Using my own business's data, I'll demo 3 actionable Google Analytics reports. First I'll use the Site Content/All Pages report to check whether my site's visual redesign improved the bottom line. Next we use the Audience/Demographics report to determine whether to advertise the college notes I sell to people over 35 (and whether to emphasize messaging that appeals to women or men). Following that, you'll learn why it's important to make business decisions using customer lifetime value instead of session revenue values (and how the Audience/Lifetime Value report assists you with this).