What are "custom reports" in Google Analytics?

Custom reports in Google Analytics are designed to meet specific user needs by allowing users to combine various dimensions and metrics tailored to their interests and requirements. This flexibility enables users to create reports that focus on the data most relevant to their business goals and performance indicators.

The primary advantage of custom reports is that they permit users to present data in a way that highlights particular insights or trends they are investigating, rather than relying solely on the standardized reports offered by Google Analytics. By selecting specific metrics and dimensions, users can dive deep into their data, uncovering nuanced insights that align with their unique objectives.

This capability for customization is not found in standardized templates or automatically generated reports, which may not account for the specific metrics or dimensions that a user wishes to analyze. Additionally, while financial metrics can certainly be included in custom reports if that's what the user desires, custom reports are not limited to this area and can encompass a wide range of data types depending on user needs.