SEO and SEM
June 3, 2024
Today, analytics is an indispensable tool for understanding user behavior and making informed decisions. Google Analytics 4 (GA4) is the latest version of this powerful platform, designed to provide a more complete and detailed view of user data. One of the most notable features of GA4 is the ability to create custom reports.
For data analysts, custom reports are essential. They allow you to tailor data to specific needs, making it easier to identify patterns, trends, and areas for improvement. Below we'll look at how to create custom reports in Google Analytics 4 step by step, which key metrics should be prioritized, and best practices for interpreting and using these reports effectively.
Custom Reports in Google Analytics 4
Navigating Google Analytics 4 to Create Custom Reports
Step 1: Access Google Analytics 4
To get started, you need to log in to your Google Analytics account and select the GA4 property you want to analyze. If you haven't set up GA4 yet, we recommend following Google's official guide to do so. Setting up GA4 will allow you to take advantage of the new features and tools offered by this improved version of Google Analytics. Make sure you have the necessary permissions to access the property, as this is essential to perform any analysis.
Step 2: Navigate to the Exploration section
In the left menu, you’ll find the “Explorations” section. This section is the core of custom reporting in GA4. Here you can perform detailed analysis and create reports tailored to your specific needs. Explorations give you the flexibility to use different types of visualizations and analytical techniques to dig deeper into your data and uncover patterns or insights relevant to your business.
Step 3: Create a new scan
Click on “Exploration” and then “Create New Exploration.” A blank screen will appear where you can build your report from scratch. You can choose from different predefined templates or start with a blank canvas. Predefined templates can be useful for beginners, as they provide an initial structure to work from, while a blank canvas offers maximum flexibility for more advanced users.
Step 4: Select dimensions and metrics
In the right-hand panel, you’ll find the available dimensions and metrics. Dimensions are descriptive attributes of your data, such as “device,” “location,” or “traffic source.” Metrics, on the other hand, are quantitative values, such as “number of sessions,” “average session duration,” or “conversion rate.”
Drag and drop the dimensions and metrics you want to include in your report into the workspace. You can customize the visualization of your data by choosing from different types of charts, tables, and diagrams. This customization allows you to present data in a way that is more understandable and actionable for your audience.
Step 5: Apply filters and segments
To further refine your reports, you can apply filters and segments. Filters allow you to exclude or include certain data, while segments help you analyze specific subsets of users. For example, you could create a segment for users who have completed a purchase and another for those who have not. This segmentation capability allows you to better understand the behavior of different groups of users and adjust your marketing strategies accordingly.
Step 6: Save and share your report
Once you’ve set up your custom report, you can save it for future reference. This is especially useful for monitoring key metrics on an ongoing basis and tracking changes over time. Additionally, GA4 allows you to share your reports with other members of your team, making it easier to collaborate and make data-driven decisions. You can do this by using shared links or by exporting the reports in supported formats, such as PDF or CSV, ensuring that all stakeholders have access to the relevant information.
Key metrics that data analysts should prioritize in their reporting
Selecting the right metrics is crucial to gaining valuable insights from your custom reports. Here are some key metrics to consider:
Active Users : Measures the number of unique users interacting with your website or app in a specific time period, which can be daily, weekly, or monthly. This metric is crucial to understanding the level of engagement and popularity of your platform.
Conversion Rate : Calculates the percentage of users who complete a desired action, such as making a purchase, signing up for an account, or subscribing to a newsletter. A high conversion rate indicates that your website or app is effectively achieving its business goals.
Average session duration : This indicates how long, on average, users spend on your website or app during a session. A longer session duration often suggests that users are finding valuable content and are more engaged with what you offer.
Bounce Rate : Measures the percentage of users who leave your site after viewing just one page. A high bounce rate can indicate issues with the quality of the content, the user experience, or the relevance of the landing page to what users are searching for.
Revenue : Shows the revenue generated by transactio greece telegram data s on your website or app. This metric is critical for any business as it directly reflects how effective your marketing and sales efforts are in converting visitors into paying customers.
Incorporating these metrics into your reporting will allow you to evaluate the performance of your website or application and make informed decisions to improve the user experience.
rts
Understanding the context
When interpreting data from your custom reports, it’s crucial to consider the context in which it exists. Analyzing data in relation to your business goals, historical trends, and recent events can provide a more complete picture. For example, a decrease in conversion rate might be concerning at first glance, but if it coincides with a major update to your website, it could be a temporary reaction. Additionally, external factors such as market changes or competitor campaigns can also influence results.
Compare time periods
Comparing data from different time periods can provide valuable insights into the performance of your website or app. Use the date comparison feature in GA4 to identify trends and patterns over time. For example, comparing performance between peak and off-peak seasons can help you adjust your strategy to maximize results. It’s also helpful to perform year-over-year comparisons to identify growth or areas for improvement.
Analyze user segments
Dividing your data into specific user segments will allow you to better understand the behavior of different groups of users. For example, you could analyze the behavior of new versus returning users, or compare performance across different acquisition channels, such as organic, paid, or social. By segmenting your data, you can identify which tactics are most effective for each group and adjust your efforts accordingly. You can also drill down into more specific segments, such as users who have completed a purchase versus those who have only browsed the site.
