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Custom Reports

Build a branded, shareable SEO report for any domain — combining Serpstat modules, Google Analytics 4, and Looker Studio data into a single exportable PDF.

Written by Mike

Build a Branded SEO Report for Any Domain

The Custom Reports tool lets you build a fully customizable dashboard for any domain — pulling data from Site Analysis, Rank Tracker, Site Audit, and other Serpstat modules into a single report. You can embed Google Analytics blocks, add Looker Studio charts, share the report with clients who don't have a Serpstat account, and export it as a PDF. White-label reports carry no Serpstat branding.

What you can achieve:

  • Create client-ready reports without manual compilation: Select the data blocks you need, arrange them in the right order, and export a structured PDF — without copying data from multiple tabs.

  • Share live reports with clients who don't have a Serpstat account: Save a report and share its URL — recipients can view it without logging in.

  • Combine SEO and analytics data in one place: Embed Google Analytics 4 blocks and Looker Studio reports alongside Serpstat data for a complete picture of performance.

Getting Started

  1. Navigate to Custom Reports in the left sidebar.

  2. Enter a domain name in the search bar, or select an existing project from your projects list.

  3. Select a database (search engine/region) to use for the report data.

  4. Open the Add blocks panel and click the blocks you want to include — each click adds the block to the report. Click again to remove it.

  5. Use the 3-dot menu on any block to reorder it (move up/down), delete it, or add a new block before or after it.

  6. To save the report, click Saved reports, enter a name, and press Enter. To share it, open the saved report, copy the URL, and send it to your client or colleague.

  7. To export, use Save as PDF from the top toolbar.

Key Metrics Explained

  1. Templates: Pre-configured block arrangements you can apply with one click. Useful for standardizing reports across multiple clients or projects.

  2. Cover sheet block: Always added to the beginning of the report — use it for branding, client name, and report date. This is the only block with a fixed position.

  3. Rank Tracker and Site Audit blocks: Display data only for domains that have an active Rank Tracker or Site Audit project in your account. Both show data for the latest available month.

  4. Google Analytics 4 block: Displays GA4 data for the last 30 days by default (adjustable). Connect by selecting your Account ID and Web property ID after adding the block.

  5. Embed report block: Lets you embed any Looker Studio report (or any oEmbed-compatible URL) directly inside the Custom Report. Viewers can interact with it — filter, change date range — but cannot edit or refresh it manually.

Pro Tip: Set Up a Reusable Client Reporting Template

If you prepare the same report structure for every client, templates save you the setup time on every new engagement.

  1. Build the report with your standard blocks: cover sheet → Rank Tracker summary → Site Audit score → top keywords → top pages → backlink overview.

  2. Save it as a template using the template option in the top toolbar.

  3. For each new client, open Custom Reports, enter the client's domain, and apply the saved template — the same structure loads instantly with the new domain's data.

  4. To share with a client without giving them a Serpstat account: save the report, copy its URL, and send it. The recipient can view the full report without logging in.

⚠️ Important: Rank Tracker and Site Audit data appear in Custom Reports only if the domain has an active project in your account with those features running. If these blocks appear empty, check that the project exists and that the relevant module has been launched.

❓ Frequently Asked Questions

Q: Can clients view the report without a Serpstat account?
​A: Yes. Save the report, then share its URL. Recipients can view it in their browser without logging into Serpstat.
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Q: How many projects can I have per account?
​A: Up to 100 projects per account — sufficient for managing reports across a large client portfolio.
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Q: Can I embed a Looker Studio report that is restricted to specific users?
​A: Yes, but only those users will see the embedded content. If the Looker Studio report requires a Google login, viewers who are not authorized will see an empty block. For public-facing reports, use a publicly shared Looker Studio URL.
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Next Steps

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