A 'Custom Report' in web analytics is a report tailored to focus on specific metrics or data points according to the user’s requirements. Unlike standard reports, custom reports allow users to combine and present data in ways that align with their unique goals and interests.

Creating custom reports is beneficial for drilling down into specific areas of interest, providing insights that standard reports might not cover. They are valuable tools for specialized analysis, helping businesses and marketers to make informed decisions based on their specific data needs.

Custom reports often offer flexibility in data visualization, allowing users to choose the most suitable charts, graphs, or tables for presenting insights. This customization empowers users to extract actionable information and draw meaningful conclusions from their web analytics data.