Google Analytics 4 reporting
GA4, translated into a client report
Users, sessions, engagement, key events and revenue — by channel, source, campaign, page, event and device — scoped to one client. Create a workspace to open the report, or preview what's inside.
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- Plans from $99/month
- Built for multi-client agencies
- Your brand across the console
Google Analytics 4 reporting
The Google Analytics 4 reporting dashboard for agencies
GA4 knows everything about a client’s website and shows almost none of it willingly. This dashboard lays out the report an account team actually presents: acquisition channels and their outcomes, engagement measured GA4’s way, and the path from traffic source through landing page to key event and revenue — readable in one sitting.
Inside the GA4 report
From a channel to a key event
Ten tabs follow the traffic from a channel group down to a single page, with its outcomes beside it.
Acquisition
Outcomes at every level
Channels, source and medium, campaigns and landing pages carry the same engagement and key event columns, so a channel with plenty of visits and few outcomes shows up wherever it sits.Engagement
The GA4 way
Engagement rate and average engagement time sit among the key measures, and the traffic tables carry engagement rate in place of bounce rate.
Turn GA4 into a client report
Pick a client and start from the channel table, then go deeper.
Plans start at $99/month.
On this page
Acquisition reporting by default channel group
Organic, paid, social, direct, referral and email — beside what they produce
The report opens where every analytics conversation starts: which channels bring the traffic and which channels bring the results. Each default channel group is reported with users, sessions, engagement rate, engagement time, key events and revenue, and one click filters the entire dashboard to that channel.
Because the channel table carries outcomes and not just volume, the “lots of traffic, no results” channel is exposed immediately — and the quiet channel quietly converting gets its budget argument made for it.
Source, medium and campaign reporting
From channel groups down to the UTM level
Channels summarize; source/medium explains. Choose a channel and the Source / medium and Campaigns tabs show only its sources — google/organic, google/cpc, klaviyo/email and the rest — and its tagged campaigns, so a spike in paid social traces to the specific campaign that brought the sessions.
For agencies running the media, this is the accountability layer: the same campaign names your team launched, reported with sessions, engagement, key events and revenue instead of platform-side clicks alone.
Engagement reporting the GA4 way
Engaged sessions, engagement rate and average engagement time — not bounce rate
GA4 replaced bounce rate with a better question: did the session engage? The report is built on that model — engagement rate sits beside sessions on the traffic, landing-page and audience tables, engagement time is reported per session and per active user, and the engagement measures trend daily and compare period over period.
That consistency makes quality arguments concrete: a landing page with strong sessions but a weak engagement rate is a message problem; a channel with modest traffic but 70% engagement is an expansion candidate.
Key event and revenue reporting
The key events that matter, with the revenue attached
Every key event — leads, demo bookings, sign-ups, purchases — is reported by name with its count, the users who triggered it and, where the property reports ecommerce, its revenue, and every traffic table carries a Key events column, so “what converts” is answerable at every altitude.
Revenue is a column on the channel, source, campaign and landing-page tables wherever the property reports it, which is what lets a monthly review end on the only slide clients remember: what the website made.
Landing-page, content and event reporting
Where visitors arrive, what they read, what they do
Landing pages are reported with sessions, engagement and key events — the entry-point view that grades both SEO content and paid destinations. Pages & screens adds the consumption story with views, users and engagement time per user, and the Events table lists every event with its count and the people it reached, from scrolls and clicks through form submits and purchases.
Together they answer the question analytics reports usually dodge: not just how many people came, but what the site did with them.
Audience, geography and technology reporting
Who the visitors are, where they are, and what they browse on
Demographic estimates, country and city breakdowns, and the device / browser / operating-system profile complete the audience picture — each with engagement and key-event context so segments are judged on behavior, not just headcount.
Everything lives in one report scoped to a single client and presented with your agency branding, alongside the search, paid and social reporting in the same workspace. The figures in the public preview are illustrative; once a client's property is connected, the report reads the client's own numbers from Google Analytics.
What belongs in a GA4 reporting dashboard for agencies
A GA4 dashboard earns its place when it answers three questions in order: where visitors came from, whether they engaged, and what they produced.
Google Analytics 4 records a great deal, and its own reports follow the way Google stores data rather than the way a client reviews a month. A dashboard for an agency puts the same measures into one agenda. This layout has eight summary tiles above ten tabs, and a channel filter that re-bases the tiles and tables on one slice of traffic at a time.
