Creating and E-mailing Google Analytics Custom Reports

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Jay Dillon

Director of Strategy and Creative at Inbound Experts
Jay is a digital marketer and producer whose creative and technical skills have developed digital brand strategies and sales campaigns using a range of complex internet applications from stand-alone websites through to Facebook API integrations.
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Any business engaged in Inbound Marketing knows how important analysing the results is. Truth is, we are drowned in too much data and it becomes so overwhelming sometimes that we start to ignore analytics. Google Analytics is truly a great tool, however the in-house boffins love to keep adding more and more options when sometimes you just want a simple report that you can send periodically via e-mail to co-workers and other stakeholders.

Google Analytics provides you with the ability to create custom reports, which can be e-mailed daily, weekly or monthly. You can set up these reports so they are suitable to your needs and this means you can ignore the distractions and focus on what is important to your business. Conversions, for example, can be very important for a business in order to know how sales or email registrations were obtained and what the source of those conversions were. Do they predominately come from Twitter or Facebook? From guest blogs? Articles you were mentioned in? If you know you get great conversion from a particular task or site then this encourages you to invest more time on that source.

This post will give a demonstration of a weekly report set-up in GA based on e-mail conversions on the site.


In Google Analytics, select the customisation option followed by “New Custom Report.’


Below shows that the report we want is one that shows where traffic is coming from, how many email conversions are obtained from this traffic and what the overall conversion rate is.  (Note: in order for this to function properly, you need to set up goals. Quickly refer to the following helpful article on a beginner’s guide)

Customisation 2

Based on the above image you have to:

  1. Enter the overall name of the custom report.
  1. Within the report you can have multiple sub-reports.
  1. Each sub report needs a name.
  1. Decide on the type of report that you want:
  • Explorer Report (this is the same style you are used to when looking at GA data)
  • Flat Table (The flat table report is if you want a very basic table report, you’ll probably use this if you want to export your report to excel)
  • Map Overlay (A report that shows your data on a map. Use this if you want to see results by country)
  1. Metric Groups – These are rows within the table that you want displayed. In the example above, the following has been selected:
  • New Visits (number of new visits to the site, which will be broken down by source)
  • Email Conversion Goal (the total number of people that converted to an e-mail subscriber)
  • Email Conversion Rate (the percentage conversion which is visits divided by goals achieved)
  1. Dimension Drill Down – This is how you want the metrics above displayed. For this case, we want to display the source (where the traffic is coming from) so we can see where we are getting the best conversion.
  1. Filter – You may want to filter out some traffic or data from your report.
  1. Below filter you will also see an option for Views, meaning if you have more than one website you may want to use this report for other websites/profiles.
  1. Finally, hit save.


When you run the report you see a graphical display which shows the visits and then it will show a summary of statistics for visits and conversions:

customisation 3

You may also “drill down” to find out where the traffic is coming from and which channel is getting the best conversion. In the example below, LinkedIn is achieving the highest conversion rate so this may be a channel to invest more time and budgeting in.

customisation 4


Once you have created and set up the report, you can then set up an automated email to receive or send the report on a daily, weekly, monthly or quarterly basis. By reviewing these figures on a weekly basis it will help you keep your budgeting allocations up to date and improve conversion and spending:

customisation 5

Once you click on the e-mail option from the report, you can configure the settings for the email you want to send. You can define the address(es) you want to send out to, the day of the week, as well as the format (PDF is preferable):

Screen Shot 2014-08-11 at 10.09.52 AM

And that is the gist of it. They key is to not be afraid to test it out and play around with all the options on your own sometimes. Like with anything, practice makes perfect and GA is a great way to improve your business with real time data.



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