12 Useful Custom Reports

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Using Custom Reports you can build any report you want. Yet, when you start working with Custom Reports it can be difficult to come up with ideas for a new report. In this article, we will show you a dozen of Custom Reports that come in handy for any web analyst.

Marketing channel efficiency report

To find out which marketing channel is the most efficient, you can build a custom report using a Channel dimension and compare the following metrics: Number of Visitors, Bounce Rate, Unique Page Views, Time on Page, and Goal Conversions. This will give you a full picture of your marketing efforts.

Marketing channel efficiency report

For creating this report use the Explorer report type, because it has nested tables which let you drill down the marketing channel.

Pick the following dimensions:

  • Channel
  • Source / Medium
  • Campaign Name

And the following metrics:

  • Visitors
  • Bounce Rate
  • Average Unique Page Views in Session
  • Average Time on Page
  • Goal Conversions
Marketing channel efficiency report

First impression report

To find out if your website charms new users you can build the first impression report. For the dimension, use the Session Entry URL which will show you entry pages and landing pages created for your advertising. For nested dimensions, use Device Type, Operating System, and Browser Engine which will tell you if those pages are user-friendly on devices your visitors use.

By analyzing the first impression report, you will be able to spot usability errors on pages that make people bounce off your website.

First impression report

For creating this report use the Explorer report type.

Pick the following dimensions:

  • Session Entry URL
  • Device Type
  • Operating System
  • Browser Engine

And the following metrics:

  • Visitors
  • Bounce Rate
  • Goal Conversion Rate

Then add a filter:

  • Returning Visitor is New

First impression report
First impression report

Seasonality research report

If you want to discover traffic peaks during the week or day, you can use the seasonality research report. By analyzing this report, you could learn which day is the best for launching the email campaign or which hour during the day is mostly crowded. These insights may help you adjust your marketing campaigns and improve your advertising efforts.

Seasonality research report

For creating this report use the Explorer report.
Pick the following dimensions:

  • Date (group by day of the week)
  • Date (group by an hour of the day)

And the following metrics:

  • Visitors
  • Bounce Rate
  • Average Page Views in Session
  • Average Time on Page
  • Goal Conversion Rate
Seasonality research report

Locations report

The locations report is useful when you want to learn how engaged visitors from specific locations are. You can analyze visitors per continent, country, and city to see how popular your website is in certain areas.

Locations report

For creating this report use the Explorer report.
Pick the following dimensions:

  • Continent
  • Country
  • City

And the following metrics:

  • Visitors
  • Bounce Rate
  • Events
  • Goal Conversions
  • Goal Conversion Rate
Locations report

Organic traffic over time report

If you would like to see ups and downs in fragile organic traffic you can build a line chart report showing, over time, sessions that come from organic search.

Organic traffic over time report

For creating this report use the Line Chart report.

Pick the following dimension:

  • Date

And the following metric:

  • Sessions

Then add a filter:

  • Channel is a Search Engine
Organic traffic over time report

Search engine report

The search engine report will inform you about the traffic generated by search engines like Google, Bing, Yahoo, and more. When you drill down the search engine you will see Session Entry URLs. The URLs will help you find out which keywords refer most users to your site.

Search engine report

For creating this report use the Explorer report.

Pick the following dimensions:

  • Source / Medium
  • Session Entry URL

And the following metrics:

  • Entries
  • Visitors
  • Average Session Time

Then add a filter:

  • Channel is a Search Engine

Search engine report
Search engine report

Organic traffic: top performing pages report

If you are interested in reviewing pages important for SEO you can build a report showing page URLs visited by people who clicked search results in a search engine. This report will show you top performing pages and underperforming pages. The last ones you’ll have to optimize and improve their content.

Organic traffic: top performing pages report

For creating this report use the Flat Table report type, which will give you a clear view of statistics for each page.

Pick the following dimensions:

  • Page URL

And the following metrics:

  • Entries
  • Average Time on Page
  • Bounce Rate

Then add a filter:

  • Channel is a Search Engine
Organic traffic: top performing pages

Campaign performance report

The campaign performance report will give you insights into your online campaigns. It’ll show you the source and medium of each campaign, and thus it’ll help you understand which of these brings you the most users. Other metrics will tell you how engaged people from different campaigns are (Average Time on Page) and how successful they are in completing web goals (Goal Conversions and Goal Conversion Rate).

Campaign performance report

For creating this report use the Explorer report type.

Pick the following dimensions:

  • Source / Medium
  • Campaign Name

And the following metrics:

  • Entries
  • Average Time on Page
  • Bounce Rate
  • Goal Conversions
  • Goal Conversion Rate
Campaign performance report

URLs and titles report

If you want to uncover which search results bring people to your website you can build a URLs and titles report. You’ll need to put together Session Entry URL and Page Title which will show you pages people land on after clicking in search results on Google, Bing, Yahoo, or more. By looking at page titles you can try to figure out which keywords are the most popular among visitors.

URLs and titles report

For creating this report use the Flat Table.
Pick the following dimensions:

  • Session Entry URL
  • Page Title

And the following metrics:

  • Entries
  • Page Views
  • Bounce Rate
  • Average Time on Page

Then add a filter:

  • Channel is a Search Engine
URLs and titles report

User flow report

If you want to know how people move through your website you can make a user flow report. It’ll have two dimensions: Session Entry URL and Session Second URL, which will show you the first and second step a user makes on your website. By analyzing the common paths visitors take on your site, you can see how they navigate and what they are looking for.

User flow report

For creating this report use the Explorer report.
Pick the following dimensions:

  • Session Entry URL
  • Session Second URL

And the following metrics:

  • Sessions
  • Goal Conversions

Goal Conversion Rate

User flow report

All goals report

The all goals report is simple, yet important. In a clear way, it shows you the conversion and revenue of all your goals and of each goal separately.

All goals report

For creating this report use the Flat Table report type.

Pick the following dimensions:

  • Goal Name
  • Goal Revenue

And following metric:

  • Goal Conversions
All goals report

Mobile performance report

The mobile performance report will help you find out if there are any usability issues on mobile operating systems. By looking at the number of sessions and bounce rate for each operating system, you can quickly detect problems occurring on mobile devices.

Mobile performance report

For creating this report use the Explorer report.

Pick the following dimensions:

  • Operating System
  • Operating System Version

And the following metrics:

  • Sessions
  • Entries
  • Visitors
  • Bounce rate
  • Average session time
  • Goal conversion rate

Then add filers:

  • Device Type is a Smartphone
  • Device Type is a Feature Phone

Mobile performance report
Mobile performance report

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