Using Custom Reports for Analysis

The Customization area contains any dashboards, shortcuts, alerts, or Custom Reports that you've created. Select Customization.

Then select Custom Reports. Any Custom Reports you've previously created are located here.

Let's create a new Custom Report that allows us to view the Google Merchandise Store's event category, action and label dimensions together in the same report. Select “New Custom Report.” 

Give your report a meaningful name.

You can also add different tabs to the report for better organization.

There are different Custom Report types:

  • Explorer is the standard Analytics report that includes a line graph and a data table, search and sort options, and secondary dimensions.
  • A Flat Table is a static, sortable table that displays data in rows.
  • Map Overlay is a map of the world with regions and countries in darker colors to indicate traffic and engagement volume.

Select Flat Table to look at all of the event parameters together. Specify at least one dimension and one metric to save a Custom Report. You can add up to five dimensions and 10 metrics to a Custom Report.

  • Click "add dimension" and start typing "Event Category." Select "Event Category." Next, add the dimensions "Event Action" and "Event Label" in the same manner.
  • Click "add metric" and start typing "Total Events." Select "Total Events." Similarly, add the metric "Unique Events."

When you add dimensions and metrics, make sure they’re of the same scope or no data will appear in the report. For example, mixing the Event Category dimension with the Time on Page metric won't work because this mixes a hit-level dimension with a session-level metric. 

You can also add filters to the report. For example, if you created a report with the dimension "Browser Version," you could add a filter to display only specific browsers in the report such as Chrome.

Custom Reports can be associated with different views as well, so they can easily be shared by users who have access to the same view. 

When you’re finished creating your Custom Report, click Save.

Now you can see the category, action, and label for all events in one report, as well as the total and unique events for those dimensions.

Custom Reports are a good alternative to secondary dimensions if you want to use a Custom Dimension as your primary, not your secondary dimension. They can also be useful if you want to see more than two dimensions per row, which can be helpful if you need to export the data table into another software for analysis. And finally, Custom Reports allow you to report on any Custom Metrics you have collected.

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