3 Easy Steps – How To Build A Custom Report In Google Analytics

How to create custom reportsHow to build a custom report in Google Analytics can be invaluable, and it only takes a few seconds to make. This allows you to change the standard report so that you can easily check detailed information, and it removes anything unessential from the standard report. The steps to making a Google Analytics custom report are very straightforward, and you should be able to create one even if you are new to the Google Analytics program.

Steps To Building A Custom Report

1 – Setup the Report

Access your Google Analytics page and click the “Custom Reporting” tab near the top of the screen. You should then click the “Overview” button found in the left sidebar. Click the “New Custom Report” button, and then enter a custom name for your report.

While you can use a generic name for the report, or a name that only holds significance for you, it’s best to create a name that describes the customized report. This ensures that anyone else working in Google Analytics will easily be able to find the correct report, and it makes it easier to distinguish the reports.

2 – Select a Report Type

There are two different custom reports that you can create. The first one is called an Explorer report. This is a detailed report that is mostly populated with data tables. Each table will have clickable rows that will link to more information. This type of report is much more detailed and interactive, but it also forces the user to go through several tables and rows to find the correct information.

The second type of report is called a Flat Table. This report just shows all the information without forcing a user to go through tables and rows. This table makes it much easier to see the overall information, but it can be a little difficult to comprehend everything if you create a large report.


If you created an Explorer report, then read this section. Click the “Add Metric” button to add a new node to the tablet. Click the “Add Metric Group” button to add a tab underneath the main metric.

If you want to give users the ability to see more specific information, then click the “Add Dimension” button. This allows you to make the information more specific, and it allows users to go from general to specific information when going through the table.

Flat Table

If you created a Flat Table, then read this section. Click the “Add Dimension” button to add a dimension to the table. The Flat Table can only have a maximum of two dimensions. If you want to add a metric to make the information more specific, then click the “Add Metric” button and choose a metric from the list.

3 – Add a Filter

Adding a filter to your custom report allows you to add specific information, or you can exclude superficial information that will only clutter the report. If you want to use a filter, then click the “Add a Filter” button.

Click a dimension and then choose either “Include” or “Exclude.” If you want the match to be exact, then click “Exact.” If you want the match to be general, then click “Regex.” Enter the value you want to be filtered. The filter will then be applied to your report.

Creating a Google Analytics custom report is very easy, and it should only take you a few minutes to accomplish. Making your own report ensures that you get all the essential information that you need, and the report is customized for your websites. Just follow the above instructions, and you should have no problem making a report for your exact needs.

Do you use custom reports to simplify your marketing analysis?

About the Author

George Gill is the founder of GILL Solutions. He lives in Peterborough Canada, and is an avid learner, passionate trainer and speaker. For over 20+ years, he's helped businesses implement growth strategies and systems to consistently out perform their expectations. Measurement is always key!

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