| Tab | The question it answers | What sits beside it |
|---|---|---|
| Channels | Which kinds of traffic arrive, and which produce results? | Users and sessions, then engagement rate and time, then key events and revenue |
| Source / medium | Which named sources sit inside each channel? | The parent channel and the same outcome columns |
| Campaigns | Which tagged campaigns earn the sessions? | Sessions and users, then engagement rate, key events and revenue |
| Landing pages | Where do visitors first arrive, and do they stay? | Sessions and new users, engagement rate, key events and revenue |
| Pages & screens | What do visitors read once inside? | Views, users, views per user and engagement time |
| Events | Which actions does the site record? | Event count, users and events per user |
| Key events | Which actions count as results? | Count, total users and revenue, then key events by channel with their session rate |
| Demographics | Who are the visitors by age and gender? | Age bands and the gender split |
| Geography | Which countries and cities do they come from? | Active users by country or city, with sessions, engagement rate and key events |
| Tech | Which devices, browsers and systems do they use? | A device table with sessions, engagement rate and key events, plus the browser and operating system mix |
The eight tiles are active users, sessions, engagement rate, average engagement time, key events, revenue, new users and event count; a property that records no revenue gets views in the revenue slot. The filter chips are the channels the property recorded in the dates on screen, each with its share of sessions.
GA4 metrics a client report should define
Define these once at the top of the first report and a client can read every report after it.
- Active users
- People who had an engaged session in the window, each counted once for the whole period. One person on a phone and a laptop can count twice.
- New users
- Users whose first visit fell inside the window. A high share means reach is growing, and a low one means the audience is mostly returning.
- Sessions
- Visits. A session ends after a period of inactivity, so one person can generate several in a day.
- Engagement rate
- The share of sessions GA4 judges engaged: the visitor stayed past a short threshold, triggered a key event or viewed more than one page. Bounce rate is its inverse.
- Average engagement time
- How long the page was in the foreground, shown per active user on the tile and per session in the Channels table. It is not the same as session duration.
- Event count
- Every recorded action, from page views and scrolls to purchases. The layout also shows events per session.
- Key events
- The events you have marked as the ones that matter, such as a form submission or a purchase. The count is only as meaningful as the marking.
- Session key event rate
- Sessions with at least one key event divided by all sessions. It lets a small channel and a large one be compared fairly.
- Default channel group
- GA4's rule-based sorting of traffic into channels by source and medium. Traffic that matches no rule lands in Unassigned.
- Total revenue
- Purchases, subscriptions and ads, less any amounts paid back to customers. It exists only where the site sends a value with its events.
Using the GA4 layout to agree a client's monthly report
The layout is a ready-made agenda. Open it in the first meeting and decide, tab by tab, what the monthly report will carry.
Start at the channel table
Open Channels first. It shows the whole shape of the traffic in one table and tells you which of the other tabs deserve a place in the pack.
Choose the key events
Open Key events and agree the few actions that count as results. Everything else the site records belongs on the Events tab, not in the headline.
Pick the landing pages to watch
From Landing pages, choose the handful that carry paid or organic traffic. They become the standing rows of every monthly report, and a weak one can be rebuilt in the landing page builder on the Agency plan and up.
Agree the campaign tags
Campaign reading only works when tags are consistent. Settle the naming for source, medium and campaign before the first campaign launches.
Decide what stays out
Demographics, Geography and Tech answer narrower questions. Include them when the client's decisions depend on them, such as target markets or mobile traffic, and leave them out otherwise.
Fix the reading order
The layout opens on Channels and moves outward. Keep that order in the monthly pack so the client learns where to look.
Note
Illustrative figures until a client is connected
Until a client's property is connected, the figures in this report are illustrative; after that they are the client's own. Use it to agree structure with a client. The numbers in the real monthly report come from GA4 itself.
Reading GA4 by objective: leads, sales and content
The same ten tabs serve different clients. What changes is where you start and which measures lead.
| Objective | Open first | Lead with | Question to settle |
|---|---|---|---|
| Lead generation | Key events, then Landing pages | Key events, session key event rate and landing page engagement | Which pages and channels produce inquiries, not just visits? |
| Online store | Channels, then Key events | Revenue and key events, cut by channel | Which channels bring purchases, and which only bring browsing? |
| Content or publishing | Pages & screens, then Landing pages | Views per user and engagement time | Which articles hold attention, and where do readers enter? |
| Local or booking business | Events, then Key events | Calls, clicks and form events, with country and city | Is demand arriving from the areas the business serves? |
| Brand reach | Channels and Geography | New users, engaged sessions and the country mix | Is the audience arriving from the intended markets? |
Search visibility has its own report in Search Console reporting, and what ads cost is reviewed in Google Ads reporting and Meta Ads reporting, each from a linked account. GA4 covers the part between them: what the people who arrived actually did on the site. Email results have review layouts of their own in Klaviyo reporting and Mailchimp reporting.
GA4 reporting mistakes that cost an agency credibility
Untagged campaigns
A paid link without consistent tags cannot be read by campaign. GA4 files it under whatever channel its source suggests, or leaves it unassigned. Agree a tagging convention first and the Campaigns tab will tell the story you paid for.
Comparing engagement across different kinds of page
An article and a checkout page should not share an engagement benchmark. Compare a page with its own history, or with pages built for the same job.
Treating users and sessions as one number
Users estimate people, sessions count visits. Rising sessions with flat users means the same visitors returned more often, which is a different story from new reach.
