Google Analytics Report Template (GA-4)

Why Your Agency Needs a Google Analytics Report Template

A dedicated Google Analytics report template prevents your agency from spending too much time manually sifting through data in your clients’ Google Analytics accounts. Instead, have all your clients’ up-to-date Google Analytics data wrapped up in a clean and easy-to-understand report that is quickly and easily sent to clients. 

A clearly laid out and easy-to-understand Google Analytics 4 report template keeps clients in the loop about what's going and helps prove your agency’s ROI. In short, a Google Analytics reporting tool like this helps simplify data collection, giving you more time for analysis and campaign optimization.

13 Sections To Include in a Google Analytics 4 Report Template

1. Cover Page

A professional, comprehensive web analytics report starts with a polished, sleekly-designed cover page. This personal touch solidifies your agency’s brand identity, demonstrates professionalism, and enhances your credibility–right from the start.

Plus, it helps clients see the insight in what you’re presenting in your weekly or monthly report, which helps your agency retain clients. It’s a way to maintain a professional image, show your attention to detail, and ensure clients understand the value of your work.

As a best practice, clearly indicate the reporting period with specific date ranges, which provides context off the bat. After creating a cover page, easily replicate it across other campaign performance reports to ensure brand recognition from all your clients. 

2. Executive Summary 

For time-pressed clients, an executive summary cuts to the chase. This high-level overview presents the report’s takeaways, allowing managers and C-suite executives to quickly grasp the data and make informed decisions. 

It’s also a springboard for other team members who want a summary before exploring in-depth information (e.g., a Social Media Analyst or an SEO Specialist). 

To present an impactful Google Analytics 4 report summary, here are some best practices to follow:

• Be Concise: Summarize the most important metrics without going into overwhelming detail.

• Highlight Trends: Focus on significant trends and changes in performance over the reporting period.

• Actionable Insights: Include recommendations based on the data to guide strategic decisions.

3. Sessions

Sessions represent the number of times users have opened your client’s website or app within a given time frame. Each session may include multiple page views, user interactions, and events. 

While web traffic metrics don’t explicitly show how users interact with the content, it’s a good gauge of visibility and how much traffic was received. 

A high number of sessions may indicate that you’re successfully creating campaigns that direct users to your client’s website or app. 

Conversely, a low number of sessions may imply that your client’s marketing strategy needs improvements.

4. Total Users

Total users represent the number of unique individuals who have visited your client’s website or app over a specific time period. This number is useful for understanding audience size and overall reach.

An increase in total users is a promising sign. It shows that your agency is successfully building brand awareness and generating interest from new users. 

To address a stagnant or low number, focus on click-worthy links, building domain authority, and running paid ads to complement SEO efforts. 

5. Engagement Rate

Engagement rate measures the percentage of users who interact meaningfully with your client’s website or app. This includes actions like clicking links, filling out a contact form, or watching a video.

A high engagement rate shows that your client’s content is piquing user interest. Plus, engaged, active users are also one step closer to a conversion (e.g., fulfilling ecommerce purchases from your client’s online store), so it’s definitely worth reporting on.

Conversely, a low engagement rate requires intervention. Some possible fixes include refining your client’s content strategy, including interactive elements (e.g., polls), and incorporating more calls to action. 

6. Bounce Rate

Bounce rate measures the percentage of visitors who leave your client’s web pages or app after viewing only one page. While it may not seem ideal, a marginal bounce rate is normal and should be expected. 

This metric helps marketing agencies identify which pages need improvement. This may mean improving site content, reducing page load time, and resizing large media files. 

Also, explore other issues that may affect the user experience (e.g., users may exit text-heavy blogs without sufficient headings or paragraphs). After rectifying these issues, monitor any changes in marketing performance. If your client has an intricate website, consider creating a separate “Pages Report” section for more in-depth analysis.

