Google Analytics 4 (GA4) Reporting Tool

Connect, visualize, and share Google Analytics 4 data with your clients in a few clicks. Pull essential Google Analytics 4 metrics for a 360-degree view of your client’s website performance. Turn performance data from your client’s Google Analytics 4 property into actionable insights to help drive growth and customer retention. Engaging visual GA4 reports just a few clicks away with Whatagraph’s Google Analytics 4 reporting tool.

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    Build custom Google Analytics 4 reports in minutes

    Universal Analytics properties are gone, and we hope your transition to GA4 was painless. The next generation of Google Analytics brings new features but is still challenging for most users. This is why we offer a solution — connect your clients’ GA4 data stream to Whatagraph and use our intuitive reporting interface.

    Automatically connect Google Analytics 4 data for all your KPIs

    Once you connect your client’s GA4 account, the data collection is pretty much automated. Whenever you open a template or create a new report, the widgets populate with fresh data without your intervention. Build a custom funnel exploration report for your client’s case using drag-and-drop visualizations with widget- and source-level filtering. Present the customer lifecycle KPIs alongside eCommerce purchases and top-performing landing pages. Edit the existing GA4 report template and save it as your own. Save any widget you build as a widget template and use it in future reports.

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    Google Ads report in Whatagraph connect data

    Easily combine Google Analytics 4 data with other sources

    Bring more context to your client’s Google Analytics 4 reports with other marketing sources and identify optimization opportunities. You already know how much website traffic comes from organic search and how much from socials. But what happens there? How are the leads generated? Simply add the SEO or social media data and create a cross-channel report to understand the customer lifecycle better. Blend data from multiple landing pages, analyze conversion events by their source, medium, and campaign, or change conversion event names to match your client’s business.

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    Google Ads report in Whatagraph easily combine data

    Keep clients in the loop with automated report sharing and live links

    Whatagraph’s report-sharing feature ensures your clients are always at the top of their website performance results and your marketing efforts. Right from the GA4 report, choose how you want to share it. Download as PDF the old-fashioned way, set up an automated email cadence, or share a live link so clients can always check the real-time data. If you choose automated emails, you can always set an overview step so you can take one last look and approve every report before it goes out.

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    Google Ads report in Whatagraph automated reporting

    What is a Google Analytics 4 reporting tool?

    Google Analytics 4 reporting tool is a marketing reporting software or data platform that allows marketers to track the website performance by tracking user behavior, acquisition, engagement, and conversion metrics provided by a Google Analytics 4 property. This tool should make the whole data collection, visualization, and report-sharing process seamless while also offering user-friendly cross-channel and advanced analytics capabilities.  

    All reporting features your agency needs

    50+ data sources

    Create a true cross-channel digital marketing dashboard in Whatagraph. Over 50 integrations for your cross-channel marketing campaigns.

    Cross-channel reports

    Combining cross-channel data is intuitive and takes a few clicks. Create a single client report for all channels instead of one report for each.

    Full report automation

    Schedule your reports at desired intervals or share a live link to a report so your clients can check for updates at any moment.

    White-label reports

    Customize colors and logos in each report to align it with your agency’s or clients’ branding and style.

    How to get started with Whatagraph?

    1. Sign up for your free account

    All it takes is a few bits of information and you’re ready to create reports in under 10 minutes. No credit card info is needed!

    2. Connect your data sources

    Add the data sources you want to use in your clients’ marketing reports. We have 45+ available to choose from.

    3. Choose a report template

    Select a template that best shows the work you do for your clients. With a few clicks, your template becomes a fully finished client report!

    Explore advanced marketing data analytics features

    Effortless calculations

    Easy-to-build reusable custom formulas for any metric in your reports.

    Data blending

    Combine metrics from multiple data sources in a widget or table to track cross-channel campaigns in one place.

    Overview reports

    Monitor your overall performance across regions or accounts and find new opportunities for growth.

    Customize metrics

    Combine data from multiple sources, add margins, change currency, and more for any metric.


    All your questions answered. And if you can’t find it here, chat to our friendly team.

    What are the 4 main report types in GA4?

    The main 4 report types in GA4 are:


    - Audience: Containing information about website visitors.


    - Acquisition: Where people who convert come from.


    - Behavior: What people are doing on your website and what is happening on your web pages.


    - Conversions: How many people are converting into leads, subscribers, and customers.


    Google Analytics 4 offers more than 100 predefined reports, some of which can be slightly inaccurate.


    We have a better solution. Connect the GA4 account to Whatagraph and visualize the whole customer journey with your chosen widgets quickly and accurately.


    There is no need to create separate user, acquisition, and landing page reports for your clients when you can use Whatagraph reports to present all the GA4 metrics you want in one report. And our users say they love how widgets stick to the grid — much neater than in GA4’s free-form reports.

