How to create custom insights in Google Analytics 4 (GA4)

Table of Contents

  1. Insights overview
  2. How to create custom insights in GA4
  3. Managing custom insights in GA4
  4. Summary

In this article, I am going to talk about how to create custom insights in Google Analytics 4.

Insights overview

In today’s data-driven world, organizations are scaling up their investment in data solutions and insight generation. This can be costly and time-consuming depending on the nature of the business. Organizations are looking for cost-saving options with automated actionable insights.

So, what if it is available for free? Yes, you heard right. Google Analytics 4 (GA4) provides insights using analytics intelligence which is a set of features that uses machine learning and a set of conditions defined by you to help you understand and act on data.

Google Analytics 4 provides two types of insights:

#1 Automated insights: Google Analytics 4 detects unusual changes, like a sudden spike or dip in any particular data trend, and informs you via insight cards available in the analytics console.

To learn more about automated insights in GA4, check out this article: Understanding Automated Insights in Google Analytics 4 (GA4)

#2 Custom insights: You can also create custom insights in GA4. Every business has its own set of KPIs (key performance indicators) and you can put your own conditions to detect sudden changes in your business KPI’s.

Once the conditions are met, your custom insight will be available on the insight dashboard. You also have the option to email the insights as a custom email alert whenever there is a sudden change in the data. GA4 allows you to create up to 50 custom insights per property.

The insight cards look like the ones below.

1 2

Now let’s move ahead on creating a custom insights card.

How to create custom insights in GA4

In Google Analytics 4 you can create your own custom insight cards. You can create up to 50 custom insight cards per property.

Follow the below steps to create a custom insight in GA4:

Note: You will need collaborate or edit permissions to create, edit, and share insights.

Step 1: Log in to your Google Analytics 4 account. Click on ‘Report Snapshot’ in the reporting menu.

report snapshot 2

As you can see from the above image, insight cards are available by default.

Step 2: Click on the ‘View All Insights’ option.

view all insight

Step 3: Once you click on ‘View all insights’ you will see an overlay that will appear like the below image providing you all insight cards like below. Click on ‘Create’.

26 1

Step 4: An overlay will appear like below where you get an option to create your custom insight either using ‘Suggested custom insight’ or ‘Start from scratch’.

create insight

You can select the check box for each insight you want to create and then click on ‘Create selected’.

29 1

If you want to use a suggestion as a template, click ‘Review and create’ in the row for that insight.

28 1

To create your custom insight, click ‘Create new’ under ‘Start from scratch’.

30 1

Step 5: An overlay will appear like below where we need to define the conditions for the custom insight. Click on the drop-down menu available under ‘Evaluation frequency’.

31 1

Step 6: Select the frequency at which you want to generate insight. For example, I am selecting ‘Weekly’.

32 1

Step 7: Now you need to define the segment of users to be used for the insight. You can keep it as ‘All Users’ which is selected by default and move to Step 9, or if you want to change the user segment, you can click on ‘Change’.

33 1

Step 8: An overlay will appear on the right-hand side like below.

34 1

Step 8.1: A drop-down menu is available with the default condition as ‘Include’. You can click on the drop-down if you want to change the condition where you will get an option to either ‘Include’ or ‘Exclude’.

35 1

This condition basically to define whether to add (include) user in a segment or to remove (exclude). In our case, I am going to keep it as ‘Include’.

Step 8.2: Now click on the drop-down ‘Select dimension’.

create custom insights dimension value

Step 8.3: A list will appear like below. You can scroll down or up to select a dimension or you can simply type it in the input box available.

create custom insights type dimension2

Once you selected the dimension another drop-down will be visible as ‘Dimension values’ as below.

create custom insights dimension value

Step 8.4: Click on the drop-down under ‘Dimension value’.

39

Step 8.5: A list will appear like below. You can scroll down or up to select a dimension value or you can simply type it in the input box available.

