Google Analytics Custom Reports for E-Commerce

Brody Hall
By Brody Hall
Joel Taylor
Edited by Joel Taylor

Published November 29, 2021.

Google Analytics logo displayed on a laptop

Google Analytics is an essential tool for anyone running an e-commerce store. It allows e-commerce merchants to get the insights they need to make better decisions on how to grow their business. However, sometimes you need to go deeper. That's where Google Analytics customizable reports can help.

This post will show you how to make the most of these custom reports for e-commerce businesses and create reports in Google Analytics.

Important Google Analytics Custom Reports for E-Commerce

When getting started with Google Analytics, the tool gives you several pre-configured reports that allow you to readily derive insights about your website traffic and e-commerce transactions. As good as these out-of-the-box reports are, there are also a ton of outstanding custom reports that will allow you to go even deeper into your site analysis.

Customer Acquisition Report

If you’d like to make sure you know exactly which channels are contributing the most revenue to your online business, a customer acquisition report is perfect for you. It breaks down metrics like average order value, conversion rate, and revenue.

Content Efficiency Report

The first part of the content efficiency report will point out which pieces of content garner more attention than others based on basic metrics, such as traffic amount. More importantly, though, this custom report will also analyze the more subtle details such as visitor time spent viewing pages, bounce rates, and other engagement-based statistics to determine how interested people truly are in your content.

Referral Traffic Revenue Report

With this Google analytics sample report, you can monitor, with precise accuracy, which of your marketing channels are bringing in the most amount of revenue for your business. Easily get the information you need to take actionable steps for future endeavors by clearly seeing which referral or advertising traffic is contributing to your sales goals, ensuring that the same referrals help maintain growth.

How to Create a Custom Report on Google Analytics

If you want to try your hand at creating a Google Analytics custom report for specific pages, simply follow these steps:

  1. Sign in to your Google Analytics account
  2. Navigate to the view panel
  3. Open reports
  4. Click the customization option, followed by custom reports, and then click the new custom report button
  5. Name the custom report
  6. If you wish, add a report tab
  7. Then choose a report type, either explorer, flat table, map overlay, or funnel
  8. Next, the important part, define the dimensions and metrics
  9. Optionally, click add filter to customize the dimensions
  10. Lastly, click save

Why Are Custom Reports Good for E-Commerce?

Google Analytics allows e-commerce brands to better understand their customers. With it, businesses can look at traffic trends and what customers do on their e-commerce sites. By using custom reporting on Google Analytics, users can view real-time data and visualize user trends that are more personalized and catered to their specific goals, such as customer behavior and persona. This way, they can know how to engage with customers better.

The best part, if you find any of these helpful or you create a handy custom report yourself, you can share custom reports from Google Analytics with your fellow e-commerce merchants.