This article is about Google Analytics 4 properties. Refer to the Universal Analytics section if you're still using a Universal Analytics property, which will stop processing data on July 1, 2023 (October 1, 2023 for Analytics 360 properties).


Reports are ways of depicting and visualizing site and app visitor data and activity, through tables, charts, and graphs. Analytics provides a set of default reports geared towards common ways of depicting data, but you can also customize reports and report navigation to fit your business objectives. Learn more about reports.

Reporting refers to the process of using the information in reports to derive insights about your site and app visitors and their activity.

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