17. 10. 2023

Custom reports in GA4

Analytics, Case study, GA4

In GA4, standard reports provide valuable insights into user behaviour and tracking efforts. For users transitioning from Universal Analytics, the flexible reporting interface in GA4 is a noticeable advantage.

Not only can you create new reports, but you can also customise the standard ones—a capability unavailable in UA. While it might seem daunting initially, finding and activating these reports is straightforward with the proper guidance. Let us walk you through the process, making locating and utilising the reports you need easy.

So, what is a custom report in GA4?

A custom report is a personalised report tailored to your specific needs. You can create it using any data available in GA4, allowing you to display the metrics and dimensions that matter most to you.

And why should we use it?

Custom GA4 reports are personalised insights designed to eliminate unnecessary data and offer in-depth analysis of relevant information. These reports allow users to blend metrics and dimensions from various standard Google Analytics reports into a single, customized view.

Adjust it to meet your unique requirements

Personalize GA4 reports to match your unique goals, delivering precise and pertinent insights for refining marketing campaigns. Unlike some web analytics systems that offer rigid dashboards and reports, GA4 reporting provides a significant advantage in terms of flexibility and customization.

Focus on the KPIs that matter

Utilize custom GA4 reports to monitor key performance indicators (KPIs) crucial for your business, allowing you to gauge and enhance ROI. Precise ROI measurement, backed by data, gives you a competitive edge.

Scalability and Flexibility

As your business grows, you can continuously adapt your reports to encounter new challenges effortlessly. This ensures you always have the latest, pertinent insights readily available.

Prior to beginning the process of creating a report, it is important to take certain steps

Set a clear objective

  • What KPIs are important for you to monitor?

  • Which metrics offer insights into your performance?


Determine your target audience and the precise data you need to measure and analyze. This ensures your custom reports are accurate and influential.

Think twice about the right dimensions and metrics

The selection of metrics and dimensions in GA4 is the cornerstone of deriving meaningful insights from your report. Your choice of these elements fundamentally shapes the depth and relevance of the analytical findings you can uncover.

Dig Deeper with Data Filters

Utilizing filters in GA4 enables you to concentrate on distinct user segments or particular traffic sources, providing a targeted and refined analysis. Filters empower you to sift through data noise, isolating essential information and allowing for a more in-depth understanding of user behavior and traffic patterns.

How to create custom report in GA4

Once you are signed into your Google Analytics, do the following:

  1. Navigate to the Reports tab in GA4

  2. Click the Library link and click the ‚Create new report‘ button

  3. Choose ‚Create overview report’ or  ‘Create detail report’

  1. Pick a report template or start from a scratch

  2. Add your dimensions or metrics or edit the template according to your needs

  3. Click on the save button and your report is created

  4. Once your custom report is created, you can save and share it with others.

Remember to explore the available GA4 reports to discover those in harmony with your analysis goals. Extract valuable insights from these reports, forming a robust basis for your customized analysis.

With this guide at your disposal, you can craft tailored reports in GA4 that translate your data into actionable strategies for growth. Harness the potential of custom reports to propel your business to unprecedented levels of success.

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