Traffic, sources & campaign reports
How this is scored
What the standard reports show: page views, visits and visitors, entry and exit pages, referrers, search engines and social networks as sources, campaigns tagged with UTM parameters, countries, devices and browsers, a real-time view, date comparisons, segments and filters, custom dashboards, scheduled email reports, shared or public dashboards, and whether reports are sampled or complete.
0 — Not a web analytics product; website traffic cannot be measured with it.
3 — Page views and visitors over time with top pages and referrers; campaign parameters, segments and report sharing are basic or not described.
5 — A dashboard with pages, referrers, UTM campaigns, countries and devices, a real-time view, date comparison, filters across all reports, email reports, and dashboards shared with clients or colleagues.
8 — Custom segments and saved views, custom dashboards and report builders, channel grouping that can be configured, Search Console or ad platform data shown beside the traffic, unsampled reports stated, several sites and roll-up reporting in one account, and annotations.
10 — Reporting that a whole organisation runs on: custom dimensions and calculated metrics, anomaly alerts, multi-site and multi-brand roll-ups with roles per site, report accuracy and how visitors are counted explained in a published methodology, and every report reproducible from the raw data.
The Public-Sector Site Owner
The standard reports list top pages, entry and exit pages, referrers across more than 800 search engines and social networks, countries, devices, browsers and campaigns, with a real-time map and counter, custom segments from over 110 conditions, custom dashboards, scheduled email reports, annotations, roll-up reporting across many sites and Search Console keyword import, and an explicit statement of no data sampling. I found no published methodology for how visitors are counted and no configurable channel grouping, so it stays just below the top level. 2 6 7 10