GA4 Report Template: What Analytics to Show Clients
A GA4 report template for clients: the sections to include, what each one shows, common mistakes, and a way to put analytics in every client report.
On this page
A client's analytics report should connect traffic to results: how many people came, what they did that mattered and what changed since last time. This template lists the sections to include and the order that reads best. Marketing Monster adds sessions and conversions from GA4 to every client's report for you.
Why analytics reports get ignored
Analytics tools offer hundreds of reports, and agencies often send a handful of them as screenshots. Clients cannot tell which number matters. A short report built around sessions, conversions and the change since last period is read, and it connects traffic to the ad spend behind it.
The sections, in order
- Summary. What changed in traffic and results, in plain words.
- Sessions. Visits to the site for the period, against the previous one.
- Conversions. The actions that matter to the client's business, against the previous period.
- The period. State the dates the numbers cover, so nothing is implied that is not there.
- Next steps. What you will do about what the numbers show.
A simple layout
| Section | What to put in it |
|---|---|
| Summary | What changed and why it matters. |
| Sessions | This period against the previous one. |
| Conversions | This period against the previous one. |
| The period | The dates covered. |
| Next steps | Two or three actions. |
Who this template suits
It suits agencies that report traffic and conversions next to ad results and want a short, consistent analytics section for every client.
Common mistakes
- Screenshots of dashboards the client cannot read.
- Too many metrics.
- No dates on the numbers.
- Traffic with no link to the work that drove it.
Questions about ga4 report template
What should a GA4 report for a client include?
A summary, sessions and conversions for the period against the previous one, the dates covered and the next steps.
How long should an analytics report be?
A page is enough. The summary and two comparisons carry most of the value.
Why show the dates on GA4 numbers?
Because the numbers are only meaningful for the period they cover, and a report should never imply more than it has.
Can GA4 be automated into client reports?
Yes. Marketing Monster adds GA4 sessions and conversions to each client's report. See GA4 reporting.
Can GA4 sit next to ad results?
Yes. It sits in the same report as Meta Ads, Google Ads and SEO.
Put analytics in every client report
Join early access and add GA4 to every client report automatically.
Join the early access list. Early testers get in first.
Related guides
- TemplateGoogle Ads Report Template: What to Show Clients Each MonthA Google Ads report template for clients: the sections to include, what each one shows, common mistakes, and a way to automate the whole report.Read more
- TemplateMarketing Report Examples: What a Good Client Report Looks LikeMarketing report examples for clients: what a good weekly update and a good monthly report contain, how they differ, and what to leave out of both.Read more
- TemplateMeta Ads Report Template: What to Show Clients Each MonthA Meta Ads report template for clients: the sections to include, what each one shows, common mistakes, and a way to automate the report for every client.Read more
- TemplatePPC Report Template: What to Show Clients for Paid Search and Paid SocialA PPC report template for clients: the sections to include for paid search and paid social, what each one shows, common mistakes, and how to automate it.Read more
See it on your own client accounts
Tell us about your agency and we will contact you about early access to Marketing Monster.
Join the early access list. Early testers get in first.