In most Google Analytics reports, there’s a little view selector toggle in the upper right-hand corner of the data table.

 

The most underutilized view – in my opinion – is the last one on the far right of the toggle switch, Pivot:

 

 

I’ll show you how to get the most out of this view from an SEO standpoint, a PPC standpoint and a Content standpoint.

 

SEO Pivot: Keywords by Source

Just how much traffic are you getting from each search engine for a given keyword?

 

Go to your “Traffic Sources > Search > Organic” report, hit the pivot toggle and choose “Pivot by Source”.

 

 

 

PPC Pivot: Keywords by Match Type

Just how effective are your paid keywords on Exact Match vs. Phrase or Broad Match?

 

Go to your “Advertising > Keywords” report, hit the pivot toggle and choose “Match Type”.

 

 

 

Content Pivot: Landing Pages by New vs. Returning Visitors

Just how efficient are your landing pages at converting first-time visitors vs. second/third/fourth-time visitors?

 

Go to your “Content > Site Content > Pages” report, hit the pivot toggle and choose “Visitor Type”.

 

 

 

This lovely view really provides some fantastic insight without having to export every single report to Excel for further evaluation. Just give it a chance and it can save you some time in your analysis workflow!