Website Analytics Spreadsheet Template

Set new limits for your online presence with our all-in-one Website Analytics Spreadsheet Template, a powerful tool designed to help you track, analyze, and optimize your web performance month over month.

This web analytics report template is perfect for small business owners, marketers, and web designers who need a simple yet powerful way to organize website data. Whether you're managing internal growth or preparing a client-facing presentation, this tool helps you convert raw numbers into clear insights.

Get access to a website analytics report template free of clutter and full of purpose. From traffic sources and SEO performance to conversions and user demographics, every tab is structured to give you meaningful web analytics metrics without overwhelming complexity.

Designed to work seamlessly with Google Sheets, the template pulls inspiration from standard Google Analytics website report formats, giving you the power of professional-grade analytics in a streamlined and user-friendly layout.

Overview

The Overview Tab serves as the dashboard of your web analytics report template. It brings together key insights from all other tabs to give you a high-level snapshot of your performance.

Use this section as the first stop in your web reporting analytics process. Each column in this tab captures a specific aspect of your analytics strategy, from goal setting to performance tracking to actionable insights. It’s everything you need for efficient, data-driven decision making, at a glance.

Monthly Goals

The Monthly Goals column is where you define your targets for each month—whether it’s increasing sessions, improving conversion rates, or reducing bounce rates. It’s your go-to section if you're looking for a monthly web analytics report template that keeps you accountable and forward-focused.

Use this column to compare your actual performance with your intended goals and adjust your strategies accordingly.

Annual Goals

Think big with the Annual Goals column. This space allows you to outline your year-long performance benchmarks and track progress across time. It ties directly into your broader web analytics strategy, giving context to your monthly data and helping you measure sustained growth.

Changes

Use the Changes column to log updates to your website, new content, design changes, campaign launches, SEO fixes, or anything else that could impact performance. Documenting changes alongside analytics makes it easier to identify what’s driving results (or holding you back).

Traffic Overview

The Traffic Overview Tab of our web analytics report template gives you a real-time look at how users are interacting with your website. It’s built to simplify the process of measuring web traffic and engagement with clean visuals and actionable metrics.

Whether you're using free Google Analytics reporting tools or exporting from GA4, this template makes it easy to transform your Google Analytics website traffic report into clear, meaningful insights.

Traffic Source

The Traffic Source column shows where your visitors are coming from, organic search, direct visits, social media, referrals, or paid ads. This breakdown helps you identify which marketing channels are driving traffic and which may need attention.

Total Visitors

The Total Visitors column gives you a big-picture view of how many users accessed your site during a specific time period. This section is foundational to any website analytics report template, helping you monitor overall traffic growth and seasonal trends.

Unique Visitors

Track your Unique Visitors to understand how many individual users your site is attracting, excluding repeat visits. This metric provides insight into reach and audience size, especially useful for measuring new user acquisition.

Pageviews

The Pageviews column shows how many times your content was viewed. It’s a key metric in most web analytics report templates and helps you understand which pages are generating the most interest, or where users might be dropping off.

Bounce Rate

The Bounce Rate column measures the percentage of visitors who leave your site after viewing just one page. A high bounce rate can signal issues with page relevance, speed, or user experience.

Average Session Duration

How long are users staying on your site? The Average Session Duration column reveals whether your content is keeping visitors engaged or losing them too soon. Use this data to optimize layout, content flow, and calls to action.

Engagement Rate

The Engagement Rate column shows how often users actively engage with your website, scrolling, clicking, watching, or navigating. This helps you measure quality over quantity when it comes to web traffic.

Events Per Session

This column tracks the number of interactions per visit. Whether it’s downloads, video views, or CTA clicks, Events Per Session gives you a better understanding of user behaviour and site usability.

Conversions (Key Events)

The Conversions (Key Events) column is where data turns into business impact. Track form fills, purchases, signups, and other high-value actions to evaluate how well your website is converting visitors into leads or customers.

Traffic Sources

The Traffic Sources Tab helps you dig deeper into how users find your website, offering a more detailed view than the general Traffic Overview. As part of our web analytics report template, this section breaks down your incoming traffic by channel, giving you the clarity to prioritize your marketing efforts with data-backed decisions.

If you're looking for a website analytics report template free of clutter and complexity, this tab delivers the insights you need without the overwhelm.

Sources

The Sources column categorizes each traffic type: organic search, direct, referral, social, paid, and email. Understanding which sources are performing best allows you to identify your strongest acquisition channels and optimize your strategy accordingly.

Monthly Traffic Sources

The Monthly Traffic Sources column allows you to track how each traffic source performs month over month. With this timeline view, you’ll spot trends, seasonality, and the effects of your marketing campaigns over time.

It’s an essential part of your website reporting analytics process, giving you granular insight into which channels are consistently contributing to your site’s growth, and which may need extra attention.

Conversion Tracking

The Conversion Tracking section of our free website analytics report template is built to help you monitor how well your website is turning visitors into leads, customers, or subscribers. By tracking goals, revenue, and conversion efficiency, you’ll gain a clearer picture of your site’s real performance, beyond surface-level metrics.

