[2024 Latest] GA4 (Google Analytics) Report Creation Guide | Explained Clearly with Comparisons to UA

This article clearly explains how to efficiently create reports with GA4. GA4 is a useful tool for analyzing data from websites and apps, but it has undergone significant changes from Universal Analytics (UA), and it has many features that might feel a bit complex to beginners. By reading this article, you will understand the features of GA4's reporting functions and learn the actual methods of report creation, so please refer to it.

Popular Templates: GA4 Monthly Report Template popular for reports to clients and internal use

GA4 Monthly Report Template[4007]

Demo Report

Report detail

Popular Templates: GA4 Standard Report Template that simplifies daily number checks

GA4 Standard Report Template[4004]

Demo Report

Report detail

What is the GA4 (Google Analytics) reporting feature?

GA4 is a tool that collects and analyzes data from websites and apps. By utilizing the reporting feature of GA4, you can grasp an overall understanding of your business, conduct detailed analyses of data from various perspectives, and create reports for internal use or clients.

The reporting features of GA4 include those within the GA4 management console, as well as specialized reporting tools such as Looker Studio for report creation and advanced analysis tools like BigQuery. In the following section, we will explain the characteristics of each reporting feature, so you can choose the most suitable one according to your needs.

Types of GA4(Google Analytics) reports

Google officially provides five types of reporting functions in GA4:

• Basic Reports (labeled as "Reports" on the dashboard)
• Exploration Reports (labeled as "Explore" on the dashboard)
• Advertising Reports (labeled as "Advertising" on the dashboard)
• Looker Studio
• BigQuery

Previously, third-party Google Analytics reporting tools were also an option. However, since Google released Looker Studio (formerly Data Portal) in 2016, the necessity to use third-party tools has been eliminated. Therefore, let’s choose the most suitable option from these five types of reports that Google officially offers, according to your purpose.

Features of Each Report Function

Below is a feature comparison table for GA4 reports. The ad reports are excluded from this comparison table because they are features available only for attribution analysis.

Comparison table	Reports	Explore	Looker Studio	Big Query
Main Purpose	Overall Understanding Verification of Basic Data	Detailed Analysis	Reports for Presentation Numerical Management	Advanced Analysis Using SQL
Cost	Free	Free	Free	Fee
Target Users	Beginner	Middle	Beginner~Middle	Senior
Historical data	No limit	Data retention period setting 2months or14months	No limit	No limit
Customize	Can	Very high	Very high	Very high
Design Flexibility	Low	High	High	Depend on BI tool
Share	Can	Can't	Flexible	Depend on BI tool
Data Accuracy	Without sampling With threshold	With sampling With threshold	Without sampling With threshold	Without sampling Without threshold (direct) / (none) Percentage increase
Reference article URL	[GA4]How to use Reports	[GA4]How to use Explore	GA4 Looker Studio Full User Guide

 

To summarize the information above, the suitable uses for each report are as follows: The most frequently used are the 'Basic Report,' which is suitable for checking fundamental data, and 'Looker Studio,' which is suitable for creating reports and automating numerical management.

• Basic Reports (labeled as "Reports" on the dashboard) : Checking overall and basic data
• Exploration Reports (labeled as "Explore" on the dashboard) : Detailed analysis work
• Advertising Reports (labeled as "Advertising" on the dashboard) : Attribution analysis
• Looker Studio : Creating reports for reporting purposes and daily numerical management
• BigQuery : Advanced analysis using SQL by data engineers

Related article:[GA4]Data retention period

Related article:[GA4]Data sampling

Significant reduction in threshold application

In GA4, a threshold refers to a mechanism that excludes certain data from reports to protect user privacy, specifically to prevent the deduction of individual users’ identities or confidential information from user data. Previously, this affected the accuracy of data. However, as of February 12, 2024, the removal of Google signals, which had been a major factor in threshold application, from report identifiers has almost eliminated the need for threshold application, meaning it currently requires no particular consideration.

Related article:[GA4]Thresholds

 

GA4(Google Analytics) BasicReports

In the following sections, we will introduce an overview of each report feature, how to use them, and common examples of reports. We also include comparison tables with UA reports, so if you are unsure where to find the reports you used to view in UA in GA4, please refer to this.

What is a Basic Report?

A basic report in GA4 is a report used to check the overall feel and fundamental data of a website or app.

Basic reports consist of fixed displays available for any property, such as "Report Snapshot" and "Real-Time", and "Report Collections" that are displayed based on the settings of GA4. Additionally, "Report Collections" can be customized, allowing for the addition and deletion of reports.

