How to Create a Custom Report in Google Analytics

Google Analytics is an essential integration for any website. The sooner you install the JavaScript tracking code, the sooner you’ll have access to interesting data insights about your visitors and how they use your website.

Though Google Analytics offers many useful reports for analyzing data built-in, your specific plans for using it may require specialized formatting. The good news is that it’s free to create a custom report in Google Analytics. Let’s look at what a custom report is and how to generate one.

What are custom reports in Google Analytics?

Custom Google Analytics reports involve anything that differs from the standard options offered.

You can either personally create your own custom reports or choose from reports created by others.

The Google Analytics Solutions Gallery provides a repository of options created by global users, sorted by Most Popular, Top Contributors, Recommended, Top Dashboards, Top Custom Reports, and Top Segments.

How to create a custom report in Google Analytics — user submitted reports

These reports, dashboards, and segments may be useful when you’re just starting out and are unsure how to best use Google Analytics but want easier access to relevant data. Since Google Analytics reports are not always one-size-fits-all, you may want to customize these reports further.

ConversionXL provides a curated list of Google Analytics custom reports if you’re looking for some guidance around which types may be most helpful for your use cases.

How to create a custom report in Google Analytics

When you create a custom report, you will need to tell Google Analytics which dimensions and metrics you want to compare, as well as how this data should be displayed.

Once you’re logged in, locate the specific account, property, and view you want to affect.

On the dashboard of that view, locate the Reports link in the left panel.

How to create a custom report in Google Analytics

You’ll find a number of report options to choose from, such as “Real-time,” “Audience,” and “Acquisition.” If you’re not sure what each report name is referring to, it may be a good idea to spend some time going through Google Analytics Academy — a certification program for using this tool.

How to create a custom report in Google Analytics — consider starting with a Google Analytics certification

In order to create a custom report in Google Analytics, click Customization > Custom Reports > +New Custom Report and give it a name.

Next, you’re given the option to +add report tab. This allows you to focus on different metrics in each tab at a glance. You can add up to six total tabs.

Once you’ve got that sorted, make sure to select a report type that best represents how you want data displayed.

Your choices include:

  • A standard Explorer line graph and data table
  • A static, sortable Flat Table
  • A Map Overlay graphic of the world
  • A conversion Funnel as defined by you

It’s at this point that you’re able to define your dimensions, metrics, and any specific filters you want to apply to sort the data this custom report generates.

Once you’re happy with your selections to determine where this report will appear. You’ll have to answer the question of whether you want your report to affect specific views or all views associated with this account.

Once you’ve clicked Save, access your custom reports under the applicable Google Analytics View > Reports > Customization.

Final thoughts: custom reports in Google Analytics

Working with data doesn’t have to be difficult when you’re using a tool like Google Analytics. Because so many people use it, there are plenty of resources to help you troubleshoot various issues and determine how to use it most optimally for your needs.

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