40

Your segment will look like the one below.

create custom insights select segment2

If you want to add more conditions you can add up to five conditions. Just click on ‘Add new condition’ just like we did in Step 8.

create custom insights add condition

Step 8.6: After you have added all the conditions, click on ‘Apply’.

create custom insights apply

Step 9: Now click on the drop-down available under ‘Metric’.

create custom insights metric

Step 10: From the populated list, Select the metric for which you want to create the custom insights.

create custom insights custom insights

Step 11: Now click on the drop-down available under ‘Condition’ to specify the rule.

create custom insights condition

You will get the below options.

create custom insights condition dropdown

Has anomaly:
If you select this option your insight will be generated if there are any sudden spikes or dips in the selected metric. Analytics determines when the change in the metric is anomalous, and you do not need to enter a value.

create custom insights has anomaly

Is less than or equal to:
If you select this option, you need to specify the value for which condition will be evaluated. This will be a numeric value.

For example, if I put the value as 10, my insight will be generated whenever the selected metric is in the range of 10 or less. In our case, if my conversions reduce to 10 or less in any week (evaluation frequency set to weekly) it will generate the insight.

create custom insights set conditions

Is greater than or equal to:
If you select this option, you need to specify the value for which condition will be evaluated. This will be a numeric value.

For example, if I put the value as 50, my insight will be generated whenever the selected metric is in the range of 50 or more. In our case, if my conversions increase to 50 or more in any week (evaluation frequency set to weekly) it will generate the insight.

create custom insights greater than

% increase more than:
If you select this option as a condition, you need to specify the value for which condition will be evaluated. This will be a percentage value. You also need to provide ‘Comparison Period’ from the drop-down available.

For example, if I put the value as 50, my insight will be generated whenever the selected metric will cross the 50% increase as compared to the comparison period selected. The comparison period depends on how we set evaluation frequency.

create custom insights increase more than.

% decrease more than: If you select this option as a condition, you need to specify the value for which condition will be evaluated. This will be a percentage value. You also need to provide the ‘Comparison period’ from the drop-down available.

For example, if I put the value as 50, my insight will be generated whenever the selected metric will cross the 50% decrease as compared to the comparison period selected.

create custom insights decrease more than

% change more than:
If you select this option as a condition, you need to specify the value for which condition will be evaluated. This will be a percentage value. You also need to provide the ‘Comparison period’ from the drop-down available.

For example, if I put the value to 50, my insight will be generated whenever the selected metric will cross the 50% change (increase or decrease) as compared to the comparison period selected.

create custom insights change more than

Step 12: The next step is to give a descriptive name to the insight. This is the name you’ll see in the notifications, so use a descriptive name. For example, ‘Conversion for the United States is less than 10’. Type into the input box available under ‘Choose insight name’.

create custom insights choose insight name

Step 13: In this step, we need to manage notifications for custom insights. By default, all users on property see all triggered custom insights in the insight dashboard. If there are users who want to be notified by email, then you enter their email addresses in the available input box.

create custom insights notifications

Step 14: Now click ‘Create’ in the upper right corner.

create custom insights create2

Congratulations! You have successfully created a custom insight in Google Analytics 4 (GA4). You can see your custom insight available under ‘View All Insights’.

create custom insights view all insights

Managing custom insights in GA4

For each custom insight, you can turn email notifications on or off for property users. You can delete the insight as well.

Follow the below steps to know more.

Step 1: Click on the ‘View all insights’ option.

view all insight

Step 2: Once you click on ‘View all insights’ you will see an overlay that will appear as below, providing you with all insight cards. Click on ‘Manage’.

create custom insights manage

Step 3: An overlay will appear as below, with the list of custom insights. Click on the three vertical dots in front of the insight which you want to modify.

create custom insights three dots

Step 4: You get an option to either ‘Delete’ the insight or to ‘Edit’ the insight.

If you want to delete the insight you can click on ‘Delete’ and if you want to edit the insight you can click on the ‘Edit’ option to do the required changes.

custom insights

That is how you can manage the custom insights.