Related article:[GA4]How to use Reports

 (Quote)GA4 Basic Reports

Reports Available in the Basic Report

Realtime Report

Report Location: Left menu "Reports" > "Realtime"

In the Realtime Report, you can view user information from the past 30 minutes in real time. The following cards are displayed automatically and cannot be changed:

• Users in the last 30 minutes
• Users by source, media, and campaign (user acquisition)
• Users by audience
• Views by page title or screen name
• Events by event name
• Conversions by event name

Related article:[GA4]How to use Realtime report 

 (Quote)GA4 Realtime Report

User attributes Report

Report Location: Left Menu > "Reports" > "User attributes" > "Demographic details"

The User attributes Report allows you to verify information such as the attributes of users who have visited your website.

The default dimension is set to "Country," but by clicking on the dropdown to the right of "Country," you can switch to the following dimensions:

• Country
• Region
• City
• Language
• Age
• Gender
• Interests

(Quote)GA4 User attributes Report

(Reference) Comparison Table of GA4 Reports Corresponding to UA's User Attribute Reports 

UA(Universal Analytics)	GA4
Users > User Attributes > Age & Gender	User Attributes > Demographic details > Age & Gender
Users > Interests > Affinity Categories	User Attributes > Detailed User Attributes > Interests
Users > Geo > Language & Location	User Attributes > Detailed User Attributes > Language & Region

 

Regarding "Unknown" for Age and Gender

User attribute data is collected only from users who are logged into a Google account and have also consented to the use of cookies. If the user attributes are unknown, they will be displayed as "unknown." 

Related article:[GA4] How to Set Up User Attributes

Device Report

Report location: Left menu "Reports" > "Tech" > "Tech details"

In the Device Report, you can check information about the environment used by users who visit your website, such as their device and browser. The default dimension is "Browser", but you can switch to the following dimensions by clicking the dropdown menu to the right of "Browser":

• Browser
• Device category
• Device model
• Screen resolution
• App version
• Platform
• OS version
• Platform / device category
• Operating system
• OS with version 

Traffic acquisition Report

Report location: Left menu "Reports" > "Acquisition" > "Traffic acquisition"

The Traffic Acquisition Report analyzes all traffic sources visiting a website or app, including both new users and return visitors. It evaluates which channels are driving the most traffic and assesses the quality of the traffic in terms of engagement and conversions.

The default dimension is set to "Default Channel Grouping for Sessions", but you can switch to the following dimensions by clicking on the dropdown menu to the right of "Default Channel Grouping for Sessions":

• Session default channel group
• Session source/medium
• Session medium
• Session source
• Session source platform
• Session campaign

Description of each dimension: [GA4] Traffic Acquisition Report

(Quote)GA4 Traffic acquisition Report

User acquisition Report

 Report location: Left menu "Reports" > "Acquisition" > "User acquisition"

In GA4, the acquisition reports have been significantly enhanced, allowing for easy evaluation of the traffic sources that contribute to new user acquisition. In UA, it was possible to identify the originating traffic sources through attribution analysis using the "Model Comparison Tool," but the process was complex, preventing many users from fully utilizing it. In GA4, this process has been greatly simplified, so let's make active use of it.

This user acquisition report allows you to see which traffic sources have acquired new users. It assesses which channels are bringing in the most new users and evaluates the quality of these users in terms of how much they engage and convert.

The default dimension is set to "Session Default Channel Group," but you can switch to the following dimensions by clicking the dropdown to the right of "Session Default Channel Group":

• First user default channel group
• First user medium
• First user source
• First user source/medium
• First user source platform
• First user campaign
• First user Google Ads ad network type
• First user Google Ads ad group name

Description of each dimension: [GA4] User acquisition report 

 (Quote)GA4 User acquisition Report 

Google Ads campaign Report

 Report location: Left menu "Reports" > "Acquisition" > "Overview"

The Google Ads campaign report allows you to view the performance of your Google Ads within GA4 by linking your GA4 and Google Ads accounts.

The default dimension is set to "Session's Google Ads Campaign," but by clicking the dropdown to the right of "Session's Google Ads Campaign," you can switch to the following dimensions:

• Session Google Ads campaign
• Session Google Ads ad group name
• Session Google Ads keyword text
• Session Google Ads query
• Session Google Ads ad network type
• Session Google Ads account name

Description of each dimension: [GA4] Google Ads campaigns report

(Quote)GA4 Google Ads campaign Report

 Search Console Report

 Report location: Left menu "Reports" > "Search Console"

The Search Console report allows you to check the performance of Google organic search keywords and landing pages in GA4 by linking GA4 with the Search Console.

