Custom analytics report: definition and creation
Updated on February 22, 2026
Quick definition
A custom report is a tailor-made analytics report that freely combines analytics dimensions, metrics and filters of the user's choice to answer specific questions not covered by standard reports. The custom report is the go-to tool for analysts who need to go beyond predefined reports.
How it works
Unlike standard reports preconfigured by the analytics tool, a custom report is entirely defined by the user: they choose the analytics dimensions to display (country, page, traffic source), the analytics metrics to measure (sessions, conversions, revenue), the analytics filters to apply, and the form of visualisation.
This flexibility allows you to answer very specific questions, for example: "What are the entry pages that generate the most conversions for visitors arriving from a mobile search in France?"
In GA4, custom reports are built in the Explorations tab. In other tools, they can be:
- Saved for future reuse
- Shared with the team via a link
- Scheduled for automatic email delivery
One challenge of custom reports is the risk of analytics sampling when data is very large or segments are very complex.
Why it matters
Custom reports are essential for teams that need precise answers to specific business questions. They allow you to step out of the framework imposed by predefined reports and freely explore data to find hidden insights.
They are particularly useful during:
- Post-campaign analytics audits
- Performance anomaly investigations
- Cohort analyses by segment or channel
The ability to create custom reports often distinguishes an advanced analyst from a casual analytics user.
How to improve or use it
- 1Define the question clearly the report should answer before building it.
- 2Start with the most important dimensions and metrics and add more progressively if needed.
- 3Save your most useful reports and document their purpose to facilitate reuse.
- 4Avoid overly complex reports that risk being affected by analytics sampling.
- 5Share key reports with the whole team to foster a data-driven culture.
With Sublim
Sublim lets you build custom reports without sampling constraints and without advanced technical configuration. As a GDPR alternative to GA4, Sublim processes 100% of the data without cookies, ensuring your reports faithfully reflect the reality of your audience, however complex the filters applied.
Frequently asked questions
What is the difference between a standard report and a custom report?
A standard report is prebuilt by the analytics tool with fixed dimensions and metrics. A custom report is fully configured by the user according to their specific needs, offering total flexibility in the choice of dimensions, metrics and filters.
Are custom reports affected by sampling?
Yes, complex custom reports covering wide date ranges or narrow segments are the most likely to be sampled in tools such as GA4. For accurate data, prefer tools that don't apply sampling.
Can a custom report be shared with external people?
Yes, most analytics tools allow custom reports to be shared via a link or by granting limited access rights to external users. Some tools also offer PDF export or scheduled automatic email delivery.
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