- How visitors are finding your website.
- What keywords are most commonly used.
- Which of your webpages are the most popular.
- How well your online advertising is faring.
- What your main audience looks like.
- Your website’s conversion rate.
- What broken links are preventing your website from being accessed.
- How your competitors are tracking.
This information is stored under four different categories: audience reports, acquisition reports, behaviour reports, and conversion reports. All this can be used to measure the effectiveness of your website and ad campaigns and help you make adjustments to improve both those areas.