10 Google Analytics Custom Reports Every Ecommerce Shop Needs in 2024

First, what are out-of-the-box reports?

Out-of-the-box reports are the default reports provided by Google Analytics, such as the Audience, Acquisition, Behavior, and Conversion reports. While these reports offer valuable insights, they may not provide the specific data points that ecommerce shops need to make informed decisions.

Introducing Google Analytics custom reports

What are Google Analytics custom reports?

Google Analytics custom reports are personalized reports that allow ecommerce shops to track and analyze specific metrics that are relevant to their business goals. These reports can be tailored to display the exact data points that are important for measuring performance and growth.

How to use Google Analytics custom reports

To access custom reports, navigate to the “Customization” tab in your Google Analytics account and select “Custom Reports.” From there, you can create, edit, and manage custom reports to suit your ecommerce shop’s unique needs.

Finding quality custom reports

When looking for custom reports, it’s essential to consider the specific metrics that are most relevant to your ecommerce shop’s objectives. Quality custom reports should provide actionable insights that can drive strategic decision-making and improve overall performance.

Site performance custom reports

1. Site speed metrics by browser & browser version

This custom report allows ecommerce shops to analyze site speed metrics, such as page load times, by different browsers and browser versions. By identifying which browsers may be causing slower load times, shops can optimize their website for a better user experience.

2. Ecommerce metrics by browser, browser version & OS

This report provides insights into ecommerce metrics, including conversion rates and average order value, broken down by browser, browser version, and operating system. Understanding how different devices and browsers impact ecommerce performance can inform device-specific marketing strategies.

3. Metrics by day of week name & hour

By examining metrics such as traffic, conversions, and revenue by day of the week and hour of the day, ecommerce shops can identify peak times for website activity and adjust marketing efforts accordingly.

Acquisition custom reports

4. Organic search referring pages report

This custom report offers insights into the specific pages on which organic search traffic lands. Understanding which pages attract organic traffic can help shops optimize content for search engines and improve overall organic search performance.

5. PPC keyword/matched query report

For shops running pay-per-click (PPC) campaigns, this report provides valuable data on the specific keywords or matched queries that drive paid traffic. Analyzing the performance of these keywords can optimize PPC campaigns for better ROI.

6. Paid vs. organic search performance

By comparing the performance of paid search traffic versus organic search traffic, this report helps shops understand the effectiveness of their paid campaigns in relation to organic efforts. This information can guide budget allocation and resource allocation for marketing initiatives.

7. Daily ecommerce report

This custom report provides a daily overview of ecommerce performance, including key metrics such as revenue, transactions, and conversion rates. Regularly monitoring this report can help shops detect trends and make timely adjustments to marketing strategies.

8. All campaigns: cost analysis

For a comprehensive view of all marketing campaigns, this report offers a cost analysis that compares the effectiveness of different marketing channels. By understanding the cost per acquisition for each campaign, shops can optimize their marketing budget to maximize returns.

Sales custom reports

9. Business outcomes analysis

This report focuses on business outcomes, such as revenue, transactions, and conversion rates, to provide a holistic view of sales performance. Understanding the relationship between different metrics can guide strategic decision-making for sales growth.

Google Analytics Custom Reports FAQ

What are custom reports in Google Analytics?

Custom reports in Google Analytics are personalized reports that allow ecommerce shops to track and analyze specific metrics that are relevant to their business goals.

How do I create a custom Google Analytics report?

To create a custom Google Analytics report, navigate to the “Customization” tab in your Google Analytics account and select “Custom Reports.” From there, you can create, edit, and manage custom reports to suit your ecommerce shop’s unique needs.

How many types of custom reports are there in Google Analytics?

There are various types of custom reports in Google Analytics, including site performance reports, acquisition reports, sales reports, and more. These reports can be tailored to display the exact data points that are important for measuring performance and growth.

What actions can custom reports perform?

Custom reports in Google Analytics can perform a range of actions, including tracking site performance, analyzing acquisition channels, and monitoring sales metrics. These reports provide actionable insights that can drive strategic decision-making and improve overall performance for ecommerce shops.