By Prime Star 
Data means nothing until you convert it into action, and that’s common for all companies.
In fact, close to 50% of all websites globally have Google Analytics installed on their websites. But not all marketers and business owners analyze numbers, connect them to user behavior, and change campaigns for better results.
This article walks you through 10 key reports that turn raw data into practical marketing strategies. We’ll go through each report and show what to watch, how to interpret patterns, and what to consider inside Google Analytics 4 and other tools.
Reports » Acquisition » Traffic acquisition
The Traffic Acquisition report is one of the top reports that Google Analytics consultants, agencies, and marketing experts use to show website performance.
This report reveals where visitors come from before they reach your site. It splits traffic into clear channels: paid search, organic search, social, email, referral, and direct. You see not only volume but also engagement signals, such as session duration and engaged sessions per user.
Business owners often assume one channel performs best without analyzing full performance insights. This report identifies sources that attract a targeted audience, not just visitors looking for basic information.
Reports » Acquisition » User acquisition
User Acquisition tracks how new users discover your brand, for the first time.
Overall, it differs from Traffic Acquisition by focusing on the entry point of each individual, rather than every visit. This means you’ll be able to see the initial acquisition, not repeat visits, and it helps you understand which channels actually grow your audience as well.
Using this report, it’s possible to analyze user acquisition by:
- Default channel grouping (Organic, Paid Search, Direct, Social, Referral, Email, etc.)
- Source / Medium (Google / organic, Facebook / paid, newsletter / email)
- Campaign (in case you run tagged campaigns like UTM parameters)
Pro Tip: Prioritize channels that consistently show new users who stay engaged, this is very important and helps you improve the strategy.
Reports » Engagement » Оverview
The Engagement report measures how people interact with your site after arrival. In this report, you can view engaged sessions, average engagement time, and key events. Form submissions or purchases are the best examples here.
If you want to see if the content is engaging enough, analyze the page engagement metric. Low engagement indicates weak content, slow pages, or unclear messaging.
On the flip side, high engagement shows that your pages match visitor search intent. If analyzed properly, you can turn engagement into better marketing strategies.
Pro Tip: Review the top landing pages first to understand why they are so strong. Next, replicate the same approach (layout, content, CTAs, etc.) across weaker pages.
Reports » Engagement » Pages and screens
The landing pages report shows performance by:
- Engagement
- Conversions
- And exit behavior
In fact, many business owners blame campaigns when pages underperform. So the Landing Page report shifts focus to your own website experience.
Pro Tip: Audit your top five pages, shorten text, clarify your offer, and add a visible call to action. Small changes often create big gains and can positively impact your profit.
Reports » Engagement » Events
In GA4, events replace many older tracking methods and provide richer detail.
Events track:
- Button clicks
- Video plays
- Downloads
- Form submissions, etc.
This report tells you what interests people when they land on your website. You learn how visitors interact with your website so you have the opportunity to make it even better.
Pro Tip: Define three to five priority actions for your business, as an example. Some examples are leads from completion, quote requests, or add-to-cart clicks. Here, you can use GA4’s Configure panel to confirm each event fires correctly.
Advertising » Attribution » Attribution paths
Most customers don’t convert on their first visit, and that’s an issue. This Conversion Paths report shows the sequence of touchpoints before a sale or lead.
Here, you can see how channels work together to improve your marketing strategy.
Also, this report prevents you from overvaluing last-click conversions since you recognize the role of early awareness channels (like organic search or social).
Reports » User » User attributes » Overview
This report shows the summary cards for Country, City, Gender, Age, and Interests, all in one place.
Demographics data reveals the age, gender, and location of engaged users. You compare your actual audience against your expected target market.
Why? Simply because many brands discover unexpected gaps between their ideal buyers and real visitors. This report closes that gap with evidence.
Pro Tip: Adjust Ad creative to match the age groups that convert best. For example, you can change language, imagery, and offers accordingly.
Reports » User » Tech » Tech overview
If you want to see how users behave on your site on mobile, desktop, and tablet, use this report. It also breaks down performance by browser and operating system.
Poor mobile results often signal design or speed issues. You avoid guessing by reading real usage data.
Pro Tip: Test your site on the top three devices your audience uses, usually it’s mobile, different-sized screens, and tablets.
Reports » Monetization » Overview
This report is quite important since it’s showing monetization overview and details. You can track revenue and items purchased, for example.
Also, you can identify which products sell best and which campaigns drive the most revenue. Thus, you will have justified data to make proper changes to your business strategy.
Pro Tip: Analyze which traffic sources produce the highest average order value and invest more in those channels.
Advertising » Attribution » Attribution paths
Attribution assigns value to different marketing touchpoints; here’s why. GA4 offers data-driven attribution that spreads credit across multiple interactions. You don’t just reward the final click; you recognise the full impact of each channel.
Pro Tip: If you want more attribution insights, compare models first. It is recommended to do this before making big budget changes. And look for consistent winners across models.
Creating custom reports is not that easy. Here, engaged sessions, conversions, new users, and top channels will help you understand your target audience better.
However, no need to focus on every metric, but rather focus on a small number of reports that truly matter to your business. This will help you increase the engagement rate of your website page and increase the number of conversions.
After you learn how to use Google Analytics properly, you will be able to create a much better marketing strategy.
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