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Google Analytics's standard reports can be limited, so a little customisation is necessary to improve the quality of insight you can gain. 

If like me, you're a relative amateur with Google Analytics, ready-made custom reports can save you a lot of time. 

There are various reports here, some useful for publishers, some for ecommerce sites, and some for SEO analysis. 

Just log in to your Google Analytics account and click the links to add these to your custom reports list... 

Track the effect of (not provided)

Google's decision to encrypt search referral data means that many sites now have a lot less to work with when tracking SEO keywords, and Econsultancy is no different. 

In fact, as with other IT and tech related sites, we have been hit harder than others, to the extent that more than 40% of our organic search referrals are (not provided). 

The rise of (not provided) on Econsultancy.

With this encryption spreading to Firefox and iOS6, this trend is set to continue. 

Thanks to Avinash Kaushik's custom report, you can moan about the impact to other marketers, backed up by accurate data. 

Google https Change Impact

Time of day report

This one comes from Dan Barker, who answered my Twitter question about tracking posts by publish time with a fully formed custom report, thus saving me loads of time. 

Using this you can see which days of the week are most popular, and use the data to experiment with your publishing schedule: 

GA time of day report

Time of day report for ecommerce

This one also comes from Dan Barker, and does much the same as the previous custom report, but is aimed at ecommerce sites. 

It shows transaction metrics on top of the traffic stats by time of day and day of week. 

Time and ecommerce report

Better AdWords

This report was suggested by Brian Clifton in the Google+ discussion on this post. I've added this to replace the Google Images traffic report, which doesn't work. 

This  combines Adwords acquisition data with revenue data under one roof, and saves you going back and forth between different reports. 

Better Adwords report

Keyword analysis

This report looks at your most popular keywords (minus the ones that Google isn't telling you about) and shows visitor metrics, conversion rates, goal completions and page load time. 

Other tabs also show engagement and revenue metrics.

Keyword analysis report

Keyword analysis report

Non-branded keywords

This report strips out the branded keywords and shows visits, goal completions and revenue. 

You'll need to go in and edit the report to exclude your own branded keywords. In this case, I've excluded 'econsultancy' but I should also remove the various spellings and hyphenated versions: 

Non-branded keyword report

Browser report

This report shows how different browsers are working for your site in terms of visits, revenue, bounce rates and purchases. 

It's also a good way of picking up potential problems. If bounce rates are especially high for one kind of browser there may be an issue with the way your site looks in Internet Explorer, Safari etc. 

Browser report

Should I go mobile? 

This one is from Lens 10, and aims to answer the question above. 

You can judge from metrics such as pages per visit and goal completion rate and decide whether a mobile site is ready. The answer is very probably yes for most sites. 

Should I go mobile? report

Referring sites report

Thanks to Anna Lewis from Koozai for this one, which shows referring sites alongside goal completions and conversion rates. 

Referring sites report

Link analysis report

This one, from SEObook, helps you to see which of your inbound links are sending the most valuable traffic, showing visits, goal completions and more. 

Link analysis report

Do you have any other useful custom reports to share? Please let us know below...

I've rounded up 10 more custom reports here

Our Festival of Marketing event in November is a two day celebration of the modern marketing industry, featuring speakers from brands including LEGO, Tesco, Barclays, FT.com and more. 

Graham Charlton

Published 5 March, 2013 by Graham Charlton

Graham Charlton is the former Editor-in-Chief at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+

2565 more posts from this author

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Graham Charlton

Graham Charlton, Editor in Chief at ClickZ Global

Worth checking out the Google+ discussion around this post for more custom report suggestions: https://plus.google.com/u/0/116364514350039925690/posts/MQtA5P1kfDa

This one filters inquisitive traffic containing:

-Who
-What
-When
-Where
-Why
-How
-Can
-Will

http://mmkt.in/questionsadvancedGAsegment

over 3 years ago

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Cady Haren

Google Analytics is something that used to earlier scare me a lot. But now after becoming a data analyst, scavenging through data has become part of my job.

