Google Analytics 4 (GA4) is an incredibly powerful tool, but the standard 'out-of-the-box' reports often feel cluttered or miss the specific data points Australian small business owners need to make informed decisions. By creating custom reports, you can cut through the noise and build a dashboard that shows exactly how your marketing efforts are impacting your bottom line.
Whether you want to track which Brisbane suburb your leads are coming from or identify which specific service page is driving the most conversions, custom reports (known as 'Explorations' in GA4) are your best friend. In this guide, we’ll walk you through the process of building a custom report from scratch.
Prerequisites: What You’ll Need
Before we dive in, ensure you have the following:- Editor or Administrator Access: You need the right permissions in your GA4 property to create and save reports.
- Data Flowing: Your GA4 property should have been active for at least 24–48 hours so there is data to actually report on.
- Defined Goals: It helps to know what you are looking for—are you measuring traffic, conversions, or user behaviour?
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Step 1: Navigate to the 'Explore' Section
Log in to your Google Analytics 4 account. On the left-hand sidebar, you will see a series of icons. Click on the Explore icon (it looks like a small graph with a magnifying glass). What you should see: A screen titled 'Explorations' with a template gallery at the top and a list of your previous reports below.Step 2: Start a 'Blank' Exploration
While Google provides templates (like Path Exploration or Funnel Exploration), starting with a Blank report is the best way to learn the fundamentals. Click the large + tile labelled 'Blank'. What you should see: A three-column workspace. The left column is 'Variables', the middle is 'Tab Settings', and the large right-hand area is the 'Canvas' where your data will appear.Step 3: Name Your Report
At the very top left of the screen, you will see 'Untitled Exploration'. Click this and give it a descriptive name, such as 'Monthly Lead Source Report - [Your Business Name]'. This makes it much easier to find later when you're doing your monthly reporting.Step 4: Select Your Date Range
In the Variables column (the far left), click on the date range box. Select the period you want to analyse.Pro Tip: If you are checking performance for a specific Australian public holiday sale (like Boxing Day or EOFY), ensure you select a range that includes a few days before and after for context.
Step 5: Import Your Dimensions
Dimensions are the 'attributes' of your data—the what (e.g., City, Device Category, Landing Page, Session Source).- In the Variables column, find the Dimensions section and click the + icon.
- A slide-out menu will appear. Use the search bar to find dimensions like 'Session source/medium' or 'Town/City'.
- Check the boxes for the dimensions you want and click Import at the top right.
Step 6: Import Your Metrics
Metrics are the 'numbers'—the how many (e.g., Active Users, Event Count, Conversions, Total Revenue).- In the Variables column, find the Metrics section and click the + icon.
- Search for and select metrics like 'Total users', 'Conversions', and 'Engagement rate'.
- Click Import.
Step 7: Build the Report (Rows and Columns)
Now that you've 'loaded' your data into the Variables column, you need to tell GA4 where to put it.- Rows: Click and drag a Dimension (e.g., Session source/medium) from the Variables column into the Rows section in the Tab Settings (middle column).
- Values: Click and drag your Metrics (e.g., Total users, Conversions) into the Values section in the Tab Settings.
Step 8: Apply Filters (Optional but Recommended)
If you only want to see traffic from Australia, you can apply a filter.- Scroll down to the Filters section in the Tab Settings column.
- Click 'Drop or select field' and choose 'Country'.
- Select the match type 'exactly matches' and type in 'Australia'.
- Click Apply.
Step 9: Choose Your Visualisation
At the top of the Tab Settings column, you’ll see icons for different visualisations: Table, Donut Chart, Line Chart, etc. While Tables are best for raw data, a Line Chart is excellent for seeing trends over time. Switch between them to see which represents your data best.Step 10: Share and Export Your Report
Once you are happy with your report, you can share it with your team or export it for a presentation.- To Share: Click the 'Share exploration' icon (a small person with a plus sign) at the top right. Note: This makes the report 'Read Only' for others in your GA4 property.
- To Export: Click the download icon (downward arrow) to export the data to Google Sheets, a PDF, or a CSV file.
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Pro Tips for Better Reporting
Use 'Session' vs 'User' Dimensions: If you want to know where a specific visit came from, use 'Session source/medium'. If you want to know how a person first* found your site, use 'First user source/medium'.- Don't Overcrowd: Stick to 3-5 metrics per report. Too much data makes it harder to find actionable insights.
- Compare Periods: In the date picker, toggle 'Compare' to 'On' to see how this month’s performance compares to the previous month or the same period last year.
Common Mistakes to Avoid
- Forgetting to Import: You must click the '+' to import dimensions/metrics into the Variables column before you can drag them into the report. If you don't see them in the middle column, check the left column first!
- Ignoring Thresholding: If your site has low traffic, Google may 'hide' some data to protect user privacy (indicated by an orange exclamation icon). Try expanding your date range to resolve this.
- Confusing 'Conversions' and 'Events': In GA4, every action is an event, but only the ones you've marked as important are 'Conversions'. Ensure you are dragging the 'Conversions' metric into your report to see your actual leads.
Troubleshooting
- "No data available": This usually means your filters are too restrictive or your date range is set to today (GA4 data can take 24 hours to process). Try removing filters or looking at the last 30 days.
- "I can't see the Explore icon": You likely have 'Viewer' only permissions. Ask your administrator to upgrade your access to 'Editor'.
- Data looks different from the 'Reports' tab: The 'Reports' tab uses sampled data for speed, while 'Explorations' uses more precise data. Small discrepancies are normal.
Next Steps
Now that you’ve built your first custom report, why not try creating a 'Path Exploration' to see exactly which pages users visit before they contact you?If you find GA4 setup a bit overwhelming or your data doesn't seem to be tracking correctly (like your ABN-related business conversions), we can help. Contact the team at Local Marketing Group for a professional analytics audit: https://lmgroup.au/contact.