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Last week I published a list of ready-made custom reports for Google Analytics, including ways to measure links, PPC campaigns, sales by time of day and more.

The reaction was very positive, and in the comments and related G+ discussion, more great custom reports were suggested, so I've rounded them up here.

Monitoring duplicate transactions

This one, suggested by Matt Clarke, finds duplicate transaction IDs which have been caused by incorrecy implementation of ecommerce tracking.

Google Analytics duplicate transactions

Monitoring duplicate transactions report

PPC Keyword/Matched Query Report

James Gurd suggested this one, which allows you to drill down to find out by source which keywords are driving traffic and segment by matched query type to see how targeting affects performance.

PPC Keyword/Matched Query Report

SEO reporting

Another one from James Gurd, which is a useful SEO reporting suite showing keywords, landing pages and ecommerce. 

SEO reporting suite

Content impact report

Very useful. This one shows page titles and then volume, value and engagement metrics to show the impact of different content. 

Content impact report

Ecommerce conversion report

Depesh Mandalia uses this one as his 'go-to' report to identify issues and opportunities on ecommerce sites. 

According to Depesh: 

Tab one is about tracking keyword performance against sales to predominantly identify paid search opportunities. Tab two is about spotting high level conversion issues, breaking down by browser and version which I keep a regular eye on.

Tab three is a basic Device breakdown again more for trending/monitoring. Tab four (not relevant for all businesses) is a Country > City > Landing Page breakdown to spot trends and opportunities.

Finally Tab five is again for trend spotting, breaking Campaigns down to Year > Month > Day > hour in particular when running timed ads (eg TV) and other short-term marketing campaigns to understand impact on bottom line.

Ecommerce conversion report

404 report

This one from Peter Meinertzhagen requires a bit more effort, but should prove useful. 

The screenshot below shows what the report settings look like. According to Peter: 

You need to enter whatever title your 404 page uses in the "Page Title" filter. You'll then get URL's looking a little like this in the report: /404.html page=/pageonyourwebsite/&from=http://externalwebsitelinkingtowrongpage/

It's great for catching inbound links that are returning 404's.

AdSense campaign report

Thanks to James Hart for this one, which monitors AdSense campaigns. 

(We don't use AdSense so a screenshot seems pointless).

AdSense report

Content marketing dashboard

This, from the Spinnakr blog, is a useful content marketing dashboard which displays a number of useful content metrics for an at-a-glance view.

It's worth checking out the blog post for instructions on how to use it effectively. 

Content marketing dashboard

SEO goal breakdown report

This, from Dinkum Interactive, looks at various SEO metrics: 

SEO goal breakdown report

Filter inquisitive traffic

This is not a custom report, but a very useful custom advanced segment, from Paul Gailey Alburquerque.

It filters out inquisitive traffic which contains the words 'how', 'what', 'when', 'why' etc and shows the related landing pages.  

Google Analytics advance segment

Filter inquisitive traffic

 

Econsultancy's Crunch - Data, Analytics and the Rise of the Marketing Geek, takes place on October 10 at Truman Brewery, London. Crunch is the event for the analysts, strategists and boffins who turns raw numbers into insight, then revenue. This event is one of five that make up our Festival of Marketing

Graham Charlton

Published 11 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

Comments (18)

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AZ

Good article, keep coming.

over 3 years ago

Damion Brown

Damion Brown, Trainer & Consultant at Data Runs Deep

Last week's reports were all quite well-known, it's good to see some different ones surface. Good job!

Can we make this a monthly series? Please?

over 3 years ago

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Gareth Beer, Ecommerce Manager at Speedo International LimitedEnterprise

Any chance of getting something similar done for Coremetrics?

over 3 years ago

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Adley Siddiqi

It would be really useful to have a directory or searchable repository of such reports - available to the community.

over 3 years ago

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Carlos F.

Awsome guys, thanks!

over 3 years ago

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suzanne

Really helpful. trying to build a showcase for advertisers on the site and track sales from it. Which metric would be the most useful ?

over 3 years ago

Graham Charlton

Graham Charlton, Editor in Chief at ClickZ Global

@Damion I'd love to, if I can find enough to add. This list was harder to compile than the last one.

@Gareth I'm not familiar with Coremetrics, but that's perhaps something we can get a guest blogger to do.

over 3 years ago

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Tanielle Lobo

Hi Graham, thanks for rounding these up and then sharing them. Found quite a few helpful actually.

over 3 years ago

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Lucy

Hey,

All of the links are returning a 404 error for me. Please can these be fixed :)

Thanks,
Lucy

over 3 years ago

Graham Charlton

Graham Charlton, Editor in Chief at ClickZ Global

@Lucy - You'll need to be logged into Google Analytics before clicking. It works OK for me, but let me know if you still can't access them after trying that.

over 3 years ago

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Depesh Mandalia, Head of Digital Marketing at Lost My Name

On the 'Filter Inquisitive' there's an easier way to set-up the segment. I can't recall the site where I found this fantastic Regex expression, but it does the job in one line - select 'include' 'keyword' and add the following

\b(adding|does|do|who|what|where|when|why|how|will|can|\?|am|is|are|was|were|be|being|been|versus|vs|vs\.|best)\b

You can amend as you see fit. I apply this to external and internal search data as a great way for creating FAQs or blog articles.

over 3 years ago

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jen

Being an all round digital marketer, having everything within my remit, I don't often have time to set up custom reports and dashboards so these are invaluable to me!! Def keep them coming please.

over 3 years ago

Seema Kumari

Seema Kumari, Head of Digital Marketing at Hearst Magazines

Love this! More please....

over 3 years ago

Nathan Gamble

Nathan Gamble, Online Marketing Assistant at Warwick Conferences

This is brilliant! I agree with the comments above - this should be a monthly thing.

over 3 years ago

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Michel

Great article. The 404 report seems to link to the Ecommerce conversion report.

over 3 years ago

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Anuj - Digital Marketer

Analytics given some extra large reporting concepts for clients... i am aware of custom reports build maximum on daily basis for my international clients... This custom reports such a great tools...

over 3 years ago

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Verne

Was searching for Custom Reports for GA. Hope you have more in the future.

over 3 years ago

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Julia Ware, Executive at Global

I like Custom SEO Report.
Thanks for that I will use that only for sending reports to my clients

about 3 years ago

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