Custom reports are a simple yet extremely useful (but underutilized) feature of Google Analytics.
Let’s say that your manager has asked for data about visits and completions of two goals on different device types. Using the standard Mobile > Devices report, you’d have to forward a different report display for each of the two goals, and the reports would contain metrics that your manager hasn’t asked for.
Using a single custom report, you could display visits, goal 1 completions, and goal 2 completions in a single snapshot, without any extraneous metrics.
In this way, custom reports both consolidate and isolate the specific metrics that you want to focus on, and are as helpful for what they do not display as they are for what they do display.
