When should I use Explorations in GA4?

The short version

• Standard Reports answer the regular questions. Explore is for one-off, deeper ones.
• Start with Free form (a custom table), Funnel exploration (steps to a lead) or Path exploration (what people do next).
• New explorations are private. Sharing needs the Analyst role or higher.
• They only reach back as far as your data retention setting, which is 2 months unless changed.
• If you just want one page of favorite numbers, the new Dashboards may suit you better.

What can Explorations do that reports can’t?

Standard reports are fixed views. Explorations let you combine dimensions and metrics (some combinations aren’t compatible, and GA4 will tell you), apply segments and see the result as a table, chart, funnel or path. Google’s Explorations page lists seven techniques:

How do I build a first exploration?

Here’s a useful one: which landing pages lead to form submissions.

1. In Google Analytics, select Explore in the left menu.
2. Select Blank to start a new exploration. It opens as Free form.
3. Under Dimensions, select the plus sign and import Landing page + query string and Session primary channel group.
4. Under Metrics, import Sessions and Key events.
5. Drag Landing page + query string into Rows.
6. Drag Sessions and Key events into Values.
7. Key events counts every key event, including phone taps or purchases. To count form leads only, add the dimension Event name, drag it into Filters, and set it to exactly match your form submission event, such as generate_lead.
8. Set the date range at the top left, such as the last 90 days.

You now have a table of the pages where visits start, and how many form submissions follow in those sessions. That shows a link, not proof the landing page caused the lead, and one person can submit more than once. Drag Session primary channel group into Columns to split it by channel.

This only works once you’ve set up key events. See setting up key events.

A simple funnel

To see where people drop out on the way to a lead:

1. In Explore, select Funnel exploration.
2. Edit the steps. For example: step 1, a page view of your services page; step 2, a page view of your contact page; step 3, your form submission event.
3. Read how many people reach each step, and where most leave.

If most people reach the contact page but few send the form, look at the form. Our answer on why a form isn’t bringing in leads has ideas.

Why does this matter?

Most monthly questions are answered by the standard reports, as our answer on what to check in GA4 explains. Explorations are for the questions behind the numbers: why a page gets visits but no leads, or which route customers take before they call. One good exploration, saved and reused, can be worth more than a dozen reports glanced at.

What are the common mistakes?

• Short data retention. Google’s data retention page says the setting “only affects explorations and funnel reports.” With the 2-month default, you can’t explore last year. Our main GA4 guide explains the choice.
• Building complicated explorations for regular checks. If you look at it every month, a standard report or a dashboard is easier.
• Ignoring the yellow icon. Google says explorations may use a sample when a query covers more than 10 million events, or hide small numbers to protect privacy. A yellow status icon tells you when.
• Using User explorer to identify people. GA4 doesn’t show who a visitor is, and you shouldn’t try to work it out.
• Forgetting it’s private. Others can’t see your exploration until you share it.

What if I can’t share or save one?

• Explorations save automatically. Find them under Explore.
• Sharing needs at least the Analyst role. Ask an Administrator to change your role.
• Others can view a shared exploration but must make a copy to edit it. Only the person who made it can delete it.
• Google allows 200 explorations per user per property, which is plenty for a small business.

What about Dashboards?

Google added Dashboards to GA4 on September 9, 2026. Its dashboard page describes a single page of scorecards, tables and charts you build by dragging in dimensions and metrics. Editors and Administrators can build and publish one, and anyone with access can view it. Standard properties allow 15 cards per dashboard. For a monthly snapshot of visits, channels and leads, a dashboard is simpler than an exploration.

How much does it cost, and how long does it take?

Explorations are free. A first Free form exploration takes 10 to 15 minutes. A funnel takes a little longer, because you have to pick the right steps.

How does E-3 handle this?

Reporting is part of our SEO and AI search service. Because E-3 is added as a user on the client’s own account, an exploration can be built whenever a standard report can’t answer a question, such as which pages lead to enquiries.

Related questions

• How do I set up key events?
• What do Direct, Unassigned and AI Assistant mean?
• How do I stop GA4 counting my own visits?
• How do I link Search Console to GA4?
• Back to the complete Google Analytics 4 guide

Sources

1. Explorations (Analytics Help)
2. Data retention (Analytics Help)
3. About Google Analytics dashboard (Analytics Help)