There’s an incredibly important feature of Google Analytics which I find many users don’t know about, and that’s the pivot table. I’ve seen people create dozens of reports in Google Analytics and paste them all into an Excel spreadsheet, without knowing that it can be done in one hit by selecting one obscure icon.
And here it is:
As a simple example of what you can do with the pivot table (which is just a two-dimensional table of results), here’s a look at the pages viewed on our website, and the sources of traffic to those pages, grouped by ‘medium’:
So you’ll see that for our home page, of the 31,000 views, 10,000 came from Google search, 7,500 from other websites, and 1,200 from tagged email links. And so on. Don’t forget that you can export the data as an Excel file too:
Have a play: select different items in the ‘Pivot By’ and ‘Pivot Metrics’ boxes, and you can get some amazing data. The only drawback is that you’re limited to five columns of results, and if you want more, as far as I know you have to move on to those and export them separately, joining them back together in your spreadsheet. Have fun.