What it does
Generates GA custom reports with chosen dimensions/metrics and emails PDF/Sheets to stakeholders on schedule.
Why I recommend it
Keeps marketing, product, and leadership in sync without dashboard access hassles.
Expected benefits
- Consistent reporting cadence
- Less manual export work
- Clear focus on KPIs per team
- Quick historical comparisons
- Stakeholder-specific storytelling
How it works
Define report template (dimensions, metrics, filters) -> scheduled script hits GA4 API -> compiles data + charts -> formats into PDF/Slides/Sheets with commentary -> emails to distribution list and archives to Drive/Notion.
Quick start
Create a GA custom report manually, confirm stakeholders like the layout/metrics, then use Apps Script/Supermetrics to replicate export before layering AI commentary.
Level-up version
Include campaign annotations, embed charts directly into decks, add AI commentary explaining spikes/dips, segment by geography/device, and push key insights to Slack for quick consumption.
Tools you can use
Analytics: GA4, Looker Studio
Automation: Google Apps Script, Supermetrics, Zapier, Make
Docs: Google Sheets, Slides, Notion
AI: Claude for narrative
Also works with
Adobe Analytics, Mixpanel, Search Console reports.
Technical implementation solution
- No-code: Google Data Studio/Looker Studio scheduled email -> manual review -> share.
- API-based: GA4 API -> Apps Script -> Slides API builds PDF deck -> Gmail/Slack send + Notion archive.
Where it gets tricky
Sampling issues on high-traffic views, API quota limits, ensuring stakeholders don’t misinterpret metrics without context, and keeping property/view IDs updated as sites migrate.