7. Item List Click-Through Rate

Item click-through rate (CTR) measures the effectiveness of product listings in driving user interactions. It is a metric that evaluates how often users click on an item in a product list to view more details or proceed with a purchase relative to the number of times the item list was viewed.

It’s one step further along the conversion funnel, demonstrating interest and the potential to complete ecommerce transactions.

A high item CTR shows that your client’s product positioning is effective and garnering traction. On the other hand, a low rate may mean their strategy needs tweaking. 

If your client needs this level of granularity in their reports, easily add this metric to customize your Google Analytics report template.

8. Add-to-Cart 

If your client has an ecommerce site, the add-to-cart metric reflects how frequently users add items to their online shopping carts. This action shows purchase intent and is a vital part of the conversion process. 

A high rate indicates strong user engagement, suggesting that your client’s products and pricing are appealing. Conversely, a low rate may signal issues such as poor product selection, higher-than-average pricing, or a compromised user experience. 

To improve this issue, focus on high-quality product imagery, relevant descriptions, and competitive pricing. Also, ensure the checkout process isn’t excessively long or glitchy. 

9. Transactions

Transactions in GA4 represent the purchase events tracked within digital properties, such as websites or mobile apps. These events provide critical insights into the performance of eCommerce activities and help measure the success of your sales strategies.

Digging deeper, items purchased refer to the total number of products bought by users on an ecommerce site or app. Adding this metric to your client's GA-4 report template shows the relationship between marketing efforts and sales while also identifying your client’s most popular products. 

The more items purchased, the better–both for a client’s bottom line and your agency’s reputation. On the flip side, a low number of items purchased points to a few things. Competitors may have better pricing, or perhaps your client has a limited product selection. 

Also, it could be beneficial to explore new target markets or refine product messaging. If possible, offer incentives (e.g., seasonal discounts) to enhance product performance.

10. Conversion Rate

Conversion rate (otherwise known as User Key Event Rate) measures the percentage of visitors who complete a desired action on your client’s website or app (e.g., making a purchase or signing up for a newsletter). 

A high conversion rate is often the end goal for many clients, especially those with revenue, lead gen, or engagement targets. It also reflects your agency’s ability to turn passive visitors into leads or customers.

To address a low conversion rate, map the customer journey, identify low-performing pages, and address bottlenecks (e.g., reducing steps in the checkout process). Also, ensure there are clear calls to action and a strong value proposition.

For more granular insights, easily filter this data to show priority events, such as tracking white paper downloads or a newsletter signup.

Ecommerce clients will also appreciate more in-depth ecommerce funnel metrics. Two important metrics in this context are Purchaser Conversion Rate and Purchase to View Rate. Both provide insights into different aspects of user interaction and conversion processes on a website site or app.

Purchaser Conversion Rate measures the percentage of users who complete a purchase out of the total number of users who visit your site or app. This metric helps to understand how effectively your website converts visitors into customers.

Purchase to View Rate (also known as Product Detail View Conversion Rate) measures the percentage of users who make a purchase after viewing a specific product detail page. Adding this metric provides a more focused report that highlights the effectiveness of individual product pages.

To get more detailed feedback, consider sending a survey shortly after a successful transaction. Ask customers about their experience with your client’s brand and overall satisfaction. Then, use this data to enrich user journey findings and create a custom report with recommendations. 

While it may sound similar to a path exploration report in Google Analytics, this approach incorporates real-life user feedback.

11. Revenue

Total revenue represents the amount of money generated from transactions on a website or app. Revenue metrics include all sales, taxes, shipping fees, and any other monetary transactions associated with purchases made by users.

Some of the most popular ways agencies use the metrics drop-down menu to customize report templates and segment revenue data include Average Purchase Revenue, Average Purchase Revenue Per User, and Average Revenue Per User.

Average Purchase Revenue in GA4 refers to the average amount of revenue generated per purchase. Commonly referred to as Average Order Value (AOV) in eCommerce analytics, this metric helps eCommerce professionals understand customer purchasing behavior and evaluate the effectiveness of sales and marketing strategies.

