Automated Google Analytics Client Report for agencies in minutes

What is a custom report in Google Analytics?

A custom report in Google Analytics is a more specific insight, by customizing dimensions, metrics, and segments one can gather unique insights of business which is not the case in standard reports where few options are available to get insights that provide an overview of data. In a custom report, one can add filters to be more specific and compare data to understand it precisely.

The primary advantage can be it provides actionable insights based on which any specific issue can be pointed out, which helps in improving business decision-making capabilities. It helps to understand user behavior, traffic sources, audience demographics, and many more which aid in optimizing strategies keeping in mind business goals to achieve.

Using Google Analytics reporting software and Google Analytics reporting tools (Google Analytics Report Generator), such as a Photograph, dash, and Google Analytics Spreadsheet Add-on STC can be a good choice for effective data.

How to create a Google Analytics report?

To create a Google Analytics report, the foremost thing required is a Google Analytics account to access the Google Analytics 4 dashboard. From all accounts, the drop-down selects the property for which you have to create the report and get insights.

On the left side there you'll find the option 'Reports' click on that. After this few standard report categories will be displayed on the screen.  These are

1. Real-time:

As mentioned in the name it provides real-time data about users' activity on your website or app. It provides data regarding the locations of your active users, traffic sources, views by page title and screen name, Users by First user source, and Key events by Event name and event count. This is one of the Google Analytics automated reports which is predefined in the GA4 dashboard.

On the right side there's an option called 'Edit comparison' you can use to compare various data.

2. Lifecycle report:

It provides insights into the whole customer journey. It includes major 3 categories: acquisition, engagement, and monetization.

a. Acquisition report - It provides user acquisition information, from which source the user has found your website or app. When businesses run ads this insight helps in understanding the effectiveness of marketing channel

b. Engagement report - This shows how users are interacting with your website, and which pages are getting more traffic.

c. Monetization reports - This report demonstrates buyers' journey on your app or website. Which products are getting the most sold, number of checkouts, add to carts, etc.

3. User report:

This gives insights into the demographics of users such as age, gender, and location. Sessions, new users, etc. This is another important Google Analytics automated report that is predefined in the GA4 dashboard especially useful for e-commerce businesses.

On the hand side, there will be a customized option symbolizing a pencil, if you want from this option you can dimensions and metrics after this click 'save'.You can choose 'save changes to current report' or 'save as new report'

Use the option of edit comparison, and select the data range for which you need data, inside each section there will be multiple dropdown options, choose the option according to your need, and at the end have your report on the left side select 'share this report' option then choose the option as per your preference.  

How to create a custom Google Analytics report?

From the left side choose 'Explore', this ‘Explore’ section acts as a  ‘Google Analytics Report Builder’ Some report options will be displayed. Here are detailed steps to create your first customized report. 

1. From the Explore Tab, select Free Form -

It avoids starting from scratch as it contains data to have a starting direction. One can also choose to go with the 'Blank template' option but choosing 'Free form' is recommended especially if you are a beginner and open to experiments.

After selecting, on Google Analytics 4 dashboard, at first, you'll see two columns 'variables' and 'settings'. 'Variables' defines data to analyze, it includes segments, dimensions, and metrics via 'settings' that let you modify how your reports look and act.

2. Select a Date Range -

In the data tab, the default date range of 28 days is present, choose the needed date range.

3. Add segment -

This is optional. Adding segments while creating custom Google Analytics reports allows us to segment users and analyze their behavior. For example, users from a particular city, have particular interests and have completed a particular number of sessions on a website, etc.

For this, click on the plus icon on the right side of the segment, where you can create an audience segment based on event sessions. Inside that also you can apply various conditions, narrow it by using 'AND' or 'OR', name it, and click on ‘Save and apply'.

4. Incorporate dimensions - 

Add dimensions based on which your report will be created. You can add various dimensions such as demographics, events, product names, and traffic sources. This dimension provides you answers to various questions you have regarding your business. 

5. Include Metrics -

Click on the plus icon on the right side of the ' metrics option'. Adding metrics helps you measure the performance of your data precisely. What kind of exact event the user has performed, the number of times the user has visited, etc? These metrics aid in getting insights about marketing strategies, measuring business goals, and comparing different data.

6. Drag & Drop segments -

As adding segments was optional, if you have created some then you can add those in the 'setting column' under 'segment comparison' by dragging and dropping.

7. Drag and Drop Columns and Rows -

You can add your created dimensions in the 'columns' and 'rows' sections as per the report you wanted to create by dragging and dropping. For example, adding 'Total revenue' in columns and 'City' in rows will let you know from which city your high-purchasing clients belong.

8. Drag and drop filters -

This is useful in filtering your data while creating custom Google Analytics reports, suppose you just want to see data about a purchase event specifically then you can drag that event from dimensions or metrics and put it in the 'filters' option.

Some Google Analytics reports examples

Case 1: Suppose you want to create Google Analytics client reports who have an e-commerce business

Need: To improve business need real data about revenue, product purchases, and overall data about the buyer's journey (e-commerce tracking)

Steps:

1. On the left side choose 'Reports'.

2. Choose monetization then overview. You can see pre-embedded options such as:

   a. Total purchasers, first-time purchasers

   b. The average revenue per user

   c. Items purchased by Item name

   d. Purchase revenue by Order coupon

   e. Product revenue by Product ID

   3. Select date range

   4. Choose to share this report. You are done.

Case 2: If you want to get insights into which page of your website brings more traffic.

