Google Analytics 4 (GA4) continues to evolve, and as we move into 2025, custom reports have become even more powerful and flexible. Default reports in GA4 provide a general overview, but businesses often need deeper insights that align with their goals. That’s where custom reports come in. In this guide, you’ll learn everything about creating and using custom reports in GA4 in 2025 — from Explorations and dashboards to report templates and sharing features.
Why Custom Reports Matter in GA4 (2025 Update)
Google Analytics 4 focuses on event-based tracking, which means almost every interaction can be customized. The new GA4 interface introduced better report customization tools, improved Explorations, and the ability to copy reports between properties. These updates make it easier for marketers, analysts, and business owners to analyze user behavior across multiple sites or apps. Custom reports allow you to build exactly what you need — whether that’s tracking a sales funnel, analyzing traffic by channel, or monitoring retention trends over time.
Understanding GA4 Custom Reporting
In GA4, there are two main areas for creating custom reports: Explorations and the Report Editor. Explorations are your go-to for detailed, ad-hoc analysis, while the Report Editor (found in the Library section) lets you modify or create standard reports that appear in the left-hand navigation panel. In 2025, Google enhanced these tools, allowing users to copy custom explorations and collections between different GA4 properties — a massive time-saver for multi-domain setups.
Before You Create a Custom Report: Setup & Permissions
Before diving into report building, make sure you have the proper permissions. You’ll need the Editor or Administrator role in your GA4 property. Also, ensure your key events and parameters are implemented via Google Tag Manager or your tracking setup. If you want to use custom dimensions or metrics, register them in GA4’s “Custom Definitions” section so they’re available in your reports. This setup ensures your reports display complete and accurate data.
Types of Custom Reports in GA4
There are three main ways to create custom reports in GA4:
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Explorations: These offer flexible templates like Free Form, Funnel, Path, Segment Overlap, Cohort, and User Lifetime.
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Report Editor (Library): Customize default reports or create entirely new ones using dimensions, metrics, and filters.
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Looker Studio (formerly Data Studio): For advanced visualization, blending data sources, and scheduled reporting.
Each serves a specific purpose. Explorations are best for discovery and analysis, while custom reports in the Library help standardize dashboards for your team.
Step-by-Step: Creating a Free Form Custom Report (Exploration)
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Go to Explore in your GA4 dashboard.
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Click + Blank or Free Form to start a new report.
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Add Dimensions (like Country, Device Category, Event Name) and Metrics (like Active Users, Conversions, Revenue).
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Drag and drop your chosen dimensions and metrics into Rows, Columns, and Values.
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Use Filters to focus your data — for example, sessions from a specific campaign or country.
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Change the Visualization type (Table, Line, Bar, Scatter) to make your report easier to interpret.
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Click Save and name your report. If you want it to appear in your main Reports tab, add it to a Collection in the Library.
The Free Form Exploration is perfect for custom tables and comparative analysis — such as comparing user engagement by traffic source or tracking conversion trends week over week.
Step-by-Step: Building a Funnel Exploration (Ecommerce Example)
A Funnel Exploration helps visualize the steps users take before completing a conversion, such as purchasing a product.
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In Explorations, select Funnel Exploration.
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Define your steps — for example:
view_item → add_to_cart → begin_checkout → purchase. -
Set whether the funnel is open (users can enter at any step) or closed (they must follow the sequence).
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Add breakdowns, such as device category or traffic source.
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Analyze completion rates and drop-offs to identify where users abandon the process.
This funnel view provides clear insights into conversion bottlenecks, making it invaluable for ecommerce optimization.
Reusable Templates and Copying Reports Across Properties
One of the best new features in 2025 is the ability to copy custom reports and explorations between GA4 properties. If you manage multiple sites or clients, you can now replicate your favorite setups easily. You can also create reusable templates — build one master exploration and copy it for other properties by updating the event and dimension references. This approach saves hours and ensures consistent reporting across all properties.
Exporting, Scheduling, and Sharing Reports
GA4 offers multiple ways to export or share your reports. You can download data as CSV, PDF, or export directly to Google Sheets. To share with team members, use the Share button inside Explorations — they’ll need at least “Viewer” access to see it. For automated reporting, connect GA4 to Looker Studio and schedule weekly or monthly report emails. This integration is ideal for agencies or managers who want continuous visibility without logging into GA4.
Best Practices for Custom Reports in GA4
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Always define your business question first. What do you want to measure or improve?
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Use clear and consistent event names to prevent confusion later.
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Keep reports focused — too many metrics can slow down Explorations.
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Save your most-used setups as templates or Collections.
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Regularly clean up unused or outdated reports to keep your workspace organized.
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Maintain a reference sheet for all your custom dimensions and metrics. This ensures new team members can easily understand your data structure.
Troubleshooting Common Issues
If your report shows no data, check the following:
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The event or parameter might not be firing — verify in DebugView.
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Custom dimensions may not have been registered before data collection.
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Sampling might affect data when filters or long date ranges are applied.
If numbers differ from Universal Analytics, remember that GA4’s event-based model measures interactions differently — that’s normal.
Real-World Use Cases for Custom Reports
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Ecommerce: Build a funnel report showing user flow from product view to purchase. Identify where drop-offs occur and optimize checkout steps.
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SaaS: Track trial signups to paid conversions with a Funnel Exploration and monitor retention via Cohort Analysis.
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Content websites: Create reports showing article engagement, scroll depth, and returning visitors using Free Form Explorations.
These examples demonstrate how flexible and actionable custom reports can be when aligned with your specific business goals.
Advanced: Combine GA4 with Looker Studio for Deeper Insights
For even more customization, connect GA4 to Looker Studio. This allows you to blend GA4 data with CRM, ad platform, or offline data. You can design dashboards with custom visualizations, apply filters dynamically, and schedule automatic updates. This setup turns your GA4 data into a complete marketing intelligence dashboard.
Conclusion
Custom reports in GA4 in 2025 empower marketers and analysts to create personalized, powerful insights without relying on default dashboards. With features like Explorations, the Report Editor, and property-level report copying, GA4 is now more flexible than ever. Whether you’re building ecommerce funnels, tracking user journeys, or analyzing retention, custom reports let you see exactly what matters most. Start experimenting today — build a few reports, test templates, and turn your data into meaningful business growth.