How to generate and customize gtm analytics reports in Jasper for actionable insights

If you’re drowning in Google Tag Manager (GTM) data but still stuck making gut decisions, you’re not alone. Analytics tools promise a lot, but actually getting clear, useful answers? That’s trickier. This guide is for marketers, analysts, and anyone sick of vague dashboards who want to get actionable insights out of their GTM data using Jasper.

No fluff, no jargon—just straightforward steps to generate and customize reports that tell you what’s really happening on your site.

Why Bother With GTM Analytics in Jasper?

Before we dive in, let’s get real: GTM’s built-in reports can be… underwhelming. You get piles of raw event data, but turning that into something you can use is another matter. Jasper aims to bridge that gap. It pulls your GTM data together and gives you tools to slice, dice, and actually understand it.

But—and it’s a big but—Jasper’s out-of-the-box reports aren’t magic. You’ll need to roll up your sleeves and customize things if you want insights you can act on.

Step 1: Connect Your GTM Data to Jasper

First things first. You need your GTM data in Jasper. Here’s how to get that set up:

  1. Get your GTM container ID
    Log in to Google Tag Manager and grab your container ID (looks like GTM-XXXXXX). You’ll need this for Jasper to pull your data.

  2. Log into Jasper and head to Integrations
    In Jasper, go to your account dashboard. Find the “Integrations” section. (If you don’t see GTM listed, check their docs—sometimes integrations are moved or renamed.)

  3. Connect GTM
    Click “Connect” or “Add Integration” next to GTM. You’ll usually log in with your Google account and give Jasper permission to read your GTM data.

  4. Pick your data streams
    Decide which GTM containers or workspaces you want to pull in. Don’t just select everything—only bring in what you actually use.

Pro Tip:
If your organization uses more than one GTM container (maybe for different subdomains or business units), only connect the ones tied to your actual reporting needs. More data isn’t always better—it’s just more noise.

Step 2: Generate a Basic GTM Analytics Report

Now your data’s flowing. Time to create your first report:

  1. Navigate to Reports
    In Jasper’s sidebar, look for “Reports” or “Analytics.” Hit “Create New Report.”

  2. Choose the GTM Data Source
    Select your GTM integration as the data source. If you see multiple, pick the right one—don’t guess.

  3. Pick a Report Template (or Start From Scratch)
    Jasper offers some starter templates (like “Top Events” or “Conversion Paths”). These aren’t bad for a first pass, but most will only give you a surface-level view.

  4. If you just want a quick look at what’s firing, try the “Event Activity” template.

  5. If you need to answer a specific question (“How many people clicked the main CTA last month?”), you’ll want to build a custom report. More on that next.

  6. Run the Report
    Hit “Generate” and see what comes back. Don’t expect perfection on the first try.

What’s worth your time:
- Use the templates for inspiration, not as your final product. - Look for obvious outliers or weird spikes—these often signal a tracking issue, not actual user behavior.

Step 3: Customize Your Report For Real Insights

This is where most people quit (“I don’t have time for this!”). But a little customization goes a long way.

a. Filter Down to the Metrics That Matter

GTM tracks everything by default: clicks, scrolls, form starts, video plays, and more. Most of it isn’t useful.

  • Narrow it down:
    Filter your report to only show events tied to your business goals (e.g., purchases, sign-ups, downloads).
  • Ignore these:
  • “Pageview” events if you already use Google Analytics for that.
  • Button clicks that don’t actually drive conversions.
  • Any event you set up “just in case” but never looked at again.

b. Add Segments

Segments let you break out data by user type, device, campaign, or any other tag you’re passing into GTM.

  • Example Segments:
  • New vs. returning visitors
  • Mobile vs. desktop
  • Traffic from a specific campaign

Why bother?
Because “overall numbers” almost never tell the full story. Maybe mobile users aren’t converting because the button’s hidden. Segments help you spot that.

c. Set Up Calculated Metrics

Sometimes you want to see ratios or conversion rates—not just raw counts.

  • In Jasper, look for an option like “Add Metric” or “Create Calculated Field.”
  • Common useful metrics:
  • Conversion rate = (Conversions / Total Sessions) x 100
  • Drop-off rate = (Started Form - Completed Form) / Started Form

d. Visualize (But Don’t Overdo It)

Charts and graphs make trends pop out, but don’t get sucked into dashboard land.

  • Stick to:
  • Line charts for trends over time
  • Bar charts for comparing categories (like top events)
  • Avoid:
  • Pie charts (they rarely add value)
  • Overly complex dashboards—if you can’t explain it in a sentence, it’s probably too much

Step 4: Automate and Share Your Reports

Once you’ve built something useful, don’t just keep it to yourself.

  1. Schedule Regular Reports
    In Jasper, you can usually set up reports to run daily, weekly, or monthly. Only schedule as often as you’ll actually use the data.

  2. Share With Stakeholders
    Export as PDF, CSV, or share a live link (if Jasper supports it). Make sure the report makes sense to someone who doesn’t live in GTM all day.

  3. Set Up Alerts (Optional)
    Some versions of Jasper let you set alerts—like if conversions drop suddenly. Use these sparingly; you don’t want alert fatigue.

Honest Take:
Automated reports sound great until your inbox fills up with stuff you don’t read. Set a calendar reminder to review the reports—don’t just let them pile up.

Step 5: Tweak, Iterate, and Ignore the Hype

No tool, not even Jasper, will magically tell you what matters. The best insights come from:

  • Asking specific questions (“Why did conversions drop on mobile last week?”)
  • Regularly reviewing and refining your reports
  • Killing off reports and metrics you never look at

What to ignore:

  • Fancy dashboards with 20 widgets—nobody needs that much.
  • “AI-powered insights” unless they actually answer your real questions.
  • Vendor promises that you’ll “unlock hidden patterns” by clicking a button.

What actually works:

  • Keeping reports simple and focused.
  • Spending 10 minutes each week actually looking at the data (not just making charts).
  • Getting feedback from teammates who use the reports.

Summary: Don’t Overcomplicate It

You don’t need a PhD or a six-figure analytics stack to get value out of GTM data in Jasper. Pull in your data, build a report that answers a real question, and trim away the noise. If a report doesn’t help you make a decision, cut it.

Start simple, iterate, and only add complexity when you’re sure it’s worth it. Keep it real—and use your reports to take action, not just admire the numbers.