Standard reports display data for website and visitor activity, traffic patterns, referral data, advertising campaigns, visitor retention, product data, and more. You can run reports and then access tools to configure segments, metrics, and report comparisons.

You can gather custom data to create reports specific to your website. For example, if you have a search feature on your website, you can track the search terms submitted and create a report that shows these terms and the results of the searches.

The standard report set covers topics common to every website. Reports include (but are not limited to):

Analytics categorizes reports based on the following types: