Introduction to Google Analytics 4 reports library: complete guide

What is the GA4 reports library?

Think of the Google Analytics 4 reports library as your personal filing cabinet for all your website data. Just like you might organise paper files into different folders and sections, GA4 organises your reports into collections that make sense for your business needs.

The reports library is where you can customise which reports appear in your left-hand menu, create entirely new reports, and organise everything in a way that works for your specific business. This is particularly powerful for small business owners who need quick access to the metrics that matter most to their bottom line.

Why does this matter for your business?

Unlike the old Universal Analytics (which stopped working in July 2024), GA4 gives you much more control over what you see. Instead of being stuck with Google's default layout, you can create a dashboard that focuses on what actually drives your business forward.

How to access the reports library

Getting to the reports library is straightforward:

Open your Google Analytics 4 property
Click on "Reports" in the left-hand menu
Scroll down to the bottom of the left sidebar
Click on "Library"

Important note: If you don't see the "Library" option, you don't have the right permissions. You'll need to be an Editor or Administrator on the GA4 property to make changes. Contact whoever manages your Google Analytics account to request access.

Understanding collections and report structure

GA4 organises reports into two main collections by default:

Lifecycle collection

This tracks your customer journey from start to finish:

Acquisition: How people find your website
Engagement: What they do once they're there
Monetisation: How you make money from visitors
Retention: Whether people come back

User collection

This focuses on who your visitors are:

Demographics: Age, gender, location
Technology: What devices and browsers they use

How collections work

Each collection contains an overview report (showing summary cards with key metrics) followed by more detailed reports. It's like having a quick summary page followed by detailed breakdowns for when you need to dig deeper.

Customising existing reports

You don't need to start from scratch. GA4 lets you modify existing reports to better suit your needs. Here's how:

Method 1: Direct customisation

Go to any report in the Reports section
Click "Customise report" in the top-right corner
Add or remove metrics and dimensions
Apply filters to focus on specific data
Save your changes

Method 2: Through the library

Open the Library
Find the report you want to modify
Click "Edit" next to the report name
Make your changes
Save and publish

Practical example for small businesses

Let's say you run an online shop and want to focus on mobile traffic. You could customise the "Traffic acquisition" report to:

Add a filter for mobile devices only
Include metrics like bounce rate and conversion rate
Remove metrics you don't use (like user engagement duration)

Creating new reports from scratch

Sometimes the existing reports don't quite fit your needs. GA4 makes it easy to build custom reports from the ground up.

Two types of reports you can create

Overview reports

These show summary cards with key metrics at a glance. Perfect for quick daily check-ins on your business performance.

Detail reports

These show data in table format with the ability to drill down. Great for detailed analysis when you need to understand what's happening and why.

Step-by-step: Creating a detail report

Go to Library
Click "Create new report"
Select "Create detail report"
Choose a template or start from scratch
Add at least one dimension (rows) and one metric (columns)
Customise the visualisation (table, chart, etc.)
Save and add to a collection

Essential reports for small businesses

Here are some custom reports that work well for most small businesses:

Top landing pages by conversion: See which pages are actually bringing in customers
Mobile vs desktop performance: Understand how your audience behaves on different devices
Local traffic analysis: Focus on visitors from your geographic area
Campaign effectiveness: Track how your marketing efforts are performing

Overview reports vs detail reports

Understanding when to use each type of report will save you time and help you make better decisions.

Overview reports are perfect for:

Daily or weekly check-ins
Sharing high-level performance with stakeholders
Getting a quick sense of overall trends
Dashboard-style views of key metrics

Detail reports are better when you need to:

Investigate why something changed
Compare specific time periods
Analyse detailed user behaviour
Export data for further analysis

Organising your reports

Consider creating collections based on how often you use them:

Daily dashboard: Key metrics you check every day
Weekly review: More detailed reports for weekly analysis
Campaign tracking: Reports specific to marketing campaigns

New features

Google has introduced several powerful updates to GA4 that make the reports library even more useful for small businesses.

AI-powered insights

GA4 now includes AI-generated insights directly within your reports. These appear as plain-language explanations of changes in your data, helping you understand what's happening without needing to be a data expert.

Anomaly detection

The system automatically flags unusual patterns in your data with visual indicators. If your website traffic suddenly spikes or drops, you'll see it highlighted immediately.

Enhanced report templates

The reports snapshot now includes ready-made templates for:

User behaviour analysis
Sales and revenue tracking
Marketing performance overview

Cross-property report copying

If you manage multiple websites, you can now copy reports from one GA4 property to another, saving significant time in setup.

Improved mobile reporting

With more than half of web traffic coming from mobile devices, GA4 has enhanced mobile-specific reporting capabilities, making it easier to understand how your mobile visitors behave differently from desktop users.

Best practices for small businesses

Here are practical tips to make the most of your GA4 reports library without getting overwhelmed:

Start simple

Don't try to customise everything at once. Begin with one or two reports that directly impact your business decisions, then gradually add more as you become comfortable.

Focus on actionable metrics

Prioritise metrics you can actually act on:

Conversion rates (can you improve your website?)
Traffic sources (should you invest more in certain channels?)
Page performance (which content works best?)
User engagement (are people finding what they need?)

Use descriptive names

When creating custom reports, give them clear, descriptive names like "Mobile checkout performance" instead of "Custom report 1". Your future self will thank you.

Regular maintenance

Review your custom reports quarterly. Remove ones you don't use and update others to reflect changes in your business priorities.

Leverage filters wisely

Use filters to focus on data that matters to your business:

Geographic filters for local businesses
Device filters to understand mobile vs desktop behaviour
Traffic source filters to measure marketing campaign effectiveness

Share appropriately

Consider who needs access to which reports. Your marketing team might need detailed campaign reports, while senior management might prefer high-level overview reports.

Common mistakes to avoid

Learning from others' mistakes can save you time and frustration:

Creating too many custom reports

It's tempting to create reports for every possible scenario, but this leads to clutter and confusion. Stick to reports you'll actually use regularly.

Ignoring mobile data

Many small business owners focus only on desktop data, missing crucial insights about mobile user behaviour. Always include mobile-specific analysis in your reports.

Not setting up proper filters

Failing to filter out internal traffic (your own visits to your site) can skew your data. Make sure to exclude your business's IP addresses from reports.

Focusing on vanity metrics

Page views and sessions might look impressive, but focus on metrics that actually indicate business success, like conversions, revenue, and engagement quality.

Not backing up custom reports

If you've spent time creating perfect custom reports, make notes about their configuration. While GA4 saves them automatically, having documentation helps if you need to recreate them later.

Next steps and getting help

Now that you understand the basics of the GA4 reports library, here's how to move forward:

Start with these actions

Access your reports library and explore the existing collections
Identify one existing report that almost meets your needs and customise it
Create one simple custom report focused on your most important business metric
Organise your reports into collections that match your workflow
Set up a regular schedule to review and update your reports

Additional resources

Google Analytics 4 has a learning curve, but you don't have to navigate it alone. Consider these options for additional support:

Google's own GA4 help documentation
Free online courses and tutorials
Local digital marketing meetups and workshops
Professional GA4 training programs

When to seek professional help

Consider getting expert assistance if you:

Have complex tracking requirements
Need to integrate GA4 with other business systems
Want to set up advanced conversion tracking
Need help interpreting data and making strategic decisions

Remember, the goal isn't to become a data analyst overnight. It's to create a system that gives you the insights you need to make better business decisions. Start small, focus on what matters to your business, and gradually build your confidence with the platform.