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12 Awesome 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!)

Several excellent guides on how to set up custom reports have already been published, so I’m going to skip the basics and dive right into my list of must-have custom reports.

Let’s get started!

Reports for Measuring Site Performance & Acquisition Patterns

1. 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.

Search Engine Watch links to a similar pre-made report in their list of time-saving custom reports. If you’re not selling products on your site you can swap out Revenue and Unique Purchases for conversion and goal value-related metrics. And don’t forget to segment by device!

>> Get the report here.

browser report

2. 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.

>> Get the report here.

3. 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.

>> Get the report here.

customer behavior report

4. Mobile Performance Report

This report is ideal for understanding how well your site is optimized for mobile and where you need to make improvements. For example, the site pictured below has a super-high bounce rate for Android; the site’s developers have got some work to do!

mobile report avinash

The report is part of a bundle of dashboards and reports created by Avinash Kaushik. >> Get it here.

5. Site Diagnostics: Page Timing Report

Rachelle Maisner, an Account Manager at the agency Digitaria, was invited to contribute a list of her top custom reports to the Google Analytics Blog. I love this report in particular because it instantly reveals problematic pages that need your attention. You’ll discover which pages are taking extra long to load as well as which have an uncomfortably-high bounce rate.

Rachelle recommends that you switch from the “data” table view to the “comparison” table view in order to compare load time to bounce rate; this allows you to view the bounce rate for each page against the site average.

>> Get the report here.

Reports That Tell You How Your Content is Doing

6. Hours & Days Report

The Hours & Days Report by Dan Barker shows you which day of the week and at what time of the day your website receives the most traffic. If you set a large time span––say a couple of months––you can use this data to guide experiments with blog post times.

>> Get the report here. There are 4 tabs in this report.
Here is the Ecommerce version.

hour day report dan barker

7.  Referring Sites Report

This report by Anna Lewis is great for identifying the referring sites that provide the most value. It tells you not only which referring sites are generating the most traffic but also how they’re contributing to goal conversions.

>> Get the report here.

8. Content Efficiency Report

Avinash Kaushik created this report to focus on key metrics that will help you identify which pages are performing the best and which need a little optimization. It’s especially useful for sites that produce a lot of content; as Avinash points out, it can help marketers answer important questions like:

  • Which content is most engaging?
  • Which subject matter experts should we hire more of?
  • What type of content (videos, demos, pictures, reviews etc.) do visitors value more?
  • Which content delivers business or non-profit value?

Avinash explains the logic behind this report here.

content analysis report avinash

>> Get the report here.

9. Traffic Acquisition from Social Media Report

This report shows you not only which social media channels are driving the most traffic to your site but also whether or not that traffic is translating into tangible results for your business. Metrics like Goal Conversion Rate and Goal Value will tell you which social media sites you should pay more attention to.

>> Get the report here.

Reports for SEO

10. SEO: Referring Pages Report

This one comes with the Google Analytics starter bundle, and it’s a great way to gauge the effectiveness of your link building efforts and track the top referring links to your website. The “Referral Path” column will tell you exactly which page your links are coming from (not just which website). Bounce Rate and Avg. Session Duration will indicate which links are high-quality, and Per Session Value will tell you which links are generating real business results.

seo refferal report

>> Get the report here.

11. SEO Insights for Google Organic (not provided) Report

The Google Organic Insights Custom Report provides insights for your “(not provided)” keywords. Showing the landing page URLs along with their page titles gives you a sense of the general keyword themes that people are searching for on Google before arriving at your site.

>> Get the report here.

12. Keyword Analysis Report

This report, which I found via Econsultancy, lists your most popular keywords (excluding the ones encrypted by Google, of course) alongside visitor metrics, conversion rates, goal completions and page load time for each one. There’s also a tab measuring engagement for each keyword, which is interesting for content marketers, and a tab showing revenue metrics.

>> Get the report here.

Wrapping it Up

Installing these Custom Reports templates and then personalizing them even further according to your needs will save you time and most likely reveal insights about your data that you hadn’t expected. Now I’d like to hear from you: Did I miss any of your favorite Custom Reports? Let me know in the comments below.

About the Author: Chloe Mason Gray specializes in digital marketing and growth strategy for small businesses and solopreneurs. Be sure to say hi to her on Twitter. You can also follow her on Google+.

  1. Most of these reports are standard and not custom.

  2. Several of the links to get the reports don’t work or are not correct. FYI.

    • Chloe Mason Gray Nov 10, 2014 at 3:26 pm

      Hey James! Sorry you’re having trouble with the links. Can you tell me which ones don’t seem correct to you? I’ve gone through the links again and they look good to me. Keep in mind that some of these reports are inside a bundle, so instead of linking to the individual report I’ve linked to the bundle.

