All You Need to Know About Custom Reports in Google Analytics 4

Why Custom Reports Matter

Google Analytics 4 provides access to a vast amount of website and marketing data. While this data is valuable, it can also feel overwhelming, especially for new users.

Custom reports simplify analysis by allowing you to display only the metrics and dimensions that matter to your business. This helps teams focus on meaningful insights instead of navigating through unnecessary information.

What Are Custom Reports?

A Custom Report in Google Analytics 4 is simply a report you create and customize by deciding how dimensions (such as City) and metrics (such as Sessions) are displayed.

Custom reports help you gain clearer insights by focusing only on the data that matters to your business instead of navigating through large amounts of standard reports.

5 Common Google Analytics Custom Reports

The following are some of the most useful custom reports that marketers and analysts use to understand website performance and optimize marketing campaigns.

Site Speed Metrics Report

This report gives you the bounce rate and an overview of page speeds based on the browsers visitors use to access your website.

You can use this information to identify slow-loading pages and improve their performance. Faster pages provide a better user experience and reduce visitor abandonment.

Traffic Report

This report shows which pages receive the most traffic on your website. It also displays metrics such as average time on page and bounce rate.

Using these insights, you can place stronger calls to action (CTAs) on your most-visited pages and guide users to additional relevant content.

Time and Hour of the Week Report

This report helps you identify when your target audience is most active online.

Knowing the best days and hours to publish content allows you to schedule social media posts, campaigns, and promotions for maximum engagement.

Daily Ecommerce Report

You can create a personalized daily ecommerce report to monitor your sales performance and revenue. Reports can also be delivered directly to your email for convenience.

Campaigns Cost Report

The Campaigns Cost Report helps you understand exactly how much you're spending across search and social advertising campaigns.

Comparing campaign costs with revenue helps identify the channels delivering the best return on investment, making budget optimization much easier.

Prerequisites to Creating Custom Reports

To create custom reports, you must have Editor access to your Google Analytics 4 property.

GA4 supports up to 200 custom reports per property. However, maintaining a focused collection of reports makes it easier to analyze data and uncover actionable insights.

How to Create a Custom Report in GA4

Follow these steps to create a custom report:

• Sign in to Google Analytics 4.
• Open the Reports section.
• Scroll to the bottom and click Library.
• Select Create New Report.
• Choose Create Detail Report.
• Select either Blank or one of Google's templates.

Get Your Custom Reports

Custom reports make it easier to turn large volumes of Google Analytics 4 data into meaningful business insights.

Experiment with different report types and layouts to build dashboards that support your business goals and marketing decisions.