In particular, the Google Organic Search Landing Page report allows you to see how much each landing page contributes to conversions, so those working on SEO should actively utilize this information.

(Quote)Organic Google Search query Report

(Quote)Google organic search traffic Report

 

(Reference) Comparison Table of GA4 Reports Corresponding to UA's Acquisition Reports 

UA(Universal Analytics)	GA4
Acquisition > All Traffic >Channel	Acquisition > Traffic acquisition > Session default channel group
Acquisition > All Traffic >Source/Medium	Acquisition > Traffic acquisition > Session source/medium
Acquisition > All Traffic >Campaign	Acquisition > Traffic acquisition > Session campaign
Acquisition > Google Ads	Acquisition > Traffic acquisition > Google Ads campaign
Acquisition > Search Console	Search Console

 

 Landing page Report

 Report location: Left menu "Reports" > "Engagement" > "Landing page"

A landing page is the first page that users visit when they come to a website. The landing page report allows you to assess which landing pages are bringing the most traffic, as well as how much they are contributing to engagement and conversions.

Understanding this enables you to comprehend what needs users visiting your site have, and also allows you to make modifications to pages that are attracting a lot of traffic but not leading to conversions, thereby gaining more conversions.

 Related article:Learn how to analyze landing pages in GA4 and create reports using the Looker Studio

(Quote)GA4 Landing page Report 

 Pages and screens Report

 Report location: Left menu "Reports" > "Engagement" > "Pages and screens"

In the Pages and Screens report, you can evaluate which pages are being viewed the most and how much they are contributing to engagement. 

 (Quote)GA4 Page Report 

(Reference) Comparison Table of GA4 Reports Corresponding to UA's Engagement Reports 

UA(Universal Analytics)	GA4
Behavior > Site contents >Pages	Engagement > Pages and screens
Behavior > Site contents  >Landing page	Engagement > Landing page

 Conversion Report

  Report location: Left menu "Reports" > "Engagement" > "Conversion"

In the conversion report, you can check the number of conversions for each event that is set as a conversion.

Naturally, if there is an error in the settings for conversions, the conversion report will not display correctly. Particularly, if you leave the method of counting conversions set to Google's recommended "once per event," and a user reloads the target page multiple times, achieving five conversions in a single session, then the conversions will be counted five times.

If you are unsure about the settings, please take a look at [GA4] conversion settings, where we provide a clear explanation on how to set it up.

 (Quote)GA4 Page Report 

 Monetization Report

In the monetization (e-commerce) report, you can not only check which channels, referrers/media, campaigns, devices, user attributes, and regions are generating the most revenue, but you can also visualize which products are selling well.

 (Quote)GA4 Monetization Report 

(Reference) Comparison Table of GA4 Reports Corresponding to UA's Monetization Reports 

UA(Universal Analytics)	GA4
Conversion > Ecommerce >Overview	Monetization > Overview
Conversion > Ecommerce  >item sales	Monetization > Ecommerce purchases

 

Basic Report Usage (Including Customization and Sharing Methods) 

 

Next, we will introduce how to use the basic reports. There are two types of basic reports available: the "Summary Report," which consolidates data on a specific topic, and the "Detailed Report," which allows for the examination of more in-depth data.

In this article, we will explain how to use the more frequently utilized "Detailed Report."

1. Period Adjustment: You can change the reporting period or compare data from different periods.
2. Data Quality: You can check thresholds and whether sampling is applied to the data.
3. Filter Application: You can refine data based on specific criteria.
4. Data Comparison: You can compare data between specific segments. For example, you can compare data by gender.
5. Sharing and Exporting: You can share links to the report or download the report as PDF or CSV. This feature is available only to editors and administrators of the target GA4 property.
6. Insights: Automated analysis is performed based on machine learning and user-defined conditions.
7. Customization: You can customize the dimensions, metrics, and chart formats displayed in the report. This feature is also limited to editors and administrators of the target GA4 property. Changes apply to all users of the property, so proceed with caution.
8. Dimension Change: You can change to any dimension available.
9. Adding Secondary Dimensions: You can add a preferred dimension from those available and analyze by combining two dimensions.

 GA4 (Google Analytics) Exploration Report

What is the Exploration Report?

The GA4 Exploration Report allows for easy customization of items (dimensions and metrics) and enables advanced analysis using segments. Use this when you want to analyze your data in greater detail.

Related article:[GA4]How to use Explore

Types of Exploration Report Templates

There are seven types of templates available for the "Exploration Report". Although you can set up each one from scratch, using these templates allows you to easily perform advanced analysis by simply modifying the necessary items based on a pre-configured template.

