Google Analytics is undoubtedly the number one web analytics tool to use. With the sheer amount of reporting capabilities and the zero-price tag to run, its competitors struggle to compete.
However, that amount of reporting functionality and data stored can also be the cause of headaches - becoming a Google Analytics master can be challenging for even the most experienced marketer. To help you out, I’ve put together a quick-fire list of six reports that can be used straight away to gain a better insight into your audiences. First up is the Audience overview screen.