It is easier to build a Viz if you can understanding the data from Google Analytics, and how the key metrics are created.
KPIs
Acquisition – how visitors arrive at your website
- Sessions
- % New Sessions
- New Users
Behavior – how visitors interacted with your website
- Bounce Rate
- Pages/Sessions
- Avg. Session Duration
Conversions – how visitors completed conversions on your website.
- Goal Conversion Rate
- Goal Completions
- Goal Value
https://www.epa.gov/sites/production/files/documents/glossary_of_metrics_used_in_google_analytics.pdf
Others KPIs are:
# of Visitors or Unique Visitors
# Page views
what Content
Bounce Rate
Traffic Sources: Referrals and Search
Average Time On Site
Mobile Performance
Keyword Analysis
http://www.cuutio.com/blog/2013/07/10/key-metrics-google-analytics/
https://blog.kissmetrics.com/expert-google-analytics-reports/
https://www.boxuk.com/insight/blog-posts/understanding-google-analytics-definitions-of-key-terms
http://www.analyticsmarket.com/blog/google-analytics-definitions