How To Create And Share Custom Reports In Google Analytics?

Gordon Choi
Gordon Choi


In Google Analytics, you have access to many standard and pre-built reports. But often you will need reports that haven’t been built.

One Solution is to create your own Custom Reports.

Why are Custom Reports Useful?

But why would you need a custom report or any custom report at all?

Most (if not all) reports in Google Analytics would show one dimension per report. For example, you have a report with a single dimension of Source/Medium against metrics such as Users, Sessions, Bounce Rate, etc.

But for you to segment and analyze your data, you’ll need to put multiple dimensions such as source/medium landing page, location, device type, etc in a single report. And this is exactly custom reports can do.

This is how you can quickly create a new custom report.

Create A New Custom Report

Under your Google Analytics property, go to:

View -> Customization -> +New Custom Report
  • Enter a report name in the Name field.
  • Choose Flat Table as Type.

For Metric Groups, select from +add metric:

  • Sessions
  • Page Views
  • % New Sessions
  • Bounce Rate
  • Transactions
  • Any Goal you have previous set up and are also important to be included in regular reports.

For Dimension drill-downs, select from +add dimension:

  • Date
  • Landing Page

Assume you want to a custom report containing only organic search data. To filter / restrict the report to show only organic search data.

medium = organic

To filter restrict the report to show only organic search data from Baidu.

medium = organic
source = baidu

Alternatively, combine the dimensions into one.

source/medium = baidu / organic

Custom Report Example

A typical Custom Report that is created through this method may have rows and columns like the format below.

DateLanding PageSessionsPage Views% New SessionsBounce RateTransactions
April 1, 2016/index.php500253337%62%7
April 2, 2016/fruits/12387031%59%2
April 3, 2016/candies/6829342%57%0

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Content on Gordon Choi’s Analytics Book is licensed under the CC Attribution-Noncommercial 4.0 International license.

Gordon Choi’s Other Books:
The China Mobile SEO Book
Mobile Website Book

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