Introduction to Custom Reporting
Custom Reporting is a feature introduced by Google that allows you to develop tailored reports by choosing appropriate pairs of dimensions and metrics.
Why to use Custom Reporting
- Quicker access to the information you want to see, the way you want to see it.
- Less data overload.
- Build reports to suit your business needs.
When to use Custom Reporting
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:
- Less switching from one report to another. Bring relevant metrics and dimensions from multiple areas of Google Analytics into one place.
- Relevant drilldowns, break visitor behavior into workable segments which are more relevant to your business model.
- Share the right things with the right people. By using the tab feature in custom reports your colleagues can see only the data that is relevant to their activities.
Basics of Custom Reporting
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:
- Google defines a metric as a quantitative measure of how visitors interact with your site. Examples of metrics include; the amount of time visitors spent looking at a page (time on page), the number of times visitors viewed a page (page views), etc.
- Dimensions are attributes or characteristics associated with visitors on your website. Dimensions are the categories that the data in your reports fall under. A few examples of dimensions are, medium (organic or direct), region or source, etc.
Tips: Metrics are always expressed in numbers and dimensions are always expressed in words. Unlike dimensions, you can build a report using only metrics.