Quick and Dirty Google Analytics Custom Reports, Part 1

September 14, 2017

There are a lot of great Google Analytics hacks and a myriad of ways to get at some terrific data in Google and other analytics packages. This can be a great asset for veteran analysts, but the different ways available to slice and dice data inside of these analytics packages can often overwhelm small businesses and those new to analytics.

In this post and in a follow-up post, we'll walk through two very simple custom reports that you can set up in Google Analytics to get actionable insights surrounding keyword-driven traffic and subsequently traffic to certain types of content on your site.

Creating a Google Analytics Custom Report

Setting up custom reports is very simple. First, you select Manage Custom Reports:


Next, you can create a new report:


Google has a nice overview of how to create custom reports, so check out the quick start or the video below if you get tripped up on any of the logistics along the way:

Again here we're just focused on creating a single, simple custom report.

Goals and Unique Visitors Per Keyword - Custom Keyword Report

By simply dragging and dropping four boxes you'll have created a new custom report that will quickly and easily give you access to keyword-level conversion and unique visitor data. You can just include two metrics:

  • Unique Visitors
  • Goals

And two dimensions:

  • Keywords
  • Medium

You can find the metrics and segments under the lists outlined in the screenshot below:


Simply name the report and save it, and you'll be able to get a quick view of which keywords are driving the most conversions. Then, you can quickly drill down to look at only organic keywords by selecting medium from the drop down as you see below:


Then create a filter that excludes "set" to make sure that you are filtering out "(not set)" from your report and only including search visits with keywords associated with them, and then finally create another filter by medium for "organic":


Now we wind up with a nice, clean report that we can quickly sort and get some great information from:


From here we can leverage our analytic data to identify keywords that aren't converting, keywords that are, and attempt to either create better alignment with keyword and landing page in the first instance or drive more traffic to keywords that convert.

In the next installment, we'll look at a single, simple report that will allow you to quickly get information on particular types of content. For general information on tracking website marketing campaign performance, visit our Google Analytics Guide.

Tom Demers

Tom Demers

Tom Demers is Co-Founder & Managing Partner at Measured SEM and Cornerstone Content.

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