4 Basic Tips on How NOT to Write a Google Analytics Report

There are a lot of ways to present Google Analytics data. However, bad tactics and complicated mapping tools have become the norm and it often takes hours to pick the right key performance indicators (ah, KPIs!) and to assemble the right charts to do the job. So we thought about helping you out and giving you 4 basic tips to write better Google Analytics reports.

#4 Avoid too much info

The revered Sting once said “too much information running through my brain, too much information driving me insane”. This could not be more true for a Google Analytics report.

More often than not, managers do not truly understand that internet lingo that we all take for granted while the basic key performance indicators (KPIs) is what we’re all interested in. Let’s all key the bottom line as low as possible.


Or just admit that you hate trees, Mike.

So the less the better. Choose a couple or three metrics, and just stick to them when you present your report. Visitor progression, source of traffic and Top 5 most visited pages might very be just what your team needs to see. Leave the rest to Q&A.

#3 Times New Roman, Pie Charts, 3D Charts… Don’t. Just don’t.

If you really want to be cool and hip, use Helvetica. Ensuring reports are visually pleasing are key to it being read.

Reports should be crafted and not assembled. Look into different report creation services and visualization tools, like Apple Keynote or Tableau Software. They will affect how well information is received, not the data itself. And the reception of your data will make all the difference.

To read on how standard data reporting is on its way out in the business world, we highly recommend reading ExcelCharts.com. Articles are bite-sized, witty, and will teach you a thing or two on communicating data.

#2 Avoid ambiguity

Above is a 3D pie chart, and a classic example of a chart gone wrong. If I were to ask you at first glance which wedge of the pie chart is 2nd biggest, green will be your answer. But it isn’t.

One shouldn’t have to scrutinize the graph to understand the basic info that’s right there in front of you. Do you want your audience to feel stupid? Nope.

Don’t leave room for ambiguity and interpretation. Make things dead simple. So that people won’t ask you question. And don’t lie. You’ll have more time to dive into what matters. People will think that you’re smart. Success, fame, and profit will entail. 100% Guaranteed.

#1 Don’t actually write the report: Automate.

Writing the report by cherry picking important data and creating 7-10 charts on Excel before explaining them can take hours. That time can be better spent doing actual productive money-making tasks. We know.

Now you’re thinking: “Thanks for the tip, buddy, but who will make my report for me?”

On qunb we analyze your Google Analytics data within seconds and pop out your own website data story to show and share. The qunb data story has all the KPIs you need in a Google Analytics report presented in a clear, concise way. We’ll even deliver your reports straight to your inbox weekly!

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