client Report Template

GA – Client Project General Guidelines Mgmt5074

Fanshawe College | [email protected] Page 1

Here are some general guidelines for the term project.

Assume you have been asked to report to the owner of the company on the most pressing issues and compelling insights that you can find in the Google

Analytics data. What would you report on?

By this time, you should have lots of data gathered. It’s now your job to weed through it and pick out the best of the best. The best data, the best

insights/implication, and the best recommendations. You will not have the space to talk about it all. Please limit your report to 3 -5 pages max.

You WOULD NOT say “Your site bounce rate is 60%.” She would look at you and say “So What?”.

But you could say something like this…

“MOBILE USER EXPERIENCE

In the past 12 months, bounce rate from mobile devices has grown from 55% to 70%. Given that mobile traffic now represents over 50% of total traffic to the

site, we need to investigate whether mobile visitors are satisfied when they’re on our site. Because we are a firm that focuses on animal adoption, we would

hypothesize that mobile users could not find what they’re looking for on one page and therefore a 70% bounce rate is indicative of problems on the site and

would contribute to a low conversion rate. From the data, we can see that 80% of mobile users land on the home page from Apple iPhones. The home page

looks like this (insert screenshot).

According to Google’s mobile friendly checker, it is deficient in the following ways: (insert list)

We would also hypothesize that mobile user experience is not optimal because of these additional reasons: (insert your own list)

A good example of mobile user experience can be found at www.animalsforu.com (fictitious): (insert screenshot)

Here are 5 ways their mobile user experience is superior to ours: (insert your list)

Given our hypotheses and supporting data, we would suggest the following recommendations to improve mobile user experience and mobile bounce rate:

(insert list)

We will be testing the mobile version of the website with UserTesting.com in Project Part 2.”

GA – Client Project General Guidelines Mgmt5074

Fanshawe College | [email protected] Page 2

Here is a checklist of things to watch out for:

1. No title page, no bibliography, no introduction, no conclusion. This is a professional report – just get to the meat of the data + recommendations. You

can precede a section like the one above with an underlined paragraph title. If you need to paraphrase and quote someone else’s content you can

include a short link to the website from which you found the data immediately following it (goo.gl/r5u8i) or you can include it in a footnote.

2. Include lots of visuals ONLY when they are needed to illustrate what you’re talking about and when they ADD value. For example, don’t chart bounce

rate in 2014 and 2015 when you can simply say it was 45% in 2014 and grew to 55% in 2015. A chart will not help me see that any better. But if you’re

talking about a slow growing trend over time that is best visualized, then you could put it in a chart.

3. Charts, graphs, screenshots, etc… must be labelled AND referred to in the body of the report. Don’t thrown in charts and expect me to figure out their

relevance.

4. Screengrabs from the GA interface are messy. Create your own custom charts and graphs. You can export any data from GA into .xls for the purposes of

creating your own chart.

5. If you’re referencing GA data, make sure I know the time frame of the data.

6. Be sure you have filtered out any irrelevant & spam traffic. Somewhere in the report (in the header, or footer, or elsewhere) I should know the nature of

the filter you have applied.

7. Be sure you’re analyzing statistically significant data. Don’t say “the bounce rate from Burlington is 75%!!!” when there have only been 10 visitors from

Burlington. Stretch out your time frame and you might see more reliable trends.

8. Make it meaningful. That’s the most important thing you can do. Don’t worry if you don’t know the answers or can’t explain the data trend. It can be

sufficient to simply mention that it warrants further investigation if you think it’s one of the most important things you can talk about.

9. Restrict your report to 3-5 pages, with 1.5 line spacing, in Word doc format only.

The grading rubric is below. Every client will have different issues and, consequently, each project will look different. You DO NOT necessarily need to complete

all 3 sections below (audience, content, and SEO). Remember, you’re choosing the most compelling issues that would mean the most to the company you’re

studying.

GA – Client Project General Guidelines Mgmt5074

Fanshawe College | [email protected] Page 3

GOOGLE ANALYTICS CLIENT REPORT PART 1 GRADING RUBRIC LIZ GRAY

80-100% 70-79% 60-69% Less than 60% Grade

Audience Dimensions

Exceptional analysis of relevant data. The data used is always meaningful and accurate. The report consistently presents the implications of the data. The report consistently drives implications through to recommendations for the client. Custom data segments have been used for advanced analysis. This section is above average.

Full and complete analysis of relevant data. The data used is meaningful and accurate. The report presents the implications of the data most of the time. Some good recommendations based on data analysis are presented to the client. Some custom data segments have been used for advanced analysis.

Satisfactory analysis of relevant data. Not all data used is meaningful and accurate. Partial identification of the implications of the data. Implications are not always translated to recommendations Few custom data segments have been used for advanced analysis. This section is below average.

Incomplete analysis of relevant data and data used is often not meaningful and accurate. Little to no identification of the implications of the data. Implications are not translated to recommendations for the client. No custom data segments have been used for advanced analysis. This section provides little insight or value added.

Audience Dimensions Comments

Content Dimensions

Exceptional analysis of relevant data. The data used is always meaningful and accurate. The report consistently presents the implications of the data. The report consistently drives implications through to recommendations for the client. Custom data segments have been used for advanced analysis. This section is above average.

Full and complete analysis of relevant data. The data used is meaningful and accurate. The report presents the implications of the data most of the time. Some good recommendations based on data analysis are presented to the client. Some custom data segments have been used for advanced

Satisfactory analysis of relevant data. Not all data used is meaningful and accurate. Partial identification of the implications of the data. Implications are not always translated to recommendations. Few custom data segments have been used for advanced analysis. This section is below average

Incomplete analysis of relevant data and data used is often not meaningful and accurate. Little to no identification of the implications of the data. Implications are not translated to recommendations for the client. No custom data segments have been used for advanced analysis. This section provides little insight or value added.

Content Dimensions Comments

GA – Client Project General Guidelines Mgmt5074

Fanshawe College | [email protected] Page 4

SEO

Excellent analysis of SEO elements including meta titles, meta descriptions, URL naming convention, and canonicalization issues if relevant.

Good analysis of SEO elements including meta titles, meta descriptions, URL naming convention, and canonicalization issues if relevant

Satisfactory analysis of SEO elements including meta titles, meta descriptions, URL naming convention, and canonicalization issues if relevant

Incomplete analysis of SEO elements including meta titles, meta descriptions, URL naming convention, and canonicalization issues if relevant

SEO Comments

Spelling/Grammar/ Writing Style/ Presentation

Professional presentation of final report. No errors in spelling, capitalization, punctuation, citing and grammar. Appropriate word choice, and sentence structure utilized throughout report.

Good presentation of final report. Few errors in spelling, capitalization, punctuation, citing and grammar. Appropriate word choice, and sentence structure utilized throughout report.

Basic presentation of final report. Some errors in spelling, capitalization, punctuation, citing and grammar.

Inappropriate presentation of final report. Several errors in spelling, capitalization, punctuation, citing and grammar.

Comments

Use of the data (proper filters set, date ranges, etc.)

All spam traffic has been filtered out. Consistent use of reasonable date ranges and date ranges are always identified.

Spam traffic has been filtered out. Reasonable date ranges have been used most of the time and date ranges are always identified.

Not all spam traffic has been filtered out. Date ranges might not be suitable and aren’t always identified.

Spam traffic has not been filtered out. Date ranges are not suitable and not identified.

Comments

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