GA4 Reporting: How to Create Custom Reports and Dashboards
Did you know that 68% of marketers say custom reports help them make better decisions? (Source: HubSpot)
Google Analytics 4 (GA4) offers powerful customization options, but most users never go beyond default reports. This guide will show you:
✅ How to build custom reports tailored to your business
✅ Step-by-step dashboard creation for executive summaries
✅ Time-saving templates you can implement today
Let’s unlock GA4’s full potential.
Why Custom Reports Matter in GA4
Default Reports vs. Custom Reports
| Feature | Default Reports | Custom Reports |
| Flexibility | Limited | Fully customizable |
| Relevance | Generic metrics | Business-specific KPIs |
| Time Savings | Manual filtering | One-click access |
Key Benefits of Custom Reporting
✔️ Track what matters (hide irrelevant metrics)
✔️ Combine data sources (e.g., ads + organic performance)
✔️ Automate stakeholder updates
How to Create Custom Reports in GA4
Method 1: Customizing Standard Reports
- Navigate to Reports > Acquisition > Traffic acquisition
- Click “Edit comparisons”to add segments (e.g., mobile vs. desktop)
- Use “Edit report”to:
- Add/remove metrics
- Change visualization (table, bar chart, etc.)
Method 2: Building from Scratch (Explorations)
- Go to Explore(left menu)
- Choose a template:
- Funnel Exploration(for conversion paths)
- Path Exploration(user journey mapping)
- Drag-and-drop dimensions/metrics:
- Dimensions:Country, device, page title
- Metrics:Sessions, conversions, revenue
5 Must-Have Custom Reports for All Businesses
Report #1: Marketing Channel ROI
Purpose: Compare performance across channels.
Metrics to Include:
- Sessions by source/medium
- Conversion rate
- Revenue per channel
Report #2: Content Engagement Dashboard
Purpose: Identify top-performing content.
Metrics to Include:
- Views by page title
- Average engagement time
- Scroll depth events
Report #3: Ecommerce Funnel
Purpose: Track cart-to-purchase drop-offs.
Steps to Map:
- Product view → 2. Add to cart → 3. Checkout → 4. Purchase
Report #4: Real-Time Campaign Tracker
Purpose: Monitor live campaign performance.
Key Filters:
- UTM-tagged URLs only
- Last 30 minutes data
Report #5: User Retention Cohort
Purpose: Measure repeat visits.
Setup:
- Cohort type: “First touch”
- Time range: 7-day increments
- How to Build Custom Dashboards
Step 1: Connect GA4 to Looker Studio
- Go to Looker Studio
- Click “Create” > “Data Source” > Select GA4
Step 2: Choose a Template or Start Blank
Recommended Templates:
- Executive Summary(high-level KPIs)
- Marketing Performance(campaign-focused)
Step 3: Add Widgets & Visualizations
Most Useful Widget Types:
- Time series graphs(trend analysis)
- Geo maps(regional performance)
- Tables(detailed metrics)
Step 4: Schedule Automated Emails
- Click “Share” > “Schedule email delivery”
- Set frequency (daily/weekly/monthly)
- Advanced Customization Techniques
- Custom Metrics & Dimensions
- Go to Admin > Custom Definitions
- Create metrics like:
- “Revenue per user” (Revenue/Total users)
- “Engagement score” (Scroll depth + time)
- Cross-Property Reporting
Use Case: Compare website + app data.
- Admin > Property Settings > Data Streams
- Link multiple properties
- Annotations
Mark key events (e.g., “Black Friday campaign launch”) to contextualize spikes/dips.
Common Mistakes to Avoid
❌ Overloading dashboards (stick to 5-7 key metrics)
❌ Ignoring mobile responsiveness (test on phones)
❌ Forgetting to share permissions (set viewer/editor roles)
- Free Templates to Get Started
- GA4 Ecommerce Dashboard(Download Here)
- Content Marketing Report(Download Here)
Start Customizing Today
Custom GA4 reports help you:
✔️ Save 5+ hours/week on manual analysis
✔️ Spot trends faster with visualized data
✔️ Align teams with shared dashboards
Next Steps:
- Build one custom reportthis week
- Schedule a dashboardfor your next meeting
