You can connect your Google Analytics account to Dragon Metrics to access over 25 Google Analytics reports in the platform and see how SEO efforts effect traffic, conversions, and revenue.

In addition to these reports, Google Analytics data is combined with other data (such as ranking, site crawl, or Google Search Console) throughout the platform to enhance other metrics and show the effect that SEO efforts have on traffic, conversions, and revenue.

Google Analytics data also powers over 25 extremely customizable reporting modules in the Report Builder.

Learn how to connect your Google Analytics account to Dragon Metrics

Analytics Reports

The majority of Google Analytics reports can be found under Analytics in the left navigation.

Reports are segmented into several categories:

  • All Traffic reports include data from all channels to your website

  • Direct reports show sessions that cannot be attributed to any source (such as typing the URL into the browser, but often includes many dark traffic sources as well)

  • Organic reports include non-paid visits from search engines

  • Paid reports include traffic from paid channels such as PPC or Display.

  • Social reports include traffic from social media sites such as Facebook, Twitter, or LinkedIn

  • Referrals reports show traffic coming from links on external websites

  • Ecommerce reports provide revenue, sales, and transaction data from your site (requires setup within Google Analytics)

Each category contains several reports, which can be found by clicking on each heading in the navigation:

Each individual report shows a unique view of your analytics data, but many share a few common elements.


You can adjust the date range, period, or filter in the options at the top of the page.

Click the expand arrow to reveal options hidden by default

Date range

Choose from commonly-used presets by clicking the calendar icon on the right.

Choose a custom date range for the report by clicking on the begin date or end date.

You can compare two date ranges by clicking the "Compare to" checkbox. Commonly-used comparison date ranges are available, or choose any custom dates.

The report will now show a comparison between two date ranges.


All segments in your Google Analytics View will be available to filter by on every Dragon Metrics report. This includes any custom segments you create, thereby allowing you to filter reports by any custom criteria you desire.

Segments are extremely powerful ways to segment and filter your data. Learn more about Google Analytics segments


The sampling period for the chart and table. Typical options available include daily, weekly, or monthly. Daily periods may be useful for shorter date ranges, while weekly or monthly will typically be a better choice for longer ranges.

Viewing a 12-month date range with a daily period:

The same range with a weekly period:

And now with a monthly period


By default the Conversions metric is set to include All Goals from the selected Google Analytics view. To change which goals make up a conversion in Dragon Metrics, you may choose one, multiple, or all in the Goals filter.


Filter traffic by desktop, mobile, tablet, or a combination of devices.


High-level metrics are shown at the top of each page


Hovering over chart elements may reveal additional information.

Data tables

Every report will display data in a data table, typically below the charts.

To learn more about the data in a column, hover over the column header for a brief explanation.

Click View Options to show or hide columns in the table. There may be additional columns available in a table that are hidden by default.


All reports can be easily exported to Excel by clicking the icon typically found to the upper-right of the data table.

Common metrics

There are a set of common metrics that are used throughout analytics reports. These metrics are defined by Google Analytics and are displayed exactly as found in that platform.


Sessions are one way of measuring traffic to your site. From Google Analytics:

A session is a group of user interactions with your website that take place within a given time frame. A single user can open multiple sessions. Those sessions can occur on the same day, or over several days, weeks, or months. As soon as one session ends, there is then an opportunity to start a new session.

Learn more about Google Analytics Sessions


A Conversion is the number of times website visitors complete a desired action on your site, such as making purchase, signing up for a newsletter, or filling out a contact form.

In Dragon Metrics, Conversions is equal to All Goals from the selected Google Analytics view, but you may choose a custom group of goals to define what a conversion is.

Learn more about goals

Average session duration

Average session duration is: total duration of all sessions (in seconds) / number of sessions.

Learn more about Average Session Duration

Bounce rate

A bounce is a single-page session on your site. In Analytics, a bounce is calculated specifically as a session that triggers only a single request to the Analytics server, such as when a user opens a single page on your site and then exits without triggering any other requests to the Analytics server during that session.

Bounce rate is single-page sessions divided by all sessions, or the percentage of all sessions on your site in which users viewed only a single page and triggered only a single request to the Analytics server.

Learn more about bounce rate

Ecommerce metrics

If Ecommerce has been set up for your Analytics view and enabled in Dragon Metrics, the following Ecommerce metrics can be shown in the data table by choosing the each column in View Options in the upper right of the table.

  • Revenue: The total revenue associated with a transaction, which may include shipping, tax costs, or other adjustments to total revenue.

  • Transactions: The total number of completed transactions on your site

  • Quantity: The number of units purchased

  • Ecommerce conversion rate: Ratio of transactions to sessions, expressed as a percentage

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