How to build an exploration report in GA4

Are you looking to create a custom exploration report in GA4? Explorations allow you to analyse user behaviour in more detail than standard reports. Follow these step-by-step instructions to build a tailored exploration report and uncover deeper insights from your data.

1. Log in to Google Analytics 4

Go to analytics.google.com.
Sign in with your Google account.
Select the correct GA4 property from the account list.

2. Navigate to the Explore Section

In the left-hand menu, click Explore.
You’ll see different exploration templates such as Free Form, Funnel, Path, and more.
Click Blank to create a custom exploration from scratch (or choose a template if relevant to your goal).

3. Name Your Exploration

At the top-left, click on Untitled exploration.
Enter a clear, descriptive name (e.g., “Landing Page Performance Analysis”).
Press Enter to save the name.

4. Add Dimensions

In the Variables panel (left-hand side), locate Dimensions.
Click the + (plus) icon next to Dimensions.
Search for the dimensions you need (e.g., Page path, Session source/medium, Device category).
Tick the relevant boxes.
Click Confirm.

5. Add Metrics

In the Variables panel, find Metrics.
Click the + (plus) icon next to Metrics.
Search for the metrics you want to analyse (e.g., Users, Sessions, Conversions, Engagement rate).
Tick the relevant metrics.
Click Confirm.

6. Build Your Free Form Table

In the Tab Settings panel, locate the Rows section.
Drag your chosen dimension (e.g., Page path) into the Rows box.
Drag a second dimension into Columns if needed (optional).
Drag your selected metrics into the Values section.
Your exploration table will now populate with data.

7. Apply Filters (Optional but Recommended)

Scroll down to the Filters section in Tab Settings.
Drag a dimension into the Filters box.
Choose the filter condition (e.g., contains, exactly matches).
Enter the relevant value (e.g., “/blog/”).
Click Apply.

8. Adjust Visualisation (Optional)

In Tab Settings, locate the Visualisation section.
Choose from Table, Pie Chart, Line Chart, Bar Chart, Scatterplot, or Geo Map.
Select the format that best suits your analysis.

9. Save and Share Your Exploration

Explorations save automatically.
To share, click the Share exploration icon in the top-right.
Adjust access permissions if required.
Alternatively, click Export to download as CSV or PDF.

What is Google Analytics 4

Google Analytics 4 (GA4) is Google’s latest analytics platform designed to track and analyse user interactions across websites and apps. Unlike Universal Analytics, GA4 uses an event-based data model, meaning every interaction — such as page views, clicks, scrolls, and conversions — is tracked as an event. This gives marketers and website owners more flexibility and deeper insights into user behaviour.

GA4 also includes advanced features such as predictive metrics, cross-device tracking, and enhanced audience building. The Explore section, where you build exploration reports, is one of its most powerful tools. It allows you to create fully customised reports beyond the standard dashboards, helping you analyse specific user journeys, traffic sources, content performance, and conversion paths. For beginners, learning how to use Explorations effectively can significantly improve reporting accuracy and decision-making.

Benefits of using Google Analytics 4 to build an exploration report

Building exploration reports in GA4 gives you more control over your data analysis. Instead of relying on pre-built reports, you can customise your view to answer specific business questions and uncover actionable insights.

1. Fully Customisable Data Analysis

Exploration reports allow you to choose exactly which dimensions and metrics to analyse. This flexibility means you can tailor reports to match your marketing objectives, whether you’re analysing landing page performance, traffic sources, or user engagement. You’re not limited to standard report layouts, giving you much deeper insight.

2. Advanced Segmentation and Filtering

GA4 Explorations enable you to apply detailed filters and segments to isolate specific user groups. For example, you can analyse only mobile users, traffic from a particular campaign, or visitors who completed a specific event. This makes your analysis far more precise and actionable.

3. Better Decision-Making with Visual Insights

With multiple visualisation options such as tables, line charts, bar charts, and funnels, exploration reports make data easier to interpret. Clear visual insights help you quickly identify trends, performance issues, and opportunities for optimisation, improving strategic decision-making across marketing campaigns.