Need: To see customer interactions, improve, and bring more business.

1.  On the left side choose 'Reports'.

2. Choose 'Engagement' > 'Pages and screens' 

You can see various data regarding 'views' 'views per user' and 'event count' etc.

13 Best Google Analytics custom reports to help you grow faster

1. Landing page performance report

It can be most effective in understanding marketing channels effectiveness also in general which page is performing better gets clear with this.

Steps:

1. On the left side select, 'Explore'

2. Choose 'Free form'

3. Add a dimension to track 'Landing page performance' such as 'Hostname' to know the subdomain and domain names of a URL that people visit on your website.

4. Add metrics like 'views per session', 'views per user' etc

2. Geographic Performance Report

Steps:

1. On the left side select, 'Explore'

2. Choose 'Free form'

3. Add dimensions such as country, city, or region

4. Add metrics to track 'Geographic Performance Report' such as 'session source' and 'page title' in variables the drag it into 'system'

In advertising efforts, these insights can help to invest the budget in areas from which the business is getting more revenue.

3. Conversion Rate by Channel Report

Steps:

1. Explore > Free form

2.  Add dimension 'Medium'

3. Metrics 'E-commerce purchases' 'Product' 'Per day revenue'

4. Google Ads effectiveness report 

Steps:

1. Explore > Free form

2.  Add dimension 'Session campaign' 'Session source'

3. Metrics such as 'Google ads cost per click' and 'Google ads impressions'.

This information can be utilized to allocate advertising funds to areas where businesses are making more money like keeping active a campaign from which the objective behind ads is getting fulfilled.

5. Device Performance Report

Once you get the idea about which device source customer acquisition is more important, a business can concentrate on improving the experience of the website based on that.

Steps:

1. Explore > Free form

2.  Add dimension 'Device category'

3. Add  metrics 'Sessions' 'Bounce rate' 

6. Social Media Performance Report

Steps:

1. Explore > Free form

2.  Add dimension 'Medium'

3.  Add  metrics 'Sessions' 'Users'

4. Add filters and include specific social networks.

7. New vs. Returning Visitors Report

Steps:

1. Explore > Free form

2.  Add dimension 'User' > 'New / Established'

3. Add metrics 'Bounce rate' 'Engagement rate'

It's easy to win the trust of returning visitors, more returning visitors rate can indicate business's authority and efforts are being put in the right direction.

8. Event Tracking Report

This is useful in tracking specific event perform users it can be 'purchase' 'Page view' anything

Steps:

1. Explore > Free form

2.  Add dimension, add event name such as ' checkout' or 'Page view'

3. Add Metrics 'Event count'

9.  User Journey Report

Aid in recognizing user navigation patterns to improve the site's structure and user experience.

Steps:

1. Explore > Free form

2.  Add dimension, 'Page path'

3. Add metrics 'Users' and 'Sessions'. Then drag and drop it into columns or rows of settings.

10.  Revenue by Product Report

Inventory stock out or more stock is often a problem in business to tackle this this report can be effective. Also, it can be useful in figuring out a 'Hero product'.

Steps:

1. Explore > Free form

2.  Add dimension, 'Item name' 'Product name'

3.  Add metrics 'Item purchased' 'Purchase revenue'

11. Engagement by Time of Day Report 

Whether it's organic marketing or inorganic marketing even in general there's a particular time in a day around which users are more engaging with business. This is one of the best reports in Google Analytics if its data is utilized properly and can yield potentially profitable results.

Steps:

1. Explore > Free form

2.  Add dimension, 'Hour'

3. Add metrics 'Sessions' 'New users' or '2-7 day repeat purchasers' 

12. Lifetime Value by Acquisition Channel Report

Determine which routes of acquisition lead to the most valued users over time to manage resources efficiently.

Steps:

1. Explore > Free form

2.  Add dimension, 'Medium'

3. Add metrics 'Lifetime value' such as 'Lifetime transaction' and' Lifetime sessions'.

13. Link Performance Report

To measure the effectiveness of a particular link created, the business it is bringing can be measured with this Link Performance Report.

Steps:

1. Explore > Free form

2.  Add dimension, 'Link ID' 'Link URL'

3.  Add metrics 'Engagement rate' and 'Clicks'.

The most important thing, make sure to select a date range and visualization format. You can export this report from the 'Download' symbol located on the left side of the Google Analytics 4 dashboard.

Conclusion

Having the right data and business insights plays a critical role in understanding business properly, Google Analytics Report provides those insights with the most accuracy. To have a better user experience and to maintain ease of use, in GA4 there are already pre-given Google Analytics automated reports are there such as real-time reports, acquisition reports, engagement reports, and monetization reports which give insights but have detailed and specific information using Google analytics custom report is useful. In that too 'Landing page performance report' 'conversion by channel report' and' Device Performance Report' are some best reports in Google Analytics, a total of 13 have been mentioned.