Welcome to our free Advanced Google Analytics tutorial. This tutorial is based on Webucator's Advanced Google Analytics course.
In this lesson you will learn how how to design and build your own custom reports.
Custom Reporting is a feature introduced by Google that allows you to develop tailored reports by choosing appropriate pairs of dimensions and metrics.
Custom reports are most useful when you need to combine metrics and dimensions that are not available in standard reports. You may also create a custom report to remove certain data from standard reports that is not relevant for your business. Here are some advantages of using custom reports:
Reports in Google Analytics are made up of rows and columns. While building custom reports, columns will be represented by metrics and rows will be represented by dimensions. Definitions for metrics and dimensions are as follows:
Tips: Metrics are always expressed in numbers and dimensions are always expressed in words. Unlike dimensions, you can build a report using only metrics.
Google has outlined the following guidelines for selecting a valid pair of dimensions and metrics:
|Category||List of Dimensions|
|Visitor Dimensions||Hour of the Day, Page Depth, Days Since Last Visit, Visit Duration, Visitor Type, Count of Visits, City, Language, Region, Country/Territory, Continent, Sub Continent Region, Sub Region, User Defined Value|
|Campaign Dimensions||Campaign, Ad Group, Keyword, Ad Content, Ad Slot, Ad Slot Position, Source, Medium, Source/Medium, Referral Path|
|Content Dimensions||Page Title, URL, Referral Path, Visit Type, Search Term, Refined Keyword, Site Search Category, Landing Page, Exit Page|
|E-commerce Dimensions||Affiliation, Bill City, Bill Country/Territory, Bill Region, Days to Transaction, Product SKU, Product, Product Category, Count of Visits to a Transaction|
|Internal search dimensions||Internal Search Terms, Internal Search Refinement, Internal Search Category|
|Category||List of Dimensions|
|Visitor Metrics||Bounces, Bounce Rate, Clicks, Entrances, Exits, % Exit, New Visits, Time on Page, Pageviews, Time on Site, Visits, Visitors|
|Campaign Metrics||Cost, Impressions, CTR, CPC, CPM|
|Content Metric||Unique Pageviews, Total Unique, Searches|
|E-commerce Metrics||Unique Purchases, Product Revenue, Quantity, Revenue, Per Visit Value, RPC, Average Value, Shipping, Tax Transactions|
|Goal Metrics||Goal Starts, Goal Completions, Goal Values|
|Internal Search Metrics||Unique internal searches, Visits with internal searches, Number of internal searches, refinements, Visit duration with search, Visits with Search, Search Refinements, Time after Search, Search Depth, Search Exits|
|Visitor Dimensions||Campaign dimensions, Content metrics, Visitor metrics, Goal metrics, Ecommerce metrics and dimensions, Internal Search metrics and dimensions|
|Visitor metrics||Visitor dimensions, Internal Search dimensions, Campaign dimensions|
|Campaign Dimensions||Campaign metrics, Visitor metrics, Visitor dimensions|
|Campaign metrics||Campaign dimensions|
|Content Dimensions||Content metrics, Goal metrics, Ecommerce metrics|
|Content metrics||Visitor and Content dimensions|
|E-commerce Dimensions||Visit level dimensions, Ecommerce metrics|
|E-commerce metrics||Visitor, E-commerce, Internal Search and Content dimensions|
|Internal search Dimensions||Visit level dimensions and metrics, Goal metrics, Ecommerce metrics, Internal Search metrics|
|Internal search metrics||Visitor and Internal Search dimensions|
Here is a list of suggested steps to follow before you build your custom report:
Take a look at the following example:
1. You would like to see visits, pages/visit and bounces categorized by mediums into one single report. You want this report to have the ability to drill down through this information in reference to countries and cities. Create this report using custom reports.