Wondering how to create custom reports in Google Analytics to better interpret your business data? Google Analytics provides a variety of out-of-the-box, default reports to work with that can provide you with information about your eCommerce website traffic and transactions. But if you want to get truly valuable insights from the tool, you should take advantage of the ability to customize and create custom reports from scratch.
In this article, you will find an easy Google Analytics custom reports tutorial and learn how to make custom reports in Google Analytics suitable for your business. We will also provide you with a short list of must-have custom reports that can be useful for any online store owner.
What are Custom Reports and Why Do You Need Them?
Google Analytics comes with 78 standard reports that fall into 5 categories:
- Real-time reports
- Audience reports
- Acquisition reports
- Conversions reports
- Behavior reports
But if you want to use Google Analytics as a pro and get real value out of it, you should ignore all of them and set up custom reports. Custom reports are reports that you create. You choose the dimensions and metrics and decide how they should be presented.
Custom reports are a useful feature in Google Analytics because they allow you to find the right data and the presentation that best suits your unique business goals and needs. They offer endless possibilities to highlight potential areas of improvement in your marketing efforts. You will feel less overwhelmed by the data and will be able to focus on what matters to get insights that can help you make smarter business decisions to grow your business, drive more leads, and convert more customers.
How to Use Google Analytics Custom Reports
Google Analytics gives you access to a large amount of data, but only part of it can help you optimize your eСommerce store and make better business decisions. This actionable and valuable data that you can use to draw insights from is concealed, but it can be revealed with segmentation and custom reports.
Such reports gather data you need and present it in a way that makes it easier for you to analyze it for insights. So you should know your purpose and choose representative and useful acquisition, behavioral, and result metrics. And don’t forget about segmentation.
Before you start creating your own custom reports, you should get a good idea about 5 essential elements of custom reports.
- Dimensions describe characteristics of the data. For example, Product, Country, Source/Medium, Days to Transaction, Page
- Metrics refer to quantitative measurements. For example, Average Order Value, Average Price, Products Adds to Cart, Unique Purchases, Pageviews
Besides, there are 3 segmentation level options:
There are also 3 various report types:
- Explorer is the standard report which consists of a line graph and a data table below
- Map Overlay shows a global map with regions and countries in darker colors to indicate traffic, engagement
- Flat Tab is the most common custom report type, which is a sortable table that presents data in rows
Now you are ready to start building a custom report yourself to analyze your data more precisely. Use your imagination to get killer analysis.
How to Make Custom Reports in Google Analytics
You can build your custom report in 7 easy steps:
- First, log in to your Google Analytics account. Then, click on Customization and choose Custom Reports.
- To create your custom report, click the + New Custom Report button.
- You have to give your custom report and name.
- Choose the report type as we discussed.
- Define metrics. Click on + add metric and select the metric you want to add.
- Determine dimensions. Click on + add dimension and choose the dimension you need.
- If you wish, you can add a filter to limit your report to specific dimensions. Just click on + add filter and select the option you want to apply to your report.
Now you can click Save and your custom report will be displayed.
Finding Quality Custom Reports
Don’t want to build a custom report yourself or need inspiration? Luckily, experts in Google Analytics have created quality custom reports templates and made them available for you to import and install via the Solutions Gallery.
There is a huge number of custom reports shared by the best experts in analytics, which they use on a daily basis. You can import some reports that truly unlock the power of Google Analytics and even customize them according to your specific needs by adding metrics or using filters. To help you get started, here is a short list of the best custom reports in Google Analytics for your eCommerce website.
1. Customer Acquisition Report
This simple report can show you how your customers are landing on your eCommerce website and what channels bring the most revenue to your online business. All data for every channel is broken down into conversion rate, average order value, and total revenue.
You will see all channels that lead traffic to your website and will be able to identify which particular channels you should increase your marketing efforts on. For example, if you notice that your organic search traffic is low, it may mean you need to optimize your eCommerce site for search engines.
2. Email Assessment Report
Are you using email marketing to drive traffic to your online store? Then you need the Email Assessment report to find out how your email campaigns help you increase sales. You will understand which campaigns bring the biggest amount of revenue or transactions, and have additional data that can help you boost your marketing efforts. Keep in mind that to track the performance of your email campaigns you’ll need to use UTM codes to generate promotional URLs.
3. Time/Day of the Week Transaction Report
This report can provide you with a detailed view of your past week of sales. You will be able to find out which days of the week, hours of the day, or their combinations lead to the most sales. You will be able to identify particular hour or days that performed poorly in terms of revenue. With these insights, you’ll be able to run special promotions to boost traffic to your website and increase sales.
4. Device Comparison Report
Technological advancements are changing the way people shop online. For many online retailers, mobile traffic equals or even exceeds their desktop traffic. In fact, mobile users and desktop users arrive at your eCommerce store through different channels and interact with your website in unique ways.
The Device Comparison report provides 2 views to help you get a better idea of the differences between your desktop and mobile customers. You’ll see how your visitors’ behavior differs based on device. Besides, you’ll learn which acquisition sources drive the most profitable customers to your store.
5. Organic Traffic Landing Page Report
Are you using SEO to boost organic traffic to your store? The Organic Traffic Landing Page report can help you identify the top performing landing pages for organic traffic. You will see what pages drive most organic traffic and which of them are the most profitable. In this way, you’ll discover which keywords could drive your organic traffic.
6. Paid vs. Organic Search Performance
Are you running paid ads to drive traffic to your store? Do you know that your paid and organic search customers interact differently with your website? That means you should make efforts to ensure good user experience for both segments. This report will help you determine these behavioral differences so you’ll be able to improve performance using your findings.
7. Daily eCommerce Report
Want to keep a finger on the pulse of your online store performance every day? The simple Daily eCommerce Report created by Justin Cutroni is essential for day-to-day use. You will get a complete overview of engagement, traffic sources, and conversion in a single table.
Google Analytics is a great analytical tool for any eCommerce store owner, but making the most of it can be really challenging. Using a good mixture of standard reports and pre-created custom reports combined with advanced segmentation, you can get actionable insights that will help you grow a successful online business.
If you are new to analytics, expert-created Google Analytics custom reports examples can be particularly useful to you because they can save you a lot of time. You can import these cool reports into your Google Analytics account and quickly build powerful dashboards to reveal useful data.