1.- Summary of the month

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At a minimum, you should show a graph with traffic for the month, summary data on social media activity, objectives met during the previous month, and the evolution of keyword rankings.

If you also provide SEM services, provide data on paid clicks obtained during the month.

If you do link building, include information about it as well.

And if you are managing an e-commerce, add the total sales achieved in the month.


To display this information, it includes the following modules:

Google Analytics > Top Channels

To provide general information, choose "All users" as the segment and "last month" as the period.

Google Analytics > Overview

Select "compare with previous period" to see only the data on traffic variation (increase or decrease) by channel.

Social Media Tools: Channels

This module offers in a very visual way the data on followers, activity and interaction obtained on each social network.

It also shows whether there is an increase or decrease with respect to the previous period.

Domain Analytics > Backlinks: New and Lost

The best way to see at a glance the monthly variation in backlinks.

Domain Analytics > Advertising Research > Paid Search > Position Summary

This report shows the positions that the queried domain's product listing ads are receiving in paid search results and the keywords for which it is ranking.

The domain can obtain multiple positions for the same keyword.

Google Analytics > Conversions - Overview Chart

You need to have eCommerce tracking set up in Analytics.

2.- General lines of the strategy
Add a header module to title this section, then add a blank text module.

Explain in general terms what actions are being carried out, what objectives are being pursued, what target is intended to be reached and what the objectives are for the next month.

3.- Conversions
This is perhaps the part where your successes will be most visible.

It offers profit metrics if you are managing an ecommerce, leads by channel (email marketing, paid search, social media...) and also cost per conversion data on paid channels.

In order to provide this information you need to have your goals set up in Analytics.

There is a specific conversions module.

Google Analytics > Conversions - Ecommerce > Overview Chart

You can select different traffic channels (direct, organic search) and also segments (converting visitors, purchasing users, etc.).

This will allow you to be much more precise when displaying results.

To display data from different channels, introduce the two- or three-column module.

Drag the same conversions module over each column and set a different channel in each column to display conversions by channel.

4.- Traffic metrics by channel and device
Your client (or boss) will want to know how you are getting your web traffic: are they coming from ads or email marketing?

Google Analytics > Top Channels and Top Insights

Again, it includes the previous modules but configuring them differently.

Compared to the previous period, select "none" to see the total data and include the same module email in french twice.

In one, select the segment "Desktop and tablet traffic" and in the other, "Mobile traffic."

This will allow you to compare key metrics at a glance and offer some conclusions.

For example, is the traffic from email marketing the same on mobile as on PC?

It could be that the email is not well optimized for mobile.