Wednesday, January 23, 2013

Custom reports in Google Analytics: an introduction

Still a lot of people don’t know how to set up custom reports in Google Analytics. Those custom reports give you instant access to the information you need. It can be handy if you or someone else needs to find the same web metrics and KPIs in your analytics tool every week and need to use different rapports and filters to get that information.

With custom report you can show only the information that is relevant for you. You see a report with only the metrics that you selected in a way that fits you the best.

Some terminology before getting started:


Dimensions: a dimension is a descriptive attribute or characteristic of an object that can be given different values. Dimensions are placed in the rows in a report. Exit page, browser, session duration, … are all examples of dimensions.

Metrics: a metric is an individual element of a dimension that can be measured as a sum or ratio. Screen views, page per visit, and average visit duration are examples of metrics in Google Analytics.

Filters: a filter is a criteria that narrows the data. You can for example use a filter to only use the data from a specific traffic source.

Setting up a custom report 


When you never created a custom report before, you can first read all the information about custom reports on Google support. On that page you can also find useful information about how to create and manage custom reports.

Analyzing your data


To analyse your web analytics data on an effective way, you always need to ask yourself these 3 questions:
  1. Acquisitions: where do your visitors come from?
  2. Behavior: what are your visitors doing when they are on your website. Which traffic sources are giving you the best qualitative visits?
  3. Outcomes: Which visitors are converting the best? Which traffic sources bring you the most conversions at the lowest cost.

Out of these questions you can learn what you are doing right or wrong, identify your key target group and how to approach them in a better way

Want to get all relevant insights out of your data? Let’s see together what we can do for you

This is a repost and was originally posted on

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