Summary

Data and analytics are the basics to understand the users in a more detailed manner. Insights provide the details of changes in data and analytics that can be used while taking important business decisions.

Google Analytics 4 (GA4) provides you with default automated insights on the standard KPI metrics. You also get an option to create your custom insights based on your business KPI’s.

You have an option to get notification alerts whenever there is a sudden change in the metrics and take necessary actions. This is how you can create a custom insight in Google Analytics 4.

Other articles related to GA4 (Google Analytics 4)

#1 GA4 Intro

  1. What is GA4 (Google Analytics 4) – The Apps + Web Property?
  2. Key Benefits of Using Google Analytics 4 (GA4)
  3. How to upgrade to GA4 (Google Analytics 4)
  4. Google Analytics 4 (GA4) vs Universal Analytics – What is the difference?
  5. Google Signals GA4 – See demographics (gender, age) in Google Analytics 4
  6. Understanding Google Analytics Measurement ID (GA4)
  7. Google Analytics 4 training and tutorial
  8. Using the GA4 test property

#2 GA4 Integration

  1. How to connect GA4 (Google Analytics 4) with Google Data Studio
  2. How to link GA4 (Google Analytics 4) with Google Ads
  3. GA4 BigQuery – Connect Google Analytics 4 with BigQuery

#3 GA4 Events

  1. GA4 (Google Analytics 4) Event Tracking Setup Tutorial
  2. How to set up GA4 Custom Events via Google Tag Manager
  3. GA4 (Google Analytics 4) Enhanced Measurement Tracking Tutorial
  4. Events Report in Google Analytics 4 (GA4)
  5. GA4 User Properties (User Scoped Custom Dimensions) – Tutorial
  6. Event Scoped Custom Dimensions in GA4 – Tutorial

#4 GA4 Conversions

  1. GA4 (Google Analytics 4) Conversion Tracking Guide
  2. How to import conversions from GA4 property to your Google Ads account

#5 GA4 Dimensions and Metrics

  1. GA4 Metrics Tutorial with Free Google Analytics 4 Ebook
  2. GA4 Custom Metrics Tutorial
  3. GA4 Dimensions Tutorial
  4. GA4 Custom Dimensions Tutorial

#6 GA4 Ecommerce

  1. GA4 (Google Analytics 4) Ecommerce Tracking via GTM – Tutorial

#7 GA4 Specialized Tracking

  1. Cross Domain Tracking in GA4 (Google Analytics 4) Setup Guide
  2. GA4 Site Search – Tracking Site Search in Google Analytics 4
  3. GA4 (Google Analytics 4) Scroll Tracking Tutorial
  4. How to Install Google Analytics 4 on Shopify
  5. Self-referral Google Analytics 4 – Referral exclusion GA4
  6. GA4 Data Import Tutorial

#8 GA4 filters

  1. GA4 filters – Understanding data filters in Google Analytics 4
  2. How to create and test filters in Google Analytics 4 (GA4)?
  3. Exclude internal traffic in GA4 (Google Analytics 4) via IP filter

#9 GA4 Analysis Hub

  1. Analysis Hub Google Analytics – Exploration Report in GA4 (Google Analytics 4)
  2. How to use the user lifetime report in Google Analytics 4 (GA4)
  3. How to use path analysis report in Google Analytics 4 (GA4)
  4. How to use Segment Overlap Report in Google Analytics 4 (GA4)
  5. How to use the Funnel Analysis Report in Google Analytics 4 (GA4)

#10 GA4 Advanced

  1. How to use Debug View report in Google Analytics 4 (GA4)
  2. Understanding GA4 measurement protocol
  3. How to create a remarketing audience in Google Analytics 4 (GA4)
  4. GA4 Audiences – Creating custom audience in Google Analytics 4
  5. How to build comparison (Advanced segment) in Google Analytics 4 (GA4)

#11 GA4 Reporting

  1. How to create custom insights in Google Analytics 4 (GA4)

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