Conversion Name (Goal)

The Conversion Name (Goal) column lets you label and categorize key actions on your site, form submissions, purchases, newsletter signups, and more. Defining clear goals is the first step in effective conversion tracking.

Number of Conversions

Track how many users completed your defined goals using the Number of Conversions column. This is one of the most important metrics in web analytics reporting, giving you concrete numbers tied to your site’s business performance.

Conversion Rate

The Conversion Rate column shows what percentage of users actually take action on your site, whether it’s a sale, signup, or contact form submission. It’s a key performance indicator and a central part of any smart web analytics reporting template.

Revenue

This column allows you to attribute actual dollar amounts to conversions, giving you insight into ROI. The Revenue column is perfect for tracking eCommerce sales or estimating the value of leads over time.

Cost Per Conversion

How much are you spending to get a result? The Cost Per Conversion column helps you assess marketing efficiency by showing how much each goal completion is costing you, an essential part of data-driven budgeting.

Site Speed Performance

Your website's loading time directly impacts user experience, bounce rate, and conversions. The Site Speed Performance section of our spreadsheet is designed to simplify how you monitor and report on this important factor.

Whether you’re building a new site or fine-tuning an existing one, including site speed in your site web analytics reports gives you the full picture of what may be affecting performance across devices.

Page

The Page column lists each individual URL you’re monitoring for speed performance. By isolating performance data at the page level, you gain actionable insight into which areas of your site need optimization, an essential feature of in-depth site web analytics.

Mobile Site Speed Score

The Mobile Site Speed Score column reports how quickly each page loads on mobile devices. Since the majority of users browse from their phones, monitoring this is a must. Use this as a key website reporting metric to ensure your site meets modern user expectations on all screen sizes.

Desktop Site Speed Score

Track how efficiently your pages load on desktop with the Desktop Site Speed Score column. Whether your audience is B2B or B2C, strong desktop performance is still vital for engagement and conversions.

SEO Analytics

The SEO Analytics section helps you monitor the search engine visibility of your content. Designed as part of a complete google web analytics system, this section offers powerful insights into how well your pages are optimized, how they rank, and what kind of organic traffic they can attract.

Whether you’re focused on on-page SEO, keyword targeting, or technical performance, this tab centralizes your search data into a user-friendly format for smarter decision-making.

Page

The Page column lists the URLs you're evaluating for SEO performance. This acts as the foundation for all other SEO metrics in this section, allowing you to assess each page's visibility and value.

Primary Keyword

The Primary Keyword column shows the main term you're targeting for each page. Including this helps align your content with specific user intent, important for accurate analytics on web performance and ranking success.

Monthly Search Volume

Track how often your target keyword is searched each month. The Monthly Search Volume column helps you prioritize SEO efforts based on actual demand, ensuring your focus is where it matters most.

Page Ranking Position

This column shows where your page currently ranks in search engine results for its primary keyword. It’s a core metric in any web analytics report and essential for measuring the effectiveness of your SEO efforts.

Number of Keywords Used

The Number of Keywords Used tracks how many relevant keywords appear on the page. This contributes to content relevance and searchability, and it’s a valuable part of your web analytics spreadsheet for monitoring keyword strategy.

Page Authority

Page Authority measures the strength and ranking potential of a page. Higher scores typically indicate better ranking potential. This column is crucial to include in your website analytics spreadsheet to evaluate SEO competitiveness across your site.

Indexed?

Check whether your page is currently indexed by Google. If it’s not indexed, it won’t appear in search results, no matter how optimized it is.

Number of Internal Links

The Number of Internal Links shows how many other pages on your website link to this page. Internal linking helps boost SEO and improve site structure, making it a core signal in web analytics tracking and search engine crawling.

User Demographics

Understanding who visits your website is just as important as knowing how they interact with it. The User Demographics section gives you clear insights into the age, gender, and location of your visitors, providing a more human view of your analytics.

This section is an essential part of any free web analytics report template, helping you tailor content, campaigns, and offers to the right people. It’s based on data you’d find in a Google Analytics report for website performance, but simplified for easy interpretation.

Age Group

The Age Group column categorizes your visitors by age brackets, allowing you to identify which generations are most engaged with your site. This helps in shaping messaging that resonates.

Gender

The Gender column shows the male/female distribution of your visitors. These insights, when combined with behavioural metrics, allow for more personalized targeting and more informed website reporting analytics.

Location

The Location column shows the geographic origin of your visitors. Whether you're targeting local traffic or global reach, this data is vital to evaluate your regional impact and market penetration.

Page Views

The Page Views column tells you how many times users viewed a page, giving you an idea of which content attracts the most attention. This is a foundational metric in any solid website analytics report.

Conversions

Track how many visitors in each demographic group completed a defined goal using the Conversions column. It’s a practical lens for viewing how well your content performs for different audience segments, key for actionable web analytics reporting.

Conversion Rate

This column shows what percentage of visitors in a demographic group completed a conversion. It gives deeper meaning to your performance data and is a must-have metric in a comprehensive web analytics report template.