5 Custom Reports You Should Set Up in GA4 Today (2025 Edition)
Google Analytics 4 (GA4) gives you more flexibility than ever before—but only if you know how to set it up right. While standard reports offer some good baseline data, the real value lies in custom reports tailored to your business goals.
In this post, we’ll walk you through 5 powerful custom reports that every marketer, e-commerce seller, or content creator should build in GA4. Each one is designed to track key KPIs and unlock insights you won’t get from default dashboards.
1. Sales Funnel Report (E-commerce)
What it does: Tracks user drop-off from product view → add to cart → begin checkout → purchase.
Why it matters: This report helps identify bottlenecks in your funnel, so you know where to focus (better CTAs, trust signals, shipping info, etc.).
Key Metrics to include:
Add-to-cart rate
Checkout initiation rate
Purchase conversion rate
Average order value
2. Engaged Users by Traffic Source
What it does: Breaks down where your most engaged users are coming from (e.g., organic, paid, social, referral).
Why it matters: It lets you invest more in high-performing channels and spot wasted ad spend.
Key Metrics:
Engaged sessions
Average engagement time
Conversion rate by source
Bounce rate alternatives (e.g., scroll depth, session quality)
3. Top Product Performance Report
What it does: Shows your best and worst-performing products based on sales, views, and conversions.
Why it matters: Great for inventory planning, promotion strategy, and identifying hidden gems.
Key Metrics:
Product views
Add to cart events
Purchase events
Revenue per product
Refunds (if applicable)
4. Landing Page Engagement Report
What it does: Tracks which landing pages are bringing in traffic—and more importantly, holding attention.
Why it matters: It helps you spot which pages convert well and which need content, UX, or SEO fixes.
Key Metrics:
Sessions by landing page
Engaged sessions
Average engagement time
Goal completions or conversions
5. User Journey Flow (Path Exploration)
What it does: Visualizes the exact steps users take before converting—or bouncing.
Why it matters: You’ll learn how people actually navigate your site, not how you assumed they would.
Key Metrics:
Path exploration (customized)
Drop-off rates per step
Conversion events by step
Next page path
Pro Tip: Save & Automate
Once you’ve created these reports inside GA4 Explorations, you can:
Save them as templates
Schedule email exports
Integrate with Looker Studio for sleek dashboards
Final Thought
Custom reports are where GA4 truly shines. If you’re still only using standard reports, you’re missing out on insights that could grow your traffic, improve UX, and drive more revenue. Set these up today—and start making smarter, faster decisions.