Google Analytics: Custom Reports, Shortcuts, Dashboards

Written by Jaymin Shah

Automation is a hot topic these days, saving marketers and other professionals time and effort. Google Analytics does offer the ability to schedule automated email reports and dashboards, however, it can be difficult and tedious to combine all the data into one complete report.

The new Google analytics email reports are a little more difficult to set up than the old analytics system, but pretty straight forward if you know what you’re doing.

You can send these automatic emails to specific email addresses and set the subject line, how the report attaches to the email, how frequent and the day of the week, and the duration.

Want more guide on reporting in Google Analytics Email Reports ?

Click on NinjaReports “Google Analytics Email Reports” Article.

Here are the top five reports we recommend automating:


This report will show you what channel is bringing in the most traffic, the average bounce rate, your ecommerce conversion rate, transactions, and revenue. Channels include your Organic Search, Paid, Direct (people typing in your website), Referral, Social, and Email.

Set up this report: Go to Google Analytics and select Acquisition from the left-side menu > All Traffic > Channels


This report shows you the actual source of your traffic and the medium. For example, your number one spot on this report is for google/cpc, this means that an ad on Google is bringing in the most traffic (these reports are typically organized by sessions). You can see what sites (the source) and mediums (ads, business listings, organic searches) are bringing in quality traffic that results in a strong conversion rate.

Set up this report: Go to Google Analytics and select Acquisition > All Traffic > Source/Medium


Are external sites or directories sending traffic your way? Monitor the performance of other websites linking to yours with the referrals report.

Set up this report: Go to Google Analytics and select Acquisition > All Traffic > Referrals


We live in a mobile-first world and it’s important to know how your website is performing on mobile devices and especially with conversions. You may also want to pay attention to the bounce rate and % new sessions to make sure your content is optimized and meeting the needs of searchers.

Set up this report: Go to Google Analytics and select Audience > Mobile > Overview

Landing Pages

Find out what content is pulling people in from searches or other websites to make any improvements or changes necessary. Check the bounce rates, time on site, and % new visitors to see if your content is engaging.

Set up this report: Go to Google Analytics and select Behavior > Site Content > Landing Pages

Another option for reporting is through creating dashboards. A dashboard can include 12 widgets (mini reports) to provide a great overview of what’s going on with your data. It can show you that your website traffic is up but it can’t show you exactly what campaign drove that spike in traffic – but reports can. Obviously, you can create a mix and match of reports and dashboards (which can also be automatically emailed on a regular basis) to ensure you’ve got a decent big picture view of your website’s data.


About the author

Jaymin Shah

Jaymin Shah is a tech entrepreneur. He is the Founder & CEO of TechOptimals. He has made a name for himself in the tech media world as a writer relentlessly covering Technology, in addition to a broad range of startups. Contact Jaymin at

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