Tired of struggling with Google Analytics to find the data you need? Wish there was an easy way to customize your reports?
In this article, you’ll find a step-by-step tutorial to build and save valuable Google Analytics custom reports. You’ll also learn how to find out where you’re losing valuable traffic via 404 pages and get a tip for reclaiming that traffic.
To learn how to create custom reports in Google Analytics, read the article below for an easy-to-follow walkthrough or watch this video:
Note: This article assumes you know how to properly set up a goal in Google Analytics. Read this article for step-by-step instructions.
#1: Open the Source/Medium Report
When you’re in Google Analytics, one of the top things people complain about is how frustrating and overwhelming it can be. But with a few simple tweaks, you can customize reports and get the answers you’re looking for very quickly.
We’re going to start with the source/medium report. To open it, go to Acquisitions > All Traffic > Source/Medium.
You may not see all of these traffic sources in your own Google Analytics because I use UTMs (urchin tracking modules) to make sure that information is there. If you need help using UTMs, read this article.
Once you have UTM parameters set up, the source/medium report will build itself. While this data is informative, it’s also very general.
When you look at the source/medium report, you’ll be able to see different traffic sources coming in and a lot of different results from those traffic sources, but what if you want to know which ones are actually creating leads? Here’s how to customize the source/medium report to get the answers to your questions.
#2: Select a Goal to Identify Lead Generating Traffic Sources
For example, when I selected my Lead goal below, the report shows me which traffic sources are sending in leads and the number of leads I’m getting from those traffic sources.
If you haven’t set up goals in Google Analytics, it’s surprisingly simple to do. This video walks you through it step by step.
#3: Add a Secondary Dimension to Reveal Lead Generating Campaigns
What if you want to know the traffic sources for specific campaigns?
For example, I have a campaign called Win for my company’s courses and we get traffic that starts with someone becoming a lead. To see the data for a particular campaign like this, you create a secondary dimension in Google Analytics.
To do this, click the Secondary Dimension button and search for “campaign” because you want to see your campaigns in addition to your sources and mediums.
Once you select Campaign, you’ll see a Campaign column along with the Source/Medium column in your report. Google Analytics calls these dimensions. Source/Medium is the primary dimension and Campaign is the secondary dimension.
If you look in the Campaign column below, you can now see the Win campaign along with some other campaigns.
#4: Add a Filter to View the Lead Generating Traffic From a Single Campaign
So how do you filter the data to show just the campaign you’re interested in? Start by clicking on Advanced.
Next, you’re going to have Google Analytics filter the data to show only your traffic for this specific campaign. From the first drop-down menu shown below, select Include, and in the second menu, select Campaign. In the text box to the right of the Containing menu, type in the campaign name. In this case, we’ll enter “win,” because that’s how the UTM traffic is coming in.
After you click on Apply, your report will show you all of the source/medium data for your campaign.
In the image below, you can easily see the number of leads and which traffic sources are effective at bringing in leads for the Win campaign.
#5: Save and Analyze Your Custom Report in Google Analytics
Now you can see the benefit of creating a customized source/medium report in Google Analytics but you probably don’t want to go through all of these steps over and over again to get that information. The good news is that it’s easy to save your custom report in Google Analytics.
Start by clicking on Save in the upper-right corner of the screen.
In the pop-up window, type in a descriptive name for your report and click OK.
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Once you’ve saved your report, you’re probably wondering how to get back to it later on. In the left navigation, click on Customization > Saved Reports and you’ll see the report you just saved in the Saved Reports list.