Every Monday morning, marketing operators everywhere open GA4, stare at a blank exploration, and think "wait, what am I actually supposed to send this week?" This page is the answer. It's a complete GA4 weekly report template — 5 sections, exact metrics, and the structure that makes executives actually read the thing. Copy the template, build it in GA4, send it Monday. No email gate, no PDF download dance, no "enter your details to unlock."
The template below is what we'd actually use. The second half of the page walks through how to build it in GA4 step-by-step, how to automate the weekly send, and the mistakes that turn good reports into Monday-morning noise.
Here's the full template. Five sections, in this exact order:
Three sentences, max. The numbers someone who only reads the first paragraph needs to know.
Example: "Sessions were up 12% (14,200 → 15,900) and conversions were up 8% (320 → 346). The biggest shift: paid search conversions grew 45% after the new landing page went live Tuesday."
A table, not a paragraph. This is the section stakeholders copy into their own reports.
Metrics to include:
Break down by:
Tip: highlight any row with greater than ±20% week-over-week change. That's your "something happened here" signal.
The 10 highest-traffic pages this week, sorted by sessions.
Columns:
Include a "movers" callout: the top 3 pages that grew or shrank most week-over-week. These reveal what content is working this week — and what isn't.
Your core conversion path, step by step.
Example structure:
For each step, show:
This is built via GA4's funnel exploration (see below). If your drop-off rate moved more than 5 percentage points on any step, flag it in the Insights section.
This is where the report becomes useful instead of just data. Three bullets, tops.
Structure each insight as:
Example:
If you don't have three insights, don't pad the list. One real insight beats three filler bullets.
The template above translates into four exploration reports in GA4. Here's the quickest path.
In the Variables panel, add these dimensions and metrics:
Session default channel group, Device categorySessions, Total users, Engagement rate, Average session duration, Views per session, Key eventsIn Tab Settings:
Session default channel group to RowsGA4 generates a table with week-over-week comparison columns. Export to Google Sheets for formatting.
Create a second exploration (or add a new tab):
Page path and screen class, Page titleSessions, Engagement rate, Average engagement time per session, Key eventsSessions descending, limit to top 10 rowspage_view with page matching your landing page, then view_item, then begin_checkout, then purchaseFor a full walkthrough of building custom reports in GA4, see our GA4 custom report builder guide.
Use the Traffic Overview report. Grab the totals row and the biggest week-over-week mover. That's your three-sentence summary.
A weekly report that takes 15 minutes to read gets skimmed. One that takes 90 seconds gets remembered. A few rules:
Building the report once is useful. Rebuilding it every Monday is soul-draining. Three ways to automate it:
Build the report in Looker Studio once, then schedule it to email itself every Monday at 9 AM. Looker Studio's scheduling is free and native. The downside: Looker Studio reports are static PDFs — no interactive drill-down, and you can't change the commentary without rebuilding. See our GA4 to Looker Studio guide for setup.
Use the Google Analytics add-on for Sheets to pull data on a schedule, then email the sheet or link. More flexible than Looker Studio for text-heavy reports but requires more manual maintenance.
This is where tools like Anomaly AI come in. Connect GA4 once, define the metrics you care about, and Anomaly AI generates the executive summary, identifies the biggest movers, and writes the insights section automatically — every week, in plain English, with the SQL behind every number so you can verify it. The Monday-morning blank-page problem goes away.
Think of it this way: the template above is a recipe; automation is a kitchen. Looker Studio automates the "build charts" step. Anomaly AI automates the "write the insights" step. Most teams need both.
Executives don't want to interpret a 10-chart dashboard. They want your interpretation. The template's Executive Summary and Insights sections exist for a reason — don't skip them.
Bounce rate (now "engagement rate"), total events, event count per user, average engagement time per active user, screen views per session... GA4 has dozens of metrics. Most of them are noise. Pick the 5-8 that drive decisions and drop the rest.
A number without a comparison is meaningless. "15,000 sessions" tells me nothing. "15,000 sessions, up 12% vs. last week" tells me a story. Always show the comparison.
GA4 distinguishes between users (unique people) and sessions (individual visits). Both matter for different questions. For traffic reports, sessions are usually what you want. For retention analysis, users. Label your columns so the reader doesn't have to guess.
If your property is large enough to trigger GA4 sampling on the Explorations view, your weekly numbers might be slightly off. For large properties, pair the report with BigQuery-sourced data — see our GA4 to Excel export guide for the BigQuery method.
The "Next Week's Focus" section from last week should be the opening of this week's report. If the action item was "test new paid search landing page," this week should open with "the test we ran last week — here's what happened." That's how weekly reports become a feedback loop instead of a Monday-morning ritual.
One page. If it doesn't fit in one email screen, it's too long. Executives skim. The executive summary is the only part most readers will read — if that's good, the rest is optional.
Inline in an email beats attachments. Email body + 2-3 embedded tables + short insights = highest read rate. PDF attachments and Looker Studio link-outs get opened less. If you need interactive drill-down, link to a Looker Studio dashboard at the bottom.
Yes. Three main options: (1) Looker Studio scheduled email with a pre-built dashboard, (2) Google Sheets with the GA4 add-on plus a mail-merge script, (3) an AI-powered tool like Anomaly AI that generates both the data and the commentary automatically. For a full comparison, see our GA4 data analysis tools guide.
At minimum: sessions, users, engagement rate, key events (conversions), and a breakdown by channel group. Add top pages if content is a focus. Add funnel drop-off rates if conversion is a focus. Cap the total metric count at 8-10 — anything more becomes noise.
No. The full template can be built in GA4 Explorations + Google Sheets or Looker Studio for free. BigQuery is only needed if your property is large enough to hit sampling thresholds or if you want to join GA4 data with other sources (ad spend, CRM, etc.). For recurring cross-source reports, BigQuery or an AI tool that handles joins natively is the scalable path.
Tired of rebuilding this template every Monday? Get started with Anomaly AI — connect your GA4 property and get weekly reports generated automatically. Ask "how did we do this week?" in plain English and get the executive summary, top movers, and insights section written for you — with the SQL behind every number so you can trust the result. Free tier, no credit card required.
Experience AI-driven data analysis with your own spreadsheets and datasets. Generate insights and dashboards in minutes with our AI data analyst.
Technical Product Manager, Data & Engineering
Ash Rai is a Technical Product Manager with 5+ years of experience building AI and data engineering products, cloud and B2B SaaS products at early- and growth-stage startups. She studied Computer Science at IIT Delhi and Computer Science at the Max Planck Institute for Informatics, and has led data, platform and AI initiatives across fintech and developer tooling.
Continue exploring AI data analysis with these related insights and guides.
Build custom GA4 reports that actually answer your questions. Step-by-step walkthrough of Explorations, funnels, segments, and custom dimensions — plus where GA4 hits its ceiling.
GA4 traffic just dropped? Work through this 15-point diagnostic checklist to find the cause — from broken tracking and config issues to seasonality and algorithm updates.
Discover how modern marketing dashboard software transforms fragmented data into actionable intelligence. Learn essential features, implementation strategies, and how AI-powered platforms are revolutionizing marketing analytics.