How To Gain Great Insights With Google Analytics Dashboards

Google recently released its new Analytics interface to all of their users. Personally, I think that one of the biggest improvements is the ability to create multiple dashboards as well as the flexibility of widgets to customize your dashboard with essential metrics. This post will elaborate further on:

  • how to create (multiple) dashboards
  • the possibilities of the new dashboards
  • a few examples for your own dashboards
  • suggestions for new features

Multiple Dashboards

Google Analytics Dashboard OverviewThe new Google Analytics gives you the power to create up to 20 custom dashboards for each profile. This makes it perfect to create a separate dashboard for each department in your organization or for each traffic source.

The figure at the right shows an example of one of my own accounts with seven different custom dashboards; one for the total overview and six dedicated to a specific traffic source.

This gives the user the possibility to get a rapid and good overview of what each traffic source is doing in terms of the selected metrics like visits, bounce rate, goals, revenue, etc.

For a deeper analysis of a specific traffic source, the user can dive deeper into the different Google Analytics reports or create custom reports.

Adding Widgets

The four different widgets gives the user  a lot of flexibility in creating your own personal dashboards:

  • Metric. Shows the value for a single metric, a spark line and what the percentage of the selected metric is compared to the total over a selected period of time.
  • Pie chart. Shows a breakdown for a single metric grouped by a dimension with a max of six slices.
  • Timeline. Shows a graph for one or two metrics over the selected time period.
  • Table. Shows a table with one dimension and up to two metrics over the selected time period with a max of 10 rows.

Google Analytics Widgets

If you combine these different widgets with the filter options available for each widget, the options are great in creating your own customized dashboard.

Dashboard Examples

Before creating your own dashboard, it is important to clearly define your KPI’s and metrics for each dashboard you are going to create. If KPI’s aren’t clearly defined, you will end up with the wrong metrics or with too many metrics.

The figures below show the different metrics for one of the SEA (Search Engine Advertising) dashboards I created. It shows the overall CPC visits and revenue, transactions divided by a custom variable, most successful campaigns based on visits, visitors, transactions, revenue, as well as the keyword performance (branded vs non-branded) based on visits and bounce rate.

This dashboard gives you a complete overview of the best campaigns/keywords for the selected time period. If you mark the option “compare to”, you will also see the results for the same period before, which allows you to analyze which campaigns / keywords are doing better or worse.

Google Analytics SEA Dashboard 2

Google Analytics SEA Dashboard


As I mentioned before, the filter options are great, specifically the regular expressions give you a lot of power. They make it possible to make a specific widget for almost any piece of data you want.

The widget below shows a report with the transactions and revenue for non-branded CPC keywords. I did the same for branded CPC keywords and also with other metrics, such as visits and bounce rate. The last option, “Link to Report or URL” gives you the possibility to link directly to a standard Google Analytics report or a URL within the widget.

Google Analytics Table


Here are a couple of  suggestions to create a customized dashboard for SEO:

  • Visits, revenue, transactions for organic keywords (branded & non-branded)
  • Relevant metrics for top landing pages
  • Total for organic visits, revenue and transactions for the selected time period compared to the previous time period

A clear and correct tagging policy is necessary to get the most out of e-mail, affiliate and social dashboards.

Once this is done and you have created all the dashboards, it is really easy to do a quick analysis on every traffic source. For even further analysis, just dive deeper into the data by clicking the linked report / URL or another report within Google Analytics.

Feature Suggestions

Due to the beta release, some options from the old interface are not yet available. At this stage, it isn’t possible to export or share your dashboard, which is really annoying if you want to create the same dashboard for multiple logins. You have to do every widget again and again.

Quickly adding a report to your dashboard is also not (yet) possible, everything is now done by widgets. These widgets are currently limited in regards to mobile options. At this point, it is only possible to see statistics for all of your mobile traffic, while for deeper analysis, it could be interesting to see your revenue or conversion rate for specific mobile devices or carriers.

I think this post should give you same basic insights of the possibilities with the new Google Analytics dashboards. Please let me know in the comments below how you’ve been using Google Analytics dashboards, what features you feel are missing and what you’d like to know more about.

Opinions expressed in the article are those of the guest author and not necessarily Search Engine Land.

Related Topics: Channel: Analytics | How To | How To: Analytics | Intermediate | Search & Analytics


About The Author: is a passionate all-round online marketer and currently works at the internet marketing agency Yonego. Klaas has a specialty in web analytics, conversion optimization and search engine advertising.

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  • S.S.

    Nice info. Thanks for the regex syntax!

    We have many domains all within a single AdWords account. The domains are tagged with unique Google tracking codes, however there is something that needs noting:

    For the most part, all of the data contained in Analytics is in aggregate, and cannot be separated out per Profile.

    For example, with profiles and tracking codes set up for and applied to 3 domains, viewing a Dashboard widget for any search term metric will show the same data regardless of which domain Profile is selected. => (.*)keyword(.*) = 100 (actual: 80 clicks through) => (.*)keyword(.*) = 100 (actual: 15 clicks through) => (.*)keyword(.*) = 100 (actual: 5 clicks through)

    The ONLY element I have so far discovered that is actually Profile-specific is the Landing Page dimension, which does reflect the site linked in the Profile.

    This is because the data available is coming from a single source (“Traffic Sources: AdWords: Keywords”) which aggregates the data for the entire AdWords Account.

    How would someone with multiple clients/domains in their AdWords account separate the information out for the different domains?

  • TG

    I have been using Google Analytics for a long time now and i have to admit it has has changed the way I look at web traffic with various reports and filtering it has taken analyzing traffic to a whole new horizon.

    Google Analytics is a must have tool to every webmaster and/or website owner.

  • Allen Tyler

    Thanks for the info!  Do you know if it is possible to get my annotations to show up in the timeline widgets on my dashboards?

  • Jaan Kanellis

    Do you guys explain how I can get date comparison data in the new GA dashboards?  It doesn’t seem to work for me.  More here:



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