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What are Google Analytics Custom Reports?
Custom reports allow you to select your own dimensions, metrics and filters separately from the main Google Analytics reports. Find Custom Reports under the Customisation heading in the left-hand navigation bar in Google Analytics.
One of the main benefits of custom reports is they allow you to create a simplified view, showing only the data you're interested in. You can create multiple tabs and any filters are saved, meaning you only need to set them once.
Sharing Custom Reports
By default, a custom report can only be viewed by the user who created it.
There are a number of ways to share a custom report with other users via email, PDF or spreadsheet download. However, for a fully interactive experience, the best method is to create a shareable template link.
Shareable Template Links
A template link allows another Google Analytics user to effectively copy a custom report to their own account.
Generate a Template Link
To generate a shareable template link follow these steps:
Navigate to Customisation > Custom Reports in Google Analytics.
Click the Actions button next to the Custom Report you want to share.
Select Share to see a pop-up like the one pictured above.
Make sure Share template link is selected and the Share button.
Copy the URL provided. This link can then be sent via email.
Use a Template Link
A template link can be used to recreate a custom report on any Google Analytics view, not necessarily the one it was created on/for.
To use a template link the recipient must have a Google account with direct access to the relevant Google Analytics view. What is being shared is just the configuration for the report but not any of the actual data, which is why direct access is required in order to avoid disappointment!
To use a template link follow these steps:
Open the provided template link in your browser.
Select the relevant Google Analytics View from the dropdown.
Enter a name for your custom report, or leave it as is.
Click the blue Create button.
Job done! You should now be looking at your custom report.
Using a Custom Report
Custom reports work in much the same way as other Google Analytics reports. Here are a few quick tips to get the most from your custom reports.
Date Range Comparisons
In the top right use the date picker to choose a date range. When looking at trends it's normally beneficial to choose a longer time frame. Compare to the previous year to minimise the effect of seasonality.
Group by Week or Month
Daily graphs are good for short time periods but can be hard to draw insights from when looking for long-term trends. Use the Week and Month options above the graph to group metrics and get a clearer idea of when performance improved or declined.
Overlay Additional Dimensions
From the table below the graph use the checkboxes to select one or more rows. Click the Plot Rows button to update the graph with the additional rows to see how the top-level figures break down for each dimension.