visitors interact, track conversions, and evaluate campaign performance. GA4 data integrates seamlessly with other platforms, making it ideal for comprehensive analytics reporting.
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, and average session duration.
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 85+ data sources in just a few clicks.
3. SEO report template
Need an overview of your client's SEO efforts that goes beyond Google Analytics? This template highlights SEO performance metrics, including search visibility, backlinks, and keyword performance.
Agencies use it to show progress in organic traffic, reveal ranking improvements, and align optimization strategies with client goals. Use this SEO report template to track search visibility, keyword rankings, and the overall impact of optimization efforts.
SERP positions: Track ranking shifts on search engines like Google and Bing.
Backlink profile changes: 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.
Use these insights to showcase SEO success, diagnose website-related issues, and refine your client's marketing strategy.
4. Keyword ranking report template
Go beyond search engine rankings and show which keywords are driving results.
Keyword ranking reports provide a focused view of performance across specific search terms. Track keyword movements, identify content opportunities, and understand which landing pages capture the most valuable traffic.
Use the keyword ranking report template to share granular keyword insights, assess overall search visibility, and identify high-performing web pages.
This report digs deeper into:
Search engine rankings: Track keyword positions across Google and Bing.
Top-performing pages: Identify which pages rank highest and drive the most organic traffic.
Ranking trends over time: Monitor fluctuations in keyword positions and evaluate the impact of SEO efforts using historical data.
Mobile rankings: Understand whether rankings differ for mobile users, which could mean UX optimizations are needed.
By honing in on keyword performance, you'll make sure SEO efforts are directed where they matter most.
5. Client report template
Managing campaigns across multiple platforms? This multi-channel analytics report brings together SEO, PPC, social, and email performance in one unified format. It supports data-driven decisions by aligning every campaign metric with the client's core business goals.
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 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.
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.
Agency Tip: Got additional data to include (e.g., your client’s budget forecast or metrics from an advanced platform like Adobe Analytics)? Export these insights in Google Sheets and easily import them into AgencyAnalytics. That way, you’ll have everything you need in one place.
How to automate web analytics reporting for clients
Building professional reports is important. Building them efficiently across dozens of client accounts? That's what separates agencies that scale from agencies that stay stuck.
Manual reporting is slow, repetitive, and prone to human error. Every hour spent copying data from most analytics tools into a spreadsheet is an hour you're not spending on strategy, client calls, or campaign optimization.
Here's how agencies automate the process:
Connect data sources once: Integrate Google Analytics, Google Search Console, ad platforms, and social media channels into a single reporting platform. Data flows in automatically, so you never have to copy and paste again.
Use report templates: Start with a pre-built template and customize it to each client's goals. This keeps the report format consistent across your agency while still delivering relevant data for each account.
Schedule and send automatically: Set reports to generate and deliver on a recurring schedule (weekly, monthly, quarterly). Clients get professional reports in their inbox without your team lifting a finger.
Add AI-powered insights: Let AI identify trends, flag anomalies, and suggest next steps. This is especially helpful for junior team members who need help translating analytics data into client-ready recommendations.
White-label everything: Brand your reports and dashboards with your agency's logo, colors, and domain. Clients see your agency's brand, reinforcing trust and professionalism.
The result? Agencies save an average of 2.5 hours per client report when they switch to AgencyAnalytics. It's time you get back to focusing on the work that grows your agency.
Reduce reporting time with a website analytics report template
Web analytics should simplify decision-making, not complicate it.
Use a pre-built web analytics report template, create custom reports, or flip a dashboard into a downloadable report. Automated scheduling and AI-driven insights make it easier than ever to monitor website metrics, visualize performance trends, and provide real-time updates.
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
Impress clients and save hours with custom, automated reporting.
Join 7,000+ agencies that create reports in under 30 minutes per client using AgencyAnalytics. Get started for free. No credit card required.
Frequently asked questions about web analytics reports
A web analytics report should include traffic data, engagement metrics, conversion rates, audience insights, and visual summaries. At a minimum, cover where visitors come from, how they interact with the site, and whether they're completing key actions like form submissions or purchases. An executive summary at the top helps busy clients grasp the important takeaways quickly.
Web analytics reports replace guesswork with reliable data. They give agencies the ability to identify patterns in traffic sources, user behavior, and conversions, then use those insights to adjust campaign strategy. For example, if a traffic acquisition report reveals that organic search drives 3x more conversions than paid ads, the agency can reallocate budget to SEO efforts and create reports that validate that shift for the client.
A report is a point-in-time document that summarizes performance over a specific date range. A dashboard is a live, real-time view of ongoing metrics. Agencies typically use dashboards for internal monitoring and day-to-day campaign management, then send polished reports to clients on a scheduled basis with added context and recommendations.
Most agencies send web analytics reports monthly. That said, weekly reports work well during active campaign launches, and quarterly reports are useful for high-level strategy reviews. The right cadence depends on the client's goals and how frequently the data changes enough to warrant new insights.
Start with standardized tracking setups across client accounts. Use a single reporting platform that pulls data directly from tools like Google Analytics, Google Search Console, and ad platforms to minimize manual errors. Automate data collection to ensure data accuracy, and run a quick QA check before sending each report. Regular audits of tracking tags and filters also help catch issues before they compound.
Written by
Faryal Khan
Faryal Khan is a multidisciplinary creative with 10+ years of experience in marketing and communications. Drawing on her background in statistics and psychology, she fuses storytelling with data to craft narratives that both inform and inspire.
