5 GA4 Custom Reports That Actually Matter (Plus Templates You Can Steal)

Source: Dev.to – 5 GA4 Custom Reports That Actually Matter + Templates You Can Steal

Introduction

Let me guess—you’ve been staring at GA4’s interface wondering where the hell your old reports went. You’re not alone. Google decided to “improve” everything by making it completely different. Thanks, Google.

But here’s the thing: once you get past the initial frustration (and the urge to go back to Universal Analytics, which is now dead), GA4 actually offers some powerful reporting capabilities. The catch? You have to build them yourself.

I’ve spent the last two years helping marketing teams migrate from UA to GA4, and I’ve seen the same pattern repeatedly. Teams get overwhelmed by the new interface, stick with the default reports, and miss out on insights that could actually drive decisions.

So let’s fix that. Here are five custom reports every marketer should build in GA4—complete with templates you can copy and real‑world use cases.

Why Default GA4 Reports Miss the Mark

GA4’s default reports are designed for… well, I’m not entirely sure who they’re designed for. They show you that people visited your website—groundbreaking stuff.

The problem isn’t that the data isn’t there; it’s that the default views don’t connect the dots between traffic and business outcomes. You need reports that answer questions like:

• Which traffic sources actually convert?
• What content drives the most valuable users?
• Where are people dropping off in my funnel?
• Which campaigns justify their budget?

Default reports tell you what happened.
Custom reports tell you why it matters.

Report #1 – Revenue Attribution by Source/Medium

What it does: Shows which traffic sources generate actual revenue, not just sessions.

Why you need it: Because “organic traffic is up 20 %” means nothing if those visitors bounce immediately. This report connects traffic sources to business outcomes.

Template Setup

Pro tip: Add First user source/medium as a secondary dimension to see the full attribution story. Sometimes your email campaigns get credit, but Google Ads did the heavy lifting weeks earlier.

Real‑world example

I built this for an e‑commerce client who was convinced Facebook ads weren’t working. Turns out Facebook was driving 30 % more revenue per session than Google Ads—they just had lower session volume. Without this report, they would have killed their best‑performing channel.

Report #2 – Content Performance by User Type

What it does
Breaks down page performance by new vs. returning users, showing which content attracts vs. retains audiences.

Why you need it
Not all page views are created equal. A blog post that attracts new users serves a different purpose than a product page that converts returning visitors.

Template Setup

Caveat
GA4’s engaged session metric is more reliable than bounce rate, but it’s still not perfect. Use it directionally, not as gospel.

Real‑world example

For a SaaS client, this report revealed that their “Ultimate Guide” content was fantastic at attracting new users but terrible at engaging existing customers. Meanwhile, their case studies showed the opposite pattern. The insight helped them restructure their content strategy and email campaigns.

Report #3 – Funnel Drop‑off Analysis

What it does
Shows exactly where users exit your conversion process, with demographic and traffic‑source breakdowns.

Why you need it
“Our conversion rate is low” isn’t actionable. “Mobile users from Facebook drop off at the payment page” is something you can fix.

Template Setup

1. Technique – Use GA4’s Funnel Exploration tool (not the standard reports).

2. Steps – Customize for your business:

   • Landing page view
   • Product page view
   • Add to cart
   • Begin checkout
   • Purchase

3. Breakdown dimensions

   • Device category
   • Traffic source
   • Geographic location
   • User type (new / returning)

Reality check – Funnel analysis works best when you have a decent traffic volume. If you’re getting ~50 visitors per month, focus on driving more traffic before optimizing conversion paths.

Real‑world example

An online‑course platform discovered that LinkedIn users had a 40 % higher conversion rate than other social platforms—but only on desktop. Mobile LinkedIn traffic converted terribly.

The fix
Create different landing pages for mobile LinkedIn traffic with a simplified checkout flow.

Result
23 % increase in mobile conversion rate within six weeks.

