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Analytics Reporting

Custom Google Analytics Reports Created by the Experts

Google Analytics provides some great preconfigured reports to work with out of the box, but the ability to customize and build your own reports from scratch is what allows marketers to gain truly valuable insights from the tool. Thankfully, Google Analytics experts have taken the time to create templates for the custom reports they find most valuable and make them available for anyone to install via the Solutions Gallery.

Not only is this a huge time saver, it’s also a great way to get ideas for reports you might not otherwise think to create. After all, you’ve got access to the templates and systems that some of the best thinkers in analytics use on a day-to-day basis, and you can customize them even further according to your needs! In this article I’ll review 12 custom reports that pretty much all marketers will want in their toolbox. (Note: I’ve left out paid search and ecommerce reports because they’re both areas I don’t have much experience in, and I don’t want to recommend reports whose value I can’t gauge accurately. If you search “PPC” or “ecommerce” in the Solutions Gallery you’ll find lots of good reports you can install!)

Reports for Measuring Site Performance & Acquisition Patterns

Browser Report

As Peep Laja points out, one of the most common money leaks on websites is incompatibility with certain browsers. He suggests creating a custom report showing conversions per browser and segmenting the report by device (mobile, desktop, tablet) so as not to skew your numbers.

Visitor Acquisition Efficiency Analysis Report

Avinash’s goal with this report was to organize key metrics that reveal the efficiency and performance of each stream of traffic to a website. You’ll see total sessions, unique users, new users, goal conversion rate and goal value per session, all organized by source and medium.

Customer Behavior Report

This report was created by Peter Van Klinken as part of a contest organized by Avinash Kaushik––Peter’s report was called out as the best, and he won a signed copy of Avinash’s book Web Analytics 2.0. The report reveals how behavior varies between new and returning users in terms of overall traffic, conversion patterns and event completion.

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