Calling every event a result
When every event is a key event, the headline count rises and means nothing. Keep the list short and write the reason for each entry beside it.
Quoting the newest day as final
GA4's recent days can still be filling in when you write a report from it. Finish the review on dates that have settled, and say which date the figures run to.
A GA4 report layout versus GA4's own reports, exports and BI tools
The layout is a structure for the conversation. The figures themselves come from GA4, or from a tool built on top of it.
| Approach | Where it is strong | Where it falls short |
|---|---|---|
| GA4's own reports | The authoritative figures, every dimension and every filter. | One property at a time, organized by Google's data model, with no agency branding. |
| A spreadsheet | Any calculation, and a copy you can keep. | Each month's numbers are retyped or re-exported and the layout is rebuilt by hand. |
| A BI tool | Custom charts across many data sources. | Someone builds and maintains the data model for each client. |
| This report layout | A fixed ten-tab structure scoped to one client, under your branding, beside your other channel reports. | It holds only what its ten tabs draw, and its figures are illustrative until a client's property is connected. |
Note
What this page is
The GA4 report shown here is a layout. Its figures are illustrative until a client's property is connected; after that they are that client's own. Its use is the agenda: the same ten questions in the same order, with one client in view at a time and your logo and colors on the page.
Frequently asked questions
What is a default channel group in GA4?
It is GA4's own bucketing of traffic into channels — Organic Search, Direct, Paid Search, Paid Social, Organic Social, Referral and Email. The report opens on that grouping and lets you scope Source / medium, Campaigns and every other tab to one channel, so a channel total can be traced to the sources and campaigns behind it.
What is the difference between a session and an engaged session in GA4?
A session is a visit. An engaged session is one that lasted longer than ten seconds, produced a key event, or included at least two page views. Engagement rate is engaged sessions divided by sessions — GA4's replacement for bounce rate, and the reason this report leads with engagement rate and average engagement time instead.
What are key events in GA4, and did they replace goals?
Key events are the events you mark as important in GA4. Google renamed GA4 “conversions” to “key events” in 2024; they succeed Universal Analytics goals. They get their own tab beside the full event list, with the users who triggered each and, where the property reports ecommerce, revenue, so a report can move from “traffic went up” to which actions happened and what they were worth.
Why do GA4 numbers not match the ad platforms' conversion counts?
Because they answer different questions. GA4 counts key events on the site and groups sessions by each visit's traffic source; an ad platform counts conversions against the click or view it served, inside its own attribution window. So this report shows GA4's count as GA4's and leaves each platform's conversions to its own report, rather than quoting whichever figure is larger.
Can you report GA4 landing pages and revenue for one client?
Yes. Landing pages, pages and screens, events, key events, demographics, geography and technology each have a tab, all scoped to the client chosen in the header. Revenue is a tile and a column on the traffic and landing-page tables when the property reports it, so a landing page can be read for its traffic and the revenue Google reports for it in one pass.
What should a GA4 dashboard for a marketing agency include?
Start with acquisition by channel, then source and medium, campaigns, landing pages, events and key events, with audience slices only where a decision needs them. Carry the same outcome columns on every table so a client can follow a channel down to a page. Keep the headline to engagement and results rather than raw traffic.
How do I choose which GA4 metrics go in a client report?
Work backwards from the decision the client makes each month. A store owner needs revenue and key events by channel, while a publisher needs views per user and engagement time. Add users and sessions for context, define each term once, and drop any measure nobody would act on.
Does this GA4 dashboard connect to my Google Analytics property?
Not yet: a client's property cannot connect until Google has verified the app, and then it works one client at a time. Until a client's property is connected, this page shows illustrative numbers, and once it is, the report shows that client's own figures. Other reports that read a client's own account, from the Agency plan up, include Google Ads, Microsoft Advertising and LinkedIn Ads for paid media and Search Console for organic search. The SEO site audit needs only page addresses.
What is the difference between users and sessions in GA4?
Users estimate how many distinct people or devices visited. Sessions count visits, so one user can create several in a week. A report that shows both makes frequency visible: flat users with rising sessions means the same people came back more often, while rising users means new reach.
How do I report GA4 campaigns by UTM tags?
Tag every paid, email and social link with consistent source, medium and campaign values, then read them in the source and medium and campaign views. The layout drills from channel to source and medium to campaign, and each level keeps the same outcome columns, so a campaign can be traced up to its channel.
What does Unassigned mean in a GA4 channel report?
Unassigned is where GA4 puts traffic that matches none of its channel rules, often because of missing or inconsistent tags. A large Unassigned share is a tagging problem, not an audience. Fix the link tags and new traffic lands in the channel it belongs to.
Can one GA4 report cover several client websites?
GA4 keeps each property separate, and this layout follows that rule by scoping every tab to the single client chosen in the header switcher. There is no blended view across clients, which keeps one client's numbers out of another's review. Move between clients with the switcher and keep the tab order the same each time.