Where in Google Analytics Reports Can You Find?

The switch from Universal Analytics to Google Analytics 4 left a lot of marketers, business owners, and content creators feeling like the cheese had been moved. Familiar reports vanished, the interface was completely redesigned, and simple questions suddenly required a dozen clicks to answer. This guide is your new map, showing you exactly where in Google Analytics 4 to find the reports you use most often to understand your audience and grow your business.

Graphed

Still Building Reports Manually?

Watch how growth teams are getting answers in seconds — not days.

Watch the Demo

A Quick Tour of the GA4 Layout

Before diving into specific reports, let's get oriented. The main navigation in GA4 is on the left-hand side, and for most of your day-to-day needs, you'll be focused on just two key sections:

• Reports: This section contains pre-built summary dashboards and reports that cover the basics of acquisition, engagement, and user characteristics. Think of this as your starting point for general health checks.
• Explore: This is where you go to build custom reports. If you can't find the answer you need in the standard Reports tab, you’ll likely need to create a free-form exploration here. It's more powerful but has a steeper learning curve.

Most of your old favorite reports from Universal Analytics exist in some form within these two sections. You just need to know where to click.

Finding Your Core Traffic Reports: Acquisition

The first question most of us have is, "Where is my traffic coming from?" In GA4, all traffic source information lives under the "Acquisition" reports. It's the best place to understand how people discover your website.

Traffic acquisition report: Where are my sessions coming from?

This is probably the most used report in all of Google Analytics. It tells you which channels (Organic Search, Paid Search, Direct, Referral, etc.) are driving sessions to your site. It’s the direct replacement for the Source/Medium report in Universal Analytics.

How to find it:

In the left-hand menu, navigate to Reports -> Acquisition -> Traffic acquisition.

Why it’s useful:

Imagine you just launched a new partnership that includes a link back to your site from the partner's blog. You can come to this report, filter by the "Session source / medium" dimension, and see exactly how much traffic that specific referral link is sending your way. It helps you measure the immediate impact of your marketing efforts and campaigns.

Graphed

Still Building Reports Manually?

Watch how growth teams are getting answers in seconds — not days.

Watch the Demo

User acquisition report: How did I get my new users?

This report looks similar to Traffic acquisition, but there's a key difference. It focuses only on new users and the first channel that ever brought them to your site. This helps you understand which channels are best at introducing new people to your brand.

How to find it:

In the left-hand menu, navigate to Reports -> Acquisition -> User acquisition.

Why it’s useful:

While Traffic acquisition shows you day-to-day fluctuations, User acquisition gives you a longer-term view of your growth engines. If you notice that "Organic Search" drives most of your sessions but "Paid Social" drives most of your new users, that’s a powerful insight. It tells you your ads are great for awareness, while your SEO is great for bringing people back.

Understanding User Behavior: The Engagement Reports

Once users get to your site, what do they do? The Engagement reports answer this by tracking user actions, page views, and conversions. This is where you can find out what content is resonating with your audience.

Pages and screens report: Which content is most popular?

If you're wondering, "Where's the old 'All Pages' report?", this is it. The Pages and screens report is your go-to for identifying your most and least popular pages.

How to find it:

In the left-hand menu, go to Reports -> Engagement -> Pages and screens.

Why it’s useful:

Content creators and SEO specialists live in this report. You can use it to find your top-performing blog posts over the last month, identify landing pages with high traffic but low engagement, or spot older content that might need an update. It’s the quickest way to get a pulse check on your content strategy.

Events report: What specific actions are users taking?

GA4 is built on an "event-based" model, which means every user interaction - from a page view to a button click to a video play - is tracked as an event. This report gives you a high-level view of all the events firing on your site.

How to find it:

Navigate to Reports -> Engagement -> Events.

Why it’s useful:

Out of the box, you’ll see default events like page_view, scroll (for users who scroll 90% of a page), and session_start. The real power comes from setting up custom events. If you create a custom event called "newsletter_signup", this is where you can go to see how many people have completed that action over any time period.

