Web Analytics Report: Website Insights
A web analytics report summarizes your website's key metrics: traffic, conversions, user behavior and revenue. For e-commerce businesses and Shopify agencies, it's the monthly proof that digital activities are working. This guide explains how to structure it and automate the entire process.
What a Web Analytics Report Should Include
Traffic overview: Total sessions, users, new vs. returning users, bounce rate, average session duration — broken down by channel (organic, paid, social, email, direct, referral).
Conversion data: Overall conversion rate and by channel, transactions, revenue via GA4 e-commerce tracking, checkout abandonment rate.
Top content: Most visited pages, best entry points, worst bounce pages.
Trends: Comparison vs. prior month, prior year and 3-month rolling average.
Automating Web Analytics Reports
The manual process — opening GA4, taking screenshots, pasting into PowerPoint, commenting — takes 1-3 hours per report. Kontrollytics reads GA4 data via API and combines it with Shopify and Stripe into a complete monthly PDF business report. For agencies: automatic monthly delivery under the agency's logo.