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 E-Commerce Marketing Lead
UTM campaigns with source, medium and campaign panels, gclid and msclkid shown as referrers, a real-time view, date comparison, filters with saved views, e-mail reports and public or shared dashboards give me the weekly campaign review I need, and roll-up views would merge my German and Austrian shops in one place. Search Console data sits beside the traffic numbers and tags allow segmentation. We found no public information on custom dashboard builders, configurable channel grouping, unsampled reports or annotations. 1 2 3 8 9 16 17