Graphed

Still Building Reports Manually?

Watch how growth teams are getting answers in seconds — not days.

Watch the Demo

Conversions report: Are users completing my key goals?

A "conversion" in GA4 is simply an event that you’ve marked as important. A purchase, a form submission, or a trial start are all great candidates for conversions.

How to find it:

Go to Reports -> Engagement -> Conversions.

Why it’s useful:

This report centralizes your most important business outcomes. Instead of digging through hundreds of events, you can see a clean list of your primary goals and how they’re performing. You can even click on a specific conversion (like "purchase") to analyze it by traffic source, helping you connect your marketing channels directly to revenue.

Learning About Your Audience: User Attributes Reports

Understanding who your users are is just as important as knowing what they do. The User Attributes reports provide demographic, geographic, and technical information about your audience.

Demographic details: Where in the world are my users?

This report breaks down your audience by country, city, age, gender, and language. It's fantastic for understanding your market reach and finding new opportunities.

How to find it:

Navigate to Reports -> User -> User attributes -> Demographic details.

Why it’s useful:

Let's say you're a US-based e-commerce store, but you notice in this report that 15% of your traffic is now coming from the UK and Australia. That’s a clear signal that there's international interest in your products, and it might be worth exploring localized marketing campaigns or international shipping options. Note: To see age, gender, and interest data, you need to enable Google Signals in your property settings.

Graphed

Still Building Reports Manually?

Watch how growth teams are getting answers in seconds — not days.

Watch the Demo

Tech details: What devices and browsers are they using?

Are your visitors using mobile or desktop? Chrome or Safari? Android or iOS? The Tech details report gives you a complete overview of the technology your audience uses to access your website.

How to find it:

Find it under Reports -> User -> Tech -> Tech details.

Why it’s useful:

This report is huge for user experience and development priorities. If you discover that 70% of your traffic comes from mobile devices, you know that optimizing the mobile shopping and checkout experience should be your top priority. If one particular browser shows a very low conversion rate or engagement time, it might signal there's a technical bug you need to investigate.

For Complex Questions: Building Custom Reports in 'Explore'

Sometimes, the standard reports aren't enough. You might have a specific question like, "How many users who came from my Facebook ads viewed a product page and then signed up for an account?" To answer that, you need to build a custom report in the 'Explore' section.

The ‘Explore’ interface is essentially a drag-and-drop report builder. While it can seem intimidating at first, it's where the real power of GA4 lies.

Building a Simple Free Form Exploration

Let's walk through building a simple custom report to find the top traffic sources for a specific landing page.

1. Navigate to 'Explore': Click the Explore icon in the left menu and select Blank from the template gallery.
2. Import Dimensions: In the 'Variables' column on the left, click the ‘+’ sign next to ‘Dimensions’. Search for and import "Session source / medium" and "Page path and screen class."
3. Import Metrics: Click the ‘+’ sign next to ‘Metrics’. Search for and import "Sessions" and "Conversions."
4. Build the Report:
5. Add a Filter: At the bottom of the 'Tab Settings' column, find the ‘Filters’ box. Drag "Page path and screen class" into it. Configure the filter to exactly match the page you want to analyze (e.g., "/blog/my-awesome-post").

And that’s it! You've just built a custom report that the standard GA4 interface can't show you. It took a few steps, but you now have a highly specific dataset to answer your question.

Final Thoughts

Learning your way around Google Analytics 4 is like exploring a new city - at first it's easy to get lost, but once you identify a few key landmarks, you can navigate with confidence. By familiarizing yourself with the Acquisition, Engagement, and Explore sections, you can answer nearly any question about your website's performance and find the insights you need to grow.

But even when you know where to look, manually pulling these reports day after day is a slow process, especially when your data is scattered across GA4, Google Ads, your CRM, and other platforms. That’s why we built Graphed. Instead of clicking through menus and building reports, we let you just ask your question in plain English - like "Show me our top traffic sources for the blog last month" - and instantly get back a live dashboard. We connect all your tools in one place, so you can spend less time hunting for data and more time acting on it.