Report #4 – Campaign Performance Dashboard

What it does
Combines GA4 data with campaign‑spend data (you’ll need to import this) to show true ROI by campaign.

Why you need it
GA4 shows you conversions. Your ad platforms show you spend. This report shows you profit.

Template Setup

Data import needed – Upload campaign‑cost data monthly (GA4 doesn’t automatically pull spend from most platforms).

Report #5 – Lifetime Value (LTV) by Cohort

What it does
Shows the revenue generated by users acquired in the same time period, broken down by source/medium.

Why you need it
Short‑term metrics can be misleading. Knowing which acquisition channels bring the highest‑value customers over time helps you allocate budget wisely.

Template Setup

Pro tip
Use a 30‑day, 60‑day, and 90‑day look‑back window to see how LTV evolves.

Real‑world example

A subscription‑box brand discovered that users acquired via Pinterest had a 3× higher 90‑day LTV than those from Google Search, even though Pinterest’s initial conversion rate was lower. They re‑allocated spend, resulting in a 15 % lift in overall revenue without increasing total ad spend.

Closing Thoughts

Default GA4 reports give you the what; custom reports give you the why and the how. Build the five reports above, tailor them to your business, and you’ll turn raw data into actionable insight—without having to resurrect Universal Analytics. Happy reporting!

Report #5: Audience Behavior Comparison

What it does: Compares how different audience segments behave on your site—demographics, interests, technology, and custom audiences.

Why you need it: Treating all visitors the same is like using the same sales pitch for teenagers and retirees. This report shows you who’s actually engaging.

Template Setup

Dimensions

• Age group
• Gender
• Geographic location
• Device / browser
• Custom audiences (if configured)

Metrics

• Engagement rate
• Pages per session
• Average session duration
• Goal completions
• Revenue per user

Example – For a fitness‑equipment company, this report revealed that their 45‑54 age group had 3× higher revenue per user than their primary target demographic (25‑34). They were spending 80 % of their ad budget targeting the wrong age group.

The insight led to a complete campaign restructure. Instead of generic “fitness transformation” messaging for millennials, they created “home gym efficiency” content for busy professionals. Revenue increased 67 % with the same ad spend.

Privacy note: Demographic data in GA4 is sampled and not always accurate. Use it for directional insights, not precise targeting decisions.

Setting Up Your Reports: The Reality

Note: GA4 custom reports require time to configure correctly, and it’s common to encounter a few hiccups early on.

1. Start Small

• Create a single report and get it working end‑to‑end.
• Use it for real decisions to validate that the data meets your needs.

2. Iterate

• Once the first report is reliable, build the next one using the same process.

3. Keep Up with Interface Changes

• GA4’s UI is updated frequently, so screenshots from a few months ago may no longer match the current layout.
• Focus on the underlying logic (dimensions, metrics, filters) rather than the exact button locations.

What These Reports Actually Tell You

The real value isn’t in the reports themselves—it’s in the decisions they enable.

• Revenue attribution – helps you allocate budget correctly.
• Content performance – guides your editorial calendar.
• Funnel analysis – identifies quick conversion wins.
• Campaign dashboards – prevent you from optimizing for vanity metrics.
• Audience behavior – informs your messaging strategy.

But here’s the catch: data without action is just expensive entertainment. Build these reports, but more importantly, schedule monthly reviews where you actually change something based on what you find.

Getting Started This Week

1. Pick one report from the list.
   • The Revenue Attribution report is usually the best starting point because it immediately shows whether your traffic sources justify their costs.
2. Set it up, even if it’s messy.
3. Run it for two weeks.
4. Make one decision based on the data.
5. Then build the next report.

GA4 isn’t going anywhere (until Google decides to “improve” it again in a few years). You might as well make it work for you.

And if you’re still missing Universal Analytics? Yeah, me too. But this is what we’ve got now, and these reports actually make it useful.