That is why I love posts like these. Can't wait to try out these and to install these custom reports.

over 3 years ago

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Jill Whalen

There are a whole lot more custom reports, dashboards and advanced segments over at CustomReportSharing.com as well.

over 3 years ago

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Matt

Thanks for these!

over 3 years ago

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Liz Montgomery

These are really useful - thank you

over 3 years ago

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Tom

Extremely useful, thanks Graham.

over 3 years ago

Ben Foster

Ben Foster, Operations Director at http://patient.infoSmall Business

fantastic post and would love to see more!

over 3 years ago

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Lynsey

Great post - thanks!

over 3 years ago

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Melanie Clarke, Online Marketing Executive at Spire HealthcareSmall Business

All really good stuff. Will be implementing a few of these now!

over 3 years ago

Simon Hawtin

Simon Hawtin, Marketing Executive at RateSetter

A great post and excellent resource. Thanks Graham.

over 3 years ago

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Vernon Riley

The mobile one is interesting. Our experience in looking at clients GA accounts is that mobile usage over 20% isn't that common in B2B. What do others find?

over 3 years ago

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Ste Smith

Brilliant! Very useful. I'm sure some interesting usable data will come out of these.

over 3 years ago

Steve Harvey-Franklin

Steve Harvey-Franklin, Director at AttercopiaSmall Business

Good Resources Thanks

over 3 years ago

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Darren Wallace

I'm getting 404 errors for the report links...anyone else?

over 3 years ago

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Darren Wallace, Head of Partnerships, Directories at BT

Ignore me - wasn't looked into my GA account.

over 3 years ago

Graham Charlton

Graham Charlton, Editor in Chief at ClickZ Global

No worries Darren, hope you find some of the reports useful.

over 3 years ago

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Richard Robbins

Thanks for the suggestions. Many of us (me included) get stuck looking at visits and page views and don't go much beyond that. There's so much more to understanding web traffic.

I'm going to use The Link Analysis Report to help my company understand how to better spend on sites whose referring links pay off in terms of closed sales.

over 3 years ago

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Rob Willcocks, Digital Manager at Ticketek Pty Ltd

All the links are giving me 404 Errors.

over 3 years ago

Graham Charlton

Graham Charlton, Editor in Chief at ClickZ Global

@Rob You need to be logged in to your Google Analytics account before you click them.

over 3 years ago

Dawn McKeag

Dawn McKeag, Director, Digital Marketing at Live Events Management, Inc.

Fantastic! Thank you for sharing!

over 3 years ago

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Steve

The reports include a column for goal completions.

My reports show positive numbers for goal completions, yet I have no goals set up for the website profile.

What goals are being counted?

over 3 years ago

Sophie Griffiths

Sophie Griffiths, Director at Cheil

GA Social value is also an amazing analytics add in we should all start using to enable us to find the profits/sales/ROI from social media

over 3 years ago

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Laura Nairne,

What brilliant reports. My new favourite post from Econsultancy (until I go and read the '10 more custom reports'!!)
Thank you

over 3 years ago

Anna Lewis

Anna Lewis, Google Analytics Analyst at Koozai

Thanks for the include on here, great to see so many examples and so many people benefiting from these custom reports.

over 3 years ago

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Elizabeth Derwin

Great help, thanks for posting

over 3 years ago

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Tom S

Superb article - I've been (lazily) waiting for one of these for ages.

Great compilation.

over 3 years ago

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Stephanie Bell

Thanks for these, had added them not to have a play about

over 3 years ago

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Anuj - Digital Marketer

The custom reporting concept from google analytics are such a great things which we are using to enhance our power to use "Analytics"... I am being addicted to use such things on daily basis and get hand on practices on that... :) :) :) :) Now able to write my own guest post on that... :)

over 3 years ago

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Kim Ethridge

How do you customize the non-branded keyword report? Where do I add my brand keyword?

over 3 years ago

Ben Blackwell

Ben Blackwell, Senior Ecommerce Manager at OKA

http://www.musicaljack.com/blog/7-google-analytics-custom-reports/

Very useful reports. There are some more that are specifically focussed around conversions that I found here!

almost 3 years ago

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