      Thanks – Chloe

      • Lynie Rose Tinguban Nov 11, 2015 at 6:39 pm

        It says here:
        “Security problem. Please try reloading the page.
        We cannot verify your account credentials. Please verify your account information, then sign in again.” For these custom reports:

        Browser Report
        Hours & Days Report
        Referring Sites Report
        Content Efficiency Report
        SEO Insights for Google Organic
        Keyword Analysis Report

  3. Kissmetrics,

    Unbelievably valuable content! Thank you for this post!


  4. These are awesome. But please explain how do we use these reports ? Without this explanation, these are just reports on this website. How do we use them for our own website ?

    • Chloe Mason Gray Nov 10, 2014 at 3:29 pm

      Hi Atul,

      Glad you like the reports. Do you mean that you would like more examples/case studies of how to use each report? Valuable feedback; I’ll keep that in mind for future posts. Thanks!

  5. This article is truly inspiring for me and I’m looking ahead for more educational of your blog.

  6. Thank you for putting together this useful post.

  7. Usually looks for the report but still not understand how to use them most.

  8. The link for #8 doesn’t seem to work. I get this error when clicking on it:

    Security problem. Please try reloading the page.
    We cannot verify your account credentials. Please verify your account information, then sign in again.

  9. Are the links for #2 and #3 identical? When I load them in my account, it renders the same report.

    Nonetheless, Great article!

  10. None of these work -shame. I am logged in but get an error message every time: We cannot verify your account credentials. Please verify your account information, then sign in again.

  11. 2. Visitor Acquisition Efficiency Analysis Report and 3. Customer Behavior Report links appear to be the same.

  12. Hi,

    Most of these reports give me the Google “We cannot verify your credentials” error and I’m unable to import all but two of the reports into my account. Also you duplicated a link for two of your listings.

  13. Tammi L. Coles Nov 18, 2015 at 6:59 am

    Having the same problem that others are reporting regarding the credentials verification, first reported in November 2014. Great concept, flawed implementation. Would be great if it were fixed!

  14. Donna Walters Apr 04, 2016 at 5:42 pm

    I just received a call from a salesman representing Google. He was, in my opinion, quite non specific in what he was trying to sell me and we just didn’t understand one another so HE HUNG UP ON ME. So totally unprofessional and clearly doesn’t like what he does for a living. I felt he was trying to push something on me and I only was trying to understand how whatever it was he was selling would improve my business and it almost sounded as though he was reading verbiage he’d been given to use while attempting to make sales.
    To me, a true professional has integrity and only wants to improve his company’s profits. This salesman was a poor representation of Google and I want someone in charge to know of his poor ability to talk to and understand people. In other words, he has no people skills.
    Any organization or business needs and should strive to have a professional sales force and Google needs to find out who this person is and fire him…today! He is not someone you want to be on your team.

  15. Philip gundersen Jun 09, 2016 at 11:29 am


    I downloaded the visitor acquisitions efficiency report and wanted to understand why the total session # listed from the source column was less than the overall total of my traffic. Shouldnt it be a 1:1? What am I missing?

  16. I’m trying to find out how to generate a report of page URL’s with an individual page view greater than X on any given day within a date range.


  17. On #2 Visitor Acquisition Efficiency Analysis Report the Filter for “Mobile (including tablet)” has been deprecated. Could you provide suggestions on how to replace that?


  18. I need to construct a report which every week shows the number of downloads of reports from our webpage.

  19. William Graves Jul 13, 2017 at 4:31 pm

    Hi Chloe,

    I have a question regarding the construction of a custom report using custom variables. I have a custom variable called average engagement which is the amount of time that a user has the page in focus on their device. What I want to do is have that average engagement metric as my dimension with something like the following bins, 1-10s, 11-20s, 21-30s, and so on and then use metrics like bounce rate and number of sessions. The idea behind this is that I want to know by engagement bin: what my bounce rate is and how many sessions does that bin contain. Is there any way to make that type of report in Google Analytics? Essentially I want the engagement report, but with my custom metric in place of the duration bins.


  20. Hi there,

    great job with the overview. The first Link for the Browser Report “>>get the report here” is not working.


  21. Hi,

    the first “get report here’ for #1 doesn’t work for me  – can someone please double-check?

    • I can’t find a replacement.

      If anyone has a replacement for that report, just reply to this comment with the link to the report.

  22. Is there a way to generate a report of users that have access a Google Site. Type of information that I’m looking for is for instance Username and/or e-mail address of all users that have access a particular Google Site? Thanks and in advance.


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