(Quote)GA4 Explore template

Appropriate Uses for Each Template

• Freeform: This is the most commonly used report. You can freely set dimensions (rows) and metrics (columns) in table or chart formats and conduct analysis.

• Funnel Data Analysis: You can perform funnel analysis on any page, the next page, and the destination page. If there is a desired user flow design, you can check if users are moving as intended and identify at which step they are dropping out.

• Path Data Analysis: You can verify which pages users are transitioning to from a specific starting page.

• Segment Overlap: You can check the degree of overlap among multiple segments that you have created optionally.

• User Explorer: You can track individual users over time to see where they came from and what actions they have taken on the site. This is useful for analyzing premium users.

• Cohort Data Exploration: Starting from the date of first contact, you can verify whether these user groups have made repeat visits or purchases afterwards.

• User Lifetime: In GA4, if you are measuring revenue, you can confirm the LTV of a user. For example, by checking the LTV by referral source/media, you can set optimal marketing goals for each channel.

Examples of Using Exploration Reports

Path  Exploration (Goal Flow) Report

In UA, the "Goal Flow" report was available in the menu, which easily showed the page transitions of users leading up to a conversion. However, this report is no longer available in the basic report menu of GA4.

Nevertheless, by using the path data exploration feature of the exploration reports in GA4, you can visualize the path to conversion similar to UA's "Goal Flow."

Report location: Left menu "Explore" > "Path  exploration"

(Quote)GA4  Path Exploration

Funnel Data Exploration (Goal Completion Process) Report

In UA, the "Goal Completion Process" report allowed us to set steps and verify the transition rates and dropout points of key leads, but this too has been removed from the menu of basic reports in GA4.

However, by using the Funnel Data Exploration in GA4's exploration reports, it is possible to visualize the abandonment rates for each key step, as was done in UA.

Report location: Left menu "Explore" > "Funnel Exploration"

(Quote)GA4  Funnel Exploration 

(Reference) Comparison Table of GA4 Reports Corresponding to UA's Conversion Reports 

UA(Universal Analytics)	GA4
Conversion > Goal >Overview	Engagement > Conversion
Conversion > Multichannel >Conversion path	Ads > Conversion path
Conversion > Goal >Goal flow	Explore > Path exploration
Conversion > Goal  >Goal path	Explore > Funnel exploration

 

How to Use Exploration Reports

This article will only give an overview of how to create and share exploration reports. For detailed instructions, please see "How to Use [GA4] Exploration Reports."

How to Create Exploration Reports

Exploration reports can be created in the following three steps:

1. Choose the type of report
2. Select the items you want to use in the report
3. Configure the report items

How to Share Exploration Reports

There are two ways to share exploration reports:

1. Share via URL
2. Download (export) the data in PDF or CSV format

In both cases, it is necessary that the user sharing the report has edit permissions or higher for the GA4 property in question, so be mindful of this.

GA4 (Google Analytics) Advertising Reports

What are Advertising Reports?

As mentioned earlier, GA4's advertising reports are specialized in attribution analysis. By using advertising reports, anyone can easily perform attribution analysis, allowing for a more precise evaluation of customer acquisition strategies. If you are running multiple digital ads and can only evaluate strategies based on the last click, be sure to utilize these reports.

Reports Available in Advertising Reports

Conversion Path Report

Report location: Left menu "Advertising" > "Conversion paths"

The Conversion Path Report analyzes user behavior leading up to a conversion and visualizes the contribution of each advertisement and channel.

Focusing solely on strategies that directly lead to conversions can result in insufficient reach to new users. By utilizing attribution analysis, you can clarify contributions and leverage them for more efficient marketing activities.

 (Quote)GA4  Conversion paths report

(Reference) Comparison Table of GA4 Reports Corresponding to UA's Conversion Reports 

UA(Universal Analytics)	GA4
Conversion > Goal >Overview	Engagement > Conversion
Conversion > Multichannel >Conversion path	Ads > Conversion path
Conversion > Goal >Goal flow	Explore > Path exploration
Conversion > Goal  >Goal path	Explore > Funnel exploration

 

Looker Studio( Data Studio)

What is Looker Studio?

Looker Studio is a free reporting tool provided by Google that connects to various data sources and allows the creation of clear, fully automated reports. It is highly customizable and offers various sharing options, making it ideal for creating reports for presentations or GA4 reports for team number management.

For instance, using the official GA4 connector (free) of Looker Studio, you can create highly understandable GA4 reports like the following.

 (Quote)GA4 Monthly Report Template[4007]

 How to Use Looker Studio

In this article, we will only provide an overview of how to create and share GA4 reports using Looker Studio. For detailed instructions, please refer to the comprehensive guide, "GA4 Looker Studio Full User Guide".

