Traffic Insights provides a collection of Google Analytics 4 (GA4) reports to help you understand how visitors find your website, interact with its content, and complete important actions. Each report focuses on a different aspect of website performance.
The following reference explains the common analytical questions addressed by Traffic Insights.
Live
The Live report shows what is happening on your website right now. Use it to monitor current visitor activity and check the immediate impact of campaigns, content updates, or website launches.
Questions you can answer:
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Is the website receiving traffic right now?
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Did a recently launched campaign generate immediate activity?
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Where are current visitors located, and which devices are they using?
What to look for:
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Active users
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Views
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Events and key events
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Top countries
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Device categories
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Top events
Acquisition
The Acquisition reports help you understand how visitors discover and reach your website. Use them to identify traffic sources, evaluate marketing campaigns, and compare the performance of acquisition channels.
Questions you can answer:
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Where do visitors come from?
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Which traffic channels attract the most users?
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Which campaigns bring engaged visitors?
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Which sources contribute to important actions?
What to look for:
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Traffic channels
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Sources and mediums
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Campaigns
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Users and sessions
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Engagement metrics
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Key events
Audience
The Audience reports provide insights into your website's visitors and their engagement patterns. Use them to understand how different user groups interact with your content.
Questions you can answer:
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How many visitors are new or returning?
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Are visitors coming back to the website?
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Which audience segments are most engaged?
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How does engagement differ between visitor groups?
What to look for:
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Active users
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New users
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Returning users
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User activity
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Engagement differences between audience segments
Geography
The Geography report shows where your website's visitors are located. Use it to understand geographic traffic distribution and identify locations with strong engagement or valuable interactions.
Questions you can answer:
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Which countries generate the most traffic?
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Where are the most engaged visitors located?
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Which locations contribute the most key events?
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How does website performance differ between locations?
What to look for:
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Users by country or location
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Engagement by location
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Key events by location
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Geographic traffic distribution
Note: Geographic results follow the country setting configured for the site's Google Analytics connection. If a specific country is selected, reports are restricted to that country's traffic.
Technology
The Technology report helps you understand which devices and technologies visitors use to access your website. Use it to identify device preferences and potential differences in user engagement.
Questions you can answer:
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Are most visitors using mobile, desktop, or tablet devices?
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How does engagement differ between device categories?
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Do visitors on certain devices complete more key events?
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Are there opportunities to improve the experience for specific devices?
What to look for:
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Users by device category
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Mobile, desktop, and tablet distribution
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Engagement by device category
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Key events by device category
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Other available technology dimensions
Content / Pages
The Content / Pages reports help you evaluate the performance of individual pages across your website. Use them to identify popular content, understand engagement, and discover pages that may need improvement.
Questions you can answer:
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Which pages receive the most views?
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Which pages attract the most users?
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Which content keeps visitors engaged?
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Which pages have high traffic but relatively low engagement?
What to look for:
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Page views
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Active users
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Engagement metrics
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Page paths
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Page titles
Landing Pages
The Landing Pages report focuses on the pages where visitors begin their sessions. Use it to evaluate the effectiveness of entry points and understand how well they encourage further interaction.
Questions you can answer:
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Which pages are the most common entry points?
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Which landing pages attract the most sessions?
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Which entry pages generate strong engagement?
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Which landing pages contribute to important actions?
What to look for:
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Landing page paths
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Sessions
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Engagement metrics
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Key events
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Performance differences between landing pages
Events / Key Events
The Events / Key Events reports help you understand how visitors interact with your website and which important actions they complete.
Events represent tracked interactions, while key events are events marked as especially important to your business.
Questions you can answer:
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What actions do visitors perform on the website?
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Which interactions occur most frequently?
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How often do visitors complete important actions?
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Are key events increasing or decreasing over time?
What to look for:
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Event names
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Event counts
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Key-event counts
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Event trends
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Changes in user interactions over time
Note: Available events depend on your website's GA4 tracking configuration. Key events must be configured in Google Analytics.
Revenue / E-commerce
The Revenue / E-commerce reports, when available, help you understand the commercial performance of your website. Use them to analyze purchasing activity and identify traffic sources or content that contribute to revenue.
Questions you can answer:
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How much revenue does the website generate?
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Which channels contribute to purchases?
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Which content or landing pages support commercial outcomes?
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How does revenue performance change over time?
What to look for:
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Purchase activity
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Revenue
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Purchase-related events
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Revenue by channel or content, where available
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Revenue trends
Note: Revenue and e-commerce reporting require the website to send the appropriate purchase and revenue data to GA4. These reports are available only when supported by your installation and analytics configuration.