Average Purchase Revenue Per User calculates the average revenue across all purchases made by individual users during a specified period. This metric helps to understand the overall value each purchasing user brings to the business.

Average Revenue Per User (ARPU) is often used to measure the average revenue generated from all users, regardless of whether they made a purchase during that period. This metric provides a broader view of revenue performance from the entire user base. ARPU also helps clients identify high-value customers and cross-selling opportunities.

A high ARPU shows that customers typically spend a significant amount. In turn, this suggests your client is successfully monetizing their business. It may also reflect effective market positioning and a strong value proposition. 

Alternatively, a low ARPU implies that each customer generates little revenue - or, there are a significant amount of users who don't drive revenue. This may possibly dent profit margins (especially if user acquisition costs are high). 

To encourage more spend per transaction, consider refining pricing models, incorporating premium options and paywalls, and offering product bundles. Also, it may be a good idea to create dedicated landing pages and give your client’s product offerings an ad boost. 

12. User Acquisition by Source

When analyzing Google Analytics data, consider which platforms or marketing campaigns are driving the most users to your client’s website or app (similar to a channels report in GA). This includes performance metrics like: 

• Organic search

• Paid search

• Direct traffic

• Referral traffic

• Social media efforts (organic and paid)

• Direct visits

• Email marketing

• Video marketing

Use this traffic source data to focus on the top-performing platforms, improve audience targeting, and maximize ROI. Include any actionable suggestions, such as reallocating ad spend or focusing on the channel that drives the most traffic. 

Want to create a dedicated channel report, such as a PPC or SEO report Template? You can do that in seconds!

13. Demographics Data

Segment Google Analytics property insights by demographic data to pinpoint the characteristics of your client’s audience. Similar to Universal Analytics, this audience overview report section includes a breakdown according to:

• Age

• Gender

• Language

• Device Used (i.e., the number of mobile, tablet, and desktop visitors).

• Operating System (e.g., Mac OS, Windows, Android).

• Browser Type (e.g., Mozilla, Chrome).

• Interests

Use this data inside your customizable Google Analytics template to assess reach, refine targeting strategies, and uncover relevant market segments. It’s also useful to develop content, products, or services that cater to key demographic groups.

Customizable Google Analytics Report Templates To Meet Client Needs

Isn’t it tedious to sign into a Google Analytics account each time you want to view data, monitor progress, and prepare reports? If that isn’t enough, imagine doing this for multiple clients on your roster… yikes! 

Instead of wasting time on outdated reporting methods, try an automated solution that includes customizable reporting templates that grow with your agency. Use custom Google Analytics reports to cut down on repetitive tasks, streamline workflows, and even speed up the client onboarding process.

A pre-built Google report template pulls together critical Google Analytics KPIs quickly and easily. It also offers much-needed customization, too. Whether your focus is on organic website traffic, paid search traffic, or social media, use the drag-and-drop editor to create reports that combine data from 80+ platforms all in one campaign performance report. Include annotations, report summaries, and so much more!

Want to create a comprehensive PPC or social media report template based on multiple data sources? That's easy! Have insights to include outside of the built-in integrations (e.g., a budget forecast)? No worries! Simply add it to Google Sheets and import this data directly into AgencyAnalytics. 

Create custom reports that focus on relevant data with graphs, tables, specific pages, and whatever makes the most sense. Highlight the success of your agencies digital marketing efforts without wasting time on manual data collection.

Prefer an on-demand Google Analytics dashboard instead? Create one in minutes. Client reporting has never been this easy!

The reporting tool pulls in from all the data points I need including Google Analytics, GSC, GBP, and has its own rank and backlink tracker, all at one low price. I’ve saved a lot of reporting time. I can see all of my data in one place and create really visual dashboards for my clients to see their metrics too.

Altug Kop

Link Digital