    What are the limitations of GA4 reports?

    The limitations of GA4 reports are that GA4 allows 25 user-scoped custom dimensions, 50 event-scoped custom, and 50 custom metrics for each property. 


    A workaround for this is to use Whatagraph for GA4 reporting. Whatagraph is a marketing data platform that has a ready-made connection with GA4 API, and all data transformations take place within Whatagraph. In other words, you can create as many custom metrics and dimensions as you need.


    With Whatagraph, you can effortlessly combine metrics from multiple data sources, like Google Ads and Google Search Console, and create custom reports for cross-channel campaigns from one place.

    What metrics should you include in a client GA4 report?

    You should include metrics that align with the client’s goals and provide valuable insights. The specific metrics, however, depend on the type of website and the client’s objectives. Here are some key metrics that you can’t go without:


    1. Users: Active Users, New Users, and Returning Users


    2. Acquisition: Source/Medium, Channels, and Campaigns


    3. Behavior: Pageviews, Average Time on Page, Engagement Rate (including Bounce Rate in Universal Analytics), and Events (specific to client goals)


    4. Conversions: Goal Completions, E-commerce Conversions (e.g checkouts), and Conversion Rate (First Time and Total)


    5. User Engagement: Sessions, Session Duration, Interactions per Session


    6. Audience: Demographics, Interests, Device Category


    7. Events: Specific events related to key actions, Event Count


    8. E-commerce (for e-store websites): Revenue, Purchases, Average Order Value


    9. Custom Metrics: Any custom metrics that are specifically relevant to the client's objectives

    Does Whatagraph have the real-time report functionality?

    Yes, Whatagraph has real-time report functionality. When you create a report, generate a live link for on-demand access so viewers can always check the latest data with a 30-minute refresh rate. There is also an option to let them change the date range and compare how data has changed over time.

    How long does Google Analytics 4 hold data?

    By default settings, Google Analytics 4 holds data for two months, with an option to extend the period to 14 months. If you want to keep GA4 historical data longer, we recommend using Whatagraph’s no-code data transfer and moving your client’s data to Google BigQuery.

    It’s good to be loved! Our clients are not shy about expressing it.

    I made a switch from GDS and Sheets for reporting to Whatagraph, and I am saving literal hours each week on performance report creation. Our small firm actually managed to onboard 2 new clients as a result of all the time we saved on managing data and reporting. The customer service is also really helpful and easy to reach.

    Mindaugas S., Marketing Consultant Capterra logo for Whatagraph review

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    Mindaugas S., Marketing Consultant

    Having active customer support to help fix any issues was a big contributor, but we also really liked the ability to save templates and connect sources to multiple charts/widgets at once without having to edit them individually. And having the grid layout is much easier to stay consistent with than the free form setup that Data Studio has.

    Nico T., Media Planner Capterra logo for Whatagraph review

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    Nico T., Media Planner

    The system has standard templates that are easy and fast to use. Also you can build your own report with lightning speed. It is very easy to use, has a lot of integration, and let get started very fast.

    Rasmus Bernt K., External Senior Management Consultant Capterra logo for Whatagraph review

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    Rasmus Bernt K., External Senior Management Consultant

    We love Whatagraph - we would definitely recommend and our account manager is great! I love how easy this tool is to use, everyone on the team finds it much more user-friendly than other dashboards. Integration was easy, we sent some example reports to the team who duplicated these for us. We literally had to log in and send it to our clients!

    Stephanie S., Digital Director Capterra logo for Whatagraph review

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    Stephanie S., Digital Director

    We are showing our clients the work that we're doing for them and this is incredibly important for our clients ROI. They want to see results and having a tool like Whatagraph that can show data from virtually every source we use is hugely important.

    John S., SEO Strategist Capterra logo for Whatagraph review

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    John S., SEO Strategist

    The tool is easy to use; you do not need to have development resources. Even my junior project managers are capable of making campaign reports in minutes. There are a lot of pre-made templates you can use as well as many pre-made widgets.

    Erman E., Marketing Specialist Capterra logo for Whatagraph review

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    Erman E., Marketing Specialist

    Really easy to connect data sources within the tool. The library of report templates has been helpful. The customer support team has been responsive to all of our needs. Our team enjoys the simplicity of setting up the reports and how the data is presented.

    Brent N., Director of Operations Capterra logo for Whatagraph review

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    Brent N., Director of Operations

    Easy to create really beautiful graphs and reports which can help other team members to understand the most important takeaways. I especially like the automated report function, so I don't have to check on the same thing repeatedly.

    Orsolya S., Online Marketing Manager Capterra logo for Whatagraph review

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    Orsolya S., Online Marketing Manager

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