How to Create GA4 Reports with Looker Studio

Using Looker Studio is very simple, and it can be done in the following three steps. While it may take some time to create reports when you're not yet accustomed to it, using templates can greatly reduce the time needed and improve the quality of the reports compared to creating them from scratch, which is especially recommended for beginners.

• Integrate Looker Studio and GA4 to create a data source.
• Use the created data source to build the report.
• Share the completed report (data updates automatically).

If you are new to Looker Studio, start by following the instructions on how to set it up before proceeding with the steps above.

How to Share GA4 Reports with Looker Studio

Looker Studio offers various methods for sharing, as follows:

• Invite users individually.
• Invite users in groups.
• Automatic email distribution.
• Download in PDF format.
• Obtain a link to the report.
• Embed the report on other websites.
• Share on social media.

 Looker Studio GA4 Report Template

Here we introduce the GA4 report template created by In-house Plus using Looker Studio. If you want to leverage Looker Studio but find it cumbersome to start from scratch, please feel free to use this template. It is fully customizable.

Related article : GA4 Looker Studio Template 

 Monthly Report

This is a monthly report that summarizes the trends of key metrics for the last 12 months in both tabular and graphical formats. The graphical format also allows for a comparison with the same month in the previous year.

(Quote)GA4 Monthly Report Template[4007]

 Daily Report

This is a daily report in table format that summarizes the performance of key metrics for the selected period (the default period is last month). At the top scorecard, you can also check the comparison with the previous period and the same month last year.

(Quote)GA4 Monthly Report Template[4007]

 Summary Report

This is a summary report that compares key metrics such as the number of users, page views, and conversions with those of the previous month and the same month in the previous year. 

(Quote)GA4 Monthly Report Template[4007]

 User Summary Report

This is a report summarizing the users and conversions by age, gender, device, and regional distribution during the selected period (default is last month).

 (Quote)GA4 Monthly Report Template[4007]

Acquisition Summary Report

This report compiles the performance of different traffic sources for the selected period (default is the previous month), along with the TOP keywords from the Search Console.

(Quote)GA4 Monthly Report Template[4007] 

 Conversion Summary Report 

This is a summary report that consolidates the number of conversions, the breakdown of conversions, and the number of conversions by source of traffic for the selected period (default is last month).

 

Monthly Report for EC

This is a monthly report that summarizes the trends of EC key metrics for the last 12 months in both tabular and graphical formats. The graphical format also allows for a comparison with the same month in the previous year.

 (Quote)GA4 EC Monthly Report Template

Daily Report for EC

This is a daily report in table format that summarizes the performance of EC key metrics for the selected period (the default period is last month). At the top scorecard, you can also check the comparison with the previous period and the same month last year.

 (Quote)GA4 EC Monthly Report Template

 Summary Report for EC

This is a summary report comparing the performance of key e-commerce indicators such as the number of users, number of purchases, and sales, on a month-over-month and year-over-year basis.

 (Quote)GA4 EC Monthly Report Template

 E-commerce Summary

This is a report summarizing the daily sales trends and sales by product items and categories for the selected period (default is last month).

 (Quote)GA4 EC Monthly Report Template

  Category revenue

This is a report summarizing the sales trends by product category over the last 12 months in graph format.

 BigQuery

What is BigQuery?

BigQuery is part of Google Cloud Platform (GCP) and serves as a large-scale data warehouse service. It is a tool for storing and analyzing large volumes of data, enabling companies to analyze massive amounts of information easily and quickly.

Key Points When Handling GA4 Data in BigQuery

However, when using GA4 data in BigQuery, there are several drawbacks to consider:

• Knowledge of SQL is required.
• Improper configuration of BigQuery can lead to high costs.
• Exclusions set in the GA4 admin panel, such as internal traffic (IP addresses) and referrer exclusions, are not reflected.

Additionally, the treatment of "no referrer" differs between the GA4 admin panel and BigQuery, which may result in a higher proportion of "(direct) / (none)" in BigQuery than in the GA4 admin panel. This is a very important aspect in analysis, and users must have a high level of data analysis capability to understand these differences in data handling.

Therefore, BigQuery is a suitable option for companies that operate large-scale websites and have skilled data engineers who deeply understand GA4 specifications.

 Handling No Referrer Data

For GA4:
If the session's source is no referrer, it fetches the previous session's source. Only if all visits by the same user have no referrer, then the "source / medium" will be recorded as "(direct) / (none)".

For BigQuery:
If the session's source is no referrer, it is recorded as "source / medium" being "(direct) / (none)", and it does not fetch the previous session's source as per its specifications.