If you need to convince leadership to, for example, put resources towards improving time-to-hire, resolve staffing shortages, or approve a budget for a new recruiting tool, you need to present actionable data. Beyond that, the data you share should be related to your organization's goals; it shows that you have a clear understanding of how you and your team are adding value.

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Everyone knows how to check how many sessions you got this week, and most people even know how to see how many conversions you got. But outside of the basics, Google Analytics knowledge tapers off pretty quickly... It takes a lot of time to learn how to become a great analyst, and it takes a lot of time to learn the ins and outs of specific platforms. Google Analytics, while more intuitive than many platforms, is no exception. In addition, there are many features that are powerful but are underrated and underutilized. I talked to dozens of experts to find out what they believe the most underrated features and reports are. Here are the top 12.