After collecting the relevant data to answer whether you have met (or failed to meet) your goals, find out what you can do to improve your KPIs. Is there high-value content that is not getting any traffic? Leverage the experimentation & testing tools to try out different solutions and find the best placement that generates the most engagement for that page.
Reporting about visits, pageviews, top sources, or top pages only skims the surface. Large numbers can be misleading; just because there is more traffic or time spent on site doesn’t mean that there is success. Always ask yourself why.
Make it relevant and meaningful by demonstrating how the website data shows areas of success and of improvement on your site.
Capture the richer and more complex web experiences that are happening online. Pan-session metrics, such as visitors, user-lifetime value, and other values that provide longer-term understanding of people and users, allow you to evaluate how your website has been doing as it matures and as it interacts with visitors, especially the returning ones.
A useful technique would be to segment the data, which can provide a new perspective and give more meaning to your metrics.