Custom Reports in Google Analytics

Custom reports in Google Analytics are a great way to display specific information about your website visitors that the standard reports can’t tell you. They will help you in getting a better insight into how your strategy is doing and whether you need any improvements.


How do I create these custom reports?

Asking specific questions about your visitors is the first step in creating a custom report. This will be a very specific question that the standard reports can’t answer or this could be an aspect of a standard report that you would like to dive further into.

For this example, we are looking to find out more about the visitors that have gone to the registration section of our website.

We want to know the number of users, sessions, and bounce rate, from a referral source and which device they are using to access the website, and if they are using a mobile device, how many are using an iPhone. This is just for people who have visited our registration page.

Now that we know what we want to see we can dive into Google Analytics, go to custom reports and start building.

You will want to use a naming convention that is easy for you to know what the report is about at a glance. I use the dimension drill-down and filter as the basis for the name.

The How-To process:

In this example, we are going to be looking at the page, source/medium, device category, then mobile device info all as drill-downs for each other. The filter will be just for our registration page. The naming convention for this would be:

Reg Pages > Page – Source – Device – Mobile Device

Once we have placed in the name we are going to need to add some metrics that we are wanting to see for each dimension. For this example, I have added Users, Sessions, and Bounce Rate. If you have anything further that you would like to see for each dimension then you can add up to 10 in a single metric group. You can add additional metric groups.

In the dimension drill-down, we are first going to add Page followed by Source/Medium, followed by Device Category, and finally Mobile Device Info.

We only want to see our registration pages, so the last step will be to add in a filter. Within filters, you will add want to select Include, then Page, then Regex, you will need to add in the destination of your registration pages.


Once you have completed these steps, your setup should look as follows.

Click save and your custom report should populate.

This is the starting point of the report and you will be able to drill into each of the dimensions on the page. Once you click on the first page you will see the Source/ Medium for this page.

From here we can see what device was used to access the page from google/organic (2nd item)

Click on mobile to see exactly which mobile device was used.


Need further help?!

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We wish you good luck in your endeavours!