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How to Create Custom Reports in Google Analytics

By 24 November 2023February 4th, 2024No Comments
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A few weeks ago we spoke about creating simple reports in Google’s new GA4. However, we realise that there are alot of other cool things GA4 can do when it comes to reporting. This includes creating custom reports. Custom reports are far more complicated than editing an existing report and can help you dig into the data that is more important for your business. In this post we’re going to show you how to create custom reports in Google Analytics as well as custom metrics, dimensions and other personalised data. 

Navigate to GA4

To start creating a custom report, log in to your GA4 account and select the property you want to generate customised reports for.

Access the exploration tab

Click on the exploration tab. GA4’s exploration tab is the central location for custom reporting. Here, you can access and create custom reports.

Exploration reports

Exploration reports in GA4 enables you to build customised reports by dragging and dropping dimensions and metrics. You can choose from a wide range of data points, making it easier to focus on the metrics that matter most to your business. Customised reports in the exploration tab, once created, are also shown in real-time. This allows you to see your data in real-time so that you can track your performance as soon as you’ve made changes to your website or launched a new campaign. 


One of the powerful features of GA4 is the ability to create comparison segments within your customised reports. This allows you to analyse and contrast data from different segments, helping you identify trends, patterns, and areas for improvement.  For example you could create comparisons for organic and paid traffic coming to your website.By utilising comparisons, you can better understand the impact of different marketing strategies or user behaviours.

Customising metrics and dimensions

Tailor your customised reports in Google Analytics even further by customising metrics and dimensions. Select specific parameters that align with your business goals, ensuring that the data you analyse is relevant and actionable. To do this, go to the admin cog and navigate to data display and then custom definitions. From here you can see a table of your current custom dimensions and metrics as well as calculated metrics. Click the blue box above the table which will allow you to create your custom dimension or metric. From here you can determine the customised data’s scope and parameter amongst some other less important things. Once you’ve done this make sure your custom dimension or metric is working by adding it to one of your exploration reports.  

Save and share reports

Once you’ve crafted a custom report, save it for future reference or share it with team members. This will let other users view your report, edit it or even duplicate it if you wish. 

Now you’ve created one of your first custom reports in Google Analytics! We hope you enjoyed this brief walkthrough about how to create custom reports in Google Analytics. If you need any further information or help with GA4 please do not hesitate to contact us. We’d love to see if we could lend a helping hand. Until next time – happy marketing!