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In the past I was customising each client’s analytics reports, and while I still do that to some degree due to different industries, different traffic volumes, different business objectives and the like, I’ve been finding that the same kinds of elements go into each report.

So I’ve been separating complex reports into discrete modules and then standardising each of those different types of reports so that we can easily mix and match depending on my clients’ needs. That way we’re not reinventing the wheel each time.


This is great news for my clients because it means that they won’t miss out on any features that I might have forgotten to include for their report, and there is less likelihood of errors creeping into the reports. Also it keeps the costs down and enables me to provide better service as my time isn’t being eaten up by trying to build a report from scratch each time.

Probably the biggest difference, irrespective of the type of report, is whether a website is a lead-generating website or a sales-generating website. The difference in traffic volume and business objectives makes for some big changes in how we report what is happening on the website. So over time you’ll see lead generation and product sales versions of all the standard reports as well.

Here’s a video where I share how that’s going:



Some of the main reports I’ve separated off include the Audience Engagement Report, Management Dashboard, Page Engagement Report and others. If you want to check them out you can do so over at https://www.thequantifiedweb.com/products.

Take care and have a great day!


Michelle Bridger

Petra's detailed reports and her personal assistance has been helping us to know where to concentrate our efforts and even showed us technical issues we needed to fix. Our Audience Engagement Report identified several key interests of our buying audience. We tried targeting one of those interests and it brought in two sales almost immediately! I highly recommend working with Petra and accessing her brilliance to scale your business.

Michelle Bridger Michelle Bridger, Facebook Advertising Specialist Ecommerce Google Tag Manager, Google Analytics & Google Data Studio Configuration April 23, 2020

Kiley Hay Baby Carriers Australia

I have been working with Petra for over a year now after changing from a much larger digital marketing provider and I could not be more pleased with the service and results my business is achieving.

With my previous providers I felt disconnected with limited communication. Petra on the other hand provides me with knowledge and information in a language I can understand that helps me make informed decisions not just about digital marketing but also my e-commerce business as a whole.

Petra has helped me navigate seasonal drops in trade creating a strategy that helped us grow and establish a healthy position in the market. It is an absolute joy to work with someone who loves what they do. I have complete confidence in recommending Petra to anyone considering e-commerce digital marketing, she is efficient, trusted and a true professional.

Kiley Hay CEO of Baby Carriers Australia Ecommerce Google Ads April 23, 2020

claudia impedovo

Our main purpose for generating these reports is about findings out information that will curb our strategy. The Audience Engagement Report provided us with new findings about our audience. We implemented new marketing elements based on those findings and they have increased sales.

Claudia Impedovo Brand Manager at Spendless Shoes Ecommerce Google Analytics, Google Tag Manager & Google Data Studio Integration April 23, 2020

charles marois olsa tools

Working with Petra was a great experience, communication was easy and she is very organized. She also provided detailed reports of the work she had done and the results generated. We would definitely recommend her services.

Charles Marois CEO, Olsa Tools Ecommerce Google Ads April 23, 2020

Erica Stacey Scout Digital

I recently worked with Petra to improve my understanding of Google Tag Manager.

Petra not only provided a solid overview of GTM set up and event tracking, she also provided many tips on best practice, and answered the questions that I didn't even know to ask!

Petra is patient, fun to work with, and her analytical programming mind is hell bent on finding the BEST solution to any data, analytics or tracking problem.

Erica Stacey Scout Digital Marketing Strategy Session June 21, 2017