The Top Google Analytics Reports for Insurance Websites

Tablet with data analytics charts


One of the most important tools for insurance agents with a website is not only robust, but free to use.

What am I talking about? Google Analytics.

Google Analytics is a powerful tool you can set up to track the traffic to your website. It can also generate useful reports for you. This tool gives insights on performance so you can have future website success.

There is such a plethora of data you can get from Analytics that it can be hard to figure out what you are even looking at.

But today, I will go over some of the top three most important reports from Google Analytics for your website. I’ll also give examples of how it can have real impact toward your goals from the data given.

Plus, these reports don’t need additional setup. They are existing default reports in your account.


Traffic Channels Report

To view this report, click Acquisition > All Traffic > Channels

Google analytics traffic channels report

With the Traffic Channels report, the data categories show various marketing channels. It will show you where your users are coming from to get to your website.

This report breaks down traffic into eight default categories, including…

  1. Organic Search: Users coming to your website from a search engine’s results page.
  2. Direct: Users typing your website URL, clicking on a saved bookmark of your website, or clicking from a source that can’t be tracked by Google Analytics.
  3. Referral: Traffic coming from users clicking a link from another website.
  4. Social: Traffic coming from clicking a link on a social media website (Facebook, LinkedIn, etcetera).
  5. Email: Users clicking on a link in an email.
  6. Paid Search: Users coming from a pay-per-click ad, such as Google AdWords.
  7. Display: Users coming from paid display ads and online banner ads.


So, what can you do with this data?

You can track where your users are coming from. See the effects of any online, and even offline, marketing efforts. This report will also show which marketing channels are resulting in conversion. (If you have created a specific goal within Google Analytics).

How can you use this report?

If you are doing SEO work on your website, over time you will be able to use this report to track if your efforts. You can see if your SEO efforts are resulting in an increase in organic search traffic.

Another way you could use this report is if a user creates a goal in Analytics that states users that arrive to a specific page have completed the goal. This report would tell you which marketing channel users use to complete your goal over time. This can especially be valuable for agents who want users to complete a quote form.

Mobile Overview Report

To view this report, click Audience > Mobile > Overview


Google Analytics Mobile Overview Report

With the Mobile Overview Report, the data categories show what type of device users are using.

This report breaks down users by three default device categories…

  1. Desktop
  2. Mobile
  3. Tablet

So, why is this important?

This data can help you understand the behavior of your users. They are likely using your website on different devices. With this report you can also check that different versions of your website meet the needs of your users.

How can you use this report?

A bounce occurs when users leave your agency website after only looking at one page. Check if your mobile report is showing higher bounces versus the desktop version. This could show potential issues with the mobile website that need addressing.

Another potential use of this report is tracking the devices your audience is using. You can get a better idea of how your website can serve their needs. You wouldn’t want a lacking mobile experience if most of your users look at your website on mobile, for example.

Landing Page Report

To view this report, click Behavior > Site Content > Landing Pages

Google Analytics Landing Page Report

With the Landing Page Report, you will be presented with the most popular pages people went to first. In other words, the pages which received the most traffic that people landed on first.

Why do you need to know about this?

With this report, you can see exactly the page they find your agency website from. You can also see how, on average, they are using that page.

You can also identify which pages convert users into potential customers. And, you’ll see which pages that could use some improvement. (If you have created a goal for your Google Analytics account).

How can you use this report?

Let’s say you created a long blog post and want to see if the blog is being viewed. This report will show you if your blog is generating traffic, as well as if users looking at other pages as a result.

With this report, you can also see trends with how well your top pages (such as your home page) are doing. Are these landing pages converting users consistently over time?


Google Analytics is a valuable tool, it just takes time to learn how to use it your advantage! Comment below about what are some ways that you use Google Analytics for your website.

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